Gartner Research

Storytelling Inspires Commitment to New Vision for Software or Service Offerings

Published: 04 January 2019

ID: G00379638

Analyst(s): Helen Huntley , Laurie Wurster


When launching new software or services, it is tempting to communicate vision by talking about features; however, purpose is what engenders commitment and enthusiasm. Tech CEOs can inspire internal stakeholders and ecosystem partners with a storytelling approach.

Table Of Contents


  • Putting Stakeholders at the Center of Communications Makes Them More Likely to Commit to Action
  • Help Stakeholders Understand Purpose With Authentic Storytelling
  • An Effective Storytelling Structure for Communicating the Product Vision
  • Appeal to Emotion to Make Stories More Memorable
  • Progressing From Vision to Action
  • Create Different Stories for Different Stakeholders
    • Use Success Stories to Build Trust
  • Summary

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