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Let the Story Do the Work


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Table of Contents


INTRODUCTION: Why Stories? How Story + Qualifications = Standout Success x


CHAPTER 1: Master the Principle Elements of Storytelling 3

CHAPTER 2: The Five Basic Plots in Business Communication 23


CHAPTER 3: Look Who's Listening 47

CHAPTER 4: Telling Stories with Data65

CHAPTER 5: Making the Complex Clear 89

CHAPTER 6: Combining the Power of Story and Simple Visuals 99

CHAPTER 7: Collecting Stories from Everywhere129


CHAPTER 8: Using Your Own Story to Build Credibility and Connection151

CHAPTER 9: Successful Networking Starts with a Good Story Hook 171

CHAPTER 10: Selling the Social Impact of Nonprofit Organizations with Story187

CHAPTER 11: Case Study: The Healthcare Industry 203




About the Author

Esther K. Choy is founder and president of Leadership Story Lab, where she coaches managers in storytelling techniques. She is currently teaching in the executive education programs at Northwestern University's Kellogg School of Management.


..".how to use data to make the complex clear instead of making the clear complex, the power of simple visuals, and how to collect stories...wealth of knowledge that gives personal power to the reader." -Tulsa Book Review
"Storytellers can have great business impact [and] Choy coaches managers on how to become storytellers to connect with their business audiences...easy to read with plenty of headings and diagrams." -Choice
..".addresses how to use your own story to build credibility and connection and how to do successful networking by starting with a good story hook...a great reference." --Technical Communications
..".helps readers develop the skills to share anecdotes in a way that will link them to professional goals and capture attention, engage the audience and inspire action or a change of mind."--National Jeweler
..".in-depth, practical, packed with great advice...perfectly illustrates why storytelling is important to your professional career. It can help you persuade others and make yourself more memorable." -TD magazine
"Introduces the reader to storytelling as a tool to motivate, influence and communicate sometimes complex issues and ideas to the listener...chock full of tools and information." -- PM World Journal
"With a wealth of examples, strategies, and insights, [Esther Choy's] book can help anyone become a more effective storyteller." -Infoworks
..".makes a compelling case about how building up you skills in this area can help make leaders more effective...offers plenty of practical exercises and guidelines that will boost your business success." -Accounting Today
"Check out Choy's book for stories, tips and boilerplate scripts you can use. Then prepare yourself--because once you transfix people with one good tale, they'll no doubt want more." -HR magazine
"We can soon forget facts and figures but we never forget a good story, and Choy can help us make sure our story is a good one." -The Chronicle Herald
"Every business pitch has to tell a solid overall story...I found some great guidance on how best to do this in a new book by Esther Choy." --Inc. magazine
"In Let the Story Do the Work Choy explains how to turn even the most boring situations into fabulous anecdotes." --Monster
"Choy illustrates skills that make storytelling work--giving raw experience narrative shape, finding the right structure, and ending on the right note." -Success magazine
..".one of those special business books that isn't just a business book. It's a gift." -Blue Heron Journal

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