The diagram below (the Storytelling Pyramid) describes the kind of work we get asked to do. Each layer touches more and more people and shows the pervasive nature of storytelling in business.
Layer 1 – the MD has a conference speech to give next month and would appreciate a little help.
Layer 2 – we’d like the sales team to communicate a stronger message when they’re networking or pitching for projects.
Layer 3 – we need to sell the company vision to the workforce and improve our internal communications generally.
Layer 4 – we’d like all the employees to see themselves as representatives of the brand and be more commercially aware.
Layer 5 – let’s get our message out there and develop an external tribe of supporters who spread our story.