Nicolas Constantinesco, faculty of Executive Education at Rotterdam School of Management, Erasmus University (RSM)
Storytelling moves business Storytelling – a way of presenting the social context of business – is a powerful tool to find, create and share compelling stories to engage with stakeholders, attract new customers, and even resolve internal conflicts. Successful managers use it to give a sense of belonging to something social, establishing connections between personal and professional lives, and to give companies depth. Inspiring others through authenticity is not new. Every culture
connectivity but has decreased connectedness. Storytelling
shares stories, but what’s new is the use of storytelling in business
creates meaning. We can use it as a route to effectively convey
as a powerful tool to deliver information, influence others,
important messages.’
and build brands.
CREATING IMPACT ‘Stories humanise business,’ says business consultant Nicolas
Nicolas says a story’s impact depends on how meaningful it
Constantinesco. The storytelling expert says stories simplify
is to the storyteller. During a Stanford University graduation
the world around us. ‘We’re bombarded with data, dry facts,
speech, Apple co-founder Steve Jobs recounted how his
and media,’ he says. ‘Technology has dramatically increased
college calligraphy class triggered his appreciation for design.
34.