What do Green Eggs and Ham have to do with modern business?

This photo was taken at New Belgium Brewing HQ in Fort Collins Colorado. It’s the journal written by now ex-owner and founder Jeff Lebesch. In his travels across Europe where he gained inspiration for his nascent brewing business and captured those stories within. When you visit New Belgium you are struck by the pervasive use of storytelling and story making employed to communicate the businesses history, growth and modern incarnation.

On Friday I published a LinkedIN article “How to hire a Chief Storyteller” in it I use the example of the message “hidden” inside Dr. Seuss’ children’s classic Green Eggs & Ham.

Stories are the language of human communication. From the camp fire to the modern advertisement the best persuasive communication are stories.

That doesn’t mean we communicate in stories 100% of the time. There is a time and a place for cold hard facts, strategic messaging and even debate.

That being said storytelling is a critical part of our communications tool box and every company needs a Chief Storyteller to be responsible for forging, wielding and maintaining this important tool.

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