Reviews
“It has always been challenging to find a comprehensive development solution that helps teach employees how to create and share compelling, audience-centric business stories. This approach is grounded in real scenarios and case studies that anyone can relate to. If you’re looking to up-level your skillset in storytelling and drive business conversations forward, get this book!”―Stacy Salvalaggio, Vice President, Retail Operations, Aritzia and Former Global Senior Director, Learning and Development, McDonald’s
“There’s no greater skill and ingenuity to propel your career than the ability to translate data insights into clear, authentic narratives. This book is the winning formula for any executive.”―Sydney Savion, Chief Learning Officer, Air New Zealand
In a world drowning in data and PowerPoint presentations, this game-changing guide offers a lifeline to professionals struggling to make their ideas stick. It’s not just another book on presentation skills; it’s a comprehensive toolkit for transforming complex information into compelling visual stories. The authors introduce a groundbreaking approach that blends storytelling techniques with data visualization, empowering readers to captivate any audience, from C-suite executives to front-line employees. By mastering the art of business storytelling, readers will learn to cut through the noise, drive decision-making, and leave a lasting impact in every professional interaction.
This book casts a wide net, appealing to anyone who needs to communicate ideas effectively in a business setting. Its primary audience includes mid-level managers, sales professionals, and data analysts who regularly present information to decision-makers. However, the book’s accessible language and step-by-step approach make it equally valuable for entry-level employees looking to make an impact and C-suite executives aiming to refine their communication skills. The authors have struck a delicate balance, offering enough depth to satisfy experienced presenters while remaining approachable for newcomers to the concept of business storytelling. By focusing on universal principles of communication and backing them up with real-world examples, Kurnoff and Lazarus have created a resource that transcends industry boundaries and experience levels.
Picture a world where your ideas are as clear as a mountain stream, flowing effortlessly from your mind to your audience. Now imagine the opposite: a murky swamp of data, charts, and bullet points that leave your listeners bogged down and confused. In Everyday Business Storytelling, Janine Kurnoff and Lee Lazarus offer a compass to navigate out of this communication quagmire, guiding readers towards crystal-clear storytelling that cuts through the noise of modern business.
The authors kick off with a startling statistic: the average business professional spends 40% of their workweek creating and delivering presentations, yet most of these fall flat. Why? Because they’re missing the secret ingredient that’s hardwired into our brains: story. Kurnoff and Lazarus argue that the human mind is a story-processing machine, evolved over millennia to seek out narrative patterns. By tapping into this innate preference, business professionals can transform even the driest data into a compelling tale that sticks.
But this isn’t just about spinning yarns around the water cooler. The book delves deep into the nuts and bolts of crafting narratives that drive action in the boardroom. Readers learn how to structure their presentations using classic storytelling arcs, how to identify and emphasize key plot points in their data, and how to create characters out of abstract concepts. The authors introduce their proprietary Storytelling Compass™, a tool that helps presenters navigate the treacherous waters between too much detail and not enough context.
One of the book’s strengths lies in its practical approach. Each chapter is packed with real-world examples, from sales pitches that landed multi-million dollar contracts to internal presentations that sparked company-wide innovation. Kurnoff and Lazarus break down these success stories, showing readers exactly how to replicate these results in their own work. They also provide a wealth of templates, checklists, and exercises that readers can immediately put into practice.
By the time readers finish Everyday Business Storytelling, they’ll have a robust toolkit for transforming any presentation into a gripping narrative. They’ll learn how to distill complex data into simple, memorable visuals, how to adapt their story for different audiences, and how to deliver their message with confidence and authenticity. Perhaps most importantly, they’ll understand how to make their ideas not just heard, but felt and acted upon.
The heart of Everyday Business Storytelling beats with a simple yet powerful message: in the world of business, storytelling isn’t a luxury—it’s a necessity. Kurnoff and Lazarus posit that the ability to craft and deliver compelling narratives is the difference between being heard and being remembered, between informing and inspiring.
Everyday Business Storytelling arrives at a critical juncture in the business world. As companies drown in ever-increasing volumes of data, the ability to extract meaning and convey it effectively has become a prized skill. This book doesn’t just add to the conversation—it reframes it entirely, challenging the notion that business communication must be dry, formal, and fact-focused to be taken seriously.
The impact of Kurnoff and Lazarus’s work extends far beyond individual presenters. By emphasizing the importance of narrative in business communication, they’re pushing for a cultural shift in how organizations share information, make decisions, and drive change. Their approach has been embraced by Fortune 500 companies and startups alike, leading to more engaging meetings, more persuasive pitches, and more effective leadership communication.
However, the book isn’t without its critics. Some traditionalists argue that focusing on storytelling might lead to the oversimplification of complex issues or the prioritization of style over substance. Kurnoff and Lazarus anticipate these concerns, dedicating several chapters to maintaining rigorous data integrity within the storytelling framework.
Despite these debates, the book’s significance is hard to overstate. It’s been hailed as a game-changer by industry leaders and has quickly become required reading in many MBA programs. The Wall Street Journal praised it as “a much-needed antidote to death by PowerPoint,” while Forbes called it “the new bible of business communication.”
By bridging the gap between the art of storytelling and the science of business data, Kurnoff and Lazarus have created a resource that promises to reshape how we think about and practice business communication for years to come.
We find that Everyday Business Storytelling by Janine Kurnoff and Lee Lazarus offers a fresh and valuable perspective on business communication. The authors have successfully bridged the gap between the art of storytelling and the often data-driven world of business, providing readers with a practical framework for crafting compelling narratives in various professional contexts.
The book’s greatest strength lies in its actionable approach. The Storytelling Compass™ framework provides a clear, step-by-step guide for structuring business narratives, making it accessible even to those who may not consider themselves natural storytellers. We appreciate how the authors have grounded their techniques in cognitive science and communication theory, giving readers not just the “how” but also the “why” behind effective storytelling.
We’re particularly impressed by the book’s emphasis on integrating data into narratives. In a business landscape where data-driven decision making is increasingly crucial, Kurnoff and Lazarus offer invaluable insights on how to make numbers and statistics more engaging and memorable through storytelling techniques. This skill is likely to become ever more important as organizations grapple with increasing amounts of data.
The book’s versatility is another strong point. While many business communication books focus on specific contexts like sales or leadership, Everyday Business Storytelling provides principles and techniques that can be applied across a wide range of business scenarios. This makes it a valuable resource for professionals at all levels and in various functions of an organization.
However, we do note some limitations. The book could have provided more guidance on cross-cultural storytelling, which is increasingly important in our globalized business environment. Additionally, while the focus on visual storytelling is generally a strength, at times it may overshadow other important aspects of business communication, such as written narratives or impromptu verbal storytelling.
We also feel that the book could have delved deeper into the potential challenges of implementing storytelling techniques in organizations that may be resistant to this approach. More discussion on how to navigate organizational barriers to adopting new communication strategies would have been beneficial.
Our Recommendation
Despite these minor shortcomings, we wholeheartedly recommend Everyday Business Storytelling to professionals looking to enhance their communication skills. Whether you’re a seasoned executive seeking to refine your presentation techniques or a young professional aiming to make your ideas stand out, this book offers valuable insights and practical tools that can elevate your business communication.
We believe that the skills taught in this book are increasingly essential in today’s complex and data-rich business environment. The ability to craft clear, compelling narratives around business concepts and data is a powerful differentiator in any professional context. While readers should complement this book with other resources for a well-rounded approach to business communication, Everyday Business Storytelling provides an excellent foundation in the art and science of narrative-driven business communication. It’s a worthy addition to any professional’s toolkit, likely to yield tangible improvements in how you communicate and influence in the workplace.
