Tue, 20 October 2020

10:00 am - 12:00 pm BST

The Art of Business Storytelling

Adam LeBor

Every organisation has a story to tell. In this masterclass with Adam LeBor, author and editorial trainer at the Financial Times, you’ll learn to use the principles of storytelling both as a lynchpin of marketing and of strategic planning.

For Hollywood producers and bestselling novelists, the universal principles of storytelling are essential tools of the trade. But the skills of great storytelling are just as useful for business leaders – and in this masterclass, critically acclaimed author, investigative reporter and Financial Times editorial trainer Adam LeBor will teach you how to put them to use.

Every business has a dramatic story to tell: of resolute characters, grit and determination, last minutes crises and unexpected events before launching onto the world. In the first part of the masterclass, you’ll discover how to relate the story of your company as a dramatic, enthralling narrative that will captivate audiences and markets, forming a powerful foundation to your PR, pitching and comms.
The second part of the workshop will focus on using the principles of creative storytelling as a business tool to plan and strategise for the future.

Effective storytelling demands that the narrator be able to conjure up obstacles and the means to overcome them and write from multiple points-of-view. By understanding how to think themselves into the head of your rivals, competitors, and others causing obstacles, you will learn to understand your rivals’ motivations and likely future actions. You will thus be able to anticipate future difficulties, and so plan effectively to deal with them.

Don’t miss this opportunity to learn the skills of great storytelling from a critically-acclaimed master of the form.

Adam LeBor

Author and veteran former foreign correspondent for The Economist, The Times and The Independent.

Adam LeBor is the thriller critic of the Financial Times and the author of fourteen critically-acclaimed books, including eight non-fiction works and six novels in the crime and thriller genre. He is a tutor with the Arvon Foundation, Britain’s leading literary charity, the Moniack Mohr creative writing centre, and is currently writing a detective series set in Budapest. Kossuth Square, the most recent volume, was a 2019 Times Top 100 book of the summer.