There Are Five Sides To Every Story: Which Are You Missing?

Presentation by Danielle DahlgrenCMST 412 Article Presentation

By Lori L. Silverman

Key Terms

• Sto·ry: noun, plural Sto·ries• 5 Practices surrounding the use of stories:1. Finding Stories2. Digging Into Stories3. Selecting Stories4. Crafting Stories5. Embodying Stories

What was the purpose of this study?

Methodology

• In-depth interviews conducted with more than 170 business leaders in 80-plus organizations throughout the world.

Rationale for the study:

• Branding• Public Relations• Internal employee communications• Investors

• 36 percent have experienced positive

financial impact to the bottom line through

increased growth, profitability, and/or

increased funding.

• 18 percent have noted that story has moved

them closer to furthering specific

organizational goals.

• 17 percent have reported increased levels of

engagement between people and the

organization and/or higher levels of

teamwork.