Business storytelling is about creating inferences, bridging, and then choosing 1 of 4 options to build coherence with your audience. Sound complicated? It's not.
This article takes all the mystery out of the hype about business storytelling. It allows readers to clearly understand critical storytelling elements, how they work, and how to use them. The authors give 2 examples of selling on-line & storytelling to illustrate their points.
It's a good article. Enjoy.