Storytelling

Today, it's difficult to find a successful brand that does not have a good story behind it. Stories provide meaning, create context and evoke a sense of purpose. Most humans are more receptive to stories than compared to facts or data as stories help us relate, empathize and remember. This is why more businesses are increasingly recognizing the importance of storytelling.

(Sophie Thompson)

Story

• A message that tells the particulars of an act or occurrence; or course of events presented in writing; or drama or cinema; or as a radio or television program
• A piece of fiction that narrates a chain of events
• A record or narrative describing past events

A story could be an account, chronicle, history, record, narrative or tale.

Key Elements Of A Good Story

• Relatability
• Transparency
• Consistency
• Character

Why is Storytelling Important?

Story telling has become very important in business circles in recent times. Indeed good leaders; be it in business, faith-based organizations, politics etc, have confirmed Storytelling as a major success skill.

• In his 2009 speech, Bill Gates, while trying to engage and mobilize support for his malaria intervention work in Africa, opened a jar of mosquitoes in the presentation room.
• Jesus’s ministry was almost totally dominated by stories (parables)
• Steve Jobs always used Storytelling to introduce new products
• Great religious leaders – Pastor Adeboye, Bishop Oyedapo e.t.c. will always punctuate their messages with stories.
• Political icons like President Obama, Paul Kagame, Nelson Mandela have used stories to engage and mobilize the electorate.
• In recent times, Storytelling has become the hallmark of Advertising globally.

Why is Storytelling Important For Leaders?

• Aids Business Development
• Provides a Competitive Edge
• It is a Powerful Marketing Strategy
• Drives employees efficiency and productivity
• Drives Profits
• Guides Customer Decision-Making process

What Makes Storytelling So Effectively Powerful?

Crafting a story around data may seem like an unnecessary time-consuming effort. The analytical insights alone may influence the right decisions and their audience to act. However, when data and stories are used together, they resonate with audiences both intellectually and emotionally for a lasting effect. You need to persuade the rational brain but also resonate with the emotional brain. (Jennifer Aaker)

Using Data, Narrative & Visuals in Storytelling

• Narrative + Visuals = Engage (Clear and Concrete Communication along with a good visualization charms the audience and grabs their attention)
• Narrative + Data = Explain (Providing content for your data makes it clear what it is and why it is important)
• Visuals + Data = Enlighten (Creating a good visualization that clearly shows data and what it means. Create a ‘Aha’ moment)

(Allen Hillery) 

Storytelling Is Really Powerful

• Creates and conveys shared human experiences = Content, Purpose, and Meaning 
• A good story establishes and sustains connection and engagement
• Builds trust – First yourself and then what you represent
• Stories are memorable. They aid understanding and retention (remembrance)
• Stories provides Simulation (Knowledge of how to act) and Inspiration (Motivation to act)

Things To Keep In Mind

If you are seeking to drive disruptive change in your team, it makes good sense to combine Narrative (story) + Visuals + Data. The story provides the required emotion and empathy for connection, engagement and action.

• While data speak to the rational brain, stories speak to your emotional brain.
• Our brains are far more engaged by storytelling than by cold hard facts. Indeed our brains process images 60 times faster in comparison to words.
• Storytelling transfers values and belief. When people engage with your stories, you can create beliefs by showing them how you came to believe something.

Fact: Statistics may not be memorable but stories are. Messages delivered as stories can be up to 22 times more memorable than just facts. (Allen Hillery)

Conclusion

Practical idea makes people believe. Emotional idea makes people care. However, the right story makes people act.