![]() There’s a thousand different things any company can put into a story about its past, its present, its future, but really the skill of the storyteller in business is to hone down from all those multiple different truths to the key things that you think will achieve the purpose, achieve the agenda you’re trying to work towards in that business. So when a company is trying to shape its narrative, one of the first things it has to ask itself is which of the many things it could say should it say. ![]() Hector Macdonald: Hello I’m Hector Macdonald, I’m a business storytelling expert and a strategic communications consultant, and I’m the author of Truth, How The Many Sides of Every Story Shape Our Reality. He believes 'artful versions of the truth' in business are not necessarily a bad thing.Macdonald talked about how businesses shape their narratives, and the techniques involved.Business Insider UK spoke to Hector Macdonald, a business storytelling expert.
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