The Storyteller's Strategic Edge

We live in fast-paced times where many things compete for our attention. Time is a rare commodity. It is not a surprise that our attention span has become shorter. We tune out easily if our attention is not captured. The same applies to business. Storytelling is a skill often underused in the business world. An organization can gain and keep attention with storytelling as an invaluable tool. An organization will have a strategic edge by using storytelling to communicate! A lot of human communication is through storytelling. It builds connections, shapes identities, and moves to action. Stories surround and fascinate us. Storytelling is a craft that entrepreneurs should commit to learning. Have you heard this ‘a product’ is as good as the message it comes with?' When packaged with stories our message can have a lasting impact on the listener. Why is storytelling instrumental for businesses? How can organizations master the techniques of crafting stories into strategy?

Storytelling can bridge the gap between an organization's message and its audience. It inspires and forms a bond between the business and its customers. Simon Sinek said organizations can create bonds with customers when they see them as individuals(humans), not numbers. When organizations incorporate storytelling into their practices, they captivate their audience. The craft of storytelling should be carved into an organizational strategy. Over time it creates a culture of storytelling. Like the craftsman who practices to master their craft, organizations should practice the craft of storytelling. For example, while growing up I recall my mother learning fashion design. She would craft paper models of the garments she wanted to create, using newspapers as the canvas. She created a mockup on paper before proceeding to make the dress. Similarly, practicing storytelling can make individuals, and organizations become better storytellers. To achieve this organizations might have to hire a skilled storytelling consultant to create the framework for infusing storytelling into its strategy.

Besides traditional storytelling techniques, another valuable approach to communication is data storytelling. Data, analytics, and strategy often take center stage in organizations. Storytelling is often overlooked in favor of data-driven approaches difficult to understand. Data storytelling involves using data and visualizations to convey information and insights. When data is in the form of a story, it becomes more relatable and easier to understand. Data is scarce when starting a business. In such cases, fusing stories around existing data might help the customers visualize the solution. When data is put in stories it will help customers to maintain a vivid picture. After all, data is experiences collected and presented systemically. An effective method is to pick out key insights from such experiences that stakeholders can relate to.

Storytelling can play a vital role in shaping organizational culture. Imagine starting a meeting with these words, "I want to tell you a story about a member of this organization..." That narrative resonates, inspires, and grabs attention. It is a potent tool to engage and connect with your audience on a personal level. In a recently concluded Njiko storytelling workshop, I posed the question to participants: "How many of you understand your organization's strategy?" One of the participants’ responses stood out. He said “In my previous job. I did not understand the organization’s strategy so I made my own and followed it." This is the case in many organizations. When the strategy is not communicated well enough, people disconnect. This highlights the importance of communicating strategy with stories. Strategy is betting on the future. To bring that vision to life for stakeholders, storytelling is key. In 1934, Walt Disney gathered his employees in an auditorium. He was trying to do something never done before; make the first featured cartoon movie; Snow White, and the seven dwarfs. Instead of speaking on his goals and objectives, which was a hard sell. He acted the part with songs, figurines of the dwarfs, and a storyline. In the end, he motivated his employees to own the project, which went on to be a huge success. Instead of stating company goals, using stories adds depth and context to an organization’s narrative. It aids others draw on experiences.

Storytelling isn't just about conveying information; it's about making emotional connections. Sharing personal and collective stories allows businesses to define their strategy better. Whether it is in presentations or pitches, storytelling lends authenticity and impact to your message. Some techniques for crafting this into strategies are:

• To create a compelling story, tap into the emotional aspects that resonate with your audience. Sharing relatable personal experiences can create empathy. Before diving into a story, create a context that resonates with your audience. This technique sets the stage for a narrative that will leave a lasting impression. Experiences have the power to unify people. Organizations can do that by incorporating collective events into stories. The organization's storyboard helps build a working framework.
• Use simple words and soundbites that are easy to recall. The story is vivid to the listener. Humor can create an engaging and enjoyable atmosphere, making the story more memorable. Before introducing the story, establish why the story is relevant to your audience to pique their interest, and encourages them to invest in their attention.
• Setting the scene for the story. The structure is essential for holding the audience's attention. Our brain processes information in the form of stories. It is crucial to establish a context that draws and maintains interest. Stories become even more powerful when they impart valuable lessons. Ensures that the audience leaves with something of value to make it memorable.

Storytelling is a foundational skill for organizations. It offers a compelling way to communicate organizational goals, values, and strategies. The messages become relatability, memorability, and impactful. Through storytelling, organizations can foster emotional connections, inspire action, and propel their businesses. The goal is to use straightforward language and captivate your audience from the outset with a compelling story. Injecting humor and warmth enhances engagement, while relevance establishes a strong foundation for a narrative that lingers. In a world where attention is scarce and time is precious, mastering the art of storytelling becomes an essential tool for entrepreneurs to convey their ideas, connect with stakeholders, and drive their businesses forward. The storyteller has a strategic edge.