Who is telling the story
This week I was working with someone in sales, helping him work on a story that would explain to his customers the value he provides. Listening to his story, we realised that the value was not exactly where he thought it was but rather somewhere else. After that “aha” moment the structure of the story changed, the rhythm changed and how it was told changed. It became more fluid, more natural, as if the story was growing stronger inside him as he became more confident. We tend