Telling Stories…In a Business Suit (Part 1)
This time, we’re going CORPORATE. Did you know that stories are THAT powerful? Its use can be extended even in our super competitive world of business!
I’ve written an article before some time ago about using stories to pitch better, sell faster and win more busineses. But recently, I found another gem on how to use stories in the business context. This entry is inspired by that book, “Storytelling: Branding In Practice” written by Klaus Fog, Christian Budtz and Baris Yakaboylu. In fact, I’m holdng on the book so tightly that its been a month overdue. (I hope no one working for the National Library Board is reading this)
There are already some notable stories in the corporate world. We just didn’t see them as stories. If you’ve received my weekly mailing updates, I’ve already talked about this. Don’t worry, I’ll still bring it up here. ( I’ll pause here for awhile so that you can sign up for my mailing list if you haven’t *winks* )
What do you remember most about our beloved Kentucky Fried Chicken a.k.a KFC ? You remember that statue outside the outlets. You remember him as an elder man with a white suit and a black ribbon. You remember him as Colonel Sanders.
And most will remember the history of KFC when you remember Colonel Sanders. Using him as an example of Storytelling In Business may be utterly cliche, but classic nevertheless. Its also the easiet example we can use here.
Bottomline, the story behind how Colonel Sanders finally became famous for his chicken “cooked in 11 herbs and spices” tell us how KFC never compromises its taste and quality and ensures a “finger lickin’ good ” meal everytime.
As a concept, storytelling has won a decisive foothold in the debate of how brands of the future will be shaped. In business today, its increasingly important not just to win customers but also to retain them. And you only get to do this if you and your consumers share the values and the beliefs your company upholds. But reading these “values” in the company website or reports isn’t going to do much. They’re just words. And this is where your stories come in.
In the other entries on Teling Stories in a Business Suit, I’ll share with you how you can create these stories and what are your sources. I’m telling you, they’re easy!
Watch out for my next post in this 3 part installment as I also update you regularly on how my ‘baby’ is doing. (You’re missing out on all the gossip if you STILL haven’t sign up for the Speak EZ mailing list!) To sign up, look for the red box to the top right hand column of the blog.
Later!
Cheers,
Eric Feng
Your Public Speaking Coach
P.S. To sharpen your stories and create more impact with your speech, you got to check out this article. It was one of the most read article for 2007!
How To Get Your Audience Engaged, Excited And At The Edge Of Their Seats At All Times
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In brief let us walk you through the different web applications that Adobe. com is offering. Buzzword as we said is Adobe’ s take on word processing on the web. Utilizing Flash/ Flex, Buzzword displays all text formatting seamlessly regardless of the…
Eric,
I tend to agree with you…stories should be used in the corporate world as well.
As I troll the public speaking blogs, I often run across people giving the advice of executive presence. Now, while executive presence is a huge part of being taken seriously in the business world, I would like to flip the point on its head: looking extremely professional and deferring to those higher up during presentations can actually backfire.
For instance,if you defer too much to executives, you are projecting that you are not on an equal business stature. Respect the position professionally but relate to the human informally. By speaking to them more informally, you project that you are equal. They will read that as confidence.
I feel that being somewhat informal (but still professional) during presentations and in most business situations is more authentic and engaging to audiences than the stiff formality and rigid “professionalism” that people tend to slip into when presenting about their technology solutions.
Thanks for the post
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