Storytelling - in Business

In Business

For many multi-media communication complex institutions, communicating by using fiction storytelling techniques can be a more compelling and effective route than using only dry facts. Daphne A. Jameson undertook some research into the manner in which language is used in business meetings. Her analysis led her to the following major conclusions:

Using narrative to manage conflicts

For managers storytelling is an important way of resolving conflicts, addressing issues and facing challenges. Managers used narrative discourse to deal with conflicts, because direct action was often impossible.

Using narrative to interpret the past and shape the future

In a group discussion a process of collective narration can help to influence others and unify the group by linking the past to the future. In discussions, the managers transformed problems, requests and issues into stories. Jameson calls the collective group construction storybuilding.

Using narrative in the reasoning process

Storytelling plays an important role in reasoning processes and in convincing others. In the meetings, the managers preferred stories instead of abstract arguments or statistical measures. When situations were complex, narrative allowed them to involve more context.