The essence of Everyday Business Storytelling by Janine Kurnoff and Lee Lazarus revolves around transforming complex business data into compelling narratives. The authors argue that storytelling is not just an art but a critical business skill that can significantly impact decision-making, persuasion, and overall communication effectiveness. They introduce the concept of “data storytelling,” which combines analytical thinking with narrative techniques to create presentations that are both informative and engaging. This approach aims to bridge the gap between raw data and human understanding, making information more accessible and actionable for diverse audiences.
A central tenet of the book is the Storytelling Compass™, a proprietary framework developed by the authors to guide readers through the process of crafting business narratives. This tool helps presenters navigate the four cardinal directions of storytelling: North (the main idea or message), East (the supporting data and evidence), South (the emotional connection or relevance to the audience), and West (the call to action or next steps). By following this compass, presenters can ensure their stories are well-rounded, impactful, and purposeful. The authors emphasize that this framework is flexible and can be adapted to various business contexts, from sales pitches to internal strategy meetings.
Kurnoff and Lazarus place significant emphasis on audience analysis and adaptation. They argue that effective storytelling in business isn’t about a one-size-fits-all approach, but rather about tailoring the narrative to the specific needs, interests, and knowledge level of the audience. The book provides strategies for quickly assessing an audience and adjusting the story’s complexity, tone, and focus accordingly. This adaptability is crucial in ensuring that the message resonates and drives the desired action, whether the audience consists of C-suite executives, technical experts, or front-line employees.
The concept of “storyboarding” is another key element explored in the book. Borrowed from the film industry, storyboarding in business presentations involves visually mapping out the flow of information before diving into the details of slide design. This technique helps presenters identify gaps in their logic, ensure a smooth narrative flow, and maintain focus on the key message throughout the presentation. The authors provide detailed guidance on how to create effective storyboards, including tips on visual hierarchy and information sequencing.
Data visualization is treated as an integral part of business storytelling in this book. Kurnoff and Lazarus argue that well-designed charts, graphs, and infographics can significantly enhance the impact of a story by making complex information more digestible and memorable. They offer practical advice on choosing the right type of visualization for different kinds of data, as well as tips on design principles that can make visuals more effective. The authors stress that the goal of data visualization in storytelling is not just to display information, but to reveal insights and support the overall narrative.
The book also tackles the challenge of maintaining authenticity in business storytelling. While emphasizing the power of narrative, the authors are careful to distinguish between effective storytelling and manipulation. They provide guidelines for ethical storytelling in business, emphasizing the importance of accuracy, transparency, and respect for the audience. This approach ensures that storytelling enhances rather than undermines credibility, a crucial consideration in professional settings where trust is paramount.
The Sales Pitch Turnaround: One of the most striking examples in the book involves a struggling sales team at a software company. Initially, their presentations were data-heavy and feature-focused, resulting in low conversion rates. After applying the Storytelling Compass™ framework, they restructured their pitch to begin with a relatable customer pain point (South), followed by a clear value proposition (North), supported by case studies and data (East), and ending with a compelling call to action (West). This narrative approach led to a 40% increase in sales conversions within three months, demonstrating the tangible impact of effective business storytelling.
The Internal Communication Breakthrough: Another powerful example focuses on a multinational corporation struggling with employee engagement during a major restructuring. The HR department’s initial communications were met with confusion and resistance due to their dry, policy-focused approach. Applying the book’s principles, they reimagined their message as a story of organizational evolution, using relatable analogies and visual timelines to illustrate the change process. They also incorporated employee stories to add emotional resonance. The result was a significant improvement in understanding and buy-in across all levels of the organization, smoothing the transition and reducing turnover during a critical period.
The Data Scientist’s Dilemma: The book recounts the experience of a data science team tasked with presenting complex findings to non-technical executives. Initially, their presentations were met with glazed eyes and limited follow-up action. Applying the storyboarding technique, they restructured their presentation to start with the business impact of their findings before diving into the technical details. They also used analogies to explain complex algorithms and created interactive data visualizations to engage their audience. This storytelling approach not only improved comprehension but also led to faster decision-making and increased funding for data science initiatives within the company.
The Startup Pitch Revolution: Kurnoff and Lazarus share the story of a tech startup that transformed its investor pitch using the book’s principles. Instead of leading with technical specifications and market size statistics, they crafted a narrative around the problem they were solving, featuring a day in the life of their target user. They used the Storytelling Compass™ to ensure their pitch had a clear direction, emotional appeal, and solid data backing. This narrative approach helped them stand out in a crowded field, ultimately securing funding from investors who cited the clarity and memorability of their presentation as key factors in their decision.
The Product Launch Narrative: The book details how a consumer goods company used storytelling techniques to launch a new product line. Rather than focusing solely on features and benefits, they created a narrative around the product’s origin, inspired by customer feedback and environmental concerns. This story was woven through all aspects of the launch, from press releases to in-store displays. By giving the product a compelling backstory, they were able to connect with consumers on an emotional level, resulting in sales that exceeded projections by 25% in the first quarter.
The Annual Report Reimagined: A final example showcases how a financial services firm transformed their dry annual report into a engaging narrative. Instead of a traditional format, they structured the report as a journey through the year, highlighting key milestones, challenges overcome, and future opportunities. They used data visualization techniques to make financial information more accessible and included short stories from employees and customers to add a human touch. This storytelling approach not only made the report more readable but also more shareable, increasing engagement with stakeholders and improving the company’s public image.
Start with the “So What?”
One of the most crucial insights from the book is the importance of leading with the “So What?” of your story. Kurnoff and Lazarus emphasize that many business presentations fail because they bury the lead, forcing the audience to sift through mountains of data before understanding why they should care. To apply this insight, begin your presentation by clearly stating the main takeaway or the impact of your information. For example, instead of starting a sales presentation with company history and product features, open with a statement like, “Our solution can increase your productivity by 30% within the first quarter.” This approach immediately grabs attention and provides context for the details that follow. The authors suggest spending time crafting a powerful opening statement that encapsulates the core message and its relevance to the audience. They recommend testing this statement on colleagues to ensure it’s clear, impactful, and intriguing enough to make the audience lean in and want to know more.
Use the Storytelling Compass™ for Structure
The Storytelling Compass™ introduced in the book provides a powerful framework for structuring business narratives. To apply this insight, organize your presentation around the four cardinal directions: North (main message), East (supporting data), South (emotional connection), and West (call to action). Start by clearly defining your North – the key point you want your audience to remember. Then, gather your East – the facts, figures, and evidence that support your main message. Don’t forget to include your South – stories, anecdotes, or examples that create an emotional connection with your audience. Finally, end with a strong West – a clear call to action that tells your audience exactly what you want them to do next. For instance, if you’re presenting a new marketing strategy, your North might be “Shifting to content marketing will double our lead generation.” Your East could include industry statistics and case studies, your South might feature a story of a company that successfully made this shift, and your West could be “Approve a 6-month pilot program starting next quarter.”
