Everybody has a story. But when it has a goal and an outcome, it is a business story. From trying to sell something or enabling better team communication to pitching for a budget — it could be anything. When you hear regular stories, you have an emotional change. However, business stories have an actionable goal and an outcome that you had set, and which is achieved,” shares storyteller, actor and mentor Roshan Abbas, co-founder of Kommune. In a two-part workshop starting today, Abbas is set to guide participants on how they can use the art of storytelling for business. 

In the first part of the Storytelling for Business Masterclass, Abbas will delve into building “brand you”, as a certain set of people are quite shy in projecting themselves. “In a highly social world, brand ‘you’ is critical. You have to be memorable. So, we’ll work on stories of brand ‘you’, because ultimately, in any kind of communication people are trying to achieve three things — build credibility, engage, and fulfil an outcome,” explains Abbas. Next, he will undertake an activity called story spine, a guidebook for those who aren’t used to spinning stories. He will then introduce participants to the concept of the Hero’s Journey, a template used in films and epics, which can be converted into a formula for business storytelling.