Gartner Research

Storytelling in Three Acts: A Guide to Persuasive Communications

Published: 24 April 2017

ID: G00308648

Analyst(s): Ed Gabrys, Bruce Robertson

Summary

CIOs continuously promote complicated and technical concepts when attempting to inspire and engage enterprise partners, only to face confusion and resistance. Use a three-act structure of storytelling to turn opposition into attention, engagement and fascination.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Look to Storytelling When Your Approach to Communication and Promotion Isn't Working
  • Learn From the World's Best Storytellers: Use a Three-Act Structure to Convey Your Story
  • Persuade the Mind by Connecting to the Heart
  • Keep the Message Focused

Gartner Recommended Reading

©2020 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Purchase this Document

To purchase this document, you will need to register or sign in above

Become a client

Learn how to access this content as a Gartner client.