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That sentiment is shared by executives at companies such as Microsoft (MSFT) and Pepsi (PEP), who use storytelling "to create a metaphor or an emotional boost," said Annette Simmons, a corporate storytelling trainer and an author of two books on the topic. Irada Sadykhova, Microsoft's director of learning strategies, uses stories to open a meeting, to press for a new strategy, or to motivate a team. "It's about imparting some sort of a truth," says Sadykhova, who grew up on fables in Russia. And famous movie exec Peter Guber, who has written a book called Tell to Win, due in March, says stories are the best way to achieve your goals. "They're not monologues," he says. "You've gotta touch people."
微软（Microsoft）和百事（Pepsi）等公司的管理人员对富毅荣的这些见解表示认同。安妮特•西蒙斯是一位“企业讲故事培训师”（corporate storytelling trainer），她介绍道，上述公司的高管通过讲故事来“打比方或励志”。西蒙斯著有两本以讲故事为主题的书籍。微软公司学习策略主管依拉达•撒迪科霍娃以故事来作为会议的开场白，或者用来推进新策略的实施或激励团队。从小听着俄罗斯寓言长大的撒迪科霍娃说：“这相当于在传授某种真理。”著名的影视管理人彼得•古柏则表示，故事是实现目标的最佳手段，“讲故事不同于自言自语，你必须打动听众。”彼得撰写的《讲述铸就成功》（Tell to Win）一书将于明年3月出版。”
Storytelling lessons from company front lines
来自企业第一线的讲故事心得
Stories can also aid hiring, says John Berisford, head of human resources at Pepsi Beverages. "I often ask one question, whether I'm interviewing a senior-level executive or a campus person: Tell me your story," said Berisford, who learned storytelling from his grandmother in West Virginia. "It's the best way to get to know the entire human being."
百事饮料公司（Pepsi Beverages）人力资源主管约翰•贝里斯福德表示，讲故事同样有助于招聘员工。他说：“无论是在面试高级管理人员或是毕业生时，我都经常提这样一个问题：讲讲你的故事。这是全面了解一个人的最佳方法。”贝里斯福德从居住在美国西弗吉尼亚的祖母那儿学会了如何讲故事。
To instantly grasp the impact of a good yarn, think of bestselling books such as Fish! and Who Moved My Cheese? The ones that work are instantly memorable and forge emotional connections, says Katharine Hansen, Ph.D., co-owner of the Quintessential Careers website. But that doesn't mean storytelling is right for every situation. It can backfire if the teller is trying to build enthusiasm yet doesn't feel it, says Simmons. Choosing the right story for your audience is crucial, as is editing it to be clear and concise. It also helps to be accurate; at a time when authenticity is scarce, no one wants to hear a tall tale.
凯瑟琳•汉森博士是求职网站Quintessential Careers的联合拥有人，她表示，一个好故事的影响究竟有多大，想想《鱼》（Fish!）和《谁动了我的奶酪？》（Who Moved My Cheese?）这些畅销书就知道了。那些行之有效的故事往往让人瞬间难忘，构建起情感纽带。然而，这并不意味着讲故事适用于任何情况。西蒙斯说，如果讲述者自己没有感受到激情，却要试图创造激情，可能会适得其反。你不但要让故事清晰简短，还要为特定的观众群选择恰当的故事。准确表述同样也很重要，在这个呼唤真实的年代，没人喜欢听虚构的故事。
