Story Telling

Unifying the art of inspirational narration with the skill of logical persuasion

The goal for this training was singular. Identify the magical ingredients necessary to turn stories into legends.

It is the culmination of over 15 years of intense investigation into the works of world renowned orators, playwrights, literary authors, politicians, litigators, humanitarians, business leaders and 5 of the 7 top business consultancies.

Unlike the “Hollywood” version of story telling, a trendy fad of the unambitious adopters, Louws instead embraced the story telling fundamentals of contemporary, hard hitting, compelling masterpieces such as American Political Drama and Thrillers, House of Cards and Scandal.

We also included British Period Dramas such as Downton Abbey, (of course), Doctor Who and Spooks. The genius of Blackadder and Monty Python was also explored.

Finally we tapped into the brilliance of American Television Dramatic writers such as David Chase of Sopranos fame, Michael Crichton’s ER and Alan Ball’s Six Feet Under.

Insight into the training:

We identified the 4 essential parts to the art of StoryTelling in a corporate environment.

The training will teach and coach the skills, and importantly, provide “apply immediately” tools, to create an inspiring story out of any subject.

Part 1: The Setup

Without a doubt, this is the most important part of StoryTelling. Through experience we know it’s where you can win or lose your audience.

Many presentations and speeches take over 5′ to get to the point, whereas if you take a lesson out of Dramatic TV, the point is often established, with a twist, within the first 10″.

Insight: “I want to spend less time talking about myself, and more time listening to what other people have to say about me.” – Jarod Kintz, I Want.

Part 2: The Story

Even with an exceptional setup, this is where many risk losing their audience.


By laboriously taking them through “telling them what you are about to tell them”, one of the most prevalent teachings for delivering effective presentations.

StoryTelling opposes this archaic approach, replacing it with 1) approaches that are customized to the audience in attendance and 2) simulating prevalent contemporary communication styles, in part, created as a result of the digital and mobile boom of the 21st Century.

Insight: “There is no suspense in inevitability” – Damon Lindelof

Part 3: The Telling

Inspiration, suspense, delight – these are the almost mystical ingredients necessary to bring words off the page and permeate the inner voices of our minds and hearts. But done with the audience in mind, knowing that time today, is one of our audiences most precious commodities.

Insight: “Motivational speaking is the art of telling people what they have been told before … without them noticing.” – Mkokoma Mokhonoana

Part 4: The Close

Like the “California rolling stop”, for many the close is the hardest part of StoryTelling.

Just as comedians should “leave ’em laughing,” speakers should “leave ’em thinking.”

Insight: “In literature and in life we ultimately pursue, not conclusions, but beginnings.” – Sam Tanenhaus, Literature Unbound.

The Training Curriculum:

There are three sections to how the training is conducted.

Section A

StoryTelling – the magical insights into what turns stories into legends and inspiring narratives.

However, since the training is geared specifically towards presentations to management and executive decision makers we emphasize the importance and skill sets of brevity and conciseness. It is the “Cliff Note” approach to telling a story.

Ample opportunity is provided for students to practice each skill as it’s taught, using 9 highly engaging and enjoyable exercises. This is done both individually and in group settings.

In addition, we use clips from the multiple sources previously mentioned, to show how they did it right, highlighting each element of StoryTelling, followed immediately by students applying these skills to their own business and practice.

Section B

A Presentation Template is provided specific to presenting to management and executive decision makers.

The backbone to the template is a direct result of investigating how 5 of the top 7 business consultancies present to their clients and internally to their own senior management.

It is, in large part thanks to their contributions, that Louws has been able to translate artistic StoryTelling geared for entertainment purposes into a business relevant approach, the consistent failure we ran into when assessing this training against those who were Hollywooded.

Section C (optional)

A fully customized, company specific Presentation Template can be created for use in the training and in the application of students’ training of their reports.

Louws has also developed the expertise to customize presentation templates specific to the following:

  • Brand or Product Marketing Plans
  • Business Plans
  • Strategy
  • Digital
  • Advertising Campaigns
  • Media
  • Creative
  • Analytics

Please ask for details as there will need to be lead time given to create the templates before the training is conducted.


The training is designed as either a 1 or 2 day program dependent upon the expected outcome, level of student, and number of students to be trained.

The training can also be integrated as a component of Louws Discovery Selling training, where the goal is to raise the bar on your peoples ability to persuade and close the deal.

Please discuss with your Account Director or call the Director of Client Services for Louws at (520) 664-1881.

1 Download Available for More Information on Storytelling:

  1. Detailed Introduction to Storytelling – Brands

Corporate Storytelling Downloads

For immediate access to one or more of these downloads, please complete the form below.
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