Şebnem mentions that some employees already have the story mindset, so all you need to feed them is the raw data, and they’ll take care of the rest. Other employees don’t already have this mindset, and they need additional assistance. She goes into that in...
Şebnem reminds us that different constituencies in the same company are going to respond to different angles of the message. In other words, don’t get lazy and think that one message is good for everyone in the same company!
Şebnem mentions that storytelling for business is not a natural skill, and how it is regained. Our education system and early job training drill the skill out of us until what we “think” the business world needs is totally out of line with what it actually...
And don’t forget the fourth lever of building trust, credibility through association. Some of your existing customers might be really good partners for this.
Şebnem goes into how you establish personal trust with a new customer, and that a key part of that process is your ability to describe the market and how it, and your product, fit into the customer’s life.
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