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To Sell an Unconventional Product, Tell a Compelling Story

Cutolo, D. & Ferriani, S. ORCID: 0000-0001-9669-3486 (2023). To Sell an Unconventional Product, Tell a Compelling Story. Harvard Business Review(Octobe),


Selling original or quirky products is often an uphill battle. But research that involved an analysis of quirky products sold by some 7,000 craft entrepreneurs on Etsy suggests that effective storytelling that helps people relate to such offerings can turn them into successes. This article shares three storytelling techniques that work.

Publication Type: Article
Subjects: H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HM Sociology
Departments: Bayes Business School > Management
SWORD Depositor:
[thumbnail of Cutolo&FerrianiHBR.pdf] Text - Accepted Version
This document is not freely accessible due to copyright restrictions.


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