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Gabrielle Dolan\u2019s work spans from personal leadership communication to organizational communication. The bridge that unites these two domains is story. Her new book, Magnetic Stories,\xa0helps companies craft stories that connect and engage. From the stories we tell at work to the stories that build iconic brands, we discussed it all this week on the On Brand podcast\nAbout Gabrielle Dolan\nGabrielle Dolan is considered a global expert in business storytelling and real communication. She is a highly sought-after keynote speaker and best-selling author of seven books including her latest Magnetic Stories. Her client list is extensive including the likes of Visa, Amazon, EY, Uber, Accenture, Telstra, Australia Post, and the Obama Foundation. The professional highlight of her career so far is meeting Barack Obama while delivering storytelling training for the Obama Foundation.\nGabrielle is the founder of Jargon Free Fridays and her dedication to the industry was recognized when she was awarded Communicator of the Year for 2020 by the International Association of Business Communicators.\nEpisode Highlights\nSorry, Jeff. Amazon Founder Jeff Bezos is often quoted as saying your brand is \u201cwhat people say about you when you\u2019re not in the room.\u201d I like Gabrielle\u2019s edit of this idea a lot better. Your brand is made up of, \u201cthe stories people share about you.\u201d\nBarbie: Master Storyteller. Or, rather, Ruth Handler, master storyteller. Most are quick to judge Barbie dolls but Gabrielle sets the record straight on the creation story of this iconic brand.\nThe five types of stories that every business needs. The creation story is just one of the five types of stories Gabrielle writes about in her new book Magnetic Stories. Organizations also need:\n\n\nCreation stories about how your company, product, or service started,\n\n\nCulture stories about the values of your company and its people,\n\n\nCustomer stories\u2014more than just testimonials,\n\n\nCommunity stories about your good deeds, and\n\n\nChallenge stories about how you\u2019ve responded to obstacles along the way.\n\nWhat are the common mistakes companies make when it comes to storytelling? \u201cThey think they only need one story. You need lots of stories!\u201d\nWhat brand has made Gabrielle smile recently? Gabrielle went with Quantus, \u201cfor their emotional ad about getting us back into travel.\u201d\nTo learn more, go to GabrielleDolan.com. There you\u2019ll find several resources including a free seven-day story \u201cstarter kit.\u201d\xa0\nAs We Wrap \u2026\n\n\nListen and subscribe\xa0at\xa0Apple Podcasts,\xa0Spotify,\xa0Amazon/Audible,\xa0Google Play,\xa0Stitcher,\xa0TuneIn, and\xa0RSS.\n\n\nRate and review the show\u2014If you like what you\u2019re hearing, be sure to head over to\xa0Apple Podcasts\xa0and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show. (Need a quick tutorial on leaving a rating/review?\xa0Check this out.)\n\n\nDid you hear something you liked on this episode or another?\xa0Do you have a question you\u2019d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.\n\n\nOn Brand is a part of the\xa0Marketing Podcast Network.\n\n\nUntil next week, I\u2019ll see you on the Internet!\nLearn more about your ad choices. Visit megaphone.fm/adchoices