Book Review: The Story Factor

By Annette Simmons

From the first time we say 'Mummy, I fell over!' we are learning to tell stories. Stories are integral to the way we communicate and make sense of the world.

A story is at once more complex and yet more easily comprehensible than a raft of facts and figures. When it comes to persuading others, in business and in other areas of our lives, stories are a powerful tool.
 

Great leaders are great storytellers.
 

In The Story Factor Annette Simmons looks at the many ways that story can be used to influence and persuade. We are all storytellers, but may not consciously apply the techniques of story in a business context.

Sharing your vision for the future with others in a convincing way requires telling a powerful story. People don’t buy products or services based on rational considerations alone. It is the story that does the selling. Stories help us to establish trust and a common bond – the basis of all successful business relationships.

Annette Simmons sees storytelling as integral to business communication. The Story Factor examines these techniques and discusses the six main stories you need to be able to tell, then provides a framework for improving your storytelling skills. A story is more than just words and The Story Factor also discusses the non-verbal aspects of good storytelling. There is a selection of example stories, both informative and entertaining and practical illustrations of how stories can be used to motivate and persuade.

Stories are part of our everyday lives and The Story Factor helps business people to understand how a better awareness of stories and storytelling can help improve their business communications.

What is your story?

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