Tell me about yourself’. This is a common question that many of you have probably faced in job interviews. Many of us simply summarize our education, work experience and our current situation. But is that enough to make an impression on the interviewer?

What employers really want is to feel comfortable with the idea of hiring you. This is where storytelling comes to the rescue. Stories give you an opportunity to create an emotional rapport with the person you’re speaking to. Read on to understand the importance of storytelling in the corporate world.

Storytelling In Business Communication

Storytelling is one of the oldest forms of communication. At its core, storytelling is the art of sharing information and engaging people. As a storyteller, you convey your message in a way that stimulates people’s minds and evokes emotion. You can use any medium to tell a good story—photographs, podcasts, videos and even paintings!

Businesses are increasingly recognizing the importance of storytelling. It’s a vital communication skill that helps employees engage better at work. You can sharpen your leadership and management skills by embracing powerful storytelling techniques.

Examples Of Storytelling

Let’s look at some examples of storytelling to better understand the effectiveness of this communication tool.

  • If you look closely at Amazon’s logo, you’ll see a small yellow arrow that starts from the letter ‘A’ and ends at the letter ‘Z’. It symbolizes Amazon’s brand value—selling everything from A to Z. This is an example of a simple yet effective storytelling technique.

  • TED and TEDx talks or conferences are also examples of effective storytelling. They’ve become one of the most successful mediums for spreading ideas and inspiring people, thanks to the powerful stories people from various walks of life share.

Importance Of Storytelling

Now that we’ve seen some real-world applications of storytelling, let’s look at some of the benefits of storytelling in business environments:

  1. Creates Relevance

One of the major benefits of storytelling is that it creates interest among people. Good stories provide meaning and establish emotional connections. People are able to relate to something because they feel emotionally invested. The more people relate, the better you’ll be able to communicate your intentions.

  1. Increases Understanding

The importance of storytelling lies in the impact it has on the audience. Well-crafted stories have the power to change people’s perspectives. This is why you’ll often see public speakers use stories in their presentations. This way, they’re less likely to lose the crowd’s attention.

  1. Enhances Creativity

In the storytelling process, a listener or observer becomes a co-creator because people create their own truths. This is a valuable tool for industries that rely on innovations and creative thinking. For example, if you’re developing a mobile application, you can brainstorm different user personas by weaving multiple stories about users.

  1. Improves Decision-Making

You can’t deny that most of us make emotional decisions in life. We connect and relate to things that define our identity. We often look up to social media influencers and make purchasing decisions on the basis of the products they’re advertising. This is how powerful and convincing storytelling can get.

  1. Increases Employee Engagement

Employees are the backbone of any organization. It’s important that you cultivate the right workplace culture so that your employees enjoy their work. You can use storytelling techniques to keep your team motivated. For example, give people a greater sense of purpose by sharing the organization’s history and mission.

How To Craft Your Story

Whether you’re trying to connect with your coworkers or trying to motivate your team, tell a story that stays with your audience. Here’s how you can master the art of storytelling:

  • Know your audience and adjust your tone and language accordingly

  • Have an end-goal for your story and figure how you can make it relevant for everybody

  • Try to keep your story interactive and pause in between to give your audience an opportunity to ask questions

  • End on a strong or inspirational note and leave your audience with a few big questions that can help them think about the topic outside the session

  • Have fun in the process


Effective storytelling can inspire people, win their loyalty and affection and make things memorable. Harappa Education’s Speaking Effectively course will teach you how to tell compelling stories. The PAM framework will help you define your purpose, audience and message. Additionally, Aristotle’s Appeals will help you tap into the reasoning, credibility and emotional aspects of an argument. Deliver your ideas with precision and give people a reason to remember you.

Explore topics such as StorytellingPublic SpeakingAudience AnalysisRule of Three & How to Find the Right Tone of Voice from our Harappa Diaries section and deliver compelling stories.

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