“The most powerful person in the world is the storyteller. The storyteller sets the vision, values and agenda of an entire generation that is to come.”

Steve Jobs

Storytelling is serious business

For scale-up founders and CEOs, storytelling is a core skill – to build the brand, to call for action, to cast the future, to warn against risks, to explain the world, cement the company’s value and induce new hires to the way things work in the company.

This booklet provides frameworks and tools to enhance your storytelling skills – all based on Menno’s lifelong fascination with storytelling and Valeria’s passion for finding powerful insights in every story.

Story Elements

Storytelling for impact


Master storytellers know how to define the occasion as special in time; they make the audience feel as the chosen ones for this message; they use words that touch listeners emotionally.


For the story to come through as authentic, the storyteller needs to establish personal trust. There are 4 essential characteristics a storyteller needs to master.


The structure is what gives the story its flow. All the frameworks have one thing in common – it needs a beginning, middle, and end.


We distinguish seven objectives to tell stories for impact, with iconic examples from the larger business world.


When it comes to making a story unforgettable, the magic is in the details. We collected an array of devices to bring your story to life.


To make sure your message lands, we explored beyond the practical and well-known matters of tone of voice or posture.

The Authors

Menno Van Dijk

Founder & CEO

Valeria Mecozzi

Story Engineer

“Great stories happen to those who can tell them.”

Ira Glass

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