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Storytelling is the most influential of all the arts, and invaluable in business. But don't just take our word for it, take it from two billionaires. Apple founder Steve Jobs said, "The most powerful person in the world is the storyteller. The storyteller sets the vision, values and agenda of an entire generation that is to come."  Virgin founder Richard Branson agrees. "The story of Virgin – its ups and downs, opportunities and challenges – is what attracts people to our products and services, and also to work with us. We would be nothing without our story," he says.  

For most people, mastering the craft and art of telling a good story well is challenging. Attend the intensive Storytelling: Create your narrative programme and never again fear speaking before a group. Know that all your future oral communications will be memorable. The programme develops both fundamental and advanced storytelling skills, useful for novice and accomplished storytellers alike. Storytelling takes courage and creativity. These attributes will be instilled through practical exercises complemented by feedback from both a masterful storyteller and your peers. If you are a speaker, an executive, a manager, a marketing and / or sales professional, a trainer, a coach, a teacher, or any other leader, you will leave with the storytelling skills required to significantly enhance your personal power and influence.

Using storytelling as a leader has many benefits, including:

  • Engaging followers and other audiences
  • Influencing constructive attitudes and behaviours
  • Inspiring positive change and transformation
  • Motivating action
  • Touching hearts and souls
  • Engendering a sense of community
  • Aligning people around a common identity
  • Developing creativity – through inspiration, imagination, intuition and innovation
  • Demonstrating a different and more effective way of getting high employee engagement  


In this programme, you will learn:

  • The differences between storytelling and other forms of communication.
  • The essential elements of all stories.
  • The different kinds of stories – anecdotal, biographical, historical and metaphorical – and how to apply them for different purposes as a leader.
  • The different uses for storytelling in business – leading, learning, marketing, selling, strategizing, and so forth.
  • To create and use your business's over-arching story and sub-stories of brands, products, people, and processes.
  • To create new, original and compelling stories to creatively get your message across.
  • Where and how to find stories for use in business.

As an entrepreneur you will benefit in the following ways:

  • Gain attractiveness as a charismatic communicator.
  • Be more entertaining and engaging as a speaker.
  • Increase confidence for all spheres of life.
  • Communicate complex concepts in simple, understandable and powerful ways.
  • Expand arcs of influence over others.
  • Strengthen the creative aspects of being - inspiration, imagination, intuition and innovation.
  • Enrich a distinctive personality, and boldly stand out from the boring, mediocre and other also-rans in the crowded marketplace.

Peter Christie.jpgFaculty:

Peter Christie a.k.a. Big Chief Talking Bull ranks among the world’s most experienced business storytellers.  He was part of the leadership group that completed the first Storytelling in Organisations workshop at the International School of Storytelling in England in 1997.  The workshop was the first its kind in the world.  

Peter has over 30 years’ experience in strategic storytelling.  He has worked in South Africa, England, and Mauritius.  He consulted to over 200 organisations during the course of his career.  

He has authored six books on the subject of strategic storytelling.  The Sunday Times published 122 of his leadership-related short stories.  He loves running unforgettable experiential workshops where participants learn the key skills required to tell stories for leadership and other business purposes while having “serious fun”.

Course details:

  • Date: 13 - 14 May 2020
  • Training venue: The Johannesburg Business School (Milpark, Cnr Berry Hertzog and Empire Road)
  • Time: 08:30 – 16:00
  • Fees: The cost is R6 500


  • +27 11 559 1783
  • execed@jbs.ac.za

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