Why should every CEO embrace storytelling?

If every company is a story, the man or woman at the top should be the storyteller. CEOs who actively convey the company’s story, both internally and externally, help to create a greater sense of authenticity and credibility. After all, they have contributed to laying the foundations that help define and formulate the company’s mission, vision and ambition, making their roles as ‘ambassadors’ undeniable.

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