As a small business, you’re supposed to know how to manage your finances, pay your rent, understand industrial relations, tax and marketing. And apparently you’re also supposed to know what Storytelling is and how it applies to your business, no matter how boring it may be.

But it’s a lot easier to work out what that story might be if you follow this guide:

1.     Understand the “then”

2.     Undertsand the “but”

3.     And understand the “therefore”

These three little words mean everything when it comes to sharing your story in a meaningful and effective way with the world. But how do you use them?