Telling a good innovation story

Birkinshaw, J (2018) Telling a good innovation story. McKinsey Quarterly, 3. pp. 8-12. ISSN 0047-5394

Abstract

The article focuses on the importance of storytelling as a means for businesses to promote their ideas to investors. The lessons for senior managers and businesspeople on what comprises an emotional story include the lack of connection between academic labels and good storytelling, the power of serendipity, and the persuasive power of going along with trends.