Technology meets business

Management & Leadership Programs at TU Wien Academy for Continuing Education

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12. August 2025

Storytelling in business

What connects your presentation with a good pitch

[Translate to English:] Business Storytelling

“1000 songs in your pocket.” With this one sentence, Steve Jobs made the iPod tangible—not through technical details, but through an image that people could understand and remember. That's exactly what business storytelling is all about: communicating complex ideas clearly and memorably.

Ahead of her online lecture “Business Storytelling – Connect, Captivate, Convert”, communications coach Dr. Elke Framson gave us insights into what good stories can achieve in business and science – and why specialists and managers in particular should learn to use them effectively.

Business storytelling: “It's not about you. It's about the other person.”

Whether giving presentations to investors or talking to customers, many experts get lost in functions, data, and processes—and forget the central question: “How does this benefit them?”

According to Framson, this question is at the heart of all successful communication. Only those who clearly articulate the benefits for their audience will be heard—and remembered. “Attention spans are short. Seconds decide whether someone listens or tunes out,” she says.

Technology ≠ story. But technology needs a story.

Framson sees a typical misunderstanding, especially in technically oriented industries such as manufacturing or energy: “Austrian companies focus on quality and precision—that's good. But in markets like the US, that's not enough. If you don't make your product tangible, you lose the stage.”

It is particularly important to express complex issues in an understandable way without lowering the level.

5 tips on how to really reach people

Many professionals in a global environment communicate in a language that is not their native tongue – and face a double challenge. Framson's advice:

Continue to develop your communication skills – it's not just what you say that matters, but how you say it.
Change your perspective: Don't ask yourself “What do I want to say?” but rather “What does the other person need to hear?”
Talk about benefits – not just features.
Use deliberate “mode switches” in presentations: images, short anecdotes, media changes – this keeps people's attention.
Actively look for stories: they happen every day. You just have to learn to recognize them.

Business storytelling is not a nice-to-have—it's a leadership skill

Managers in particular should see storytelling as a tool for engaging teams, communicating visions, and supporting change. “It's not about providing entertainment,” says Framson. “It's about getting your message across—and making it stick.”

Register now: Online Expert Talk with Dr. Elke Framson

Would you like to get more helpful tips from Dr. Elke Framson and ask questions live to give your own storytelling strategy a new perspective? Join our Expert Talk on September 18, 2025.

Business Storytelling – Connect, Captivate, Convert
Thursday, September 18, 2025
5:00–6:00 p.m. (CEST)
Online via Zoom (in English)
Register here to receive the Zoom link

About the speaker

Dr. Elke Framson is a communication coach, university lecturer, and founder of TransAtlantic Coaching & Training, LLC. Born in Austria and now based in Florida, she helps international professionals and executives communicate persuasively in English, with a particular focus on intercultural competence, US business customs, and strategic presentation.

LinkedIn-Profil of Dr. Framson, opens an external URL in a new window

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12. August 2025, 10:46 until

Storytelling in business

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What connects your presentation with a good pitch

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[Translate to English:] TUW Hauptgebäude

Dr. Eileen Langegger, Head of Transfer Warehouse at Nuclear Engineering Seibersdorf

The supervision provided by the ACE (Academy for Continuing Education) has a very close relationship with the students. The lecturers and the dean of the institute are excellent in imparting knowledge and show the scientific side of management education. This clearly distinguishes TU Wien from other universities.

Aleksandra Petkov-Georgieva, BSc, MBA, Alumna Professional MBA Entrepreneurship & Innovation

An MBA at TU Wien allows you to, to combine the best of both worlds: Science and practice. You can not only learn from first-class professors, but also from but also from international students from different industries. A great experience, that I would not want to miss!

Univ.Prof. Dr. Karl-Heinz Leitner, Austrian Institute of Technology

The development and efficient use of new technologies is a key driver of corporate competitiveness. The multiple options require a strategic approach that takes into account market, organizational and social factors. The exchange with other MBA students makes it possible to integrate different perspectives.

Prof. Dr. Martin Friesl , Lecturer "Strategic Analysis, Planning and Implementation"

We live in times that are difficult to predict. Many companies are now faced with the task of reorienting themselves in a highly volatile and competitive environment. Meeting this challenge is the focus of this MBA program.

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Technology meets business

Management & Leadership Programs at TU Wien Academy for Continuing Education

## Our Programs

Storytelling in business

Business storytelling: “It's not about you. It's about the other person.”

Technology ≠ story. But technology needs a story.

5 tips on how to really reach people

Business storytelling is not a nice-to-have—it's a leadership skill

Register now: Online Expert Talk with Dr. Elke Framson

About the speaker

Events

Storytelling in business

Event details