See a photo of Margaret, her bio, Part 1 of this Q&A, Part 2, Part 3, and Part 4.

Q&A with Margaret Parkin, Question 5:

Q: If you could share just one piece of advice or wisdom about story/storytelling/narrative with readers, what would it be?

A: When using storytelling in organisations, always put yourself in the listeners’ shoes and be clear on what the purpose is for using a particular story. For example, you might be wanting to help them deal with conflict or offer a different perspective on a difficult situation, handle change more positively or help to increase self esteem. Don’t be seduced into the ‘one story fits all’ approach that I see some people using; in other words don’t just tell a story because you like telling it! Always know your audience or group and think of what story, language, lesson etc. would be most appropriate for them to hear.