This week, on The Little Questions Podcast, we look at the art of storytelling in business.

For many years, observers have encouraged corporates to embrace the art of storytelling. To drop the corporate rhetoric and comfort of your slide-ware of choice and tie your idea or vision to an emotion, for that is how you truly persuade. But is it that easy? Can corporates ever really become storytellers? Indeed, should they? Isn't it all just more spin to avoid the truth? And, if it really is the answer, why are so few actually any good at it?

Andrew and Matt aim to answer these questions and more, so … are you sitting comfortably? Good. Let's begin…

We'd love to hear what you think. Get in touch on social media or email [email protected]

This edition of The Little Questions podcast is presented by Andrew Brown and Matt Young.

Apella partner Andrew Brown is a former Director of Communications and Public Affairs at Ageas Insurance. He has more than ten years' experience leading the corporate affairs functions for global firms across a range of regulated and unregulated sectors, developing considerable experience in issues, crisis and change management. Formerly Director of Communications at Drax Group plc and Group Corporate Affairs Director at Regus plc.

Matt Young is an Apella founder partner with 25 years of experience in corporate affairs. He was Corporate Affairs Director at Lloyds Banking Group, part of the senior team which rescued the bank and rebuilt its reputation following the financial crisis. Formerly communications director at Santander UK and board member of the BBA.

Find out more about Apella Advisors at www.apellaadvisors.com and you can get in touch by emailing [email protected]

This podcast was produced by the www.thepodcastcoach.co.uk