3 Key Elements of Storytelling

Many of us in Afrika think of stories told around the fire with our grandmothers and aunties when we hear the word storytelling. I like to define storytelling as “the art of using words and images to create engaging narratives that resonate with your audience.”

?There are a few things to note in that definition:

Audience: Effective storytelling is audience-driven. Everything about how we tell our stories is grounded in the audience. Everyone is gifted in a specific way and called to speak to a set of people. We must know who they are, their location, their knowledge, what they want to learn or hear about, and how often they want to receive the information. How well have you defined your audience??

Narratives: Communication happens best when the information passed is relevant, interesting, and engaging. It needs the right combination of ideas the audience wants with the right words, tone, and images. Think of a tasty stew. The chef needs the right meat, spices, stock, salt, vegetables, oil, pan, and cooking time. A missing step or element in the recipe means a different flavour which could be the difference between a delicious meal and being left with a pot of food. The good stew is your narrative. How tasty is your stew?

Resonance: To resonate is to evoke deep feelings and a sense of connection to what is said. Resonance means people connect and respond to what you have shared, and it inclines them to a specific choice, action, or activity. It is touching the heart and then inspiring action. Resonance is the heart of all communication. Resonance deepens connections and enables the recipient to feel valued and remember what we have said, this leads to impact.

“Stories are the single most powerful weapon in a leader’s arsenal.” – Howard Gardner, Harvard University.?A good story combines these three elements to get us closer to our audience and creates sustained impact. So, take time and think…what help do you need to tell your story??

?By Ms Kyesubire Greigg - Founder & Lead Storyteller at Akiko Stories, a boutique communications Firm. She is also the President of the SME Founders Association, supports the Design Kenya Society with Communications and Logistics, a member of several boards, an SME mobiliser, mentor, certified IFC-LPI trainer & a member of the Organisation of Women in International Trade (OWIT).