Storytelling is the superpower you don't use enough

Early in my career, I considered myself a trailblazer. Upon completing college, my dad bought me a Compaq (they no longer exist, I'm old) computer. I saw my access to the internet as the key differentiator for my candidacy in top companies vs. my peers. It worked. I received an offer from 3M Company after responding to their posting on Monster.com , which was then the only game in town.

The one thing I failed to mention is, prior to landing that plum job offer, I bombed several interviews with major Pharmaceutical companies, Advertising agencies, etc.

The answer was simple: I never told MY story. I gave them a remixed, chopped/screwed version of their job description with a ton of filler verbiage and jargon scraped from their website. I was doing what I was taught to do.

There was nothing remotely compelling or impactful about my affect or my persona while selling myself to decision makers. This is a mistake I see professionals make in every corner of American business.

I eventually scored the role with 3M by telling my personal story of being a first generation college grad, who worked 60 hours / week while carrying a full course load. I spoke about the discipline I learned from managing my life during this period.

They learned about my passions, hobbies and aspirations for my future, both personal and professional. They met me that day, and afterwards my life has never been the same. I realized my personal unique journey, and the ability to articulate its merits in an impactful manner was the true differentiator.

Turns out, I was wrong. Technology merely provided access, it was my invaluable personal story which sealed the deal.

Sticking to someone else's ideal cookie cutter script for your personal journey will leave you lacking in your relationships. I've said it several times already in other posts:

Personal or professional, people like dealing with those they identify with on a substantive level. Your story and its' corresponding experience is far more interesting than the generic tropes you feel people want to hear.

I wish to share my perspective regarding the immense impact personal storytelling can hold in both your personal and professional prospects.

Let's get into it!

Here are some of the ways storytelling helps establish influence and curiosity on a personal level:

Engagement and Connection: You want people to be compelled by your thoughts. Stories captivate audiences and create emotional connections. When you share personal or relatable stories, you draw people in, making them more receptive to your message. This emotional connection can foster trust and empathy, which are crucial for influence.

Memorability: I can't tell you exactly how many academic awards my son Miles has accumulated over the years. I can remember the excitement he and his sister showed while rewarding him with McDonald's after his first awards ceremony as a grade schooler. Those are memories I'll never forget, and I can vividly tell the story. Stories are easier to remember than facts or data. If you want to convey a complex message or make a point that sticks, wrapping it in a compelling narrative can ensure it lingers in your audience's mind long after they've heard it.

Persuasion: In childhood, you used persuasive stories / promises to prompt your parents and loved ones to give you unhealthy snacks and increased screen time. As an adult, leveraging your personal stories have the power to persuade by appealing to emotions, values, and beliefs. They can help you convey your perspective or agenda in a way that resonates with your audience and can lead them to adopt your point of view.

Inspiration: As I mentioned above regarding my 3M experience, inspirational stories about overcoming adversity, achieving goals, or making a difference can motivate and inspire others. When people are inspired, they are more likely to follow your lead or support your cause.

Conflict Resolution: Conflict is a constant in your life, you will need to live with it. Storytelling can be a powerful tool in conflict resolution with everyone in your personal ecosystem. Narratives that highlight shared goals, common ground, or the consequences of continued conflict can help bridge differences and bring about consensus. Even in conflict, we long for connection and compromise in most instances.

How storytelling cuts through your professional messaging clutter:

Contextualization: Your customers are inundated with data and talking points from the second they check their phones from the bed at 5am. So, guess what?

That means the 6 paragraph outreach email with multiple attachments isn't going to have the impact you thought it would. Stories can provide context and illustrate the significance of your ideas. They allow you to show, rather than tell, the impact of your message in real-world scenarios, making it more relatable and convincing.

Building Trust:

Everyone is attempting build customer loyalty via trust, which is a major part of the Salesforce mantra. Gaining equity within the mind of your customer is paramount in organically establishing a sustainable partnership.

Sharing personal stories or stories of your organization's journey can help build trust. People tend to trust individuals and organizations that are transparent and share their experiences, both successes and failures.

Alignment with Values:

Never in the history of commerce has a company proclaimed, "We're inept, insolvent and morally bankrupt!"

Crafting stories that align with the values and beliefs of your audience can help you connect on a deeper level. When people see that your story resonates with their values, they are more likely to support your cause or follow your leadership.

Simplicity and Clarity

Being in tech, I serve in a role which requires a 20 plus slide deck for a weekly discussion, half of which contain graphs, charts, and copious amounts of raw data in some instances.

It's easy to get lost in the sauce. You will need to provide context while sharing these facts with your customers. Storytelling does that. Talk about other customers' experiences, etc,. It matters.

If you spend an hour talking at your customer with graphs and there are no questions, you're doing it wrong.

Stories simplify complex ideas and concepts. They break down information into digestible parts, making it easier for your audience to understand and absorb your message.

Differentiation

Your kid's lemonade stand is touting all natural, gluten free cage free lemons in a sustainable cup with a biodegradable straw for the low price of $10 a serving. The story sounded so good, Warren Buffet bought four cups without using a coupon. That's Sales!

In competitive environments, storytelling can set you apart. It allows you to showcase what makes you or your organization unique, helping you stand out in the minds of your audience.

Cultural Relevance

Virtually every contact you support can sniff out a canned preso within the first 5 slides. Immerse yourself into the culture of your customers. Learn the idiosyncrasies, nuanced rituals and top of mind issues facing the vertical you support.

The most powerful selling tool you can possess is the forward thinking strategies developed by becoming a trusted industry expert.

Tailoring your stories to the cultural context of your audience can increase their resonance. Stories that reflect the cultural norms, traditions, and experiences of your audience are more likely to be influential.

That's it for today. It's Friday eve and Lupin Season 3 premiered today. Netflix, coupled a cheesecake slice awaits. I've got things to do.

Sidebar: Why does cheesecake taste soooo much better with wine? #gamechanger

Until next time.....

Your friend,

Dwayne