It’s so true, isn’t it? If you watched the series like I did, you can probably think of a bunch of episodes and plot lines, from the shocking (Leo’s heart attack at Camp David) to the slapstick (CJ’s getting fired from her PR job in LA, then falling in the swimming pool as Leo tells her he came to offer her the job of press secretary to the President) to the profound (even if the drug companies donated HIV medicines to many third world countries, it would do no good to stem the disease because the people who need the drugs have never learned to tell time, and without the proper dosing, the impact is limited) to the dramatic (the shots fired at the president and senior staff following a town hall meeting). It’s the people (characters) and conflicts and scenes that make great stories so memorable and fascinating.This isn’t to say that you get the same thing from a TV series as from a serious academic work. Which is more accessible to the non-specialist, though?Mark’s point, and one that I hope you’ll take action on to drive business growth for yourself, is to use those same elements of great storytelling when you talk about your business. My big take-away is to remember that my prospects aren’t deep dive specialists in business development. They care more about the results than the methodologies. I can geek out on stats and strategies, but I need to bring myself back if I notice the person I’m talking to has glazed over.Read more from Mark Satterfield.