The first thing we're going to do in this post to try and showcase the value of business storytelling. Sometimes people who run companies will think of “storytelling” as “something that marketing does,” instead of seeing the value of it. What if the value is truly there, though?

In a Wharton interview, Carmine Gallo, author of a book called The Storyteller's Secret, shares the value of storytelling:

“Vinod Khosla, billionaire venture capitalist here in Silicon Valley, where I live, tells me that the biggest problem he sees is that people are fact-telling when they pitch him. They’re giving facts and information and he says, “that’s not enough, Carmine. They have to do storytelling.”

In field service work, the actual service being provided by a technician -- say, a plumber -- is essentially the “product” of that company. Now, maybe the company has an app or a website or other elements we might call “products,” but in reality the quality of the service is the product.

So, when we work with field service organizations (FSOs from now on), we want to find ways to make their future customers understand the quality of service they provide.

There are obviously a lot of different approaches to this. The colors used in the branding matter. Social media matters. Videos matter. Helping them with networking and trade shows matter. Everything that goes into developing their businesses and brands matter.

But here’s one thing a lot of people overlook: case studies.