Why Great Science and Data Aren’t Enough

Whether it’s capturing the imagination of a venture capitalist, enticing a potential partner, or attracting talent, CEOs need to be able to tell their company’s story effectively. In his new book “Winners Have a Story,” Giuseppe Marzio discusses how CEOs can turn complex science and technology into compelling tales. Marzio, who worked as a scientist in biopharma before launching a communications agency, comes to his interest in storytelling honestly. Growing up with a love for the cinema, he had dreams of becoming a filmmaker and has studied the structure of stories. We spoke to Marzio, founder of the communications agency Chiaro, about his new book “Winners Have a Story,” why a good pitch shares a common structure with novels and movies, and why a company’s strategy and story are inextricably linked.