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你可能以為經(jīng)營(yíng)企業(yè)就是整天跟數(shù)字打交道，但現(xiàn)在有越來越多的專家表示，干企業(yè)還要會(huì)講“故事”。如今，講故事幾乎跟精通企業(yè)財(cái)務(wù)同等重要。

主營(yíng)品牌管理并打造的Full Picture公司創(chuàng)始人兼首席執(zhí)行官德西蕾·格魯伯解釋說，在噪音充斥和內(nèi)容海量的世界，更重要的是讓品牌和傳遞的訊息與大眾產(chǎn)生共鳴，而且要讓人們記住。

格魯伯曾打造美國(guó)人氣真人秀節(jié)目《天橋驕子》（Project Runway），還曾經(jīng)策劃了紅極一時(shí)的美國(guó)前第一夫人米歇爾·奧巴馬拼車卡拉OK宣傳活動(dòng)。10月1日下午在加州拉古納尼格召開的《財(cái)富》最具影響力的商界女性峰會(huì)上，格魯伯表示開創(chuàng)企業(yè)品牌越發(fā)困難。

她解釋道，25年前推廣企業(yè)的方式比現(xiàn)在簡(jiǎn)單得多：發(fā)新聞通稿，在《紐約時(shí)報(bào)》的時(shí)尚頻道發(fā)篇文章，上美國(guó)脫口秀明星主持人杰·雷諾的節(jié)目，或參與熱門的深夜電視節(jié)目。她說，現(xiàn)在這些手段仍然有用，但充其量只能掀起“微瀾”，而過去這些方式可以制造轟動(dòng)效果。

格魯伯還說，現(xiàn)在企業(yè)只在相關(guān)平臺(tái)上講故事還不夠，要“激活”客戶和粉絲代企業(yè)講故事。她指出，企業(yè)需要忠誠(chéng)且有強(qiáng)大話語(yǔ)權(quán)的傳播者。

廣告公司J. Walter Thompson的全球首席執(zhí)行官塔瑪拉·英格拉姆也認(rèn)為，當(dāng)今商界，經(jīng)營(yíng)企業(yè)的關(guān)鍵就是把故事講圓滿，這比過去難度更大。她強(qiáng)調(diào)，品牌故事要真實(shí)，而且要符合品牌內(nèi)在的宗旨，這點(diǎn)很重要。

企業(yè)的高管們還一致認(rèn)為，講故事是個(gè)人事業(yè)成功的關(guān)鍵。格魯伯指出，女性往往猶豫，不愿講述自己的故事或者自夸個(gè)人經(jīng)歷，容易因此錯(cuò)失機(jī)遇。她敦促大家多多練習(xí)，克服恐懼情緒，勇于講出自己的故事。（財(cái)富中文網(wǎng)）

譯者：Pessy

審校：夏林

You may think business is all about the numbers, but experts say today, more than ever, it’s about “story.” And that makes storytelling a skill almost as critical in business as corporate accounting is these days.

In a world swimming in noise and content, it’s all the more crucial that brands and their messages resonate and stick in the minds of people, explained Desiree Gruber, founder and CEO of Full Picture, a brand management and production company.

Gruber, who is credited with creating Project Runway and orchestrating Michelle Obama’s very viral turn on Carpool Karaoke, is a master of buzz. But speaking at Fortune’s Most Powerful Women Summit in Laguna Niguel, Calif. October 1st afternoon, she noted the business of creating it has gotten tougher.

Twenty-five years ago, she explained, the formula was a lot simpler: press release, a story in the New York Times Style section, and a segment on Jay Leno or the late night show du jour. Those outlets are still useful, she commented, but today, they’ll at most get you “a ripple.” Back then, they created a splash according to Gruber.

She added that companies today have to be focused not just on telling their stories on all relevant platforms, but “activating” customers and fans to tell their stories for them. She noted you need people who are “l(fā)oyal and loud.”

Tamara Ingram, Worldwide CEO of the ad agency J. Walter Thompson, agreed that well-executed storytelling is essential for doing business in 2018, and that it’s harder than it used to be. She stressed the importance of a brand’s story being authentic and true to a brand’s deeply-rooted purpose.

The executives agreed that storytelling is also key for individuals in their careers. Gruber noted that while women are often hesitant to brag or tell their own stories, they miss out on opportunities when they don’t. She urges everyone to work past the “cloud of fear” that surrounds personal storytelling by practicing.