Why Most Marketers Make Bad Storytellers

I founded the StoryHow™ Institute to teach business communicators how to tell their stories. My goal was to create a method for building a story that used familiar language instead of entertainment terms such as inciting incident, rising action, falling action, or dénouement. When was the last time you useddénouement in a business meeting? Yet, at times, “squishy” words are unavoidable.Read the full article