To Tell is to Sell – Equity Storytelling in the European Financial Review

In no other context are stories more valuable than with venture capital, private equity, mergers and acquisitions and stock market flotations. For all those who wish to sell a company, it is well worth becoming well acquainted with the techniques of those who literally make their living from selling stories. Three professional skills are requited:

1. Recognizing potential for positioning the company uniquely
2. Moulding diverse facts and story elements into an exciting story
3. Telling the story to the addressee so that he “buys it”.

It might also be called Think – Tell – Sell.

Learn more in our essay on Equity Storytelling on the website of the European Financial Review or here.

And now go and get your money!

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