Compelling Storytelling: Why authentic voices and narratives of social impact matter
As human beings, stories help us make sense of the world. Stories are also important in conveying the meaning behind a business. “We know that people are substantially more motivated by their organization’s transcendent purpose (how it improves lives) than by its transactional purpose (how it sells goods and services). Transcendent purpose is effectively communicated through stories,” writes Paul J Zak in the Harvard Business Review. In this issue of CLUED-iN we examine how storytelling can help entrepreneurs grow their businesses, attract investment and partners, monitor their progress and increase visibility of their brand.