Once upon a time in the office: storytelling for executives

The ways in which storytelling can be used to create business value are revealed during a new executive education programme at Rotterdam School of Management, Erasmus University (RSM). The one-day programme launches in April and aims to increase professionals’ storytelling skills in order to improve their impact and effectiveness.

The ability to tell a convincing story is an increasingly useful business skill. Professionals who can craft a compelling message and deliver it in an authentic way, appear more credible and persuasive. And while some people are naturally good storytellers, others are able to learn this skill during RSM Executive Education’s one-day The Power of Storytelling programme.

The Power of Storytelling covers how storytelling was used in history, its neurology and contemporary usage, when to use storytelling as a tool, and what stories to tell. During the programme, which is taught in English, professionals explore techniques to enhance impact and optimise their storytelling skills, how to create and structure stories, and become inspired by personal and company brands.

Nicolas Constantinesco leads The Power of StorytellingNicolas Constantinesco leads The Power of Storytelling and says good business has always been about relationships, whether it’s local or global. “Stories rekindle relationships and make business personal,” he says. “Good businesses build and sustain relationships with their customers and communities through stories. And employees find belonging at work through stories.”

“Stories humanise business”

Although digital connectivity has increased, this also creates an increasing sense of disconnectedness says Constantinesco. “Among this endless stimulation, we search for anchors and meaning to reassure us. We usually find this through stories, because they personalise and humanise what might otherwise seem anonymous,” he says. For example, when buying a product or services, people aren’t inspired by features, but by stories that make them feel better about themselves and their decision to make a purchase. “When you engage with a company, you want to feel connected. People are drawn to companies with which they feel a personal connection,” says Constantinesco.    

Professionals from all industries at any level in their career will improve their personal impact and effectiveness at building trust-based relationships and influencing stakeholders during The Power of Storytelling. The programme is offered in 2015 on Friday 24 April and Thursday 22 October. For more details, please see the programme’s webpages or contact RSM Executive Education’s Programme Advisor Michael Smith at


Rotterdam School of Management, Erasmus University (RSM) is ranked among Europe’s top business schools for education and among the top three for research. RSM provides ground-breaking research and education furthering excellence in all aspects of management and is based in the international port city of Rotterdam – a vital nexus of business, logistics and trade. RSM’s primary focus is on developing business leaders with international careers who carry their innovative mindset into a sustainable future thanks to a first-class range of bachelor, master, MBA, PhD and executive programmes. RSM also has offices in the Amsterdam Zuidas business district and in Taipei, Taiwan.

For more information on RSM or on this release, please contact Marianne Schouten, Media & Public Relations Manager for RSM, on +31 10 408 2877 or by email at

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