Stories That Stick: How Storytelling Can Captivate Customers, Influence Audiences, and Transform Your Business

Written by Kindra Hall

Narrated by Kindra Hall

What stories do you need to tell, and how do you tell them?

Stories That Stick provides a clear framework of ideals and a concise set of actions for you to take complete control of your own story, utilizing the principles behind the world’s most effective business storytelling strategies.

Professional storyteller and nationally-known speaker Kindra Hall reveals the four unique stories you can use to differentiate, captivate, and elevate:

• The Value Story—convince customers they need what you provide.
• The Founder Story—persuade investors and customers your organization is worth the investment.
• The Purpose Story—align and inspire your employees and internal customers. 
• The Customer Story—allow those who use your product or service to share their authentic experiences with others.

 

Telling these stories well is a simple, accessible skill anyone can develop. With case studies, company profiles, and anecdotes backed with original research, Hall presents storytelling as the underutilized talent that separates the good from the best in business.

Stories That Stick offers specific, actionable steps readers can take to find, craft, and leverage the stories they already have and simply aren’t telling. Every person, every organization has at least four stories at their disposal. Will you tell yours?

• Language: English
• Publisher: HarperCollins Leadership
• Release date: Sep 24, 2019
• ISBN: 9781400211951

Kindra Hall

Kindra Hall is President and Chief Storytelling Officer at Steller Collective, a consulting firm focused on the strategic application of storytelling to today’s communication challenges. Kindra is one of the most sought-after keynote speakers trusted by global brands to deliver presentations and trainings that inspire teams and individuals to better communicate the value of their company, their products, and their individuality through strategic storytelling. What began as a chance encounter at age 13 with a storytelling cassette tape grew into a passion for not only telling stories, but a mastery for teaching others the methods and science of storytelling so they can better tell their own. She was a National Champion storyteller (yes, they have those), member of the Board of Directors of the National Storytelling Network and has her master’s degree in communications where she conducted original research studying the role of storytelling in defining and revealing organizational culture. Kindra is a former Director of Marketing and VP of Sales and former Chief Storytelling Officer at SUCCESS Magazine. Today, Kindra’s work can be seen at Inc.com, Entrepreneur.com, SUCCESS, and more. Kindra’s message spans all industries, and her clients include Facebook, Hilton Hotels, Tyson Foods, Target, Berkshire Hathaway and the Harvard Medical School. Regardless of the industry, Kindra has become a conference favorite for her clients. The blend of inspiration and education in her keynotes mean that audiences leave feeling excited and equipped to finally put their stories to work in a tangible way. Kindra lives in Manhattan with her husband, young son, and daughter. When she is not traveling around the world speaking, Kindra can usually be found at spin class or in Central Park with her family.

Reviews for Stories That Stick

[Lynda Alley · Rating: 5 out of 5 stars]

As a published author who told stories throughout my book, this book validated my style of , as mentioned in the book of - Normal, Explosion and then New Normal as a guideline for framing stories. The book gave me permission to TELL my stories and take them off the printed page. After all, I want to give a Ted Talk someday. And I will...someday. Thanks for sharing your book.

[Farhan Siddiqui · Rating: 5 out of 5 stars]

Kindra Hall has packed loads of wisdom and witticism in this book. She’s passionate about corporate storytelling. Her method, when applied correctly, can take your business or personal brand to a whole new level.

[Kris Hunsicker · Rating: 5 out of 5 stars]

One of the most compelling, useful books I’ve ever read regarding the power of business storytelling. I bought this book right when it came out, and was so happy to see it become so popular.
So much to take away fro this book, starting with the legendary opening JFK cologne story. Also actionable steps to utilize, such as the material on teaching employees how to tell the your founder’s story as their own is invaluable.

[mrstreme · Rating: 4 out of 5 stars]

Earlier this year, I watched Kindra Hall deliver a keynote address about storytelling. She was supposed to deliver it in front of a live audience at a wellness conference, but thanks to COVID, she was in a small studio instead.I envision Kindra prepared this keynote thinking she would be on a big stage in front of a lot of people, but neither the stage nor the audience were there. So, Kindra planted herself on her designated spot, told jokes that should have gotten riotous laughter, and shared her stories. She did a remarkable job.It was then that I decided to pick up her book, Stories That Stick, and I am so glad I did because it has inspired me to become a storyteller.If you asked me a year ago: Are you a storyteller? I would have laughed and said no. I would have followed that response with “I am a horrible storyteller.”Storytelling is part art, part formula. If you know the formula, the art will come. And now that I have the formula from Stories That Stick, I am much more confident in my storytelling skills.Kindra’s storytelling approach does follow a formula, but it is still steeped in authenticity. The formula provides guideposts to make sure you are hitting the “right parts” to capture your audience.If you want to (finally) write marketing copy that works, be sure to read Stories That Stick – and then follow Kindra’s advice. Your marketing will improve so much.MY BIG TAKEAWAYS:#1: Great stories have four key componentsHere’s the formula: Identifiable characters, authentic emotion, a significant moment, and specific details. These four components can make any story memorable and persuasive, whether you are writing a book or trying to sell a program.This four-part formula guided me in writing my book, Loud Woman. I now approach storytelling with more confidence knowing how to tell the story in a compelling way.#2: Specific details are where it’s atI especially resonate with stories that include specific details I can picture in my head. Maybe it’s the worn sleeves of an old sweatshirt or the pesky fly that buzzed around a character’s head. When you incorporate these specific details, they anchor your story. They transport your listener into the story like nothing else. Those specific details may seem unimportant, but they provide a sense of familiarity that sucks your listener in. Good stuff!#3: I need to use more customer stories in my marketingIn Chapter 7, Kindra teaches the reader how to create a compelling customer story. As a marketing teacher, I am no stranger to great customer stories. I can teach this content all day, every day. While teaching the content is great, actually executing it for my own business is something I often forget to do. I appreciate the nudge from Stories That Stick to seek out and write more customer stories. By the way, Kindra includes an awesome framework in case you need help crafting customer stories.HOW STORIES THAT STICK RELATES TO ENTREPRENEURS:Most entrepreneurs write their own marketing copy, and when they do, it’s usually a list of program features. Maybe, if the entrepreneur has gotten some training, she will include a list of customer benefits.While this type of marketing copy has its place, I would encourage more entrepreneurs to become storytellers. A great story can do the marketing work for you. Plus, you will love the authenticity and vulnerability storytelling brings to your marketing.