Humans are hard wired for stories. Stories are how we share information from one person to another. The Aborigines have been writing them on walls for 40,000+ years, Hollywood is based around telling stories and all religious texts are full of them.

But there is a problem with them in the corporate world.

While we need stories in the corporate world, there is one thing we need before them – a reason to listen.

If I don’t know why you’re telling me a story, why would I listen…or keep reading your newsletter?

Just because you have a great story does not mean I will give you my attention, listen to it or read past the first three lines of your e-mail.

I have to know what is in it for me – otherwise I will switch-off or delete your e-mail.