Storyboard Before Slideshow
The book emphasizes the importance of storyboarding before diving into slide design. This insight can be applied by sketching out your presentation on paper or using sticky notes before opening PowerPoint or Keynote. Start by writing down your main message and key supporting points. Then, arrange these elements in a logical flow, ensuring each point leads naturally to the next. Consider where you’ll need data visualization, where a story or example would be most effective, and where you might need to provide additional context. For example, if you’re presenting a quarterly report, your storyboard might start with an overview of the main results, followed by detailed breakdowns of each department’s performance, interspersed with success stories and challenges overcome. By storyboarding, you can identify gaps in your narrative, ensure a smooth flow of information, and prevent the common pitfall of creating slides that don’t serve your overall story.
Harness the Power of Contrast
Kurnoff and Lazarus highlight the effectiveness of using contrast to make your story more compelling. To apply this insight, look for opportunities to juxtapose different scenarios, data points, or outcomes in your presentations. This could involve comparing “before and after” situations, contrasting your solution with competitors’, or showing the difference between taking action and maintaining the status quo. For instance, if you’re proposing a new customer service system, you might create a slide that shows current customer satisfaction ratings side by side with projected ratings after implementation. Or, you could contrast the time and resources currently spent on customer service with the streamlined process your new system would enable. The key is to make the contrast visually striking and emotionally impactful. The authors suggest using color, size, and placement to emphasize the contrast and make it instantly graspable for your audience.
Create Data Storytelling
The book introduces the concept of data storytelling, which involves bringing numbers to life through narrative. To apply this insight, don’t just present data – tell its story. Start by identifying the key message or insight in your data. Then, create a narrative arc around this insight. Introduce the context or problem that the data addresses, reveal the key findings as plot points in your story, and conclude with the implications or recommended actions. For example, instead of simply showing a graph of declining sales, you might start by setting the scene: “Last year, we were industry leaders. But in January, we noticed a troubling trend.” Then, walk through the data points as if they were events in a story: “We saw a 5% drop in Q1, which accelerated to 15% by Q3. It was then we realized we had a serious problem on our hands.” Conclude with the resolution or call to action: “This data tells us we need to revamp our product line. I propose we allocate resources to R&D immediately.” By framing data this way, you make it more engaging and memorable for your audience.
Tailor Your Story to Your Audience
A key insight from the book is the importance of adapting your story to your specific audience. To apply this, conduct thorough audience analysis before crafting your presentation. Consider their level of expertise, their priorities, and what they need to know to make a decision. Then, adjust your language, level of detail, and focus accordingly. For instance, if you’re presenting the same information to both the C-suite and the IT department, you’d craft two different stories. For the C-suite, you might focus on high-level strategy and financial implications, using broader business terms. For the IT department, you’d go into more technical detail, using industry-specific jargon and focusing on implementation challenges and solutions. The authors suggest creating audience personas and even role-playing presentations to ensure your story resonates with its intended recipients.
Use Analogies to Simplify Complex Concepts
Kurnoff and Lazarus stress the power of analogies in making complex ideas accessible. To apply this insight, look for familiar concepts or experiences that parallel the complex idea you’re trying to explain. For example, if you’re explaining a new cybersecurity protocol, you might compare it to a medieval castle’s defenses: “Our new system is like a castle with multiple layers of protection. The firewall is our outer wall, intrusion detection is our watchtowers, and encryption is our secret tunnels for safe communication.” When crafting analogies, ensure they’re appropriate for your audience’s background and experience. The authors recommend testing your analogies on colleagues to ensure they clarify rather than confuse. Remember, the goal is to use the familiar to illuminate the unfamiliar, providing a mental framework that helps your audience grasp and remember complex ideas.
Incorporate Visual Storytelling
The book emphasizes the importance of visual elements in enhancing your story. To apply this insight, go beyond basic charts and graphs. Think about how you can use visual elements to support and enhance your narrative. This might involve creating custom infographics, using metaphorical images, or designing slides that visually represent your story’s structure. For instance, if you’re presenting a five-step process, you might create a visual roadmap that you return to throughout the presentation, highlighting each step as you discuss it. Or, if you’re comparing different strategies, you could use a visual metaphor like a race track, with each strategy represented by a different vehicle. The key is to ensure that your visuals aren’t just decorative, but actively contribute to telling your story. The authors suggest sketching out visual ideas as part of your storyboarding process, and recommend tools and resources for creating impactful visuals even if you’re not a designer.
Practical and Actionable Framework
One of the most significant strengths of Everyday Business Storytelling is its highly practical and actionable framework. Kurnoff and Lazarus don’t just theorize about the importance of storytelling in business; they provide a concrete, step-by-step approach that readers can immediately apply to their own work. The Storytelling Compass™ serves as a powerful tool for structuring presentations and communications, giving readers a clear roadmap for crafting compelling narratives. Each component of the compass is thoroughly explained, with examples of how to implement it in various business scenarios. This practical approach extends to the numerous exercises and worksheets scattered throughout the book, which guide readers through the process of applying the concepts to their own projects. For instance, the authors provide a detailed template for creating audience personas, helping readers tailor their stories to specific stakeholders. By offering such hands-on tools, the book bridges the gap between theory and practice, making it an invaluable resource for professionals looking to enhance their communication skills.
Integration of Data and Narrative
Another standout strength of the book is its innovative approach to integrating data and narrative. In many business contexts, there’s often a perceived dichotomy between “hard” data and “soft” storytelling skills. Kurnoff and Lazarus effectively bridge this gap, showing how data can be woven into a compelling narrative and how storytelling techniques can make data more impactful. They provide numerous examples of how to transform dry statistics into engaging stories, such as their case study of a financial analyst who turned a complex market analysis into a narrative about economic “headwinds” and “tailwinds.” The authors offer specific techniques for data visualization that go beyond standard charts and graphs, encouraging readers to think creatively about how to represent information visually in a way that supports their overall story. This integration of data and narrative is particularly valuable in today’s data-driven business environment, where the ability to communicate insights effectively is as important as the ability to generate them.
Versatility and Broad Applicability
The versatility of the book’s approach is another key strength. While many books on business communication focus on specific contexts like sales presentations or leadership speeches, Everyday Business Storytelling offers principles and techniques that can be applied across a wide range of business scenarios. The authors provide examples from diverse fields including marketing, finance, human resources, and technology, demonstrating how storytelling can enhance communication in various professional contexts. They also address different formats of business communication, from formal presentations to informal meetings and written reports. This broad applicability makes the book valuable for professionals at all levels and in all functions of an organization. For example, the book shows how a product manager can use storytelling to pitch a new feature to developers, how an HR professional can use narrative techniques to explain policy changes, and how a CEO can craft a compelling vision story for the entire organization.
Focus on Audience Adaptation
A significant strength of the book is its emphasis on adapting stories to specific audiences. Kurnoff and Lazarus stress that effective business storytelling isn’t about crafting a single perfect narrative, but about tailoring your story to the needs, interests, and background of your audience. They provide in-depth guidance on how to analyze your audience and adjust your story accordingly, including factors like technical knowledge, decision-making authority, and cultural context. The book offers practical tools for this process, such as audience persona templates and a “What’s In It For Them” (WIIFT) worksheet. This focus on audience adaptation is particularly valuable in today’s diverse and global business environment, where communicators often need to convey the same information to very different stakeholders. The authors illustrate this with a case study of a technology company that successfully pitched the same product to both technical and non-technical audiences by significantly adapting their story for each group.
