Intelligent Communications
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Intelligent Communications
Hot topics in storytelling, data, content and presentation skills.
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Rescooped by Insight Narrator from Just Story It! Biz Storytelling!

How GE Wins Big With B2B Corporate Storytelling

How GE Wins Big With B2B Corporate Storytelling | Intelligent Communications |
“Behind every person, behind every company, behind everything, is a story of how it got there – and the most relevant stories connect on a personal level.” Beth Comstock, CMO of GE. The above c…

Via Karen Dietz
Karen Dietz's curator insight, October 22, 2014 4:13 PM

Article Link: 

Ahhhhh -- here's an article that is music to my ears!

It's all about how GE is working with the principles of storytelling to provide buyers more than just information about product specifications. GE is deliberately working with stories to create the human connection with each other that we all desire.

How do they do that? This article, written by Tony Zambito for the Business2Community blog explains a lot about their approach. Like spending lots of time on listening first. Yeah!! That is a foundational skill for storytelling and a key commitment for GE.

There are 4 other story principles GE follows. I love "learn imagination". Another thing I like about this article is that there is not a distinction made between corporate storytelling and brand storytelling -- they are viewed as one and the same here, not discrete activities. Thank heavens.

Read more about how GE approaches its storytelling. You too can use the same principles with the same great results.

This review was written by Karen Dietz for her curated content on business storytelling at 

Clayton Bye's curator insight, October 23, 2014 10:10 AM

More and more businesses are hiring writers to create stories about their products or to create stories for their customers, whether that be for a product or for a company blog or web page..

Rescooped by Insight Narrator from Just Story It! Biz Storytelling!

To Persuade People, Tell Them a Story

To Persuade People, Tell Them a Story | Intelligent Communications |

"Paul Smith had 20 minutes to sell the CEO of Procter & Gamble, and his team of managers, on new market-research techniques for which Mr. Smith's department wanted funding. As associate director of P&G's PG -0.39% market research, Mr. Smith had spent three weeks assembling a concise pitch with more than 30 PowerPoint slides.


On the day of the meeting, CEO A.G. Lafley entered the room, greeted everybody and turned his back to the screen. He then stared intently at Mr. Smith throughout the entire presentation, not once turning to look at a slide.


"I felt like maybe I hadn't done a very good job because he wasn't looking at my slides like everyone else," says Mr. Smith, who also noticed that the other managers didn't seem very engaged. "It didn't occur to me until later that he did that because he was more interested in what I had to say than in what my slides looked like."

Via Gregg Morris, Karen Dietz
Richard Baxter's curator insight, November 15, 2013 4:21 AM

Less is more........engaging!

Bad Spoon's curator insight, November 18, 2013 12:57 AM

Un excellent exemple de l'impact du storytelling dans les présentations business

Gavin Keeble's curator insight, November 25, 2013 6:47 PM

At best, your PPT slides can only SUPPORT your message. The more refined or rarified your audiences get, the more refined or rarified your slide deck needs to get. They're 'paying' for your professional advice/opinion, not your PPT ability.