The Story Leader Story

In 2014, Mike Adams co-founded a business consulting company with Sue Findlay and David Black. Our objective, vaguely stated, was to solve the unprofessional mess that is the sales ‘profession’. We tried all sorts of services; recruitment support, conversation skills training, prospecting skills training, voice tone training, sales strategy consulting and even CRM software consulting…

The results were underwhelming. A post service six-month check was all it took to appreciate that our impact had been minimal. Our students reported that our programs had been ‘enjoyable’ and ‘valuable’ but skill retention and recurring benefit was not apparent.

Then in late 2015, we narrowed our focus to teaching storytelling. Mike had told and taught many stories in his sales career and they’d had incredible power but we hadn’t considered storytelling as the primary service.

The results were amazing! The follow-up six-month check revealed that the stories were remembered and they were doing important work. We started hearing how stories were winning deals. It turns out that storytelling is the perfect intervention for sales teams

It wasn’t just salespeople reporting success. Our public story workshops were attended by technical and professional service people and storytelling was just as effective for them!

Since then we’ve worked with revenue growth teams from a wide variety of industries teaching The Story Leader program and installing company Story Libraries.


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