It is a man called Bryan Stevenson, a social justice activist and lawyer.

Back when Stevenson made his speech – all TED talks were 18 mins long. He used 12 of his very precious 18 minutes telling stories.

The first story he told was about the promise he made to Grandma when he was young. The audience laughs as he lays himself bare – thinking they get the joke. Except he used the humour to drop their guard and help move them along the know, like trust pathway.

The way he uses story is not just decoration or fluff…It has genuine commercial value.

What stories could you add to your repertoire to help your audience understand you, your business, your service or product better?

Take Care

Speak soon