Master Storytelling to build trust, spark creativity and incite action
I grew up in Ireland listening to and observing storytellers bringing people to life with colorful language and expressions, often told with a bit of embellishment each time the story was told. Some say the Irish have a way with words – I attest to that. I have fond memories of listening to stories shared ranging from legendary battles of Celtic warriors to tales of our ancestors and the lessons they learned.
I recently finished a book on “How to Tell a Story” written by The Moth, a non-profit organization dedicated to the art and craft of storytelling. It reminded me of how impactful storytelling can be to connect us as human beings. Storytelling is a powerful medium to set context and connect people behind a vision, value, or belief. It influences change and inspires action. In our business lives, we are constantly inundated with information, and it is difficult to cut through the noise. A great story can do that. Think about a time when you attended a meeting or presentation where you heard a great story and how it landed and resonated with you.
“We are twenty times more likely to remember a fact when it is wrapped in a story,”
Jerome Bruner, Psychologist.
I recall the impact of a great story when I collaborated with an Oral and Maxillofacial surgeon to create and get support for a Head and Neck Cancer clinic within a highly matrixed health system. The surgeon was passionate about taking care of these patients in a community where access to care was limited and difficult. We needed to present a business case to get support for the program from the executive leadership council. Instead of leading with a PowerPoint presentation I encouraged him to lead with a story of what life was like for these patients with this cancer and the difference this clinic would make to their lives. It was especially powerful coming from him, and it humanized the experience beyond the basic support data we then presented. I recall how everyone in the room was spellbound and how his story connected and engaged us as we took this journey through the rest of the presentation. His story acted as a constant reminder of why we were there, and our purpose to take care of this community of patients we serve. We got the go ahead to launch the program. The audience understood what we were saying, were motivated by it and acted accordingly. That is the power of a great story.
How can we apply stories to business?
- Promote a new idea: Tell the story about the moment you discovered your great idea. Let your audience visualize how the world was before your idea and walk them through the moment you realized it would change everything.
- Present data: Data is much more memorable when stories are used to emphasize a key point. According to research at Stanford University the audience retention rate increases by 70% with specific stories highlighting the problems and solutions.
- Solidify abstract concepts or complex messages: A story can take something abstract and relate it to a concrete idea. A digital healthcare product describing a patient journey and how the patient will travel through it and benefit is much more impactful than describing the technology.
- Communicate and inspire vision and direction: Stories are a universal language, connecting us through how we feel and respond. It is a surefire way to “inspire” people you depend on and help them focus on the intention behind the work.
- Foster community and collaboration: Stories help us to relate and connect to a situation or problem common to our human experiences.
How to tell a great story?
A story involves people, events, and action with a beginning, middle and end.
- Know and engage your audience: Understand the traits of your audience. What influences them? What are the concerns/pressure points? I find it valuable to go around the room after telling a story and ask the audience if they had any experiences they would like to share. This can have powerful effects to engage everyone, plus you’ll hear some amazing and inspiring stories.
- Define a clear central message: What is the product or service you are selling? Why does it matter? Why should we care? What is the problem are you trying to solve? If this is a team problem, what is the core value or lesson you are trying to instill?
- The intent: How does your product or service solve the problem or need? What sets you apart? What is the transformation that can happen? What is the struggle? Use your own life experiences to relay this message so it comes across as authentic and accessible.
- Keep it simple and relevant: Don’t add needless details. “Less is more.”
- Incite action: Focus on the change or action your story encourages.
To Summarize:
Stories engage us and change our heads and hearts. Stories are a powerful communication tool to incite action for a new idea, change our way of doing things and inspire teams. Stories tell the audience the “why” behind doing something, give meaning to the work and guide teams around a purpose.
Our stories make our world. If you want to change the world, tell a compelling story.
