In many organizations the success and growth of the business largely depends on the strength of relationships with clients.
Shared stories play a vital part in building, sustaining and growing these relationships. Because narrative is a new skill set for most people, they need to learn how to tell and elicit the kinds of stories that weave relationships. These are easy to learn, and often not intuitive, skill sets.
It is naive to think that delivering on promises is sufficient for strong client relationships. At worst, it puts us in the position of being a commodity vendor, which is the most vulnerable connection possible. Sustainable relationships are personal connections more than commercial transactional conveniences. The connective tissues of personal relationships are narrative membranes.