Here are 7 ways to identify the possible stories in your own organization:

1. Once Upon A Time: Does your company or client have an instructive story from its history to share with others? Are there some “lessons learned” that could benefit your community?
2. What if?: People are fascinated and terrified by the future. We crave stories that control that fear by predicting what might happen next. There’s no reason your organization can’t identify some potential scenarios for your own industry.
3. David vs. Goliath: Are you the underdog? Tell your audience about the day-to-day struggle against the “giant.” And if you are Goliath, spend your time telling stories about how you help the “little guys.”
4. Adam and Eve: Romantic stories hold tremendous appeal for all of us. And they do exist in business, from mergers & acquisitions to the passion of innovation to the steadfast commitment of an employee.
5. Hannibal Lecters: In the book “Silence of the Lambs,” Clarice is much more interesting when she’s in a scene with Dr. Lecter. Simply put, your potential customers are intrigued by villains, so is there a “bad guy” you can use to your advantage?
6. Heros or, better yet, Frodos: In Tolkein’s “Lord of the Rings,” we are inspired by Frodo because he is not a typical hero. He’s far too small and quiet, though he ultimately succeeds where everyone else failed. When choosing your own leadership stories, the CEO may be the perfect choice. But don’t stop there. Search for the rising star or an unexpected voice.
7. A Picture is Worth 1,000 Words: Sometimes words can’t do justice to a story. Think of the unforgettable picture of the lone protestor standing in front of the tank in Tiannemen Square. Businesses have their own pictures, too. It could be as simple as capturing the right moment with a customer or as insightful as a graphic from the masterful David Armano.