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Indranil Chakraborty - Stories at Work: Unlock the Secret to Business Storytelling

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Indranil Chakraborty Stories at Work: Unlock the Secret to Business Storytelling
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Is there a way to send out impactful messages that people remember for days?Is there a way to influence people without pushing data and analysis on them?Is there an effective way to drive change in an organization? Yes, through stories. Storytelling in business is different from telling stories to friends in a bar. It needs to be based on facts. Stories at Work will teach you how to wrap your stories in context and deliver them in a way that grabs your audiences attention.The special tools, techniques and structures in this book will help you bring the power of stories into your day-to-day business communication. They will enable you to connect, engage and inspire, and ensure that everything you share has a lasting impression on your listeners.

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Contents
INDRANIL CHAKRABORTY STORIES AT WORK Unlock the Secret to Busine - photo 1
INDRANIL CHAKRABORTY STORIES AT WORK Unlock the Secret to Business Storytelling - photo 2
Stories at Work Unlock the Secret to Business Storytelling - image 3
INDRANIL CHAKRABORTY
STORIES AT WORK
Unlock the Secret to Business Storytelling
Foreword by Piyush Pandey
Stories at Work Unlock the Secret to Business Storytelling - image 4
PENGUIN BOOKS
Stories at Work Unlock the Secret to Business Storytelling - image 5
PENGUIN BOOKS
Advance Praise for the Book

The secret sauce to inspirational leadership is storytelling. Learning to tell stories based on real business experiences can ignite the imagination and transform other businesses. Thats where Stories at Work... works!Anand Kripalu, managing director and CEO, United Spirits Limited

We are never too old for stories. And in business, storytelling drives shared values and organizational culture. This book is a delightful introduction to this most important leadership skillAnand Mahindra, chairman, Mahindra Group

I saw first-hand the power of stories three years ago when Indranil helped us craft and narrate stories for one of our transformation initiatives. This is a delightful book full of insights, tools and techniques that can help leaders learn and practise this powerful leadership skillBhargav Dasgupta, managing director and CEO, ICICI Lombard

Storytelling has been a buzzword of late but has remained steeped in mystery. This is the first book that makes it simple and learnable. I recommend this as a must-read for all those aspiring to be in positions of influenceKrish Shankar, executive vice president and group head, human resource development, Infosys

Facts and data dont shift behaviours. Stories do. I believe stories are a powerful tool to change cultures, to live values. Indranil is a master storyteller and I would recommend his book to anyone interested in driving change and transformationLeena Nair, chief human resource officer, Unilever

Bullet points and opinions never inspire and are quickly forgotten. But stories are remembered, always inspire and have a tendency to spread. This book tells you how to communicate with clarity using storytellinga powerful leadership skillMukul Deoras, chief marketing officer, ColgatePalmolive

If youve ever wondered how you could communicate with more impact, look no further. This book is a simple, practical guide to potentially transformational outcomesNitin Paranjpe, president, food and refreshments, Unilever

In a simple and memorable way, Indranil brings to life the power of storytelling. Not just the why, but also the how. I highly recommend this book to anyone who is looking to communicate with impact Prabir Jha, president and global chief people officer, Cipla

In human communication, facts talk to the mind. Emotions and context warm the heart. Storytelling combines fact, emotion and context. Storytelling is a human evolutionary inheritanceno different from language, rationality and standing on two legs rather than four! Yet humans need to relearn the skill. Indranil explains how... a worthy readR. Gopalakrishnan, corporate adviser and author of A Biography of Innovations and What the CEO Really Wants from You

I was in the audience at a seminar when I heard Indranil speak about the power of stories in business. At the end of the allotted hour, I realized that I had not checked my phone even once. This book holds the promise of engaging your attention completely and mindfully Rama Bijapurkar, management consultant and author of We Are like That Only and A Never-Before World

I have known Indranil for two decades. He has taught the principles of storytelling in every company where I was a chief executive officer and that helped us. He was also a regular speaker at AIMA retreats Shiv Shivakumar, group executive president, Aditya Birla Group

Stories at Work is a great read for everyone as it brings to life the magical moments of engagement you can create through storytelling. Your authentic story is the most potent force that you can use to connect, engage and inspireSrikanth Balachandran, global chief human resource officer, Airtel

Indranils book comes at a time when organizations are coping with information overload and attention deficiency. In this, the casualty is individual alignment with the organizations goals. That alignment is a mental process. Neurologically speaking, it involves paying attention to something, liking it, remembering it and then following it. Thus, we have to build memorability for the message and it is only possible through the narrative. The CEO of the future is a master narratorSubroto Bagchi, co-founder, Mindtree, and author of Sell: The Art, the Science, the Witchcraft and On Leadership and Innovation

Through my career as a business journalist I have discovered that the best companies, CEOs and managers are invariably those that have the best stories. I am delighted to see Indranils popular column in Mint progressing to a bookSukumar Ranganathan, editor-in-chief, Hindustan Times

To the storyteller in each of us

Foreword

Tell me a fact and Ill learn. Tell me a truth and Ill believe. But tell me a story and it will live in my heart forever.

an ancient North American Indian proverb

T HIS IS THE power of a storythe power to touch the heart and be remembered. I have been in the business of advertising for over thirty-five years and have seen storytelling transform the fortunes of brands and businesses. Stories have the power to charm and influence and even change behaviour. It is stories that turn products into brands, which is the secret behind the iconicity of brands like Nike and Fevicol.

Our lives are actually a series of stories happening to each one of us. As a storyteller, one of my biggest sources of inspiration has been lifethe life I have lived and the life around me. Adults turning into kids at Disneyland and toyshops inspired Cadburys real taste of life campaign. My fathers constant refrain that he had to study under the street lights, which egged my brother and me on to become responsible and study using the many facilities and conveniences our generation had access to, stimulated a story for the launch of the Telugu newspaper Sakshi. What will I do with diamonds at this age? my mothers statement when my brother and I gifted her diamond earrings, became a story for SBI Life Insurance Company. A prank my brother played in the parking lot of a five-star hotel found its way into a Sprite commercial. We store our memories in the form of visuals and as stories. As creative people, we retrieve some of them to tell stories.

However, my experience in the world of advertising shows that stories are not the domain of the creative mind alone. Interesting stories come to the fore when we talk to consumers about brands and their associations with them, and consumers play them back quite effortlessly. A chocolate lover once said that, during lunch, she shared her food with friends. But she waited for everyone to disperse before taking out her chocolate and eating it by herself as dessert. A fast-food brand loyalist spoke about how service-oriented the brand was by narrating a story of how he saw the restaurant replace the meal of a patron when he slipped, no questions asked. One tea brand consumer from New Delhi recounted stories from her childhood about how her mother used to make tea for her while she studied during the early winter mornings. For another brand, the story was entirely differenthow tea was served on a tray to guestspainting different images for the two brands in play. Clearly, when we investigate strengths and ideas to build brands, stories are a rich source of material that help to understand the emotions and feelings associated with it.

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