Lori Silverman, founder of Partners for Progress, has edited an excellent book about using storytelling to drive business results, called Wake Me Up When the Data is Over.
The book has chapters on using storytelling in strategy, leadership, project management, and marketing and market research, among others, all based on 70 case studies from large and small organizations.
The chapter on using storytelling in Marketing and Market Research, by Steven Silverman, makes extensive reference to Microsoft and Kimberly Clark, two of my biggest clients. Jeff Drake of Kimberly Clark features prominently in the chapter, discussing the great impact they've had from day long training sessions (run by yours truly).
I highly recommend this book.
(Originally posted August 17, 2006)