Unleashing the Power of Your Story

The sun blistered the back of his neck. His back was as stiff as an ironing board from walking mile after mile in the sweltering heat. All he could sense was the fragrance of chicken ‘n dumplings (his mama’s most favored meal) and he was determined to make it the last miles of his journey.

And he would make it in time to see her in her last moments before her last breath escaped her lungs. He had to as there would be no mercy on his soul if he didn’t. His pain pulled at him as he shoved it away.

“I’m coming, Mama. Just hang on.” He wept. He sent hope to the Universe that his efforts would be rewarded with her laying her eyes on him one more time, for her to know she wasn’t alone and she wasn’t forgotten.

This is the woman who fed him, clothed him, cared for him when no one did. Her smile carried him through his childhood, his divorce, and death. Her generosity never ceased. Nor did her love for him. And vice versa.

As the sun’s last rays of the day caressed the horizon, he reached the door.

Holding his breath for a moment, he prayed to whatever power there was that she was alive. That she would see him and know the pain and agony his broken back put him through on his journey, not because he wanted her to know he suffered, but because he wanted her to know that’s only an air of how much pain he’d endure to get to her when she needed him.

The cinnamon from the apple pie hit him in the face as he walked in the nearly broken down wood cabin. The heat from the stove overwhelmed him as he longed to cool down after his 7 mile walk under the heat of the sun.

Within seconds, he found her... lying motionless in her bed. The one room shanty was barely enough for her alone, but her sisters insisted on crowding in to tend to her. And he was forever grateful.

“Aunt Emma,” he nodded before making his way to his mother’s side.

“Mama, I’m here. I’m here, Mama,” he wept as she turned to look on his leathery face.

“My boy. You made it,” she said through tears of joy and fear. “I’m so glad you made it. I’ve missed you so.” Her once unwavering voice cracked. And he could hold himself no more.

He wept as though he were two years old again, standing at her side begging her not to leave him with his aunt again.

She looked on his tired eyes and said, “You’re not taking care of yourself. How am I going to get on knowing you’re not doing what you’re supposed to?”

“I am, Mama. I just miss you. I love you so much, Mama. Please don’t go yet.”

“I have to son, it’s my time. But I want you to know, even when you were gone, you were never gone. I loved you and lived for you every day. I’m so sorry for all the wrong I did.”

“You did no wrong, Mama, don’t say that.”

Her chest rose off the bed and the smell of cinnamon turned to death.

The Power

What you’ve just experienced was the power of story. A power that even science says is enough to make your tribe, customers, and staff feel as though they are a part of your culture, your brand and your mission. Evolution has hard wired our brains for storytelling – it is part of our DNA.

We live in a storytelling culture. Our movies are two-hour stories, our sitcoms twenty-two minute stories, our songs three-minute stories, our commercials one-minute and thirty-second stories. We the people are so used to absorbing through stories that when we don’t get them, the medicine doesn’t go down as sweetly.

All the great teachers — Jesus included — were great storytellers. Storytelling is an art. As a leader you can tell us the point you are trying to make and we may understand it, but we get meaning through stories.

Give me information...it’s in my head. Tell me a story...it’s in my heart …

The art of storytelling is a necessary part of a leader’s tool box. People learn easier if they can visualize your idea. The ability to visualize a concept or idea enables the listener to see what is being said as well as hear it, and the subject matter then comes to life for them.

Storytelling has been used for centuries to pass on information. And using stories to illustrate and emphasize points today is still the best way to create picture images that help your audience comprehend and retain your message.

According to the research, the brain makes very little distinction between reading about an experience and actually experiencing it, making storytelling a highly effective tool in connecting and influencing people to change their behavior.

The stories organizations tell are the stories that reel brand lovers in because they FEEL the stories, they experience them. And they, therefore, OWN them. There’s a reason Apple resonates with the millions who consume their products. There is a reason why Maker’s Mark puts their creation story out there. Nike pulls at our heartstrings by letting us know that they are not just numbers.

When it comes to your next BIG presentation, the audience (staff) may say they want information, data, and entertainment and overtly they do. But what they’re really after is an exchange. They want inspiration, and they can’t get it unless you’re inspired. I call it the COMMUNION.

To help take your team, company or yourself to the next level (performance) this year, put away the slide deck and begin using stories to inspire and motivate people.