Whether you're going for VC funding, Private Equity or an IPO, investors love a good story just as much anyone. A good story will get the emotional connection you need to further the conversation.

Beyond messaging, companies need to create an emotional connection with their products and brand. Decisions are 90% emotional, 10% rational. A story triggers emotional chemicals in the brain that move people to act.

In today's volatile and fast-moving economy, change can feel sudden and jolting. Companies that aren't reinventing are being left behind. However, there is a right way and a wrong way to change course. A story invites your customers, investors, employees and partners to be part of the journey.

If your executives have the opportunity to speak at an industry event or conference, this is a golden opportunity to tell your story and make your mark with key audiences.

Building a company is never a straight shot to the top. There are struggles and sometimes crises that threaten a company's livelihood and reputation. A good story lets you control the narrative rather than react to the story being told about you. Storytelling is essential in a crisis and the aftermath of a crisis.

Storytelling is part of any solid brand. You have a look, feel, tagline and messages. But without a good story behind it, you don't have a brand.

Markets fluctuate. With new technologies like AI, companies must adjust. Sometimes, that means they unfortunately have to downsize. Remaining true to your fiscal responsibilities while showing human respect and dignity through strategic storytelling will help get you from point A to Z and navigate this challenging time.