Balance of Theory and Practice
The book strikes an excellent balance between theoretical foundations and practical application. Kurnoff and Lazarus ground their approach in cognitive science and communication theory, explaining why storytelling is such a powerful tool for conveying information and influencing decisions. They cite relevant research on how the human brain processes narrative information more effectively than raw data or abstract concepts. However, they don’t get bogged down in academic discussions. Instead, they use this theoretical foundation as a springboard for practical advice. For every concept introduced, the authors provide multiple examples of how it can be applied in real-world business situations. This balance makes the book both intellectually satisfying and immediately useful. Readers come away with a deeper understanding of why storytelling works, as well as a toolkit for how to make it work for them.
Emphasis on Ethics and Authenticity
A final strength worth noting is the book’s emphasis on ethical storytelling and authenticity. In a business world where “spin” and manipulation are all too common, Kurnoff and Lazarus take a refreshingly principled stance. They stress that effective business storytelling isn’t about embellishing facts or manipulating emotions, but about presenting information in a way that’s both truthful and compelling. The authors dedicate a full chapter to discussing the ethics of storytelling in business, providing guidelines for maintaining integrity while crafting persuasive narratives. They also emphasize the importance of authenticity, encouraging readers to find their own voice and style rather than trying to mimic others. This focus on ethics and authenticity not only adds to the book’s credibility but also provides valuable guidance for professionals navigating the sometimes murky waters of business communication.
Practical and Actionable Framework
One of the most significant strengths of Everyday Business Storytelling is its highly practical and actionable framework. Kurnoff and Lazarus don’t just theorize about the importance of storytelling in business; they provide a concrete, step-by-step approach that readers can immediately apply to their own work. The Storytelling Compass™ serves as a powerful tool for structuring presentations and communications, giving readers a clear roadmap for crafting compelling narratives. Each component of the compass is thoroughly explained, with examples of how to implement it in various business scenarios. This practical approach extends to the numerous exercises and worksheets scattered throughout the book, which guide readers through the process of applying the concepts to their own projects. For instance, the authors provide a detailed template for creating audience personas, helping readers tailor their stories to specific stakeholders. By offering such hands-on tools, the book bridges the gap between theory and practice, making it an invaluable resource for professionals looking to enhance their communication skills.
Integration of Data and Narrative
Another standout strength of the book is its innovative approach to integrating data and narrative. In many business contexts, there’s often a perceived dichotomy between “hard” data and “soft” storytelling skills. Kurnoff and Lazarus effectively bridge this gap, showing how data can be woven into a compelling narrative and how storytelling techniques can make data more impactful. They provide numerous examples of how to transform dry statistics into engaging stories, such as their case study of a financial analyst who turned a complex market analysis into a narrative about economic “headwinds” and “tailwinds.” The authors offer specific techniques for data visualization that go beyond standard charts and graphs, encouraging readers to think creatively about how to represent information visually in a way that supports their overall story. This integration of data and narrative is particularly valuable in today’s data-driven business environment, where the ability to communicate insights effectively is as important as the ability to generate them.
Versatility and Broad Applicability
The versatility of the book’s approach is another key strength. While many books on business communication focus on specific contexts like sales presentations or leadership speeches, Everyday Business Storytelling offers principles and techniques that can be applied across a wide range of business scenarios. The authors provide examples from diverse fields including marketing, finance, human resources, and technology, demonstrating how storytelling can enhance communication in various professional contexts. They also address different formats of business communication, from formal presentations to informal meetings and written reports. This broad applicability makes the book valuable for professionals at all levels and in all functions of an organization. For example, the book shows how a product manager can use storytelling to pitch a new feature to developers, how an HR professional can use narrative techniques to explain policy changes, and how a CEO can craft a compelling vision story for the entire organization.
Focus on Audience Adaptation
A significant strength of the book is its emphasis on adapting stories to specific audiences. Kurnoff and Lazarus stress that effective business storytelling isn’t about crafting a single perfect narrative, but about tailoring your story to the needs, interests, and background of your audience. They provide in-depth guidance on how to analyze your audience and adjust your story accordingly, including factors like technical knowledge, decision-making authority, and cultural context. The book offers practical tools for this process, such as audience persona templates and a “What’s In It For Them” (WIIFT) worksheet. This focus on audience adaptation is particularly valuable in today’s diverse and global business environment, where communicators often need to convey the same information to very different stakeholders. The authors illustrate this with a case study of a technology company that successfully pitched the same product to both technical and non-technical audiences by significantly adapting their story for each group.
Balance of Theory and Practice
The book strikes an excellent balance between theoretical foundations and practical application. Kurnoff and Lazarus ground their approach in cognitive science and communication theory, explaining why storytelling is such a powerful tool for conveying information and influencing decisions. They cite relevant research on how the human brain processes narrative information more effectively than raw data or abstract concepts. However, they don’t get bogged down in academic discussions. Instead, they use this theoretical foundation as a springboard for practical advice. For every concept introduced, the authors provide multiple examples of how it can be applied in real-world business situations. This balance makes the book both intellectually satisfying and immediately useful. Readers come away with a deeper understanding of why storytelling works, as well as a toolkit for how to make it work for them.
Emphasis on Ethics and Authenticity
A final strength worth noting is the book’s emphasis on ethical storytelling and authenticity. In a business world where “spin” and manipulation are all too common, Kurnoff and Lazarus take a refreshingly principled stance. They stress that effective business storytelling isn’t about embellishing facts or manipulating emotions, but about presenting information in a way that’s both truthful and compelling. The authors dedicate a full chapter to discussing the ethics of storytelling in business, providing guidelines for maintaining integrity while crafting persuasive narratives. They also emphasize the importance of authenticity, encouraging readers to find their own voice and style rather than trying to mimic others. This focus on ethics and authenticity not only adds to the book’s credibility but also provides valuable guidance for professionals navigating the sometimes murky waters of business communication.
Overreliance on Storytelling as a Universal Solution
One potential blind spot in Everyday Business Storytelling is the implicit assumption that storytelling is always the most effective communication strategy. While the book does an excellent job of demonstrating the power of narrative in many business contexts, it may not sufficiently acknowledge situations where a more direct, data-focused approach might be more appropriate. This could lead readers to overuse storytelling techniques, potentially undermining their credibility in certain analytical or technical contexts. For instance, in highly regulated industries or in communications with technical experts, an overreliance on narrative elements might be seen as obfuscating or oversimplifying complex information. Nancy Duarte’s DataStory: Explain Data and Inspire Action Through Story offers a more nuanced approach to balancing data and narrative, providing guidance on when to lean more heavily on raw data versus when to employ storytelling techniques. Similarly, Edward Tufte’s The Visual Display of Quantitative Information presents a compelling case for the power of clear, direct data presentation, which can serve as a valuable counterpoint to the heavily narrative approach advocated in Everyday Business Storytelling.
Underestimation of Organizational Barriers to Storytelling
Another blind spot in the book is its limited discussion of the organizational barriers that might hinder the implementation of storytelling techniques. While Kurnoff and Lazarus provide excellent guidance on crafting and delivering stories, they may underestimate the resistance that individuals might face when trying to introduce more narrative-based communication in traditionally data-centric or formal business cultures. Readers might come away from the book with unrealistic expectations about how easily they can transform their organization’s communication culture. John Kotter’s Leading Change offers valuable insights into the challenges of implementing new practices in established organizations, which could complement the storytelling techniques presented in Everyday Business Storytelling. Additionally, Annette Simmons’ The Story Factor delves deeper into the organizational and interpersonal dynamics that can affect the reception of storytelling in business contexts, providing a more holistic view of the challenges and opportunities of narrative-based communication.
