Blog Archives

Warning! You can’t fake engaged listening.

While running a workshop with a group of international sales people, I asked the group to pair up for a listening skills activity. The catch was that one person had to spend five minutes solely asking questions – no statements

Posted in Learning, Sales Tagged with: , ,

B2B Case Studies: Beyond “Situation, Action, Result”

Where is the drama? Build a story to make B2B cases studies more engaging.     Don’t be boring! White papers and B2b cases studies traditionally use the abrupt and clunky “Situation, Action, Result” format, as if the steps just

Posted in Marketing, Sales Tagged with: ,

Make it Personal: Share Your Own Stories in Business Storytelling

Share a personal story for maximum effect in business communication     The two of us were having lunch on a sunny Friday afternoon. A fellow program facilitator, whom I’ll call Jonathan, asked for my thoughts on how he should

Posted in Communication, Story

Make Story a Priority

The privileged status of story. Our minds prefer to prioritize stories more highly than they do communication in other forms of information, like lists and figures. University of Virginia Psychologist Daniel T. Willingham has referred to stories as “psychologically privileged.”

Posted in Communication, Marketing, Sales, Story

The High-Mileage Marketing Case Study

The client success story is versatile marketing content Marketing case studies are high-mileage vehicles. A well-written success story breathes life and humanity into what others might have previously viewed as boring business problems. Even accounting can be a fun topic. I

Posted in Sales
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Aizuchi Playbook: Build Your Brand with Stories!