“A big part of a CEO’s job is to motivate people to reach certain goals. To do that, he or she must engage their emotions, and the key to their hearts is story.”
-Robert McKee, Harvard Business Review, June, 2003
“Every great leader is a storyteller.”
-Howard Gardner, Five Minds for the Future
Stories sell. Stories persuade. Stories inspire. So, why not use them consistently to stake out a position in the marketplace, pitch new business ideas to investors, explain why a failure was actually a success, or inspire others to reach new performance heights? Companies like Kaiser Permanente, Intel, Nestle, Lufthansa, and Samsung are using storytelling for innovative long range planning, marketing and persuasion, and product redesign. In fact, the ancient art of storytelling is emerging as a 21st century corporate planning and communication strategy, and nowhere is this more powerful than in the executive presentation toolkit. In the critical art and science of influencing, storytelling captures the hearts and minds of the audience.
Humans are hard-wired to listen to and tell stories, and have been telling stories since first huddling in front of the cave fire. People retain information, change behavior and become inspired through storytelling. Stories fire up our imagination, present us with ideas, and move us into action. Storytelling, combined with other presentation strategies can keep audiences engaged, and drive business decisions with velocity, power and momentum.
Watch closely as a presenter introduces a topic by saying, “Let me tell you a story.” People settle down, get comfortable in their seats, focus their attention, and listen. How many people have this laser-like focus combined with rapt attention in viewing a PowerPoint presentation loaded with graphs, charts and bullet points? And yet… the vast majority of corporate executive presentations are saturated with mind-numbing sets of facts combined with complex analysis. Analysis can excite the mind, but it rarely offers a pathway to change or influence, and most importantly – the heart.
Story establishes a personal connection to the presenter and the information, and if we truly want to influence people’s choices, enroll them in vision, or spur them into action – we must make it personal.
Bad business decisions are rarely made because people lack all the facts. They are generally made because people ignore the facts, misunderstand them, or minimize their importance. Facts are neutral until we add meaning to them, and we make decisions based on what facts mean to us in our own context and filter. Stories are facts wrapped in emotion. A skilled storyteller creates a connection that helps us interpret the facts, give them meaning, and make them easier to accept. To paraphrase a famous, old, teaching story*:
Fact, cold and hard, had been turned away from every part of the organization. His coldness frightened people. When Meaning found him, he was huddled in a corner shivering. Taking pity on him, Meaning gathered him up and took him home. There, Fact was dressed in story, warmed up, and sent out again. Clothed in story, Fact knocked again on the organization’s doors and was readily welcomed. People invited him to work with them, and warm himself in their company.
Imagine how powerful a storytelling tool could be in the hands of executive leadership wishing to maximize their ability to inspire people to act on what is possible, or dramatically influence the direction of their organization.
Sharing a story about how a previous customer overcame a problem using a product is much more meaningful than a listing of product benefits. A story told by a leader who was fired twice and created a multi-million dollar product makes a far more important point about never giving up, than a listing of accomplishments. The best presenters build stories around their products, services, or organizational values and beliefs, and deliver an entire package of facts and feelings.
What makes a good story? All stories involve some element of drama, action, conflict, uncertainty, and risk (the very definition of American corporate life.) In business, it’s the drama of the company, the product, or the people that makes the story exciting and compelling. Powerful stories have:
- A hero/heroine (could be a product, service, or staff person)
- A villain or antagonist (perhaps the competition, an obstacle to production, a divisive community, a risky venture)
- An “aha” moment (awareness) where something happens and the hero/heroine overcomes an obstacle (maybe a business issue, a financial concern, or an IT problem)
- A transformation where something works out in the end (positively or negatively)
Stories in the corporate arena should be short, sweet, and to the point. They require practice so they are told authentically and truthfully, with energy and passion. Storytelling is a skill that can be mastered (there are resources available), and great storytelling generates action. Most importantly, great stories influence behavior.
Nowhere can this tool be leveraged more, than through executive presentation. Next time a point needs to be made, people persuaded, or stakeholders inspired, try adding story to your presentation.
Select the context, understand the audience, create the story, practice, and “pitch it.” Add it to your presentation repertoire for an exceptional, inspirational, and meaningful talk. You may be surprised at the reaction.
*Adapted from Annette Simmons, The Story Factor
I would expect nothing LESS of you!!! This is REALLY good reading!
skk