'There Must Be Some Way Out of Here,' Said the Joker to the Thief: Unlock the Power of Storytelling
Storytelling in business is firmly on the agenda. There has been a surge in the demand for storytelling and, importantly, storytellers. Stories help us to explain the big picture and leave a message that sticks. Yet telling a story remains one of the biggest challenges facing market research today. This paper unravels the secrets of the storyteller's craft: find a unifying theme; apply intelligent structures for conveying complexity; and engage your audience's emotion in unfolding your...