We all know that stories are powerful, probably the most widely used and effective communication tool in human history. Big businesses have used stories for years, narratives about their formation and evolution, and the role they play in satisfying consumer demand. And more recently, organisations have woken up to the power of stories for internal communication. So it’s only natural that Insight teams have followed the same trend, and for the last 5 years every research conference has included at least one session on storytelling. But many storytelling workshops are far too conceptual to provide Insight teams with practical tools. So in this episode, James is joined by the IMA’s Lisa Dutton to explore the key storytelling principles that can easily be applied to Insight work. Please listen to find out more!