Take your audience on an epic journey with the power of your words

“The Epic of Gilgamesh.” “The Odyssey.” “The Lord of the Rings.”

These classic tales all feature arduous journeys through unknown lands. Although the protagonists ultimately succeed in achieving their goals, their victories aren’t without valiant effort.

The stories you tell should take listeners on a journey as well—from adversity to achievement, with lots of hard work along the way.

You don’t have to outwit the Cyclops nor march to the summit of Mount Doom. Just remember that powerful stories share these features:

· Compelling characters. Put your own employees in the lead. They have the experience and expertise to drive the narrative—if you go to them for story ideas regularly.

· Strong plots. Take your audience from beginning to end quickly and believably. This calls for a clear strategy that’s aligned with your organization’s communications goals.

· Laserlike focus. Stories support your brand, but they aren’t sales pitches. Concentrate on telling your story—not selling your product.