Articles for Association Use


It is evident that Anthony, a prospective client, is frustrated. He leans forward in his chair and, staring at the floor, says, “Peter, I know my job. I know the numbers. I know what we need to do to reach our goals. So why does it seem like no one understands what I’m saying?” Looking up, he shakes his head and pleads, “Please tell me that you can wave a magic wand and help me get better at this.”


“I don’t have a magic wand, Anthony, but I do have some magic dust. When you sprinkle it into your presentations, people will better understand and remember your message.”


“Yeah, okay,” Anthony replies, doubting me. “How do I get some of this magic dust?”


“You don’t need to get any, Anthony, because you already have it,” I assure him. “You just have to learn how to use it.”


The magic dust I am referring to is storytelling, and sprinkling it into your presentations provides several benefits. But before we get to the benefits, let’s take a look at why businesspeople often neglect this powerful tactic.

1. Businesspeople believe storytelling does not belong in the workplace. Business presentations are all about facts and figures, charts and graphs, and goals and initiatives. What they often do not realize is that, although the items listed here are important, the stories that make them memorable.

2. Since their superiors do not incorporate stories into their presentations, neither should they.

3. People believe they do not know how to tell a story. Wrong! Everyone knows how to tell a story. We tell them all the time. Making stories more compelling requires practice, but you can master them in short order.


The power of storytelling

As humans, we are hard-wired to engage in the universal language of stories. We surround ourselves with stories, from books to movies and television shows to chatting with a friend over a beer.


Stories can be entertaining, informative, or both, but their magic is in connectivity. Studies show that when listeners are involved in a story, mirror neurons in their brains light up in the same places that light up in the storyteller’s brain. As a result, we are likely to remember the point or moral of the story because we feel like we lived it or watched it happen.


Warren Buffett, chairman and CEO of Berkshire Hathaway and perhaps the most famous investor of our time, understands the value of storytelling. Over the years, he has mastered using relevant yet straightforward stories so others can easily digest complex information.


Another master storyteller was Steve Jobs. When introducing Apple products, he used stories to get consumers emotionally involved. He also realized that the tech press would relate to the stories and use them in their coverage of the products.


Keys to creating a compelling story

To begin using stories to convey your information, use this simple structure:
– Have a beginning (situation), middle (action), and end (result)
– Include an obstacle, struggle, or conflict
– Have a point or moral


Here are a few tips for you.
– To make characters come alive, use their names in the dialog, e.g., He said, “Liz, I need to crush my fourth-quarter numbers.”
– Restate the point or moral at the end of your story in case someone missed it.
– Collect stories. These can be from your own experiences, books, movies, articles, etc.


Sprinkle this magic dust into your presentations. When you see how engaged your listeners are and how much they retain, it will quickly become your favorite tool.

Peter George Speaker and Public Speaking CoachPeter George


With a wealth of experience as a veteran speaker, public speaking coach, and acclaimed author, Peter has assisted over 300,000 executives, consultants, and professionals across 50 countries in harnessing the power of public speaking to increase their impact, influence, and income.


Peter’s notable achievements include authoring the six-time award-winning book, “The Captivating Public Speaker,” and pioneering the AMP’D Framework™, a methodology designed to empower speakers in crafting compelling messages tailored to their audiences.


Drawing from personal triumph over speech impediments like a lisp and stutter, Peter believes everyone should be able to effectively communicate their advice, expertise, and experiences.

Permission to Reprint Articles

1. Permission to reprint articles by Peter George at no charge is hereby granted to all print, broadcast, and electronic media with the agreement that:

  • The article bio be included following each article used.
  • One copy of the publication in which the article is published be provided to Rigsbee Research.
  • A fee per article will be expected for articles published without the closing bio and contact information; $500.


2. Permission is also granted for reasonable:

  • Editing content and industry specific example exchange.
  • Length.
  • Article title change.


3. Electronic publishing of articles must include a live, a click-able link to


Additionally, please mail one copy of your publication to:

Peter George Public Speaking, Inc., 225 Dyer St FL 2, Providence, RI 02903


If you have any questions, please contact me at 401-742-1231 or

Proud Member

national speakers association member
national speakers association