Course Objective & Scope
Audiences quickly forget bullet-point slides, yet vividly remember narratives built around tension, stakes and human detail. This course teaches storytelling as a practical business tool for persuasion and alignment: the And-But-Therefore (ABT) micro-narrative structure, the Pixar Story Spine, positioning the customer or team as the hero, and crafting stories for strategic change, product value and cultural alignment.
Participants write and rehearse a 3-minute business story on camera and leave with a structured personal leadership story bank.
Who Should Attend?
- Managers and leaders who need to inspire action across teams and stakeholders
- Product managers, commercial/sales leaders and customer-facing teams
- Internal communications, employer branding and transformation leads
- No technical prerequisites
Key Takeaways
- Turn flat updates into compelling narratives using the And-But-Therefore (ABT) structure
- Position the customer or user as the hero and their product or team as the guide
- Make abstract strategies tangible through specific moments and concrete characters
- Build a personal story bank for vision-setting, change management, trust and value proof
- Deliver concise 2-to-3-minute stories with strong pacing and zero corporate fluff
Curriculum
The Neuroscience and Persuasive Power of Business Stories
- Balancing logic (logos), credibility (ethos) and narrative connection (pathos)
- Why pure data triggers analytical defence while narrative builds shared meaning
Narrative Structures: ABT, Three-Act Arc and the Pixar Spine
- Using And-But-Therefore (ABT) to craft 60-second executive and product pitches
- Status quo, inciting tension, obstacle, turning point and the new normal
Four Core Types of Leadership and Business Stories
- Vision Stories ('Where we are going') and Change Stories ('Why we cannot stay here')
- Customer Success Stories (customer as hero, organisation as guide) and Culture/Learning Stories
Specificity, Sensory Detail and Cutting Corporate Jargon
- Replacing abstract buzzwords with concrete moments and the 'Rule of One'
- Trimming backstory bloat so the narrative hooks attention immediately
Story Crafting, Camera Rehearsal and Story Bank Workshop
- Writing and rehearsing a 3-minute story tied to a real business objective
- Building a reusable personal Leadership Story Bank matrix
Other Courses in This Category
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The three pillars of Executive Presence (Gravitas, Communication, Presence); composure under pressure, vocal and non-verbal command, holding the room in senior forums and on-camera leadership drills.
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Ending slide-reading with Assertion-Evidence slide design, strong opening and closing hooks, delivery rehearsal and mastering tough Q&A sessions through bridging and objection handling.
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Using Claude, ChatGPT, Microsoft 365 Copilot and AI deck tools for executive summaries, SCQA storylines, slide drafting, stakeholder persona simulation and Q&A prep without generic AI prose.
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Translating corporate goals into a tailored message architecture across stakeholder tiers, driving cross-functional alignment, change communication and objection handling; leaders build a strategic communication plan.
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The Minto Pyramid Principle, BLUF (Bottom Line Up Front), SCQA framing, one-page executive memos and 3-minute decision briefings; participants master concise, decision-ready C-suite communication.
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