The storytelling training gives you techniques to turn your messages into stories that mark and engage. Over a full day, you discover proven narrative structures, identification mechanisms, emotional arc and all the mechanics that make the difference between a forgotten message and a story that stays. A strategic skill for managers, communicators and sales profiles in French speaking Switzerland.
Get your messages across through emotion and memory, not just logic
On the career side in French speaking Switzerland, storytelling has become a pivotal skill in management, sales, communication and leadership. This course focuses on hands on cases: sales pitch, executive committee presentation, internal speech, brand communication.
In a world saturated with information, what stays in memory is not rational content but the story that accompanies it. Storytelling transforms a numerical data, a logical argument or an idea into a story that durably marks. This training gives you these keys in one intensive day.
The training details proven narrative structures: Freytag’s pyramid (exposition, complication, climax, resolution), Joseph Campbell’s hero’s journey, three-act pitch. These structures transposed to the professional world give a solid framework.
Good storytelling is not a story for pleasure: it is a story serving a message. This course teaches you to clarify the key message you want to convey, then build the story that brings it to life.
What makes a story effective is the reader’s ability to identify with the hero and live the emotional arc. The training details techniques to create this identification.
The same message is not told the same way to a client, team, executive or general public. The training details adaptations: length, tone, register, emotion level.
Designed for managers, sales staff, communicators, executives, trainers and all profiles whose work depends on conviction.
In our Carouge and Le Flon centers, ITTA delivers this course over one intensive day. Building your own story in session and presenting with feedback paces the training.
What is professional storytelling?
Professional storytelling is the art of transforming a message (commercial, managerial, communicational) into a structured story that marks and engages the audience.
Do I need to be good at writing to follow this course?
No, the training covers structure and method. Techniques apply to oral as well as written.
Which examples are studied?
Startup pitch, executive speeches, brand campaigns, TED presentations.
Does this training cover video storytelling?
The principles are valid for video, but the course mainly focuses on professional oral and writing.
Is this training held in Geneva?
Yes, at the ITTA center in Carouge in Geneva, at Le Flon in Lausanne and in a virtual classroom.
How long before using these techniques?
The basics are acquired in a day. Mastery comes with practice on your own speeches.
How to go further after this training?
The Master Your Voice course for the oral dimension, or the Non-verbal Communication course for body language.
Managers, communicators, marketers, trainers, scale-up founders, external representation profiles and any collaborator who must convey a memorable message. In Geneva and Lausanne, the course welcomes participants from international organizations, banking, consulting and growing SMEs. No specific prerequisite is required other than a concrete willingness to progress on the subject.
You leave with an operational mastery of the fundamentals, reusable canvases on your concrete cases, a structured action plan for the weeks that follow. Many participants report a visible effect from the first week back, with sustainable anchoring over four to six weeks of regular practice. The course combines short theory inputs, practical exercises on your real situations and personalized trainer debrief.
A scale-up founder structuring his investor pitch around a coherent narrative instead of a list of numbers. An HR mobilizing her team on a difficult change through shared narrative. A consultant making client presentations memorable beyond the mission. The course adapts exercises to your context with personalized trainer feedback, and each participant leaves with an action plan calibrated to their own situation.
This training combines well with public speaking for oral delivery, impactful presentation for slides + narrative, and persuasion for argumentation dimension. Many participants enroll in one of these courses in the following trimester, according to their current priority and professional context.
Professional storytelling is not a marketing fad: it is an old skill, studied by cognitive researchers (Heath, Kahneman) showing we retain and decide largely through stories rather than fact lists. This training relies on this foundation to propose a structured approach applicable from short pitch to internal communication, without falling into caricatural storytelling.
At ITTA centers in Geneva and Lausanne, this course runs in a small group with an expert trainer and a format alternating concise theory, practical exercises and personalized debrief. Group confidentiality is explicit and held. Each participant arrives with a real case and leaves with an action plan calibrated to their context. The course integrates recent evolutions of the domain (digital tools, hybrid formats, 2025-2026 practices) without losing focus on fundamentals.
Does the course cover storytelling for short formats (LinkedIn, social media)?
Yes, short formats (60-90 seconds, LinkedIn posts, video capsules) are integrated in a dedicated sequence.
Do we work on personal stories?
Yes, each participant arrives with two or three stories to structure. Group confidentiality is held.
Does the course integrate AI to help structure narrative?
Yes, critical use of AI tools (Claude, ChatGPT for structure and brainstorming help) is addressed.
Where do sessions take place?
ITTA has three centers in French speaking Switzerland: in Geneva (Carouge, Route des Jeunes 35), in Lausanne at the Flon (Rue des Cotes de Montbenon 16) and at Lausanne Mon-Repos (Avenue de Mon-repos 24). The training is also available in virtual classroom.
Monday to Friday
8:30 AM to 6:00 PM
Tel. 058 307 73 00
ITTA
Route des jeunes 35
1227 Carouge, Suisse
Monday to Friday, from 8:30 am to 06:00 pm.
