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Three Secrets Storytelling Reveals About Your Business or Nonprofit Organization
By: K. Sean Buvala

Knowing storytelling techniques is not a "fluffy" or soft skill for your business. Just as your accountant needs to have strong skills in numbers and laws, so must all your staff and volunteers learn storytelling, both creating and listening.

As good accounting can be a barometer about your company so does storytelling give you a picture of your organizationís health. Like the ledger, business storytelling reveals truth about your organization. No matter if your company has just a single entrepreneur or a payroll of thousands, pay attention to these revelations.

1. Storytelling reveals what your customers really think. Gathering customer stories tells you what is truly happening. No matter what organizational myth you might have, the real truth comes from your customers. There is a reason the "Emperorís New Clothes" is such a popular story for so many generations. Are you going to be caught naked someday because you did not truly listen to your clientís real stories?

2. Storytelling reveals who is really paying attention. Your company should make it a point to conduct regular sessions of story gathering from employees and management. Processes like my "Intentionality"(tm) activity help anyone in any company create stories about everyday experiences. Like a Board that cannot tell you about the company ledger, be very afraid of any upper management that never has new stories of the company. Stories of how the powerful are deposed are very common in world folktales. Is your CEO paying attention- even if the CEO and the janitor are the same person in your small business?

3. Storytelling reveals your organizationís ability to adapt to change. For survival, your ledger needs to show some reserve funds for your metaphorical "rainy day." So, too, stories of change show how your company has the readiness for and acceptance of the inevitable shifts in the market. Are you prepared for everything to change tomorrow? Are you stuck in the same old ways? Can you make a list, right now, of the stories that show how your nonprofit or business has adapted to change? You do not have past stories of change management and adaptability in your company? You are in for a rough future.

Corporate stories and skills in business storytelling, yes even storytelling for financial advisors, are as valuable to your group as good accounting. Are you giving storytelling the attention it deserves?

Sean Buvala is a corporate coach and veteran of nearly 25 years of national storytelling work. He can be found on Twitter @storyteller or his website at

Author Information:
Name: K. Sean Buvala
The contents expressed in any article on are solely the opinion of author.

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