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The Power of Stories to Fuel Innovation

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We all want to innovate, but how do we do it? You not only need a big idea, you also need people to create it and people to buy into it. Your big idea needs a story.

Stories fuel innovation. They hold the power to transform listeners; to take listeners on a journey that changes how they think, feel or act. This interactive course covers the variety of roles story can play in an organization of any size, and why a coherent story is transformational for a new venture. What makes an effective story in business? When can you use stories in business? And how do you tell a good story that can be harnessed by social networks for impact? We will explore why story is at the heart of effective innovation and how story can be used to transform culture. By the end of this course you will have cultivated a new tool to use in driving innovation and impact in your organization.

You Will Learn

  • Understand the role story plays in business, specificially in innovation
  • Determine what makes a good (and bad) story
  • Use stories for strategic advantage to further business objectives
  • Craft stories, for internal and external stakeholders, that spur innovation


  • Jennifer Aaker General Atlantic Professor of MarketingGraduate School of Business


The Power of Stories to Fuel Innovation

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