Limited Exploration of Storytelling Ethics in Complex Situations
While Everyday Business Storytelling does address the importance of ethical storytelling, it may not fully explore the ethical complexities that can arise in real-world business scenarios. The book presents a relatively straightforward view of ethical storytelling, focusing primarily on truthfulness and authenticity. However, it doesn’t delve deeply into the more nuanced ethical dilemmas that business storytellers might face, such as how to handle conflicting narratives within an organization, or how to balance transparency with the need to maintain confidentiality or manage sensitive information. This could leave readers ill-prepared for navigating more complex ethical terrain. Robert McKee and Thomas Gerace’s Storynomics: Story-Driven Marketing in the Post-Advertising World offers a more in-depth exploration of the ethical challenges of storytelling in a business context, particularly in marketing and branding. Additionally, Made to Stick by Chip and Dan Heath provides valuable insights into the ethics of creating memorable messages, which could help readers navigate the fine line between effective storytelling and manipulation.
Insufficient Attention to Storytelling in Team Collaboration
Everyday Business Storytelling primarily focuses on using storytelling as a tool for presenting information or persuading an audience. However, it pays less attention to how storytelling can be used as a collaborative tool within teams or in peer-to-peer communication. This blind spot might lead readers to overlook the potential of storytelling in fostering creativity, building shared understanding, or facilitating problem-solving in group settings. The book could benefit from exploring how narrative techniques can be used in brainstorming sessions, design thinking workshops, or agile development processes. Gamestorming: A Playbook for Innovators, Rulebreakers, and Changemakers by Dave Gray, Sunni Brown, and James Macanufo offers valuable insights into how storytelling can be integrated into collaborative work processes. Similarly, The Leader’s Guide to Storytelling by Stephen Denning provides a broader perspective on how leaders can use different types of stories to foster collaboration, spark innovation, and build a shared vision within their teams.
Overlooking the Role of Cultural Narratives in Business Storytelling
A significant blind spot in Everyday Business Storytelling is its limited exploration of how broader cultural narratives influence and shape business storytelling. The book focuses primarily on crafting individual stories within a business context, but it doesn’t fully address how these stories interact with larger societal narratives or cultural myths. This oversight could lead readers to create stories that, while well-crafted, fail to resonate on a deeper cultural level. Understanding how to tap into or challenge existing cultural narratives can significantly enhance the power and relevance of business storytelling. The Hero with a Thousand Faces by Joseph Campbell, while not a business book per se, provides invaluable insights into universal story structures that resonate across cultures. These insights can be powerfully applied in a business context. Additionally, Winning the Story Wars by Jonah Sachs explores how successful brands leverage cultural myths in their storytelling, offering a valuable perspective on how business narratives can engage with broader societal themes.
Made to Stick by Chip and Dan Heath
While Everyday Business Storytelling focuses specifically on narrative techniques in business communication, Made to Stick takes a broader approach to making ideas memorable and impactful. The Heath brothers introduce their SUCCESs framework (Simple, Unexpected, Concrete, Credible, Emotional, Stories), which overlaps with Kurnoff and Lazarus’s approach in some areas, particularly in the emphasis on emotional connection and storytelling. However, Made to Stick places more emphasis on the cognitive psychology behind why certain ideas “stick,” providing a more theoretical foundation for its recommendations. Kurnoff and Lazarus’s book, on the other hand, offers more practical, step-by-step guidance for crafting business narratives. Where Made to Stick might help readers understand why storytelling works, Everyday Business Storytelling provides more detailed instruction on how to actually construct and deliver those stories in a business context.
Talk Like TED by Carmine Gallo
Gallo’s book focuses on public speaking techniques drawn from successful TED talks, with storytelling being one of the key elements discussed. While there’s some overlap with Everyday Business Storytelling in terms of emphasizing the power of narrative, Gallo’s book is more narrowly focused on presentation skills and less on the broader application of storytelling in various business contexts. Talk Like TED places a heavier emphasis on personal stories and anecdotes, whereas Kurnoff and Lazarus’s book provides more guidance on how to craft narratives around business data and concepts. However, Gallo’s book offers valuable insights into delivery techniques and audience engagement that could complement the storytelling strategies outlined in Everyday Business Storytelling.
Storytelling with Data by Cole Nussbaumer Knaflic
Nussbaumer Knaflic’s book shares Everyday Business Storytelling‘s focus on combining data with narrative elements, but takes a more specialized approach. While Kurnoff and Lazarus cover a wide range of business storytelling scenarios, Storytelling with Data hones in specifically on data visualization and how to craft narratives around quantitative information. Nussbaumer Knaflic’s book offers more in-depth guidance on the technical aspects of creating effective charts and graphs, whereas Everyday Business Storytelling provides a broader storytelling framework that can be applied to both quantitative and qualitative information. Readers looking to specifically improve their data presentation skills might find Storytelling with Data more directly applicable, while those seeking a more comprehensive business communication approach would likely benefit more from Kurnoff and Lazarus’s book.
The Storyteller’s Secret by Carmine Gallo
In this book, Gallo explores how successful leaders and entrepreneurs use storytelling to inspire and influence. Like Everyday Business Storytelling, Gallo’s book emphasizes the power of narrative in business contexts. However, The Storyteller’s Secret takes a more case study-driven approach, analyzing the storytelling techniques of famous business figures and drawing lessons from their examples. Kurnoff and Lazarus’s book, in contrast, offers a more structured, teachable methodology for crafting business stories. While Gallo’s book might inspire readers with examples of effective storytelling, Everyday Business Storytelling provides more practical, step-by-step guidance for readers to create their own narratives.
Building a StoryBrand by Donald Miller
Miller’s book focuses on using storytelling techniques specifically for brand messaging and marketing. While there’s some overlap with Everyday Business Storytelling in terms of basic narrative principles, Miller’s approach is more specialized, introducing a specific framework (the StoryBrand 7 Framework) for crafting brand narratives. Everyday Business Storytelling takes a broader view, applying storytelling techniques to various business communication scenarios beyond just marketing. Miller’s book might be more directly applicable for readers focused on brand development or marketing strategy, while Kurnoff and Lazarus’s book offers a more versatile toolkit for business communication across different functions and contexts.
Step 1: Master the Storytelling Compass™ Begin by thoroughly understanding and internalizing the Storytelling Compass™ framework introduced in the book. This tool is the foundation for crafting effective business narratives. Start by creating a visual representation of the compass (North, East, South, West) and keep it visible in your workspace. Practice applying this framework to your existing presentations or reports. Take a recent presentation you’ve given and restructure it using the compass: identify your main message (North), gather supporting data (East), find emotional connections (South), and clarify your call to action (West). Do this exercise with at least five different pieces of your work to become comfortable with the framework.
Step 2: Develop Your Storyboarding Skills Implement the storyboarding technique before creating any presentation or report. Start by using sticky notes or a digital tool like Miro to map out the flow of your story. For each piece of content you need to create, spend at least 15-30 minutes on storyboarding before you open any presentation software or start writing. Begin with your main message, then arrange your key points in a logical sequence. Identify where you need data visualization, where a story or example would be most effective, and where you might need to provide additional context. Practice this technique for a month, storyboarding even for small presentations or reports, to make it a habit.
