Be a Storyteller

The best way to communicate an important point or insight is to put it into story form. Here’s why.

In the 1990s, Volvo found itself with an excess of green cars. People just didn’t want them. So the Sales and Marketing departments came up with all sorts of great deals just for green Volvos—and they started selling. Finally.

Problem is, no one in Sales or Marketing thought to tell the rest of the organization what they were up to. So Manufacturing, which saw its green cars suddenly flying out the door, started ramping up production of new ones!

Now, consider how much more likely you are to remember that story than you’d remember if I simply wrote, “Increase communication across departments to improve organizational effectiveness.”

Stories engage our emotions. They make us angry, motivated, enthusiastic. They make us remember. They even make us want to tell others.

The best way to communicate an important point or insight is to put it into story form. If you want your written documents and presentations to compel your staff, colleagues or other constituents to take action, become a great storyteller.

About the Author

Robbie Hyman is a professional communications and public affairs writer. He has 15 years’ experience writing for nonprofits, small business and multibillion-dollar international organizations and is available as a freelance writer for federal agencies.

Robbie has written thousands of pages of content, including white papers, speeches, published articles, reports, manuals, newsletters, video scripts, advertisements, technical document and other materials. He is also co-founder of, an online course that teaches smart money habits to teenagers.