So what are your communications strategies? How far are you using storytelling to build your business? Does you communication arrest attention in an unusual way, speak clearly and compel action? Or does it merely inform and entertain? Do your business processes and methods speak to your publics and customers and move them to action? God used storytelling in a unique attention-grabbing model (the burning bush) to move Moses to action, turned him into a leader despite his weaknesses, and ultimately made him to deliver a whole nation to their promised land. Can you now see the power of storytelling which our creator uses?

What about your products and services? The way you package and deliver them, do they tell stories? Do they speak to your customers? Does your business and its entire value offering, merely satisfy your customers? Do you empower them to take action and improve their lot? Have you really thought about packaging your marketing communications as storytelling to stimulate action? Can your communications and branding cause an exodus of customers and other publics to your business as their promised land?

Exodus in this context does not mean leaving their country. No, the world is now a global market. It is a movement of needs to new sources of satisfaction and empowerment. You can make your business and brands, the promised land of consumers if you adopt the burning bush model. The burning bush is a unique communications model that can change the course of your business.  But one thing is sure. It can also direct you to your own promised land. But, mind you, the burning bush signals a desert experience that features trials and tribulations.

When you bush burns, you make a divine encounter that can transform you from a timid manager/entrepreneur to a courageous leader that can change the lives of hundreds of thousands of consumers. Managers and supervisors all over the world are presently leading without the burning bush experience. They can make profit though, but cannot cause a great change of corporate fortunes and customer experiences.

If you want to apply the burning bush model, then make it clear to all concerned, especially those you want to change the course of their lives that there will be a desert experience. But getting to the Promised Land comes at a price for the leader and followers. Everyone will cross the red sea and desert to get there, someday. This adventure will certainly task a (brand) leader’s managerial and communications ability and strategic thinking.

Consumers of various goods and services all over the world are waiting, not just to be satisfied, but for life changing experiences that can deliver them and direct them to their promised lands. So are the aging pensioners, the unemployed, ambitious youths, the sick, poor rural folks, and children. They are all looking for liberation and total solutions, and any business that uses the burning bush model, may well cause an exodus to its products and services. If you do so, please remember to tell your consumers the full story- there could be a desert experience as getting to the Promised Land does not come easy. However, if you can shorten the journey and make it painless, then tell your compelling story and become a market leader.

If you have not experienced the burning bush in your business, do not sing Hosanna yet. It may well mean that you are not yet on course to your promised land. If you are a CEO, and you have not been through the burning bush experience, your training and storytelling is not complete. You do not yet have an attention-getting story to tell. You need the desert experience to develop a heart that is full of wisdom and compassion for your customers or followers.

When you go through the desert experience and get a life-changing story to tell from your burning bush, you will discover the Rod in your hand. Not an iron rod, but God’s strength in you- that is, your abilities, inner strength, talents and skills. You will also know how to manage weaknesses. There are plenty of stories to tell about your inner strength which you can use to build your brand in the marketplace.

When you do this, you will be empowered to lead a crusade and cause exodus for change, and transformation of the living conditions, promote happiness and improve the welfare of your customers and consumers as you direct them to their promised land.

Eric Okeke is a storyteller, editor, business writer, motivational speaker and author of the best selling book: I Want a Husband. He is one of Nigeria’s most experienced financial journalists. He has published several articles in local and foreign publications and in websites such as, and He is currently running Infomedia Company, a media consulting and information marketing company. Visit his blog at

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