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Storytelling has become a vital business skill.  One commentator has called it 'the biggest business skill of the next five years.' 

Storytelling has always been a staple of advertising. You could compare it to a recent evocative McDonald's or Budweiser commercial. Even political advertising has embraced the art of storytelling.

You can learn how to take advantage of this trend in your own business. Remember that business stories do not need to have complex plot lines.  The simplest stories have three components: a situation, a complication, and a resolution.

For example, “I was looking for explosive growth for our business.  We took the same approach as our neighbouring company, but it was not effective for us (complication). I now realize that I need to leverage our unique strengths (resolution)”

Or: “The CEO flew economy class with her staff to a company retreat as a gesture of solidarity.  The flight attendant noticed the CEOs elite status and upgraded her to business class.  The CEO instead chose to upgrade a member of her staff to business class (resolution)”

The structure needs to be filled out with engaging content.