Published by The Advocacy Committee of the
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The Four Truths of the Storyteller

Harvard Business Review (Cambridge, MA) , December, 2007


Filmmaker Peter Guber writes:

"The power of storytelling is also central to my work as a business executive and entrepreneur. Over the years, Iíve learned that the ability to articulate your story or that of your company is crucial in almost every phase of enterprise management. It works all along the business food chain: A great salesperson knows how to tell a story in which the product is the hero. A successful line manager can rally the team to extraordinary efforts through a story that shows how short-term sacrifice leads to long-term success. An effective CEO uses an emotional narrative about the companyís mission to attract investors and partners, to set lofty goals, and to inspire employees.

Sometimes, a well-crafted story can even transform a seemingly hopeless situation into an unexpected triumph."

Some key points:

  • For the leader, storytelling is action orientedóa force for turning dreams into goals and then into results.
  • Although the mind may be part of your target, the heart is the bullís-eye.
  • As a modern shaman, the visionary business leader taps into the human yearning to be part of a worthy cause.
  • The oral tradition lies at the center of our ability to motivate, sell, inspire, engage, and lead.

Subjects Covered: business

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