Storytelling – it’s not just for drama. Students from our Into the Woods: Telling Stories for Business course have been learning this, and in the second instalment of our chat series with business storytelling strategist Park Howell they get down to the details. Read on to find out how Park developed his unique business, how different cultures react to the same stories, and what the world of business can learn from Hollywood.
Why should businesses understand how stories work? ‘Into the Woods’ author and Story for Business course director John Yorke explains how great stories keep people engaged with your organisation. And why once you understand how stories affect the human brain, you can transform the way you do business.