Stories can change what you do, how you act
and what you think. So it’s not unreasonable for great leaders and CEOs to use
storytelling to inspire, persuade and motivate. Storytelling strengthens
communication and makes complex ideas understandable for us all. It put things
in context and helps to explain and educate. It can enhance the relationship
between teller and listener, feed the imagination and strengthen belief.
Storytelling can create legends.
One great storyteller was the late Dame
Anita Roddick, founder of The Body Shop. Anita was a legend and an amazing
entrepreneur. She travelled the world listening to stories from tribes,
communities and employees.
Anita listened and talked not just about
skincare and cosmetics but about human rights and environmental issues. She
used these stories to show how to do business, sell innovative products and
help consumers understand what they were buying into.
With Anita, customers could be part of a
movement. They could change things. Anita believed in the power of words,
images and action. She inspired and mobilised people through explanation and
education.
The Body Shop was built on communication.
Internal communications were as important as external and every available
space, from bags to windows, was used. Anita was a pioneer of activism PR at
just 17 years old. She wrote books and used PR for everything she and her
company did. Nearly everyone knows the story.
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