Tell a Story to Show Customers Your Company's Vision
By James Kouzes, Barry Posner and Deb Calvert
You need to show customers how their lives will change for the better after they use your product or service, write James Kouzes, Barry Posner and Deb Calvert. "When you weave the emotional connection to what matters most to the buyer together with the logical case for change, you animate the vision," they write. Read more.