Storytelling for Business is a very well-written, insightful book and one I will be recommending and buying as gifts for the communications pros in my life.
Whether you are a senior communicator or just starting out this book is filled with resources and tips to help you engage your audience. The case studies throughout are relevant and thought provoking, demonstrating the power of a good story. This book can be read cover to cover in just a few days, but I guarantee you'll be picking it up and thumbing through well-worn pages for advice and inspiration for years to come.

For more than 25 years, storytelling has been at the core of everything Rob Wozny has accomplished as an intrepid senior journalist, creative content strategist, and proven business communicator. Leveraging his passion and experience for storytelling, Rob works with business owners and leaders to understand their goals and align them with business storytelling ideas, personalized to attract and engage the people that matter most to them.
Author location: Manitoba, Canada

Prologue

Chapter 1: The Story Behind The Story

Chapter 2: The (Growing!) Need for Storytelling

Chapter 3: Build Your Own Media Network

Chapter 4: Choose Your Channel

Chapter 5: Managing The Media

Chapter 6: People Power

Chapter 7: Audience Analysis

Chapter 8: When a Story Goes Sideways

Chapter 9: The Inside Story

Chapter 10: Making Measurement Matter

Chapter 11: The Stories You Tell Yourself

Epilogue

Acknowledgments

About the Author

Chapter One
Chapter one explores what makes a compelling story for your business, including the structures, tools, strategies, and the science behind why people are influenced by the power of storytelling. The chapter gives you a fulsome perspective on what you need, while providing the peace of mind that less is sometimes more, when “more” is so readily and easily available.

Chapter Two
Chapter two examines the (growing) need for storytelling in companies and organizations, along with the benefits of investing in storytelling for business. The chapter offers the most important reasons why business storytelling is such a worthwhile endeavour for your business, correlated by evidence of return on investment.

Chapter Three
Chapter three explains how to build your own media network to distribute your storytelling content, complemented by ideas and concepts on how to maximize the storytelling for your business. The chapter cautions not to become overwhelmed by near-infinite options and how to decide what media ultimately is best for the story of your business.

Chapter Four
Chapter four dives into why people consume content on social media, making your storytelling amendable to your stakeholders via these platforms (your own media network), plus some of the other channels of communication your business can incorporate into your business storytelling.

Chapter Five
Chapter five delves into one of the most impactful channels of amplifying your business storytelling – the mainstream media, whose own social media networks are in some cases more powerful than some of their own traditional channels. While a palatable storytelling option, the chapter covers some of the risk and reward of working with the media.

Chapter Six
Chapter six showcases the most important element of storytelling for business - people. Along with how to choose your storytellers, chapter six shows you how to prepare them to communicate your messages effectively and accurately, while coming across as genuine and interesting.

Chapter Seven
Chapter seven identifies who are the most influential people you need to reach to take a desirable course of action, influenced by the storytelling of your business. The chapter goes into greater detail on how they think and act in relation to your storytelling content, and how and where to find them.

Chapter Eight
Chapter eight guides you through how to respond and recover if the story of your business does not go as planned, generating a negative response, or inadvertently harming the operations of your organization. Presented as When a Story Goes Sideways, this chapter covers some strategies to prevent sideways stories from occurring in the first place and who you need on your team to help you with this important risk-mitigation strategy.

Chapter Nine
Chapter nine looks inward to tell the story of your business from an internal perspective. Your internal stakeholders, especially your employees, are the most powerful storytellers within your networks. The chapter explores how to identify and empower them to be your organization’s ultimate ambassadors.

Chapter Ten
Chapter ten investigates why measurement matters in storytelling for business. The chapter explains some of the leading benchmarks and tools to measure if your storytelling succeeded in supporting the goals of the organization, and how you can leverage them to track ROI.

Chapter Eleven
Chapter eleven reveals that storytelling for business is not always an easy journey, but certainly worth taking the risk as the benefits can be profound and rewarding, both personally and professionally. The chapter provides some guidance and advice on storytelling perseverance in the face of some detractors who may try to knock you back, but elucidating you to the bigger storytelling picture.