Step 3: Enhance Your Data Storytelling Focus on improving your ability to turn data into compelling narratives. Start by selecting a recent report or presentation that was heavy on data. Rewrite it using the data storytelling techniques from the book. Identify the key insight in your data and create a narrative arc around it. Introduce the context or problem that the data addresses, reveal the key findings as plot points in your story, and conclude with the implications or recommended actions. Practice this with at least one piece of data-heavy content each week for a month. Additionally, spend time improving your data visualization skills. Choose one new chart type or visualization technique each week and practice creating it with your own data.
Step 4: Build an Audience Adaptation Toolkit Create a personal toolkit for audience analysis and story adaptation. Start by developing a template for audience personas based on the guidance in the book. Include fields for the audience’s background, priorities, level of technical knowledge, and decision-making power. Next, create a “What’s In It For Them” (WIIFT) worksheet to help you tailor your message to different stakeholders. Use these tools to analyze your audience before your next three presentations or important meetings. After each use, reflect on how the audience analysis influenced your story and how it was received. Refine your toolkit based on these experiences.
Step 5: Practice Visual Storytelling Dedicate time to improving your visual storytelling skills. Start by reviewing your most recent presentations and identifying opportunities to replace text-heavy slides with visual elements. Practice creating infographics, custom icons, or visual metaphors to represent key concepts in your work. Set a goal to create at least one new visual element each week. Additionally, experiment with different slide layouts and color schemes to enhance your visual storytelling. Consider taking an online course in graphic design or data visualization to further develop these skills.
Step 6: Develop Your Story Bank Create a personal repository of stories, anecdotes, and examples that you can draw upon in your business communications. Start by reflecting on your professional experiences and identifying moments that illustrate important business principles or lessons learned. Write these down in a structured format, including the context, the challenge, the action taken, and the result. Aim to add at least one new story to your bank each week. Also, collect inspiring stories from your industry or other relevant fields. Review and refine your story bank monthly, considering how each story could be adapted for different audiences or contexts.
Step 7: Implement Storytelling in Daily Communication Challenge yourself to incorporate storytelling techniques into your everyday business communications. Start small by adding a relevant anecdote or analogy to your next team meeting. Progress to restructuring your emails using the Storytelling Compass™, ensuring each message has a clear main point (North) and a specific call to action (West). Set a goal to use at least one storytelling technique in your daily communications for a month. Keep a journal to reflect on how these techniques are received and adjust your approach accordingly.
Step 8: Seek Feedback and Iterate Actively seek feedback on your storytelling efforts. After implementing the techniques from the book in a presentation or important communication, ask trusted colleagues or mentors for specific feedback on your narrative structure, emotional engagement, and clarity of message. Create a feedback template based on the key principles from the book to ensure you’re getting actionable insights. Set up regular check-ins with a “storytelling buddy” to practice and critique each other’s narratives. Use this feedback to continuously refine your storytelling skills.
Step 9: Expand Your Storytelling Repertoire Push yourself to master different types of business stories. Start with the basic types outlined in the book, such as “why we exist” stories, “how we work” stories, and “vision” stories. Challenge yourself to craft one of each type over the course of a month. Then, expand to more specialized forms of storytelling, such as case study narratives, origin stories for products or initiatives, or future scenario stories. Aim to add a new story type to your repertoire each month, practicing and refining until you’re comfortable with a wide range of narrative styles.
Step 10: Integrate Storytelling into Your Leadership Style If you’re in a leadership position, or aspiring to one, focus on integrating storytelling into your leadership communication. Start by crafting your personal leadership story – the experiences and values that shape your approach to leadership. Use this as a foundation to develop stories that communicate your vision, inspire your team, and guide organizational change. Practice using stories in one-on-one mentoring sessions, team meetings, and company-wide communications. Set a goal to use storytelling in at least one leadership context each week, and reflect on its impact on your team’s engagement and understanding.
Implement a Company-Wide Storytelling Framework
Organizations can significantly enhance their communication effectiveness by adopting a standardized storytelling framework based on the principles outlined in Everyday Business Storytelling. This could involve creating a company-specific version of the Storytelling Compass™, tailored to the organization’s unique needs and culture. By implementing this framework across all departments, from marketing and sales to human resources and operations, businesses can ensure consistency in their messaging and improve the overall quality of their communications.
However, implementing a new communication framework across an entire organization can be challenging. Resistance to change, varying levels of communication skills among employees, and the time required for training and adoption can all pose significant obstacles. Some employees may view storytelling as “fluff” or irrelevant to their specific roles, particularly in more technical or data-driven departments.
To overcome these challenges, organizations should consider a phased implementation approach. Start with a pilot program in one or two departments, preferably those that can quickly demonstrate the value of storytelling techniques (such as marketing or sales). Use the success stories from this pilot to build buy-in across the organization. Develop a comprehensive training program that includes workshops, online modules, and ongoing coaching to support employees as they develop their storytelling skills. Additionally, integrate storytelling metrics into performance evaluations to reinforce its importance and encourage adoption.
Develop a Corporate Story Bank
Businesses can create a centralized repository of stories, anecdotes, and case studies that exemplify the company’s values, successes, and lessons learned. This story bank can be a valuable resource for employees across the organization, providing them with ready-to-use narrative elements for presentations, pitches, and other communications. It can help ensure consistency in messaging and save time for individual employees who might otherwise struggle to come up with relevant stories on their own.
Creating and maintaining a corporate story bank can be challenging. It requires ongoing effort to collect, verify, and update stories. There may also be concerns about confidentiality, especially with client success stories or internal case studies. Additionally, ensuring that the story bank is easily accessible and actually used by employees can be difficult.
To address these challenges, assign a dedicated team or individual to manage the story bank. This team can be responsible for soliciting stories from across the organization, verifying their accuracy, and ensuring they align with the company’s messaging strategy. Implement a user-friendly digital platform to host the story bank, with robust search functionality to help employees quickly find relevant stories. Regularly promote the story bank through internal communications and include its use in employee training programs. Consider gamification elements, such as rewarding employees who contribute high-quality stories or who effectively use stories from the bank in their communications.
Integrate Storytelling into Leadership Development
Organizations can incorporate storytelling techniques into their leadership development programs, recognizing that effective storytelling is a crucial leadership skill. This could involve training current and aspiring leaders in crafting and delivering various types of stories, such as vision stories, change management narratives, and personal leadership stories. By developing leaders who are skilled storytellers, organizations can enhance their ability to inspire employees, navigate change, and communicate complex strategies effectively.
Integrating storytelling into leadership development programs may face skepticism from leaders who view it as a “soft” skill compared to more traditional leadership competencies. There may also be resistance from leaders who are uncomfortable with the perceived vulnerability of sharing personal stories or who doubt their ability to craft compelling narratives.
To overcome these obstacles, start by educating leaders on the science behind storytelling’s effectiveness in business contexts. Use case studies of successful leaders known for their storytelling abilities to demonstrate its impact. Provide personalized coaching to help leaders develop their unique storytelling style and overcome any discomfort with the process. Incorporate storytelling practice into regular leadership meetings or retreats to normalize its use and provide opportunities for peer feedback. Consider bringing in external storytelling experts or successful business leaders known for their narrative skills to conduct workshops and share their experiences.
Revamp Internal Communications Strategy
Businesses can apply the principles from Everyday Business Storytelling to overhaul their internal communications strategy. This could involve restructuring company-wide emails, intranet content, and all-hands meetings to follow narrative structures that engage employees more effectively. By infusing storytelling into internal communications, organizations can improve employee engagement, enhance understanding of company initiatives, and create a stronger sense of shared purpose and culture.
