The subtle strength of storytelling

It seems like the ‘in’ thing to talk about storytelling at the moment, and how powerful it can be as a communication tool. Well, enough of the theory, I am about to demonstrate one of the main reasons stories can have such an impact on your business message. 

First I am going to tell you a story and then I am going to ask you four questions. It is not the fact that you will only be able to answer two out of four questions that will surprise you… But rather an observation about the two questions that you will get right.

Read on as I take you on a short journey to a far off land…

Once upon a time, in a land dominated by champions and divided by challenges; there lived a magnificent beast of extraordinary power, prowess, and potential. It was different from the other animals of that realm and carried within its heart an ancient heritage born from an enchanted line.

This majestic, mystical animal spent its days soaring the harsh, rocky landscape below; seeking thermals to give it lift, clear skies to make the most of its pinpoint, perfect vision, and food to maintain its strength. In flight it was a truly glorious creature; graceful, mighty, with speed in its wings, fire in its feathers and eyes set true and steadfast upon a prize of purest, brightest, richest gold… And it lived each day with a purpose born out of legacy and love.

Despite its strength and heart, on this particular day, it was simply a creature of humble, latent possibility. And even though, when it spread its fabulous wings it could dominate any sky, overcome any obstacle and tackle any foe, today its very survival was dependent one thing…

Now, without re-reading the text (no cheating) answer these questions:

1. How did I describe the landscape?

2. Who dominated the land where the animal lived?

3. What sort of animal did the story describe?

4. Did the story describe a real-life or imaginary place?

Unless you have something akin to a photographic memory, you won’t be able to answer questions 1. and 2. (I will give you those answers in a minute); but I reckon you’ll have a good shot at questions 3. and 4.

The answers are as follows:

1. Harsh and Rocky

2. Champions

3. Bird (well done if you thought Phoenix)

4. Imaginary

So what is my point?

The interesting thing about this is that I never gave you any specific detail about the two questions you were able to answer – I merely implied my meaning. But the ones that you failed to answer exactly were those where I shared the facts precisely.

In other words, the stories gave you a strong sense of my message while the facts got lost in the noise! Powerful eh?

Stories are more memorable and share the power of your message far more than the facts ever will. And, as a business, if you get your story right you will never need to tell people how great you are… They will engage with who you are and just know!

Oh, and one more thing. Are still wondering the one thing that the Phoenix’s survival depended on?

That just proves that stories will keep readers coming back for more.