Powered by Storytelling, A Career Strategy Podcast

Excavate, Craft, and Present Stories to Transform Business Communication with Murray Nossel, Cofounder and Director of Narativ

Murray Nossel, cofounder and director of Narativ, TotalPicture interviewMurray Nossel, PhD

Most B2B marketing sucks. Especially in the HR technology space. Here's Why.

I've read many books on the craft of storytelling, and have interviewed a number of authors on TotalPicture - you can check out some of these podcasts in the sidebar.

Business communication is supposed to connect people in meaningful exchanges so ideas and productive relationships can flourish. But instead we're trained at work to talk at people instead of with them in a one-way style that's usually devoid of empathy, emotion or understanding. What I find especially valuable about Powered by Storytelling is that it focuses specifically on storytelling for business communication.

Let's face it, most B2B marketing sucks. Especially in the HR technology space. I had a recent experience where a sales director was supposed to pitch her product on-camera with a script written by a product engineer. She had no idea what she was saying! (This is not unusual, friends). In fact, it's very common. Engineers spend all day coding: thinking about their product's benefits, UX, and features - the latest 'cool' enhancement. So here's the disconnect: most of the people buying (and selling) HR tech products are not engineers. Sure, CTO's get the jargon. However, it's the CHRO's who evaluate and recommend the HR and TA technology products before the CTO is brought into the buying process. If they don't get it. You won't sell it. It's that simple.

In his new book, Psychologist Murray Nossel, PhD, reveals how anyone can break down barriers and spark a culture of connection and collaboration with a communication method rarely seen in the office: storytelling. In a language everyone can understand, and will remember. Murray created his listening and storytelling method during the AIDS crisis in the 1990s in New York City. For 25 years he has been experimenting with and refining this method through teaching thousands of individuals and leading trainings at Fortune 500 companies and non-profits. He understands that we all have a personal story to tell. Even when we're marketing our service or products. We simply need a method to excavate, craft, and present that story.

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