There is not a huge difference between reporting and storytelling. For example, if five people see a bicycle accident, does one person see what actually happened and the other four are wrong, or do all five persons process what they have seen in their own way?

We know that all human beings process incoming information by telling themselves a story about what they saw, a story about what change it will require, a story about how it fits into their existing world. These stories need fertile ground to grow and that comes from our culture. Culture is all around us, culture beats the truth, culture beats any offer you can make. We have to understand the culture, we have to understand the world view, we have to understand the perspective of the people we are talking to.

I think that anyone who wants to make change has to tell a story that resonates with the people who are hearing it. I have guided companies that look good and want to be great. My business is desire and desire is the backbone of storytelling! I cannot help organisations to compete on price, therefore, all my offerings are focused on helping them compete on storytelling. And I do this by changing the narrative and looking at their strategy, culture, customer experience, etc.
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