Entrepreneur

From Bedtime to the Boardroom: Why Storytelling Matters in Business

These innovators are connecting with consumers, colleagues and investors on an emotional level.
Source: Shutterstock

It’s one of the biggest buzzwords in business—storytelling—and it’s how savvy companies are satisfying the public’s never-ending hunger for content. With compelling characters, relatable plots and, most important, authenticity, these innovators are connecting with consumers, colleagues and investors on an emotional level. 

“What is a story?”Andrew Linderman asks a group of students, most in their 20s and 30s, who are gathered in a Manhattan classroom for “Storytelling for Entrepreneurs,” a lesson in how to better pitch themselves and their products.   

One student offers a complex definition straight out of a comparative literature class. Linderman, founder of The Story Source, a New York-based coaching and consulting company, shakes his head. Another student raises his hand hesitantly.   

“It has a beginning, middle and end,” he offers.   

“Yes!” Linderman says enthusiastically, writing it on the board.   

For the next few

You're reading a preview, sign up to read more.

More from Entrepreneur

Entrepreneur9 min read
Why It Took Dunkin' Donuts 10 Years to Build the Perfect New Cup
The inside story of the struggle the donut chain had in phasing out its iconic, yet hazardous, styrofoam cup.
Entrepreneur3 min readEntrepreneurship
Meet the Man Taking Anytime Fitness Global
By building a brand that consumers (and franchisees) adore, Anytime Fitness CEO Chuck Runyon has found fans across the globe.
Entrepreneur3 min readEntrepreneurship
6 Ways to Break Bad News to Your Team
Being the bearer of bad news is never fun. But there comes a time in everyone's lives, when they've got to step up to the plate. This is especially true in business. When you're in a leadership position at a company, knowing how to deliver bad news i