The Challenges of Business Storytelling

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Every generation tries their best to pass on its knowledge to the next, so that humankind can thrive. If we wanted to save our children from the dangers of sabre-toothed tigers, we couldn’t give a slide presentation and then hand out a leave-behind document for reference. Without books, computers, paper, or even the alphabet, for thousands of years, we had to structure what we said in a way that would make sure our big ideas and crucial details would stick in the memory. Success in creating a compelling story was life or death.?

Most meetings today involve people telling each other information. Sometimes that information comes in the form of simple lists of facts. But, if you want people to take action, you need to motivate them. Imagine if you tried to read a child a basic list of events that happened in Lord of the Rings. He or she would simply run off to play! Watch The Fellowship of the Ring, with all its textures, twists and turns, and the child is gripped.?

How can this work for you?

In almost every story, there is a hero, a villain, and a mentor. In Lord of the Rings, Frodo is the Hero, Sauron is the villain, and Gandalf is the mentor. When you’re telling a story, who are you playing??

For effective storytelling: Gandalf. You are not the hero! Your role is the mentor. The hero is the person who goes on a journey to create a better future. The mentor is the hero’s guide on that journey.?

If you want to communicate your ideas, you must motivate your audience. Your company, products, or ideas are not the heroes of your story. Your story must ignite a passion in your listeners, giving them belief that they can achieve great things with you as their guide.

So, back to that regular meeting. If you’re presenting a quarterly update, you’re sharing insights that will help the boardroom executives on their journey to make good decisions about the company’s future. If you’re explaining a scientific patient case study, you’re helping other doctors on their quest to effectively treat their patients.?

How do you get from a presentation to a story?

The good news is, you can create the story yourself by answering these questions:

• Who is your audience?
• What challenges is your audience concerned about?
• What goals does your audience want to achieve?
• What does your audience need from you?

Begin to see yourself as a mentor. When your audience or listeners see it, too, they will be ready to hear what you have to say, guiding them to whatever is next for their hero’s journey.?

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