CHICAGO ( TheStreet) -- Small-business owners are used to juggling responsibilities. Depending on the day, they might have to be a financial analyst, marketing visionary, conflict-resolution expert or even the office handyman.Now you can add another title: storyteller in chief. If writing isn't really your thing -- relax. You're not expected to be the next John Grisham. But part of being an effective leader means crafting a compelling story about your business, a reason customers should seek you out and employees want to work for you.
|Small-business owners should take a lesson from established companies in telling their "story." Hermes, for instance, tells a story of Old World luxury and craftsmanship.|