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The first time I told a story "for work", the earth moved. I was interviewing a senior executive about her role leading a retirement research organisation. As the suits clinked cafe lattes around us, I started a line of questioning to get the lowdown on her "why".

What happened next was truly moving. She opened up about her life caring for her ill and ageing parents. She described how they hadn't prepared well for their retirement and how hard this was making things. She generously told me her story and it changed everything about how I could write about her vision and extraordinary leadership.

We laughed, we cried and we made an article that set the company website on fire.

Stories are the best way to show not tell. Make people feel something. Remember something. Care about something. Act on something.

So come on, let's tell some.

Storytelling: Services
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