Stories propel action

The outcomes of effective stories vary, but they’re always good. Typically, stories help business in a number of ways.

• Sales works efficiently in part because prospective customers get the answers they need to make sound decisions at speed.
• Investment in PR spend nets coverage that generates changes in attitudes and sometimes even sales leads.
• Visionary entrepreneurs feel more connected with their teams and their markets, and staff members feel less sceptical about leadership.

In sum: good stories connect organisations with their environments in sustainable, profitable and mutually beneficial ways.