Story telling is the universal language of the human camp. We have been telling each other stories for 40 000 years. We use them to motivate, amuse, warn and share information.
Stories are powerful. Yet are you using them to communicate the good things your organisation does? If not why not? A story is more powerful than a mission statement, annual report or policy document.
I recently came across great advice from Alison Esse of the storytellers.com about how companies can use stories and I thought it is worth sharing with you. Thanks Alison.
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The best way to pitch storytelling to your organisation is to position the argument as a 'winning hearts and minds' one - creating an emotional connection to the organisation, its objectives, goals, strategy and vision rather than simply a rational one.
Assuming that no business leader would argue that they didn't want to create this level of connection, it would be fair then to suggest that a storytelling approach is really one of the most effective ways of achieving this. Since mankind began we have used stories as a powerful way to transfer knowledge and information, engage and inspire people and to spark the emotions, stimulate actions or change attitudes and behaviours.
The best way to pitch storytelling to your organisation is to position the argument as a 'winning hearts and minds' one - creating an emotional connection to the organisation, its objectives, goals, strategy and vision rather than simply a rational one.
Assuming that no business leader would argue that they didn't want to create this level of connection, it would be fair then to suggest that a storytelling approach is really one of the most effective ways of achieving this. Since mankind began we have used stories as a powerful way to transfer knowledge and information, engage and inspire people and to spark the emotions, stimulate actions or change attitudes and behaviours.
It's a necessary and vital part of human bonding.
We all tell and hear stories every day of our lives, in and outside the workplace, and harnessed to specific business messages you can effect the most remarkable changes very swiftly. The corporate 'story' or journey can be structured and told as a narrative which makes it easy to understand and believe in (and corporate narratives should be constructed in the same way as any story narrative), and validated and nurtured with great stories about employees and customers to keep it alive and to sustain interest. Unless leaders believe that 80-deck Powerpoint presentations can achieve the same effect, it's a no-brainer!
It may be a good idea to pitch the idea starting with a great story about an employee who, faced with a particular dilemma (eg customer- related), took a particular course of action to win the day and make something happen that has been truly inspiring or beneficial in some way to the business.
It may be a good idea to pitch the idea starting with a great story about an employee who, faced with a particular dilemma (eg customer- related), took a particular course of action to win the day and make something happen that has been truly inspiring or beneficial in some way to the business.
9 comments:
This is fascinating, Bob. Only this week my daughter wrote a story for people in her organisation adapting Red Riding Hood to make her point. She wondered if she was being 'stupid' adopting this innovative approach. I'll send her your article.
Bob - thanks for this post, which reinforces the point that storytelling has a place with business in general and PR in particular. I was at a media forum this past week and one of the panel members mentioned the importance of "putting a face" on a story pitch. Non profits especially must also learn to "put a face" on the people they help in order to garner publicity and name recognition. Thanks again and I will share this. Rosanne Gain, Gain-Stovall, Inc. PR and Government Relations
Thanks for your comments Zilka and Rosanne. Story telling certainly isn't stupid....in fact it may be the next "big thing" in corporate communications. Nothing beats the power of stories to inspire and motivate. And thanks for sharing this post Rosanne.
I am really surprised that story telling may be the 'next big thing' in the corporate world. I would have thought that capturing the hearts and minds of an audience is the first goal of any speaker, or indeed of anyone endeavouring to pitch an idea, or to inspire and motivate their listeners, and the best way to do this being an appropriate story or two, interspersed with a little humour. Surely the ability to narrate a tale - true or false - has not been left behind in the rush for a rational push for progress?! Take a note from the modern day church which has uplifted corporate ideals wholesale in order to promote their own product, as well as using its traditional tale and myth telling to try to prove its case and win over the minds of its listeners. Perhaps it is time for the speakers of the corporate world to raid their methods in turn, and learn to tell a good and funny tale. However, I still cannot believe that this fundamental of capture and sale has been forgotten. I really can't. Maybe your blog will refresh a few memories.
PS: but then again, there is the type of story telling indulged in by Enron, Arthur Andersen etc...strictly not a good idea!
Barbara- thanks for your comment. Like you and others I attend numerous briefings, presentations and meetings throughout the business week. I rarely hear a good story that illustrates an issue and causes people to stop and think. Perhaps I'm mixing with the wrong crowd? However in business and elsewhere we desperately need to revive the art of storytelling and liberate our daily dialogue from the meanlingless corporate-speak which so often passes for persuasion these days.
Hello Bob - Yes I work in the accounting world, but attend as few seminars, webinars, discussions, briefings and presentations as possible, precisely for the reasons you give above - meaningless corporate- speak. To me, that type of cliche-ed (?) parroting of phrase represents a lack of robust thought process on the part of the speaker. If he/she has not been challenged enough by a topic to think through their responses in order to present their findings with flair, originality and knowledge then why should I as an audience be willing to listen and perhaps be persuaded? And here was I thinking I (emphasis) was in with the wrong lot, and others were enjoying far more lively and original discussions. Perhaps you are correct and the basics of good communication will be the next big thing. A bit sad then that so many opportunities may have been missed because of lack-lustre and, dare I say it, sleep-inducing presentations. Maybe you should be the one to lead the charge. Dare ya!
Thanks for this Bob. I attended a seminar with Sir Ken Robinson this week, who is one of the most inspiring presenters I have ever heard (his book 'The Element' is all about finding what we love doing, what we are naturally good at and bringing the two together). He spoke for three and a half hours, with a completely enthralled audience, weaving in story after story to add humour, drive home a point and add emotion. I wish I was as good a Storyteller as Sir Ken. Later that day I visited a client who has adopted our programme, and who said that he has never seen the organization so aligned and energised. Storytelling really does make a difference.
Thanks Alison...what an enthalling perfomance by Sir Ken and what an impact it so obviously had. Thanks for sharing that.
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