Storytelling for executives (workshop 29)

You can integrate this workshop into your in-house training or your individual business coaching.


The difference between factual information and a story: the latter invites to empathize. It is thanks to the emotional content of a story that it convinces and excites people, that it stays in the memory and allows for an identification. Because of this impact, storytelling is an interesting technique in employee leadership to make corporate values, goals, and visions tangible. With the following three storytelling methods you too can become a professional storyteller:

Storytelling method #1

Call a hero. The reason: Every good story has a protagonist who gives the story its character and with whom the listener can identify. As a hero, every stakeholder in your business environment is initially considered. Often it is the customer, sometimes the employee or the founder. Of course, you can also call a foreign or fictional person to the hero, which then represents, for example, your corporate values or your vision.

Storytelling method #2

Create a conflict. Because that's what sets the tension of the story. Often this conflict is expressed in a "great challenge" that the protagonist has to face. To create an effective conflict, it may be helpful to first ask yourself what you really want to say with your story: What is your core message? In order to credibly describe the conflict, you should prepare intensively for the emotions that play a role in the conflict. At best, these emotions are highly contradictory, as in the example of the "great challenge" the desire to reach the goal, to the doubt or the fear to fail.

Storytelling method #3

Describe a change. This change represents the structure of the story — for example, quite simply: introduction, main part, resolution. In the first part, the performance and the characters are introduced and the context briefly is described. In the second part, the main part, the conflict becomes clear and becomes more and more acute. At the end of the main part, the tension is then highest. Finally, a resolution of the conflict follows in the eponymous last part of the story. There are many more structures for history, some of which are much more complex. The next time you watch a movie, pay close attention to the structure of the story. In this way, you will gradually learn about other important structures. And then it just means: try it out!

You can book the workshop to "Storytelling for executives" by calling +49 89/95 73 11 51 or by email at Or just visit our communications training.

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