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Why Storytelling?

Introducing the New Pitching to Investors Engaging Employees
New business model ideas can pop up anywhere in an If you are an entrepreneur, chances are you will pitch your When an organization transitions from an existing busi-
organization. Some ideas may be good, some may be idea or business model to investors or other potential ness model to a new business model, it must convince
mediocre, and some may be, well, completely useless. shareholders (and you already know that investors stop collaborators to follow. People need a crystal clear under-
But even outstanding business model ideas can have a listening the instant you tell them how you will become the standing of the new model and what it means for them.
tough time getting past layers of management and fi nding next Google). What investors and other shareholders want In short, the organization needs to powerfully engage its STORYTELLING
their way into an organization’s strategy. So effectively to know is: How will you create value for customers? How employees. That is where traditional text-based Power-
pitching your business model ideas to management is will you make money doing so? That’s the perfect setting Point presentations usually fail. Introducing a new business
crucial. This is where stories can help. Ultimately, manag- for a story. It’s the ideal way to introduce your venture and model through an engaging story-based presentation 173
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ers are interested in numbers and facts, but having the business model before getting into the full business plan. (delivered with PowerPoint, drawings, or other techniques)
right story can win their attention. A good story is a com- is far more likely to connect with listeners. Capturing
pelling way to quickly outline a broad idea before getting people’s attention and curiosity paves the way for in-depth DESIGN
caught up in the details. presentations and discussions of the unfamiliar.

Make the New Tangible Clarifi cation Engaging People
Explaining a new, untested business model is like Telling a story that illustrates how your business model People are moved more by stories than by logic.
explaining a painting with words alone. But telling a solves a customer problem is a clear way to introduce Ease listeners into the new or unknown by building
story of how the model creates value is like applying [XbcT]Tab c^ cWT XSTP Bc^aXTb VXeT h^d cWT {Qdh X]| ]TTSTS the logic of your model into a compelling narrative.
bright colors to canvas. It makes things tangible. to subsequently explain your model in detail.

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