Has TED's Success Led to Better Storytelling in Business?

While the storytelling powerhouse TED has changed our perceptions with the simple formula of one person telling a story, writes, Jane Praeger, the founder and president of Ovid, Inc., and a faculty member in the School of Professional Studies' Executive Master's program in Strategic Communication, businesses haven't taken TED's example of empathetic storytelling to heart.

According to Praeger, businesses are losing out if they don't embrace the power of TED-like storytelling. There's the agency head who structured her pitches around the amount of sleepless nights they would spend on getting the product right, who found herself landing 70 percent of all new business pitches in a year. In order to spur her company into starting a corporate social responsibility initative, a PepsiCo executive went beyond data, telling a personal story about growing up poor in India. "Her story gave emotional heft to her argument and helped galvanize employees, partners, investors, and customers to fully embrace her initiative. Ten years later, Performance with Purpose is still going strong." The magic to these stories, Praeger writes, is that they require the storyteller to think about how the audience will react to the presentation. That effort has been a success in TED's model, and it could have great power in day-to-day business operations.

Read the full piece on Inc. Learn more about the Executive Master of Science program in Strategic Communication.