Challenge and selection. When communicating and meeting a team for common work, it is imperative  to have a clear and understandable explanation of the goals of the company. For example, the need to  convince investors or colleagues of something can often be accompanied by problems in choosing a  clear language for the audience, people use the wrong tools in the form of boring presentations or  reports, and they try to attract the audience with incomprehensible numbers and long slogans.

Application and Insight. The problem of attracting a new audience can be solved with the help of  storytelling. If the company pursues a certain goal, then it can be folded into a coherent logical story  that would be involved in real life, humanistic, and not divorced from reality somewhere in the area of  corporate ethics. Through the use of storytelling, we draw the person into the framework of their  personal emotional experience.

It is the story that can motivate people to take action, convince them of the importance and significance  of the proposed product. Traditional rhetoric no longer works: the experience of informing is too  familiar and understandable to any intellectual, the statistics and facts presented can be argued  endlessly. However, a new step is to use emotional experience, experience of life, experience of  experience. And this is where a captivating story comes into play. Emotional strength is more important  than rationality, it is more convincing in the fact that it is very difficult for her to argue, because few can  argue with emotion. Especially if the story includes overcoming and unexpected turns, has an inner  struggle.

Approach. Often times, telling a positive story can seem boring: this is proved to us by literary works,  where we carefully follow ambiguous characters, and maybe we are fascinated by negative characters.  This is also possible in business storytelling: the presence of a dark side can often become a plus for a  story, make it much more interesting and deep.

