A story within a story

A technique that can take your storytelling to another level is using one story to set up another. In other words, to tell a story within a story.

I recently heard speaker John Stapleton, co-founder of The Covent Garden Soup Company do this with great effect.

He began by telling an evocative and emotional story from when he was 6 years old when he learned that when things go wrong it’s not the end, you just start again. By the end of this story, he’d engaged his audience fully.

He then went on to outline the history of his company and how he had to apply what he’d learnt from the earlier story more than once, before taking us back to his childhood to make the link and to bring his presentation full circle.

What lessons have you learned from a specific previous event that you continue to apply in your business?

How can you bring those stories into your presentations?

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