Crafting a Tale: Lessons I have learned in Business Storytelling

"The most powerful person in the world is the storyteller. The storyteller sets the vision, values, and agenda of an entire generation that is to come." – Steve Jobs

Storytelling is one of the most powerful ways to share lessons / experiences, express innovative ideas, influence people to take certain actions and win friends.

A lot has been written and said about business storytelling already. I want to share my top three personal learnings about business storytelling.

Lesson 1 “Once upon a time…”

Have you ever wondered, why all stories start with the line - "Once upon a time, in a far-away place….". This is because when you tell a story, it is important to set the premise of the story. It is what gives the right context and credibility to the story. One mistake I used to make many a time while telling stories, is that I would miss to mention the important markers of time and place in the story. This resulted in the listener's mind not being attuned to story-listening mode.?

Remember when we were children, how our eyes lit up and our minds were rapt with attention whenever someone said, "Once upon a time". Keep this in mind the next time you tell a business story.?

Lesson 2 “There lived a king…”

After setting the premise with time and place, we then move on to introduce the hero of our story. The mistake I used to make in my business storytelling, was that in all my business stories I was always the hero.

To give you an example - I narrate a story to a client, where my organization and I are the heroes, conquering every challenge along the way.?I came to realize; the client was not interested in this hero nor his story. They needed a hero they could relate to – someone from whom they can get inspired and influenced.?

I learned that the hero of the story should be my previous client - a real person with relatable needs, desires, and aspirations.

In this storytelling approach, I am not the hero but the guiding mentor akin Master Shifu from Kung-fu Panda or the Oracle from the Matrix, working behind the hero, offering guidance, expertise, and support.?Here, my client is the hero - just like Po or Neo - who embarks on a journey filled with unforeseen challenges and obstacles, and it is through my guidance, gleaned from my years of experience, that they emerge victorious.?

This shift in perspective resonates deeply with the audience, as they are then able to see themselves as the hero, envisioning their own growth and success with your expertise, counsel, and guidance.

Lesson 3 “And then, they lived happily ever after…”

This one I am still experimenting with, but I feel is a lesson worth sharing. Delightful stories have an ability to leave an impression.?

My style of business storytelling has or rather had the very clichéd "and they lived happily ever after" endings, where I used to end the story by sharing the success achieved, glory earned and success metrics to back it all up.

However, I am now attempting to mimic the suspenseful finales of modern Netflix and OTT series, leaving the audience hungry for more. I now end the story on happy successful note, but… (yes but) I also tell them how I am now working with the client on another area we identified they could improve on and how I continue to be part of their story – the Season 2 of the client’s growth journey. This sense of curiosity of what you will do next and the anticipation of where it will lead you to, is what keeps your audience engaged and eager for the next chapter of your story.

In conclusion, the three lessons I keep in mind while telling stories, which you may want to consider when you tell your business stories are:

1. Once upon a time in a far-away place – Always set the premise for your story.
2. There lived a king – The story is about your client; you are not the hero here.
3. They lived happily ever after and then... – The end is not the end, but the start to something new. Always leave your audience wanting for more.

What are your thoughts and learnings on business storytelling? I would love to learn from you.