The Use of Narrative

I have been reading Stephen Denning’s Book, The Leader’s Guide to Storytelling – Masterying the Art and Discipline of Business Narrative. I will always believe that the power of narrative or the use of storytelling is a powerful leadership tool. I strongly urge you to take some time and read this book and Denning’s other book: Squirrel, Inc. While there are many applications for narratives and stories for an effective leader, one of the best ways to use them is to build trust and brand in your organization. Denning suggests and I agree that the use of story and narrative can help you build your brand while capturing customers and more important keeping them. Furthermore when utilized correctly, the storyline establishes and insures brand promise. Strong brands do more than create awareness, they establish relationships. The term “value added” comes to mind; the logo, the motto, the symbols and slogans and ultimately the customers’ experience are woven carefully as part of the constantly evolving narrative that generates the promise that keeps bringing the customer back to the company and the brand promise. Check out Denning’s books, you won’t regret it!