When newspaper editors lead with a story, they always use the strongest one they’ve got – and with good reason too. You’re more likely to pick up a newspaper if it has an attention grabbing headline that you can’t walk from away from. For newspapers this means higher readership, higher circulation and more revenue.
The same goes for successful business leaders. Those that can tell a great story and those who can connect with their audience - whether in theatre full of hundreds of people or in a one-on-one meeting - will have more success in making a difference and getting heard. The best business leaders share stories that people want to be a part of.
Paul Smith, Director of Consumer Research at Procter & Gamble, has just published a book to this topic. Lead with a Story: A Guide to Crafting Business Narratives that Captivate, Convince, and Inspire has examples from over 50 companies (including Saatchi & Saatchi) that use storytelling in their business. It’s a great guide that will help leaders influence and inspire.