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TELL STORIES
THAT CHANGE
HEARTS & MINDS

BUSINESS STORYTELLING WORKSHOPS

Steve Jobs once said that the most powerful person in the world is the storyteller.” Why? The storyteller sets the vision, values, and agenda of an entire generation that is to come,” Jobs explained.


Famed venture capitalist Ben Horowitz said that one of the factors that determines whether his firm invests in a startup is the story the founder tells.


“Companies that don’t have a clearly articulated story don’t have a clear and well-thought-out strategy,” he said. “The company story is the company strategy.”


For executives and the organizations they lead, strategic storytelling is a powerful tool for creating connections, fostering inclusion, inspiring change, communicating an inspiring idea — and getting buy-in from employees, customers, investors, and other stakeholders.
That’s because a compelling story is far more motivating and memorable than statistics alone: Research shows that audiences are 22 times more likely to recall stories than facts — and then take the desired action.

We help executives and organizations create the stories that move their audiences to action.

WHY YOU CAN TRUST US

Dean Foust has 35+ years of experience in business storytelling. In his 23 years as a writer, editor, and bureau chief for BusinessWeek magazine, he was honored as a winner or co-finalist four times in the Gerald Loeb Awards, the highest honor in business journalism.

As Director of Executive Communications for UPS, Dean used storytelling to show how the company’s investments in drones, AI, and other technologies were transforming the company. His team won a Bronze Medal at the New York Film Festival and 10 of the TED@UPS presentations he helped conceive and coach were selected as a TED Talk of the Day.

HOW WE WORK

We provide an array of storytelling coaching formats that are customized to each client’s needs.

We offer our Strategic Storytelling for Business in-person workshops in a full-day format. We also offer a virtual workshop via Zoom in 2.5- and five-hour formats (the five-hour workshop can be spread over two days).

Our curriculum incorporates interactive discussions, videos, exercises, and real-time feedback.

WHAT YOU WILL LEARN

Practical storytelling tools and approaches that will help you identify and develop:

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WHO OUR TRAINING IS FOR

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POST–TRAINING
BENEFITS

COACHING MODULES

THE POWER OF STORYTELLING

CRAFTING YOUR STORY

CREATING A CULTURE OF STORYTELLING

STORYTELLING FOR BUSINESS

CREATING LEADERSHIP STORIES

Note: We work with clients in advance to understand their objectives, and then draw from the modules
above to create highly personalized workshops that meet their unique needs.

MEET THE COACH

Dean is an award-winning communications executive who helps CEOs, senior executives — and the companies they lead — become world-class storytellers.

As the head of executive communications for UPS, Dean used storytelling to successfully reposition UPS from a perceived victim of technological disruptions to a disruptor itself. The narrative: that through its investments in AI, drones, and autonomous vehicles, UPS could help customers “future-proof” their supply chains — and businesses.

Dean and his team won a Bronze Medal at the New York Film Festival for a video on the UPS Foundation’s support of an orphanage in Swaziland. He also led the company’s partnership with the TED Institute to produce four annual TED@UPS events — coaching speakers on their topics, scripts, and presentations. Dean helped conceive and coach 10 of the 14 presentations that were selected as a TED Talk of the Day. The 14 talks have been viewed more than 25 million times on TED.com and YouTube.

Dean learned the art and science of business storytelling as a journalist. During his 23 years as a writer, editor and bureau chief for BusinessWeek magazine, Dean interviewed two current and former U.S. Presidents, Federal Reserve Chairman Alan Greenspan (bi-monthly for five years), and thousands of CEOs and C-Suite leaders including Peter Drucker, Warren Buffett, Colin Powell, Ross Perot, and Fred Smith.

Some of his BusinessWeek articles were assigned reading for courses taught by Harvard professors Michael Porter and Michael Jensen and were cited in textbooks and books including Irrational Exuberance by Robert Shiller.

He received the prestigious Gerald R. Loeb Award, the highest honor in business journalism, in 1998 for his ground-breaking cover story in BusinessWeek on the Federal Reserve’s monetary policy and was a Loeb co-finalist with BusinessWeek colleagues in 1989, 1993 and 2008.