A recent poll stated that women spend 52 minutes a day gossiping – and before the men start sniggering, apparently they spend an average of 76 minutes daily spinning yarns with their mates. We tell stories to each other compulsively – to make sense of our experiences, to persuade others, or even just to entertain ourselves. Despite the prevalence of stories in our lives, we often don’t know what to do with them in more formal situations.
[N.B. I should be clear here that I am not a market researcher]