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Spinning Tales

Story time is back--and we're not kidding.

Every pie chart tells a story--unfortunately, it's usually an excruciatingly dull one. To keep your listeners from falling asleep, tell a story--of the narrative variety, that is.

"No matter how innovative your idea is, as an entrepreneur, you've got to be memorable to people," stresses Peter Giuliano, founder of Executive Communications Group (ECG), an international leadership and communications consulting firm in Englewood, New Jersey.

ECG recently began offering one-day storytelling workshops. According to Giuliano, spinning gold from yarns when meeting with clients is easier than you think. For the best stories, he suggests you think back to childhood memories--like how your newfangled marketing plan compares to that Go Kart you once built with your father. It's a novel approach, but a necessary one in our information-overloaded era.

"Information is now something anybody can get," Giuliano says. "It's what you do with that information that makes it usable to me, the listener." And much more memorable than a boring old pie chart.

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This article was originally published in the March 1999 print edition of Entrepreneur with the headline: Spinning Tales.

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