Stories: types and purpose

As a consultant, you get used to having a go-to set of examples for a range of different situations. Got an HR problem? Here’s one another client had and how they overcame it. Customers won’t pay? How about trying this which has worked for me. Need to change your organisation’s culture? It’ll be slow and gradual, like turning a big ship around.

Reading this article, about seven types of stories leaders should tell, made me consider this grab bag of examples again. I hadn’t considered them as “stories”. Though, of course, they are. Interestingly, mine mostly fall into the categories outlined in this article.

They are targetted stories. They are designed to illustrate a problem, illuminate a solution, establish credentials, build rapport and yes, sell services.

Perhaps storytelling, at a business level, is intrinsically about selling. Selling a product, or an internal change, or an idea. Even the act of convincing itself is sometimes expressed in terms of selling and storytelling. When a government’s policy agenda is unpopular, you’ll hear commentators say, “they’ve been unable to sell their narrative” or “they couldn’t sell that idea to the public”.

So types of stories, yes. But how they’re deployed – to convince, cajole, entice, reassure. Is it all just selling in the end?

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