1.3. THE RETURN ON INVESTMENT OF STORYTELLING

"What's the ROI of storytelling?" is a question I am often asked when addressing a business audience on the topic of storytelling. In dealing with such a question, the first thing to consider is whether it is genuine. Often the request to quantify benefits is merely a pretext for taking no action or a polite way of making a negative statement. When the response to a request for measurable benefits is followed by a request for additional measurements and studies, then beware. Measurement has value only when it is prompted by a genuine attempt to achieve understanding and is backed by willingness to act on the basis of the findings.[]

1.3.1. Talk Is Work

Storytelling is about making managers and leaders ...

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