Stories put people first

Stories give people a central role. Using stories you can often achieve more with the same resources, because stories are portable, they propel action, they makes allies. They circulate because people pass them on.

But more deeply, stories can show companies the people who matter most to them. Stories are about people and the things that they do or that happen to them. Never mind that collective descriptions – like customers, shareholders, end users, beneficiaries, employees – may mask their individuality. Seeing people's wants and needs afresh can reinvigorate product development and customer service initiatives.