On Friday Morning, Senior Director of Communications Microsoft Asia, Andrew Pickup presented on the art of story-telling. Andrew proposed that companies can adopt story-telling techniques to deepen their engagement with key stakeholders.
Andrew explained that when the new Microsoft CEO Satya Nadella was announced at the town hall of Microsoft HQ, a photo of the new CEO, the founder of Microsoft Bill Gates, and ex-CEO Steve Ballmer was employed to craft the story around the new CEO. The photo depicted a moment where members of the audience held their Windows phone to take photographs.
Although statistics, charts and graphs provide the empirical backdrop for conveying messages, they are not as powerful as pictures in telling a story. Pictures are able to convey a more compelling visual story.