Telling stories is something we all do naturally. How was your day? We tell a story. What did you get up to on holiday? We tell a story. When faced with a more formal scenario – a speech, presentation or pitch – many people forget their natural talents, and hide behind PowerPoint slides or facts. Lots and lots of facts.

The principal reason why people don’t buy what a person or company is selling, or don’t believe what a speaker is saying, consciously or unconsciously, is a lack of trust. The best way to win trust and gain confidence is by allowing the audience to know you and what you are about. And the best way you can do that is through story.

In one of the most widely watched TED talks ever, Simon Sinek makes a compelling case for why a brand such as Apple has been so successful: they recognise that customers don’t buy what you do; they buy why you do it. In other words, it’s not so much the product, project, company, or brand but the story attached to them.

A study at the Stanford Graduate School of Business found that stories are up to 22 times more memorable than facts and figures alone.

We help you identify the stories that your audience will react to and remember.

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