TBJA 311 6 Characteristics Of A Story, Paul Smith, TBJApodcast 311
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Storytelling has become the buzz word in marketing. A good story is one of the best ways to share your brand message but how do you know if you’re really telling a story. Learn 6 Characteristics Of A Story from Paul Smith. 

Get Paul’s book, Sell With A Story

Paul Smith is thefounder of Storymakers…He’s is one of the world’s leading experts on organizational storytelling. He’s a keynote speaker, storytelling coach, and author of the books Sell with a Story, Parenting with a Story, and the bestseller Lead with a Story already in its 8th printing and available in 6 language around the world. Paul is also a former consultant at Accenture and former executive and 20-year veteran of The Procter & Gamble Company.


He writes in his PJ… guess what his story is all about.

Think Like A Journalist Quote

“To hell with facts! We need stories!” ―Ken Kesey

Success Quote

Facts are an important part of any story… stories have facts in them.

Career Highlight

Storytelling is an important quality that Paul wanted to have. Hear his story about how he became a successful author and speaker after a series of turns in his career.  Paul had known for 10 years he wanted to be a speaker and corporate trainer. He met with the authors of the book, Made To Stick, and became their corporate trainer. Hear how he got fired from his two dream jobs. Find out what he learned and how he left his long-time corporate job.

“Quit in mid-forties (too young for retirement) to pursue my dream of becoming an author and professional speaker.  Most proud of that. Wanted my kids to see me taking a risk and it working out.”

When It Didn’t Work!

My first effort to co-author a book and be a professional trainer for two well known authors was a complete failure. Moped around for about a month after that and then decided to try again with my own book and my own training classes. Second time worked much better. 🙂

6 Characteristics Of A Story:  How To Tell Real Stories From Other Narratives & Why This Is Important For Your Business

  1. Time
  2. Place
  3. Main character
  4. Goal
  5. Obstacle to overcome
  6. Events

Think Like A Journalist You have been hired to help an ailing company that’s about to financially collapse. Its reputation’s shot. You have one month, a $1000 budget, a smartphone, and a laptop…How do you begin to turn this company around?

I would help them craft 4 stories. First two are to motivate employees to understand the need for change and to follow the next vision. The other two are for potential customers to help them better understand why they need our product and motivate them to buy it

  1. Their “case for change” story – which illustrates the problem that’s leading to their impending financial collapse.
  2. Their “vision” story – which shows what the future could be like and the changes needed to get them there.
  3. A “problem/solution story” – which illustrates why a typical customer needs the product we sell and shows the tangible benefits to buying it.
  4. A story to create a sense of urgency – to illustrate what will happen if the customer waits to buy later instead of now. (After all, we’re in a hurry to avoid collapse!)

What is one piece of technology, video or multimedia equipment, or app that you just can’t live without?


One book, documentary, or Internet Channel to watch?

Click the link below to purchase.

It’s an Amazon affiliate link. It won’t cost you more but it will send me a few coins to keep on building our crazy good content here. 🙂

Made To Stick, Chip and Dan Heath


Paul Smith website

Get Paul’s book, Sell With A Story

Twitter @LeadWithAStory


Paul Smith LinkedIn Profile

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Phoebe Chongchua
Phoebe Chongchua

Phoebe Chongchua is a multimedia Brand Journalist, Brand Consultant & Marketing Strategist who is revolutionizing brand communication with consumers. She makes companies remarkable using brand journalism storytelling to grow their online presence, build a community, and gain greater market share. Phoebe is a former TV News journalist who helps brands gain a competitive advantage by learning to “Be the Media”. Phoebe is the host of “The Brand Journalism Advantage” podcast and a “Top 50 Podcaster To Follow”. Listen in iTunes or at ThinkLikeAJournalist.com

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