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Why Your Business Story Is Not A Hero’s Journey
Business storytelling isn’t the same as plotting a blockbuster movie.
“Nobody cares about how you struggled to get here. Let’s just get that out of the way.”
That’s what one frustrated audience member said after attending a business workshop. He wrote up a scathing review, which was devastating to the enthusiastic, knowledgeable workshop leader.
After all, every single one of her marketing coaches, mentors, and role models had told her the same thing. “Tell us how you got here. Share your mistakes. Bare your soul. Be vulnerable.”
What happens when you get vulnerable in a business story?
At best, your audience might feel they’re bonding with you; at worst, they’ll wince or feel embarrassed for you…or even assume, “If he did that, he must not be very competent.”
Many business owners believe you can use storytelling primarily to engage your audience. You’ll often see claims that stories “captivate” your audience.
Gaining attention definitely is a critical objective. In today’s cluttered environment, it’s easy to be invisible or, even worse, dull and boring. But why not go one step further and choose a story that sells?
