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Glossary

Storytelling is a method that has long since found its way into business. Whether it is applied as a marketing instrument, for communication or for presentation training, it always focuses on designing texts, films and advertising approaches. In this context, the rules of storytelling entail creating a text that moves the readers, captivates them, enthuses them for something or anchors something in their brain, with the aim of fixing the message there permanently. It also aims to create an exciting, entertaining, worthwhile story – a story that eagerly anticipates a climax, that contains a drama, places characters in relation to one another and works up to a finale that at best is surprising and convincing. That is why story-writers are recommended to invent the ending first and then to compose a credible story around it. All this can be experienced in practice in the Storytelling LEADERSHIP Coaching workshop.