Much writing in business assumes that readers are more interested in a lengthy explanation of, say, a product’s features than an interesting narrative explaining why it is good. So we get sentences like this:

‘X’s core product suite delivers an open, robust, cross-platform scalable solution for the indexing, categorisation and integration of disparate information feeds.’

Someone knows what this means. But the intended reader is unlikely to get the point. Putting the same information in a narrative form, using examples and case studies, is much more effective:

‘X’s technology can manage information from many different sources. It has helped companies to:

• Categorise information effectively (link to brief customer case study)
• Integrate their information where different technology platforms are involved (link to brief example)’

Using a narrative structure — with a beginning, middle, and end– is a powerful way of making complex information easy to interpret.