Slides to accompany Ian Sanders' presentation at The How's Business Breakfast hosted by York, North Yorkshire and East Riding Local Enterprise Partnership. Harrogate, 24 July, 2015

1. The
importance
of telling
stories in
business.
Ian Sanders

2. “Who made the clothes
you’re wearing?”

5. Storytelling =
a powerful
business
communication
tool

6. How does a business
get heard?

8. It doesn’t matter if your
product isn’t sexy!

9. Tell don’t sell

10. Every story is about
transformation

11. Imagine…

12. The
Airbnb
Story

13. The Sugru Story

14. Stories:
“The power to win customers,
align colleagues and motivate
employees.”
(Nancy Duarte)

15. Make the
customer
the hero

17. The Three Acts of A Story
1. Situation: set the scene, meet the hero/
main character(s)
2. Complication: introduce a complication or
obstacle
3. Resolution: the hero overcomes the
complication and lives happily ever after

18. How To

19. How to tell a better story
• A story of transformation
• Three Acts: situation > complication > resolution
• Remember to include the 5 Ws:
• What?
• Who?
• Where?
• Why?
• When?
• Keep it simple!

20. People not products

21. Story types
1. The Eureka Story: How I had the idea
2. The Why Story: Why I had the idea
3. The Founder Story: Who had the idea?
4. The Customer Story: Who’s using the product?
5. The Future Story: What is the vision for the future of the
business?
6. The Big Transformation Story: How is this business changing
the world?

22. Where to use your story
1. Sales
2. Marketing
3. Networking
4. Pitches
5. Social Media
6. Digital content
7. PR
8. Investor relations/ crowdfunding
9. Leadership/ employee engagement
10. Recruitment

23. Set your story free!

24. Continue the
conversation:
Twitter
@iansanders
Email
hello@iansanders.com