The Impact Of The Story

In a typical example, a story, effectively told, can connect a solution provider's mission with a customer's problem that it solved. What was the problem? How did the solution provider solve it? How happy did it make the customer?

To that end, a business that develops a story should ask, "Have we appropriately established context? Have we appropriately named the challenge or conflict we're facing?" Ashlock said.

If you tell a story effectively with a goal in mind, such as more sales, better brand recognition or getting board-level buy-in on a strategic initiative, Ashlock added, " I promise you clarity will increase, connection with your message will increase, and actions and behavior change coming out of it will increase."