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From Bedtime to Boardroom — the Power of Storytelling

From the earliest cave paintings to today’s social media, one thing is certain — human beings have a powerful need to connect and share information. Here are some techniques to help you tap into that need, using classic elements of storytelling to engage employees, heighten performance and productivity, and lead effectively through times of change.

1. Start with the ending: When thinking about your story, be clear about the “why.” What is the lesson or call to action? Once you know the takeaway, you can construct your story to lead logically to that conclusion.

2. Tap into the emotions: Appeal to the head and heart. In his two-year study of more than 100 Super Bowl commercials, Johns Hopkins researcher Keith A. Quesenberry found that people greatly favored commercials with dramatic plotlines, regardless of product.

3. Keep it simple: When we’re relaying a story from our own lives, it’s tempting to include all the details from the incident as it actually happened. For workplace stories, strip out any content that isn’t critical to the narrative. A succinct, well-paced story (approximately 500-750 words written; 2-3 minutes spoken) will be easier to follow and remember.
4. Be authentic: Make sure your story holds an emotional truth that connects the audience to your narrative. In the words of acclaimed novelist Tim O’Brien, “story-truth is sometimes truer than happening-truth."

5. Make it visual: The old screenwriting adage, “Show, don’t tell” also holds true for workplace storytelling. Tell a story in pictures, so the audience can visualize it unfolding and be drawn into your world.

6. Have something at stake: Give the “hero” of your narrative a challenge or conflict to face. When your story has dramatic tension, your audience will be more invested in the outcome.

7. Practice, practice, practice: Relaying a story to an audience can be daunting if you’re not accustomed to public speaking. Give yourself enough time to rehearse, so that you know your narrative by heart and are comfortable with the pacing, flow, and even pauses, in your story.

While facts and figures certainly have their place in business, a story can yield insights that hard data cannot — a lesson even the medical community is learning. “Narrative medicine,” which involves physicians listening to stories shared by patients and their caregivers, is changing how health care professionals approach diagnosis and treatment. In fact, patient stories have become so integral to assessing and treating illness that the majority of medical schools now offer courses in narrative medicine.

The right story, told at the right time, can unite employees behind your company’s vision, inspire support for a critical program, and help foster culture change. So the next time you’re launching an initiative, consider adding storytelling to your strategy toolbox.

This article was contributed by Hill, Barolet & Associates LLC.