(SPANISH VERSION ONLY)
A good story about the company has become such a desirable commodity that companies like Microsoft or IBM already have the figure of the 'Chief Storyteller'. Business storytelling that is interesting and inspiring, as well as successfully shared among collaborators, clients and partners, can increase the sense of belonging and consolidate the vision and organizational links. Ziranda González, professor at the School of Humanities and Education at Tecnológico de Monterrey, and Jaime Martínez, regional dean of the Business School, share the formula for building successful business storytelling, as well as its advantages.