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That sentiment is shared by executives at companies such as Microsoft (MSFT) and Pepsi (PEP), who use storytelling "to create a metaphor or an emotional boost," said Annette Simmons, a corporate storytelling trainer and an author of two books on the topic. Irada Sadykhova, Microsoft's director of learning strategies, uses stories to open a meeting, to press for a new strategy, or to motivate a team. "It's about imparting some sort of a truth," says Sadykhova, who grew up on fables in Russia. And famous movie exec Peter Guber, who has written a book called Tell to Win, due in March, says stories are the best way to achieve your goals. "They're not monologues," he says. "You've gotta touch people."
微軟（Microsoft）和百事（Pepsi）等公司的管理人員對富毅榮的這些見解表示認同。安妮特•西蒙斯是一位“企業講故事培訓師”（corporate storytelling trainer），她介紹道，上述公司的高管通過講故事來“打比方或勵志”。西蒙斯著有兩本以講故事為主題的書籍。微軟公司學習策略主管依拉達•撒迪科霍娃以故事來作為會議的開場白，或者用來推進新策略的實施或激勵團隊。從小聽著俄羅斯寓言長大的撒迪科霍娃說：“這相當于在傳授某種真理?！敝挠耙暪芾砣吮说?#8226;古柏則表示，故事是實現目標的最佳手段，“講故事不同于自言自語，你必須打動聽眾?！北说米珜懙摹吨v述鑄就成功》（Tell to Win）一書將于明年3月出版。”
Storytelling lessons from company front lines
來自企業第一線的講故事心得
Stories can also aid hiring, says John Berisford, head of human resources at Pepsi Beverages. "I often ask one question, whether I'm interviewing a senior-level executive or a campus person: Tell me your story," said Berisford, who learned storytelling from his grandmother in West Virginia. "It's the best way to get to know the entire human being."
百事飲料公司（Pepsi Beverages）人力資源主管約翰•貝里斯福德表示，講故事同樣有助于招聘員工。他說：“無論是在面試高級管理人員或是畢業生時，我都經常提這樣一個問題：講講你的故事。這是全面了解一個人的最佳方法?！必惱锼垢５聫木幼≡诿绹鞲ゼ醽喌淖婺改莾簩W會了如何講故事。
To instantly grasp the impact of a good yarn, think of bestselling books such as Fish! and Who Moved My Cheese? The ones that work are instantly memorable and forge emotional connections, says Katharine Hansen, Ph.D., co-owner of the Quintessential Careers website. But that doesn't mean storytelling is right for every situation. It can backfire if the teller is trying to build enthusiasm yet doesn't feel it, says Simmons. Choosing the right story for your audience is crucial, as is editing it to be clear and concise. It also helps to be accurate; at a time when authenticity is scarce, no one wants to hear a tall tale.
凱瑟琳•漢森博士是求職網站Quintessential Careers的聯合擁有人，她表示，一個好故事的影響究竟有多大，想想《魚》（Fish!）和《誰動了我的奶酪？》（Who Moved My Cheese?）這些暢銷書就知道了。那些行之有效的故事往往讓人瞬間難忘，構建起情感紐帶。然而，這并不意味著講故事適用于任何情況。西蒙斯說，如果講述者自己沒有感受到激情，卻要試圖創造激情，可能會適得其反。你不但要讓故事清晰簡短，還要為特定的觀眾群選擇恰當的故事。準確表述同樣也很重要，在這個呼喚真實的年代，沒人喜歡聽虛構的故事。
