Ryan Matthews and Watts Wacker hit the nail on the head with their book What’s your story, storytelling is important in business as well as in personal life. Truthful storytelling that is, even though some facts shared in some stories may not be true – they cover that in some details. I found the book eminently readable.
In our business we have found storytelling to be a good way to train small businesses in processes related to the use of our software, to illustrate the value of what can be achieved. However, we have not trained our team on storytelling as such. Having been in business since 1981, we are fortunate to have many stories of different circumstances on which to draw. Part of our own internal training, over time, is the sharing of stories.