Keep calm, and start storytelling...

Keep calm and carry on. It's a world war two motivational slogan produced by the British government. It has many different applications. Case in point - one of my former colleagues, working as an Account Director with this client many years ago, had to apply that same mindset. Ironically, it looked like it would be an easy engagement at the outset.?

We worked on revenue-generating programs that required much effort at every stage. The first phase required much planning, forecasting and strategizing. Once finalized, we made agreements with the client, and the second phase of being in-market would begin. This particular group of companies we had worked with in many markets – and we had yielded fantastic results. The local leaders were great partners; however, this time was the exact opposite. The General Manager of the organization challenged our Account Director at every turn. First, the GM didn't feel that the training provided to his staff was adequate (although he hadn't sat in any of it). And he didn't think that the results forecasted in the first phase were achievable. He was unhappy that head office had inserted his team into the program without his approval. Finally, this GM was so disappointed that he yelled at the AD, questioning his methods and approach. And from all accounts, it was a full bellowing. He insisted that the program be cancelled and threatened to tear up the contract himself. Instead of yelling back, the AD just listened and let him vent. Once he had allowed the GM to expend his negative energy, the AD convinced the leader that they should return to the agreed-upon game plan and strategy. He reminded him that every other market in his group had been through the program and succeeded. The GM huffed but eventually acquiesced. The AD then went back to his work and trained the team. He didn't let the negative comments from the GM get to him. He was good at his craft because he worked at it. A few weeks later, he conducted a wildly successful initiative with this company. I am always amazed at his level of professionalism. He indeed kept calm and carried on.?

I tell that story and share it with current and former colleagues. It has many solid lessons, and the storyteller can emphasize different elements based on the audience and the objective needed. As a result, some parts of the story, when stressed, get other messages across. Every great story has those dimensions, and great storytellers realize how best to leverage their stories to lead their teams.?

There's some science behind why storytelling is so powerful. A professor at Princeton, Uri Hasson indicated that were neurological reasons why stories are so impactful. For instance, when you hear a story develop, your brainwaves start to match those of the person telling the story. As a result, a listener feels more connected to the storyteller. The more significant the comprehension from the listener, the greater the connection.?

Great leaders use storytelling well. Think about Indra Nooyi, Richard Branson, Zahra Al Harazi-Schmidt, and Gabrielle Dolan and how they continue to inspire people. Storytelling is an incredible tool that all leaders should be using. Over and above the connection a leader makes with their followers, Steve Denning discusses why it is a powerful tool. There are many he lists, but the ones that stand out include:?

·?They help to make sense of an organization.?

·?A great story can translate dry numbers and statistics into a compelling narrative.?

·?A story helps the storyteller embody the change they want in their people.?

·?And a great story can inspire your team through change.?

LinkedIn Learning is a great resource to help build your storytelling skills. Shane Snow has an excellent course. One of the great gems he shares is that stories help build relationships and make people care. Another exceptional leader Paul Smith, who has many lessons on that same platform, tells a great story about how a story elevates the sales process. I won't give it away, but it takes place at an art fair and includes a pig in the ocean. Paul imparts many great lessons for leaders and storytelling and has written a book on that topic.

In my opinion, the things every great storyteller needs to consider at the very minimum are these six elements:

·?An audience and objective focus.

·?A compelling start.?

·?The main character and what they are trying to achieve.

·?The challenge she needs to overcome.

·?Authenticity

·?Practice and feedback.

Who is your audience? What are you trying to get across to that audience? Your audience and objective direct the narrative significantly. Lockshin states that knowing your audience is foundational.?

A compelling start. I was in our company's annual kick-off meeting, and we decided we would share stories from our past as an ice breaker. One of my colleagues started her story with the phrase, "I don't know if I should tell you this story...". She captured everyone's attention right away (and didn't let it go). Of course, a compelling start to a story grabs an audience's attention, maybe with drama, humour or even better, with some curiosity.?

Another important consideration is the main character and what they are trying to achieve. This character is the hero of the story. What are they trying to achieve? The hero has to be someone with whom the audience can relate. The hero's characteristics that will connect with the audience is where you spend your time in explanation.?

What challenges does she have to go through that cause tension or drama? There needs to be some conflict that your character faces - what are those obstacles and hardships?

Authenticity. When you tell the story, be yourself. We have all been around that leader who puts up walls so that you don't know anything about them. Worse is that leader who acts as if they are someone they are not.?

Practice. Practice your story out loud. Everything sounds great in your head. It is through practicing out loud that you can play with your inflection. Work on the pauses and elevate your tonality. Find someone to be your audience and get their feedback on your storytelling.?

If you are truly looking to lead, and lead effectively, sharpen your storytelling skills.