How Storytelling Enables Powerful Thought Leadership

  • Author(s) Bev Burgess
  • Published February 17, 2014
  • 10 Pages
  • Category Content & Communications
  • Type Member Research
  • 10 Pages
  • .PDF Format

Thought leadership aims to change the way customers see the world. That’s also what stories do. You can bring narrative power to your thought leadership by incorporating proven storytelling structures to articulate new paradigms and possibilities, help clients relate personally and connect emotionally, and take them on a journey that they will remember because it changed them.

As marketers, we must understand who the audience is, where they are now, and where we want to take them. Then we can draw from a wealth of plots, structures, and devices to bring our thought leadership to life, designing a story arc through our protagonists overcome obstacles to become heroes.

This document is available at no charge to employees of an ITSMA member company. It’s also available for sale to non-members.
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