About us

When forming Anecdote in 2004, we decided that our purpose
was to help restore humanity to the workplace.

Initially, we focused on story-listening – collecting anecdotes from staff and customers to deliver insights, and to inspire people to take action based on what was discovered.

We resisted storytelling for several years, as we were initially worried about the potential for it to be misused. But our clients persisted so we said we would help them with storytelling as long as it was focused on real life experiences told orally and not made up stories.

So in 2007 we developed the Storytelling for Leaders and Storytelling for Sales programs so that we could teach people the story skills and patterns they need to get better business results.

While creating these programs, we were mindful that some storytelling trainers believe Hollywood-style theatrics and business are a good mix. We disagree. Our programs are instead focused on the practical use of storytelling as a tool to get better business results.

In 2009, we developed our first strategy story – a story that explains a company’s strategy and which leaders can share off-the-cuff, without notes or PowerPoint slides.

In 2013 we licensed our programs to partners all over the world so that we could expand our capability to reach more organisations and fulfil our purpose.

Anecdote is now in a unique position. We have a global network of over 50 partners in 26 countries, our programs have been translated into 11 languages and have been adopted as part of the leadership curriculum in some of the best-known global organisations.

We are at the absolute forefront of business storytelling and look forward to helping more organisations influence, engage and inspire.


We know that strategy = change.

And we know that a story-driven approach to change will help restore humanity to the companies we work with.


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