Storytelling

Storytelling

What’s your business story?

A good story well told stays with us. It fires our imagination, gets us emotionally engaged, it makes an impact.

Stories have the same value in business. We might know the story of how Brian Chesky decided to rent out floor space in his San Francisco apartment to help pay the rent. That’s the Airbnb story. Or how Jane Ni Dhulchaointigh’s experimentations at the Royal College of Art led her to stumble upon inventing a flexible putty that can mend things around the home. That’s the Sugru story. Stories work because they are memorable. They are shareable. And when it comes to business communication, we know that people don’t remember data, they don’t remember spreadsheets, they don’t remember business plans, but they do remember stories.

So what’s your business or brand story? Where’s the tale of how you invented your product, the story behind your burning desire to start a business?

Sure, most business have an ‘About Us’ page, but I don’t see many stories out there. If you’re not shining a light on your story, you’re missing a trick for attracting new customers, recruiting new hires and getting your team on side.

I’ve had a knack for telling stories long before storytelling was even fashionable! As a writer for The Financial Times I’ve dug deep to uncover tales of entrepreneurship and business lives. I’m also a former contributor to Monocle magazine and British Airways Business Life magazine. I’ve been part of the digital media team at the World Economic Forum’s annual meeting in Davos. I’ve created content and told stories for a diverse mix of brands, businesses and organisations including Buzzacott, The Do Lectures, Hiut Denim, TeuxDeux and Southend Borough Council. I teach storytelling at the BBC.

Now you can hire me to tell your business or brand story. Whether it's for marketing communications or a touchstone for employee engagement - make 2017 the year to tell your story! Get in touch hello@iansanders.com

"Working with Ian was wonderfully easy. The Buzzacott brand is a peculiar one and we are very sensitive to tone of voice so it was refreshing to find someone who immediately knew what we were trying to achieve and who told a story that fit in seamlessly with our other communications."

Samantha Bisson, Director of Marketing and Communications, Buzzacott