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Asked to name the most powerful communication tools, few business people would be likely to list storytelling amongst them. That, however, may be changing, as organisations are re‐awakening to the potential of one of the oldest forms known to man of passing on knowledge. In the UK, organisations ranging from large retailing firms to government agencies are finding that working with story is a highly effective way to facilitate internal and external communication, develop teams and leadership skills, and to engage the attention of clients and customers.