Business storytelling People make decisions using both their heads and their hearts. Numbers and logic speak to the head, but to engage your audience’s emotions, you need to use a story.

Brad Holst, an expert in business storytelling, uses the movie Jaws as an example of what an effective story contains.

It has three elements: people you can identify with, a compelling situation (on a boat, looking for a man–eating shark) and a “shark” – a problem or challenge to be faced. What people, situations, and “sharks” could you use in your stories?

When thinking about the general goal of the

presentation, make sure that you continue to

refine the goal so that it’s crystal clear to both you

and the audience.

Keep it short

You can tell the

story in under a minute.