Cambridge Business Association
The Art of the Tale
Book

The Art of the Tale

Engage Your Audience, Elevate Your Organization, and Share Your Message Through Storytelling

Steven James and Tom Morrisey
HarperCollins Leadership, 2022
First Edition: 2022
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Editorial Rating

7

Qualities

  • Engaging
  • Inspiring

Recommendation

A story, well told, is the most potent form of communication. Steven James and Tom Morrisey – a storyteller and a speechwriter, respectively – demystify storytelling, providing leaders with the tools, strategies and tactics they need to share a meaningful message. Replete with examples and anecdotes, their useful reference guide teaches story structure and explains how you can leverage the power of narrative to build your brand image and connect with your audience.

Summary

Stories can bridge divides, steer decisions and inspire a sense of wonder.

Individuals immerse themselves in stories every day by tuning in to the news, scrolling through social media, watching TV, going to the movies or the theater, or reading a book. Each story presents fresh perspectives and guides readers and listeners toward discoveries. All humans have a tale to tell. Sharing stories builds bridges that connect people to one another.

Storytelling is one of the best tools a leader can use to guide and teach: A story not only captures your listeners’ attention but helps them to retain and relate to the information you’re sharing. Neuroscientist Antonio Damasio found that while people may believe they’re logical decision-makers, emotions actually govern most human decisions. So rather than simply presenting people with facts to prove a point, lead with emotion and follow up with logic. Appeal to their sense of wonder and curiosity by sharing a powerful story. A strong three-dimensional story contains the following six elements:

  1. Character – Whose experiences are you describing? Give your audience someone to root for.

About the Authors

Steven James has written more than 40 books. He is also a public speaker and a professional storyteller. Tom Morrisey is a speechwriter and executive engagement specialist. He has worked as a speechwriter and communications consultant for Ford Motor Company and Disney.

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