Executives like stories too

I was struck by this comment by Barack Obama. He was discussing how working with people in his early years in Chicago helped him learn lessons about people that were just as valid on an international stage. People are people, and that doesn't change just because a person is a president, prime minister, or executive.

The same goes for storytelling. All people react to stories regardless of their jobs. It's just wired into us as human beings. Some business people don't want to tell stories and stick to their features and functions talk, or stats about how much money or time their solutions save. The say, "I can't tell stories, these are senior people at a major corporation."

​Yes, they are, but the key part of that sentence is the word "people". Just because a person has an important job doesn't mean they stop being a person. All people are hardwired to pay attention to and remember stories. Who they are might change which story you choose and how you tell it, but you must still use the most powerful tool you have to communicate...storytelling.