Why storytelling is becoming a must-have business skill

Every business has a story to tell. The harder part is getting people to stop, listen and remember it. 

As Business Report writes in its latest issue, businesses today are competing not only for customers but also for attention. With more messages coming at audiences from more directions than ever, standing out and getting heard has become increasingly difficult.

For Scott Miller, communications director at Mary Bird Perkins Cancer Center, the answer is storytelling. He believes businesses in any industry can use stories to break through the clutter, form more personal connections with their audiences and make complex information easier to understand.

So what makes a business story effective? Miller has a few ideas. Start by identifying what makes your organization different, then build a clear narrative around that distinction. Use emotion to capture attention and make a message more memorable. Keep the core message simple, while using data, examples and analogies to reinforce it.

Most importantly, put people at the center of the story. Statistics can provide credibility, but human experiences give those numbers meaning and help audiences understand why a business matters.

Read the full story from the latest issue of Business Report.