In recent years, storytelling concepts have occupied and continue to occupy a significant place in B2B and B2C marketing. In today's marketing, the biggest challenge is creating a shared bond with customers and audiences. Storytelling thus becomes a kind of promise. The recently fashionable term 'storytelling', along with all the promises and suggestions it contains, is meant to be a source of increased revenue for companies.

Storytelling - a trendy term in marketing. In today's rapidly changing world, analyzing and preparing a story is taking up more and more time. We get so caught up in various trends that sometimes the proportions of subsequent stages in the sales process take a back seat.

An insurance agent visited me (I know from other sources that he had undergone many training sessions). Over coffee, he colorfully told me his story, weaving in between the lines the advantages of his products,
tailored to the individual needs of the customer. STOP.
Individual? What does that mean? For me? For my needs?
NO. How could he know about my needs?
Individual means prepared for a segment, spat out from a statistical database.
Developed by a team of analysts with a dash of economists, mixed with a sales plan.
Implemented.

The art of listening is important.
To prepare a good story, you first need to master the art of listening.
Listening requires engagement, and engagement is needed to hear and understand the needs of the other party. A good understanding of the changes occurring in the client's or recipient's environment is a guarantee of finding a good solution. Only then will our story allow the other party to detach from the past, present, and future. It will help offer a better future through the story - fulfill expectations.
Thanks to the art of listening and understanding, we will be ahead of time. We won't create a story for the sake of a story.
We will be able to design thinking. We will create need.

To anyone doubting at this point, I'll just remind you of these words: apple, iPhone, tablet, smartphone. Did you ever need them before? Did any of us hear about these things 25 years ago? Someone wonderfully understood the needs, designed a story and built our thinking about the necessity of these products.

Let's create stories but let listening be the priority.
Without a doubt, building a bond between buyer and seller or recipient and supplier is a challenge for companies. Rushing to tell a story can lead to breaking or damaging this bond. And there in the red ocean, many are waiting to do it better and use it to build their own.
As the old saying goes, "haste makes waste".
If we start by telling - without giving time for listening - the storytelling may be unprofitable.