Revamping internal communications can be challenging due to entrenched habits and existing systems. There may be concerns about maintaining professionalism or conveying complex information accurately within a narrative format. Additionally, different departments may have varying communication needs and preferences, making a one-size-fits-all approach difficult.
To address these challenges, start by conducting an audit of current internal communications to identify areas where storytelling could have the most impact. Create a cross-functional team to develop new communication templates and guidelines that incorporate storytelling elements while still meeting the specific needs of different departments. Provide training for key communicators across the organization on how to use these new templates and apply storytelling principles effectively. Implement a feedback system to continuously gather input from employees on the new communication style and make adjustments as needed. Consider creating an internal communications “storytelling team” that can assist departments in crafting important messages using narrative techniques.
Enhance Customer Experience through Storytelling
Organizations can leverage storytelling techniques to enhance the overall customer experience. This could involve training customer-facing employees in narrative techniques to better engage with clients, redesigning marketing materials and customer communications to follow storytelling principles, and using customer stories more effectively in branding and advertising efforts. By infusing storytelling throughout the customer journey, businesses can create stronger emotional connections with their audience, differentiate themselves from competitors, and increase customer loyalty.
Implementing storytelling in customer experience can be challenging due to the diverse nature of customer interactions and the need for consistency across various touchpoints. There may also be concerns about maintaining efficiency in customer service while incorporating more narrative elements. Additionally, collecting and effectively using customer stories requires ongoing effort and may raise privacy concerns.
To overcome these obstacles, start by mapping the customer journey and identifying key touchpoints where storytelling can have the most impact. Develop a set of “signature stories” that encapsulate the company’s value proposition and train customer-facing employees on how to adapt these stories for different situations. Implement a system for collecting and verifying customer stories, ensuring proper permissions are obtained for their use. Create guidelines for incorporating storytelling elements into various customer communications, from email templates to social media posts. Regularly assess the impact of these storytelling efforts on customer satisfaction and loyalty metrics, and refine the approach based on this data. Consider creating a dedicated “customer story team” responsible for collecting, curating, and disseminating customer narratives across the organization.
Rise of Visual Storytelling in Business
The principles outlined in Everyday Business Storytelling align perfectly with the growing trend of visual storytelling in business. As attention spans shrink and information overload increases, visual narratives are becoming increasingly crucial. Infographics, data visualizations, and video content are rapidly replacing text-heavy reports and presentations.
This trend is likely to accelerate in the coming years. We’re seeing a surge in tools and platforms designed specifically for visual storytelling in business contexts. These range from advanced data visualization software to AI-powered design assistants. The book’s emphasis on integrating visual elements into business narratives positions readers to thrive in this evolving landscape.
However, the challenge lies in maintaining substance alongside style. As visual storytelling becomes more prevalent, there’s a risk of prioritizing aesthetics over content. The book’s approach of grounding visual elements in solid narrative structures will become even more valuable.
Storytelling in the Age of Big Data
The explosion of big data in business is creating both challenges and opportunities for storytellers. The ability to craft compelling narratives from vast datasets is becoming a critical skill. Everyday Business Storytelling‘s focus on data storytelling is particularly relevant in this context.
We’re likely to see an increased demand for professionals who can bridge the gap between data analysis and storytelling. This trend aligns with the book’s emphasis on integrating data into narrative structures. The Storytelling Compass™ framework could prove invaluable for navigating the complexities of big data storytelling.
Yet, the sheer volume and complexity of data pose significant challenges. How do you maintain a clear narrative thread when dealing with multidimensional datasets? The book’s principles will need to evolve to address these emerging challenges.
Personalized Storytelling through AI
Artificial Intelligence is poised to revolutionize business storytelling. We’re seeing early signs of AI systems that can craft personalized narratives based on individual preferences and data points. This trend aligns with the book’s emphasis on tailoring stories to specific audiences.
In the near future, we might see AI-powered storytelling assistants that can help craft narratives in real-time. These could adapt stories on the fly based on audience reactions. The book’s principles of audience adaptation and story structure could form the basis for these AI systems.
However, this trend raises important questions about authenticity and the human touch in storytelling. Can AI-generated stories truly connect on an emotional level? The book’s emphasis on authenticity and ethical storytelling will become even more crucial in navigating these waters.
Storytelling in Virtual and Augmented Reality
As virtual and augmented reality technologies mature, they’re opening up new frontiers for business storytelling. These immersive technologies offer unprecedented opportunities for engaging audiences. The book’s principles of creating immersive, emotionally resonant narratives align well with this trend.
We’re likely to see more businesses experimenting with VR and AR for everything from product demonstrations to employee training. The ability to craft compelling narratives in these new mediums will become a valuable skill. The book’s emphasis on visual storytelling and audience engagement provides a solid foundation for this emerging field.
Yet, storytelling in VR and AR comes with its own set of challenges. How do you maintain a coherent narrative when the audience has more control over their experience? The book’s principles may need to be adapted for these non-linear, interactive storytelling environments.
The ideas presented in Everyday Business Storytelling have the potential to significantly influence the field of business communication in the long term. As organizations continue to grapple with information overload and the need for clear, compelling communication, the structured approach to storytelling outlined by Kurnoff and Lazarus could become increasingly valuable. We might see a shift in how business schools teach communication skills, with more emphasis placed on narrative techniques alongside traditional data analysis and presentation skills.
In the corporate world, the book’s influence could lead to changes in how companies approach everything from internal communications to investor relations. We might see more organizations adopting storytelling frameworks similar to the Storytelling Compass™ as standard practice in crafting presentations, reports, and other business communications. This could result in more engaging, memorable, and effective communication across all levels of organizations.
The book’s emphasis on adapting stories to different audiences could also contribute to more nuanced, targeted communication strategies in businesses. As companies increasingly recognize the diverse needs and perspectives of their stakeholders, the ability to tailor narratives effectively could become a crucial skill for business leaders and communicators.
On a broader societal level, the widespread adoption of effective storytelling techniques in business could lead to more transparent and accessible communication between corporations and the public. Complex business concepts and data could be made more understandable to lay audiences, potentially increasing public engagement with business and economic issues.
However, the book’s influence could also have some potential downsides. An overemphasis on storytelling in business communication could, if not balanced with rigorous data analysis and critical thinking, lead to oversimplification of complex issues. There’s also the risk that highly polished narrative techniques could be used to obscure or misrepresent facts, although Kurnoff and Lazarus do stress the importance of ethical storytelling.
In the long term, the ideas in Everyday Business Storytelling could contribute to a shift in how we perceive and value communication skills in the business world. Narrative competence might become as prized as analytical ability, potentially influencing hiring practices, professional development programs, and even how business success is measured and rewarded.
Made to Stick by Chip and Dan Heath
Made to Stick provides an excellent companion to Everyday Business Storytelling by offering a broader perspective on what makes ideas memorable. While Kurnoff and Lazarus focus specifically on narrative techniques, the Heath brothers explore six key principles that make ideas “sticky”: simplicity, unexpectedness, concreteness, credibility, emotions, and stories. This book can help readers understand the cognitive science behind why certain stories and ideas resonate, complementing the practical storytelling techniques offered in Everyday Business Storytelling. The SUCCESs framework introduced in Made to Stick can be particularly useful for readers looking to enhance the impact and memorability of their business narratives.
