Tip 12: Understand Your Audience

"Think headlight, not spotlight."

I came up with that statement while creating a five-minute presentation on leadership and storytelling. I was considering ways to make storytelling more palatable for leaders who do not like to tell stories because they'd rather avoid focusing on themselves. The original intent of the principle was to encourage leaders to move away from the idea that the sole purpose of their stories is for the listener to learn about them. That's part of it. But, for leaders, it's really about using their lessons learned to light the way for others. So, you turn on your light for others to follow, not just to make yourself shine brighter.

I soon realized that this was also helpful for leaders who felt a little too comfortable talking only about themselves. They're the ones who tell long, unrelatable, and frighteningly specific stories about events that "definitely" happened. They start off as the hero to themselves and end as the hero to everyone. For them, the meaning behind "Think headlight, not spotlight" is that storytelling is a tool that should be used wisely, especially if you're in power. Storytelling should be used to encourage others to tell or access their own stories and only to hear yours.

But, the lesson is probably most impactful for new and emerging leaders. If they can view their lessons learned through a headlight lens before they even become stories, it will be much easier to point the light in the right direction when needed.

The Storyteller's Relationship with the Audience

The ability to tailor your message to your understanding of your audience is crucial in personal storytelling. This knowledge guides the storyteller in structuring the narrative to resonate with the listeners' interests, cultural backgrounds, and emotional states. It enables the creation of relatable content that strikes a chord with the audience, making the story more impactful and engaging.

By gauging the audience's level of knowledge and experience, the storyteller can adjust the complexity and depth of the story, ensuring that it is neither too simplistic nor overly complicated. It also helps choose themes and messages that are relevant and meaningful to the audience, fostering a deeper connection and potentially prompting introspection or action.

Additionally, understanding the audience's expectations and preferences can help you deliver the story in a way that captivates and retains their attention, making the storytelling experience more enjoyable and memorable for both the narrator and the listeners.

For example, suppose you are sharing your entrepreneurial journey with an audience. How would you tailor the message to meet different needs? Here are three examples:

Example 1: For an Audience of Aspiring Entrepreneurs

"When I opened my own bookstore, I was just like any other aspiring entrepreneur: full of ideas but short on experience. Every step felt like a leap into the unknown. I had to learn everything from scratch – from drafting a business plan to understanding market dynamics. It was a journey filled with trial and error, and I wish I had someone to guide me. I'm sharing my story so that you, who are standing where I once stood, can learn from my successes and mistakes."

This narrative is effective for an audience of aspiring entrepreneurs as it directly addresses their likely situation – enthusiastic yet inexperienced. By sharing personal learning experiences and acknowledging the challenges they face, the story builds a connection with the audience, offering them valuable insights and a sense of companionship on their entrepreneurial journey.

Example 2: For an Audience of Seasoned Business Professionals

"Having been in the corporate world for over two decades, I've witnessed its evolution first-hand. The landscape has changed dramatically, with technology altering how we do business. But what remains constant are the core principles of leadership and strategy. My story focuses on how these principles have guided me through various industry shifts and how I adapted them as I transitioned from employee to business owner. I hope my experiences resonate with fellow veterans who have navigated similar waters."

This narrative targets seasoned business professionals by focusing on the enduring nature of core principle and evolution from employee to business owner. It acknowledges the audience's experience and offers insights that align with their advanced understanding of the industry, making it relevant and engaging for a more experienced readership.

Example 3: For an Audience of Non-Business People Interested in Personal Growth

"You might wonder what a story about running a small bookstore has to do with you. But it's not just a business story; it's about personal growth, resilience, and the pursuit of passion. It's about how facing daily challenges in my store taught me lessons applicable far beyond the business world. This journey has been about self-discovery and the universal quest for fulfillment, something I believe anyone, regardless of their background, can relate to and find inspiration in."

This narrative appeals to an audience not primarily interested in the business aspect but in personal growth and human experiences. It frames the business story as a vehicle for broader life lessons, making it accessible and appealing to those outside the business sphere. By focusing on universal themes like resilience and the pursuit of passion, it connects with readers seeking inspiration and personal development.

In each example, the narrative is crafted with a clear understanding of the target audience's background, interests, and needs, making the story more relevant, engaging, and impactful for those readers.

Below is a video from a series I enjoy where an expert explains a concept at different difficulty levels. It's interesting how they often instinctively use storytelling strategies to get their point across.

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