This training will be useful if: You are a manager and wish to implement a new company policy or roll out a new tool. You anticipate resistance from your employees. How can you mobilize them around the new policy? You're a consultant with a mandate to change your client's management practices. You don't think everyone will be happy. How do you get everyone on board? You're a Product Manager and you think a new product could enhance the catalog. You've done your market research and you're confident it will be a source of revenue. How do you convince management to trust you? You're a marketing manager and need to announce a new offer to the general public. You want to attract customers. How do you trigger the first trial?

Duration

2 days

Schedule

9h to 16h

Regular fee

$995

Preferential fee

$895

Objectives of the training

At the end of this training, the participant will be able to create a story that moves a target group to action.

Targeted audience

Executive, team manager, internal or external consultant, facilitator, speaker.

Prerequisite

None

Trainers

Diana Yazidjian

Course architecture

Storytelling is designed to explain, convince and motivate. Drawing on both creative concepts and science, this communication practice can be applied in a variety of business contexts: successfully launching an offer, gaining support for a new standard, boosting team performance, attracting new investors or partners, and so on.

Business storytelling is more than just entertainment, it's an effective tool to help you achieve your objectives... by playing on emotions rather than reason.

What is storytelling?
Multi-dimensional approach and application. How to develop an emotional approach rather than a rational one.

The main characteristics of storytelling and its challenges

When to use storytelling
Types of stories when to apply them
Introduction to the Storytelling Framework: the 5 steps (objective, persona, stakeholders, 3 acts, narration)

Storytelling steps and exercises
Because users want more than price and features, storytelling as a tool to tell a story, share values... and differentiate from the competition.

The business objective and the story objective:

The persona: the traditional approach vs. the storytelling approach
Exercises: the persona of the sentimental object (warm-up); the persona in a business situation
Internal and external stakeholders
The organization in 3 acts with the CAR approach (Context, Action, Result) illustrated with examples.

Main knowledge involved

Demonstration of empathy
Ability to distinguish the problem from the solution and to identify the persona of the story

Apply what you have learned as a team and continuously improve
How to apply the key elements: the what, the why and the how.

Application of what has been learned:

In teams, written exercise of each act: free format (Powerpoint, text, comic, illustration) - your only limit is your imagination!
Each team presents its story and receives constructive feedback
Each team uses the feedback to improve the story

Main skills involved

Analysis and problem solving
Active listening to identify the 3 acts

Pedagogical details

Training architecture

We advocate a mix of methods for this type of learning that solicits both analytical capacity and creativity. First, the lecture method will be used to present the theoretical and practical concepts. The participatory method is followed by the first exercises that invite the participant to reflect on a question and to share their answers in plenary. Finally, the experiential method allows the participant to put the concepts into practice through a case study. Please note: each participant is asked to bring an object that is important to them.

Type of training

Skill development

Skill development and knowledge integration

Decision support

Basic knowledge

Private or personalized training

If you have more than 8 people to sign up for a particular course, it can be delivered as a private session right at your offices. Contact us for more details.

Request a quote

Duration

2 days

Schedule

9h to 16h

Regular fee

$995

Preferential fee

$895

Private or personalized training

If you have more than 8 people to sign up for a particular course, it can be delivered as a private session right at your offices. Contact us for more details.

Request a quote

Purchase summary

Training location

Virtuelle

French Virtual classroom18 june 2025, 19 june 2025Confirmed

Virtuelle

French Virtual classroom18 june 2025, 19 june 2025Confirmed

Number of participants

Preferential fee

Storytelling in business: inform, convince and lead to action

Objectives of the training

Targeted audience

Prerequisite

Trainers

Course architecture

Pedagogical details

Training architecture

Type of training

Private or personalized training

Private or personalized training

Purchase summary

Virtuelle

Request in-company training

Request in-company training

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