The return on storytelling: connected people

Marketing Chief of GE, Beth Comstock explains why storytelling in business works. When you embrace who you are and you find an elegance and a beauty in it, it is amazing where this takes you. Sometimes you have to take people to another place: remember when you were a child?  Look for why this is relevant. You want to connect but you also have a message to convey. The return on storytelling is: did you make a connection? Are people finding value in it enough that they want to share it?  When people understand and relate to your story, commerce will follow. People do not want to be sold, they want to be inspired!

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