Ted Audio Collective.

My parents grew up in Ghana, which means they grew up to bedtime stories about Anansi.

Anansi is a spider who is always getting into something.

He's a trickster.

He's small but he's a smart cookie.

You can't help root for him as he outwits creatures multiple times his size.

I also remember stories about him finding ways to run away from predators and duping people

into sharing their meals.

H-tag goals.

And just like their parents, my parents passed these stories down to me and my sisters.

I remember loving hearing them when I was a kid.

These stories helped me connect with my West African heritage.

They helped me learn about right, wrong, and the gray areas of life.

Hearing those stories year after year year also taught me intuitively how to structure a story

how to make it compelling even for the most reluctant fidgety listener

and from bedtime stories to the boardroom, that skill can be a superpower.

I'm Madupak and Ola. This is Ted Business.

Now what's one way to effectively tell a story? back and Ola, this is Ted Business.

Now what's one way to effectively tell a story?

Through marketing.

Our speaker today, communications expert Kelly D. Parker,

is here to tell us that if you're in business, it's never a bad idea to work on your

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