Storytelling with Data by Cole Nussbaumer Knaflic
For readers who want to dive deeper into the data visualization aspect of storytelling, Storytelling with Data is an invaluable resource. While Everyday Business Storytelling covers a broad range of narrative techniques, Nussbaumer Knaflic’s book focuses specifically on how to turn data into compelling visual stories. It offers practical guidance on choosing the right charts, using color effectively, and eliminating clutter in data presentations. This book can help readers enhance their ability to create impactful data visualizations, a crucial skill in today’s data-driven business environment. The techniques in Storytelling with Data can be seamlessly integrated with the broader storytelling framework presented by Kurnoff and Lazarus.
The Story Factor by Annette Simmons
The Story Factor offers a deep dive into the psychology of storytelling, making it an excellent complement to the more practical approach of Everyday Business Storytelling. Simmons explores how stories influence our emotions, values, and behaviors, providing insights that can help readers craft more persuasive and influential narratives. The book introduces six types of stories that can be used in various business contexts, expanding on the storytelling repertoire presented by Kurnoff and Lazarus. For readers looking to understand the “why” behind storytelling’s effectiveness in business, The Story Factor provides valuable theoretical grounding.
Talk Like TED by Carmine Gallo
While Everyday Business Storytelling covers a wide range of business communication scenarios, Talk Like TED focuses specifically on high-stakes presentations. Gallo analyzes the most popular TED talks to uncover the secrets of engaging public speaking, with storytelling being a key component. This book can be particularly useful for readers who frequently give presentations or speeches, offering techniques to enhance their delivery and stage presence. The storytelling principles in Talk Like TED align well with those in Kurnoff and Lazarus’s book, but with a specific focus on verbal delivery and audience engagement in a presentation setting.
Building a StoryBrand by Donald Miller
For readers interested in applying storytelling techniques specifically to marketing and brand messaging, Building a StoryBrand is an excellent resource. Miller introduces a seven-part framework for crafting brand narratives that position the customer as the hero of the story. While Everyday Business Storytelling offers a more versatile approach to business narratives, Miller’s book provides a deep dive into customer-centric storytelling. This can be particularly valuable for marketers, entrepreneurs, or anyone involved in crafting a company’s brand message. The StoryBrand framework can complement the Storytelling Compass™, offering another tool for readers to add to their storytelling toolkit.
Resonate by Nancy Duarte
Resonate focuses on the structure of persuasive presentations, offering a unique perspective that complements the storytelling techniques in Everyday Business Storytelling. Duarte introduces the concept of presentation structure as a journey, with the audience as the hero. She provides practical tools for creating presentation stories that motivate audiences to action. While Kurnoff and Lazarus offer a broader approach to business storytelling, Duarte’s book dives deep into the specifics of presentation structure and audience engagement. The techniques in Resonate can help readers refine their storytelling skills specifically in the context of formal presentations.
The Storyteller’s Secret by Carmine Gallo
The Storyteller’s Secret offers a collection of case studies and examples of effective storytelling from various business leaders and TED speakers. While Everyday Business Storytelling provides a structured approach to crafting business narratives, Gallo’s book offers inspiration through real-world examples. It can help readers see how the principles of storytelling are applied by successful communicators across different industries. The book is particularly valuable for those who learn best through examples and want to see how storytelling techniques can be adapted to various business contexts. The stories and insights in The Storyteller’s Secret can provide readers with a wealth of ideas to enhance their own storytelling practice.
StoryCenter StoryCenter (www.storycenter.org) is a nonprofit organization that provides resources and training on digital storytelling. While their focus is broader than just business storytelling, their workshops and online resources can be valuable for developing general storytelling skills that can be applied in a business context. They offer webinars, articles, and case studies that can help readers of Everyday Business Storytelling expand their narrative techniques and learn about the impact of storytelling in various fields.
Duarte Nancy Duarte’s company website (www.duarte.com) offers a wealth of resources on presentation design and storytelling in business. Their blog features articles on various aspects of visual storytelling, data presentation, and audience engagement. They also offer online courses that can complement the techniques learned in Everyday Business Storytelling, particularly in the areas of slide design and presentation delivery.
Data Stories Data Stories (datastori.es) is a website dedicated to data visualization and storytelling. It features a blog with articles from leading experts in the field, as well as a popular podcast. For readers of Everyday Business Storytelling who want to deepen their understanding of data storytelling, this site offers cutting-edge insights and examples of effective data narratives in various business contexts.
The Power of Storytelling This annual conference held in Bucharest, Romania (www.thepowerofstorytelling.org), brings together storytellers from various fields, including business, to explore the art and science of narrative. While not exclusively focused on business storytelling, it offers valuable insights into storytelling techniques that can be applied in professional contexts. Attendees can gain inspiration from world-class speakers and participate in workshops that can enhance their storytelling skills.
Story Crossroads Summit This annual event (www.storycrossroads.org) focuses on storytelling across different domains, including business. It offers a mix of performances, workshops, and panel discussions that can help readers of Everyday Business Storytelling expand their storytelling repertoire and learn from practitioners in various fields. The summit also includes a business storytelling track, making it particularly relevant for professionals looking to enhance their narrative skills.
National Storytelling Network The National Storytelling Network (www.storynet.org) is a membership organization dedicated to advancing the art of storytelling. While not exclusively focused on business storytelling, it offers resources, networking opportunities, and professional development that can benefit readers of Everyday Business Storytelling. Their special interest groups include one focused on Storytelling in Organizations, which explores the use of narrative in business and organizational settings.
International Association of Business Communicators (IABC) IABC (www.iabc.com) is a global network of communication professionals. They offer resources, conferences, and networking opportunities that often include topics related to storytelling in business contexts. Their publications and webinars frequently cover storytelling techniques and best practices, making it a valuable resource for readers looking to stay current with trends in business communication.
Business of Story Hosted by Park Howell, the Business of Story podcast (businessofstory.com/podcast) features interviews with business leaders, marketers, and communication experts about how they use storytelling in their work. It offers practical advice and real-world examples that can help readers of Everyday Business Storytelling see how the principles they’ve learned are applied in various industries and contexts.
Story Grid Podcast While not specifically focused on business storytelling, the Story Grid Podcast (storygrid.com/podcast) offers deep dives into the mechanics of storytelling that can be valuable for business communicators. Hosted by Shawn Coyne and Tim Grahl, it explores story structure and techniques that can be adapted to business narratives, helping readers of Everyday Business Storytelling refine their storytelling skills.
Storytelling for Business on LinkedIn Learning LinkedIn Learning offers several courses on business storytelling, including “Storytelling for Business Success” by Paul A. Smith. These courses can provide additional perspectives and exercises to complement the techniques learned in Everyday Business Storytelling, with the added benefit of being easily accessible and self-paced.
Strategic Storytelling by Columbia Business School Executive Education This online program offered by Columbia Business School (www8.gsb.columbia.edu/execed/program-pages/details/1563/OSS) provides a deep dive into the strategic use of storytelling in business contexts. It can be an excellent next step for readers who want to build on the foundation provided by Everyday Business Storytelling and learn how to apply narrative techniques to strategic business challenges.
The Stories We Tell While not specifically about business storytelling, this documentary directed by Sarah Polley explores the nature of storytelling and memory. It can provide valuable insights into how stories shape our perceptions and relationships, which can be applied to understanding audience engagement in business contexts.
Inside Pixar This documentary series on Disney+ offers a behind-the-scenes look at Pixar’s creative process, including their approach to storytelling. While focused on animated filmmaking, many of the storytelling principles discussed can be applied to business contexts, offering readers of Everyday Business Storytelling fresh perspectives on narrative structure and emotional engagement.
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