Businesses that can successfully tell a compelling story attract more customers who are passionate and likely to be lifelong customers. Learn to find your story in this presentation.

1. Loneliness and
Love Stories:
The Business Case for Telling
Personal Stories

2. Great leaders
tell personal stories
 Session Deliverables
“2012 is the year of the
story… 3M is one that is  Discover why business leaders are
looking for a new story.
using storytelling best…”
Fast Company  Find out how companies like Pfizer,
American Girl Doll, and Tiffany & Co.
are using stories to drive revenue.
 Learn the three types of stories and how
to create a business story using a story
format.

3. Big Ed
and the Body Brace
 Storytelling comes natural to all of us – we
all have our gifts and style.
 Stories activate the mind in ways that make
listeners fell like they are having a visual,
tactile and kinetic experience
 What makes one stand on its two feet, sway
its hips, and move the conversation forward
in the manner that the storyteller desires?

4. How stories are used in 3M
“We want to inspire
customers by sharing our  Strategy: Stories are used in the annual 3M strategic
planning process to simplify complexity.
story of what we’re doing,
where we are going, and  Branding: Stories engage and attract outsiders by
dreaming with them.” becoming the stories 3M customers tell.
-- Mauro Porcini
Former 3M CDO  Content: Stories are used in 3M communication vehicles.
 Metrics: Stories increase accountability and are
research data to measure 3M values, performance,
experiences, and beliefs.
 Vision: Stories drive 3M's future.
 Leaders: Stories connect and inspire 3M leaders to
increase revenue.

5. Why business leaders
are looking for a new story
 Moving to a conceptual age.
 Creativity increases ROI.
 Increase in loneliness.
 Desire for stewardship, intimacy, and
meaning to make the world a better
place.

6. How Pfizer used
stories to increase sales
 Pfizer collected stories with 94 sales
representatives in 11 cities, across six
countries, which resulted in over 200 stories.
 The stories were indexed to create a clear
picture of which stories were getting the best
sales results.
 Leaders and sales representatives across the
organization were then taught strategic
storytelling skills and equipped with the best
stories to increase revenue.

7. Two More –
Stories Increase ROI
 American Girl – personal stories
behind the dolls.
 Tiffany & Co. – “What makes
True Love” organic personal
story campaign.

8. Romeo and
Juliet story formula
 We all have our own storytelling gifts and
style.
 Improve your business conversations by:
 Thinking in compelling stories.
 Creating a compelling story.
 Telling a compelling story.
“What people really want from
their business conversations is a
juicy love story.”
Peter Drucker

9. Think in love stories:
First find the story truth
 Analysis: The heart of every great story is
vulnerability. Why Romeo and Juliet
resonates as the greatest love story of all
time.
 Story Truth: What is the meaning or truth of
the story? This is what creates the emotional
connection and ignites a greater purpose.

10. Next:
Choose story type

11. Start with a story glimmer
 “Jobs and Wozniak toiling in garage”
 A snap shot or a glimpse
 Incomplete story, just the start of a good
story
 Most people have and use story glimmer’s
everyday

12. Create your
business love story
 Tension builds as you climb the story vine.
 Story Truth: Emotional connection of the
story.
 Story Vine: Sequence of events tension
builds as you tell the story.
 Story Setup: Current realities/who, what,
where of the story.
 Hero/Villain: Hero is you, your services or
products. Villain is the person or thing you
fight against.
 Struggle: Climax of your story.
 Story Finale: Ending ignites to action around
a new reality.

13. Tell your story
in three easy love acts
 Invite: Propose Story. Think of this act as an
offering and a gift to the listener.
 Unite: Bond Together. This act is what you say
and do so the listener bonds to you and the
story truth.
 Ignite: Marry in Action. This act is how the
listener is compelled by the story to act in a
new and different way.

14. Some words for
Inviting, Uniting and Igniting
 Invite – Offer
 “Let me tell you a story.” “Last week…”
“That reminds me…” “Did I ever tell you
about…”
 Unite – Bond
 A repeated phrase that unites you with the
Guy. “Romeo! Romeo! Where for art
thou?”
 Ignite – Act
 Use words that include what we can see,
taste, touch, hear, and smell. These types
of words compel listener to action.

15. Story checklist for improving conversations
 Pick the type of  Start with a Story  Think in Love
story to tell. Glimmer. Stories and find the
Story Truth.
 Create using  Tell the Love Story
the Romeo in 3 Love Acts.
and Juliet Story
Vine.

16. The heart of every
great story is vulnerability
 Use Romeo and Juliet story formula to:
 Think in stories to improve your
conversations.
 Create your own stories.
 Tell your stories to invite, unite, and ignite
your clients, customers, coworkers to
create a new reality.
Thank you, Michelle