Workshop Storytelling

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Storytelling – Leadership Skill & Core Competency

This Master Class teaches the substance, structure, mechanics and essentials of stories. Storytelling is more than just a rhetoric technique. Leaders and their teams in corporations and organizations benefit from this communications principle – suitable for New Work with agile work environments, flexible project management and flat hierarchies.


  • Why Storytelling? When emotion wins over facts and figures
  • How does Storytelling work? Evidence from Neuroscience, Psychology and Sociology
  • How to tell a great story? Master storytelling with “pssst …”: 5 corner stones for compelling stories (passion, story, structure, sensuality, rhetoric techniques)
  • What´s your story? Define your personal narrative for your leadership story, your identity stories, your value stories, your knowledge stories, your signature story
  • Where do great stories come from? Sources for your next story

    Your Coach


    Petra Sammer

    Personal information

    • Master of Arts
    • ”Everyone has a story to tell“

    Professional Career

    • 2018 - today    Founder of pssst… petra sammer
    • 2010 – 2017    Global Partner | Chief Creative Officer Ketchum Europe
                                 (most creative PR agency Germany 2016 / 2017)
    • 2006 – 2010    Managing Director Ketchum Germany with offices in
                                  Muc, Dus, Ber, HH
    • 2002 – 2005    Senior Vice President Corporate Communications & Technology
    • 1999 – 2002    Head of Brand & Food Group Ketchum

    Focus and Experience

    • Ideation, Idea Management & Strategies
    • Brand & Corporate Communications
    • Storytelling and Trend Scouting in Marketing & PR


    Located in the heart of the German and European economy, Mannheim Business School (MBS), the umbrella organization for management education at the University of Mannheim, is considered to be one of the leading institutions of its kind in Germany and is continuously ranked as Germany’s #1.


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