Storytelling: How to Persuade Any Audience

Join us for an engaging masterclass that will change the way you think about storytelling in business.  

Storytelling isn’t about being dramatic or overly polished—it’s about being clear, memorable, and human. It’s a powerful, brain-wired tool for persuasion, connection, and action. In this session, we’ll break down the biggest misconceptions about storytelling and show you how to use it as your most persuasive tool, no matter your role or industry.  

By the end of this session, you won’t just “know” how to tell a good story—you’ll know how to use it to move people, shift mindsets, and spark action. Following the masterclass, join us for a networking cocktail, where you’ll have the opportunity to connect with future IE students, alumni, our local representative, and other professionals.  

Agenda:  

6:00 PM – 6:30 PM: Registration & Welcome  
6:30 PM – 7:30 PM: Masterclass: Storytelling: What It Is Not, and How to Persuade Any Audience with a Story  
7:30 PM – 8:30 PM: Networking Cocktail   

Don't miss this chance to master the art of storytelling and use it to influence, persuade, and inspire action. 

About the speaker:  

Javier Bernad is the founder of Speak & Span, a training center in public speaking skills. Javier has been training managers on how to be fantastic presenters since 1998. Speak & Span offers in-company and personal training sessions to clients such as Airbus, Procter & Gamble, HP, KPMG, Bain & Company, Coca-Cola, Credit Suisse, Amundi, Pfizer, or NH Hotel Group. He has trained over 8,000 individuals and analyzed more than 25,000 recordings of their presentations. 

Javier is adjunct professor of communication skills at IE Business School. He holds a PhD in Communication and a master’s degree in Corporate Communication from Universidad Complutense, a degree in Law and a degree in Economics and Business Administration from ICADE, E-3. Javier coaches the speakers at TEDx Cibeles events in Madrid. He has published Alto y Claro, los Diez Principios para Hablar en Público con Seguridad, con Mensaje y con Entusiasmo (https://bit.ly/3iPnGtD), and El Carisma Hablando en Público: Pasión, Poder, Proximidad y Positividad. 

Javier’s mission is to help managers break their barriers to public speaking. We can all become more confident, dynamic, and persuasive presenters, to shine in our professional and personal lives.