Storytelling is an art that I believe does not get enough recognition. I'm not just talking about bedtime stories. I'm talking about the ability to immerse another individual in a conversation to make them feel as if they are there. The ability to give another full sensory details of what you are conveying.
"Thomas. How does this in any way relate to the business world?" The story gives the user an idea as to why and how they will use a product. It will put them in that situation, and give them reason to want your product. It will immerse them in the situation to the point where they believe they are there and are using it. Let's look at an example and see in which situation you would rather buy it: a sleeping bag. Ad 1: "You can sleep in comfort in this sleeping bag that uses duraflex technology". Ad 2: "When out camping with your buddies, we know that comfort is key. That's why when we camp, we use sleeping bags with duraflex technology. This soft lined sleeping bag will cradle your aching joints, as well as provide maximum breathability so that you will wake up, refreshed for the next hiking segment." I don't know about you, but I can see myself in the second situation, and it has made me more intrigued about the product.
Storytelling gives important context to situations. For example in interviews: "tell me about ____ and what happened after it." Simply answering the question isn't good enough. A story will give foundational information as to why ___ was important, and give context as to why the outcome was what it was. It provides insight into your thinking process, and invites questions about what else had happened in that situation. It should make the other party want to know more, and should ultimately intrigue them.
Finally, mastering the story can improve conversation. A good story will invite others to join in, to actively listen, and leave them wanting more. Others may find nuggets of information which they can relate to, boosting ability to converse in the future. This can lead to vital business/partner connections, and improve one's presence in the community.
Overall, being able to tell a story will improve product sales, aid in interviews, and help develop relationships. I believe all of us have the ability to tell a good story, we just need to know how to.
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