“Lori … your book is absolutely packed with ‘I can use that right NOW’ techniques. It really is THE go-to resource on how to craft strategic stories that produce an ROI for all involved. Well done!” br>
– Sam Horn is the Intrigue Expert, a world-renowned author, keynote speaker, communications strategist, and executive coach
When’s the last time someone handed you a check for $75,000 after hearing your story?
In the most comprehensive how-to book to hit the market, Business Storytelling for Dummies, authors Karen Dietz, PhD and Lori L. Silverman provide an easy to use, step-by-step guide to finding, listening to, capturing, and crafting compelling stories from customers, consumers, front-line staff, leaders, vendors, and funders. You’ll also get practical tips and advice on how to tell stories that hit the mark every time, whether orally or through social media. Drawing on the author’s combined 50+ years of experience, the latest research in the field, and real-life examples from more than 50 organizations across the world, Business Storytelling for Dummies is by far the most current resource in the field.
This isn’t your typical Dummies book. There are five bonus chapters:
- It’s the first resource to demonstrate how to turn statistics and data-rich content into convincing stories.
- Chapter 13 includes specific steps and stories needed to get funders and stakeholders to open their wallets and commit to your cause, program, or project.
- Imagine twenty pages of tips on melding story into marketing campaigns and pulling stories out of consumers that effectively position your organization’s products and services.
- Chapter 15 shows you how to win new customers, solidify current buyers, and minimize the time between pitch and purchase by using storied approaches throughout the sales cycle.
- Have a change to implement? Chapter 16 covers using stories in a change initiative to heighten commitment, strengthen a vision, mitigate risks, obtain resources, overcome obstacles, and get things done.
Here is your roadmap to the big, sprawling territory that is business storytelling
David. B. Hutchens
Organizational storytelling is a field that has a lot of self-appointed experts, so one of the first things that makes this book exciting is that the authors both have such distinguished histories in the field. (Google their names. You’ll find they both have a deep portfolio of work to discover.) As someone who has read a lot of material on the topic of org narrative, I can tell you that Dietz and Silverman have provided the best overview I have seen. There are a lot of confusing ideas out there clouding the fast-growing body of knowledge (even around the most basic questions, such as “what is a story?”), and the authors are able to cut through all of that with tremendous clarity and credibility.
Regarding the “what is a story?” issue, the authors do something kind of brilliant there. Early in the book, they provide a definition that does NOT go down the well-traveled path of listing standard story elements (like plot, conflict, protagonist, etc.) Instead, they define story in terms of the outcome it has on the audience. A counter-intuitive idea, but the more I reflect on it the more compelling I find it.
There are so many great ideas here. The chapter on data storytelling is smart; and it would not have occurred to me to have a full chapter on how to make a story shorter — or longer — but there it is in Chapter 9, and it was full of wisdom. Chapter 12 is a great summary on how to help storytelling become integrated in your organization’s culture. There are probably Harvard Business Review articles somewhere that deal with topics like these in depth, but I haven’t seen a single volume that lays them all out to provide this kind of big-picture awareness. The book is FULL of examples. Lots of written stories, with “before” and “after” presentations showing how the authors’ principles were applied. It is very helpful and engaging.
I’ve never read a “For Dummies” book before, but with this one I appreciate the format. There are a lot of checklists, and margin icons indicating where the text features “real like examples” or “pitfalls to avoid” and so on. Those devices really did help to keep the presentation crisp and searchable. Which I suppose is one reason the Dummies brand has been such a phenomenon.
If you are new to the world of business storytelling, you can be confident that this book will orient you in a way that is well-validated, tested, and based on the authors’ considerable research and experience. Highly recommended.
Are you and your organization fully utilizing business storytelling to move people to action — to get funding, increase sales, accelerate change, and get your messaging to stick? If you’re not, you won’t stand out in a crowded marketplace that now knows that facts merely tell while stories truly sell and motivate.
Get a Master Black Belt in business storytelling with this new Dummies book.
“I sat down at lunch and started reading and instantly knew this book was the book I’ve been looking for! There’s so much juicy stuff in it I hardly know where to start. So I’ll take it step by step and allow the wisdom to seep in! br>
– Shannon Presson, coach, healer, passionate storyteller, and speaker