He didn't understand business storytelling. I tried to help him to see what he was missing.

The other day at a business conference, I met a vendor with a wonderful product. His product helps people live better. Unfortunately, he uses bullet points to sell his product. That's not uncommon, of course, but business storytelling works better than bullet points.

The power of storytelling, the subject of my popular TED talk, shows how to tell stories in a simple way for business storytelling.

Here are the vendor's specs he showed me:


Replace specs with emotional power of business storytelling

Of course, specs are necessary. But they shouldn't be the main focus of a product introduction. They should be hidden away behind a powerful story. Business storytelling works.

In every good story, there's a hero and a villain. For business storytelling, the villain is the need that the product fulfills — the problem it solves. And the hero is the product itself.

I share what I call “Dave's Magic V-Shaped Storytelling Formula.” In it, the hero and villain quickly collide. The villain drives the hero to the low point. But in the end, the hero overcomes and triumphs. That's the story of every good product. Not the specs or the bullet points.

I shared my storytelling techniques with the vendor. I hope he uses them. His product is powerful. His method of delivery is not.

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Remember that you can bring Dave Lieber to your group. He’s an expert in storytelling for business and showing the power of storytelling to increase sales, build support, raise money and attract attention.

He’s a Certified Speaking Professional and a fabulous entertainer offering fun and funny insights to make your life better. He’s The Watchdog columnist at The Dallas Morning News.

Dave Lieber. Authentic. Engaging. Interactive.

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