Why storytelling is the number one most powerful tool for your business

Stories and storytelling is something of an obsession of mine. As a teenager I used to take my tape recorder into the hospital ward where my mum worked, and interview the old ladies about the stories of their lives. I’ve often wondered why I used to do that; but I think it’s because I’m interested in people; I want to understand them; because I think it helps us understand ourselves. That’s why I always tell my clients that if you want to let people in more, all you’ve got to do is start tell...