It’s worth stating at this point that we’re talking here mostly about B2B. Because when businesses talk to each other, they adopt this buzzword lingo. If you’re talking to real people, it’s best to talk like a real person.Does that […]

Eyal is at pains to stress that the insights of the book should be used responsibly and he cautions against the dangers of addiction.Chapter Six (What are you Going to Do With This?) even has a ‘Manipulation Matrix’ – based on […]

Think for a moment about your prospects, clients, readers and audience members. What assumptions are you making about them?Are you going with your gut, or trying to put yourself in their shoes? Or are you engaging with them on social media […]

Corporate storytelling is no different, and yet time and again, corporate storytellers fall back on the elevator-pitch approach.They sanitise the story so it’s devoid of emotion. They throw out facts without organising them in a logical order. They get the […]

[Image courtesy of Sebastien Wiertz at Flickr Creative Commons]“Yeah, yeah,” said my friend recently. “Problem, solution, benefits – I’ve heard it all before. Case studies are so yesterday. Nobody still read them any more, do they?”Maybe not. And maybe there’s a […]