Work Place Success Part 24 - "Learn The Art of Telling Compelling Stories"

I firmly believe that without stories to tell that grip and compel others, our lives would be dull and boring. We would all simply roam the earth like animals...

In order to tell a great and all enthralling story, we need to listen to great story tellers from various times throughout our history. For every story you tell, actively seek nine more to listen to.

As we go about our daily business and home lives, the relationships and interactions that we have with colleagues and loved ones are enhanced, thanks to the power of story.   They add that much needed third dimension to communication and are essential to human existence as as a source of growth and emotional nourishment which are essential to our minds.  Theories, facts, ideas and opinions are better digested when wrapped in a juicy tale involving adventure, adversity, problem solving and a real sense of discovery.

If we travel back in time several millennial; to the days of old before the written word was invented, the way folk back then used to learn about their environment was through the power of story.   Village elders would often sit around a fire and recount ancient myths and legends to fellow villagers.  These stories have since been passed down through the years from generation to generation; whilst the facts would inevitably become embellished, valuable lessons and learning's would be established. 

Opinions are a valuable source of information if from a place of genuineness and credibility, and they seem to have less to do with facts and more to do with ones interpretation of the facts.  It is what you believe the facts tell you, and the meaning you give them that is important, in addition to how you will respond to them. 

The late Anita Roddick used to tell the compelling story of how she opened the very first Body Shop in Brighton back in 1976 and in so doing learnt to challenge the status-quo.  In addition to learning the virtue of hard work, Anita learnt the importance of passion and that putting your heart & soul into the business (hence the title of her book in 1991 ‘Body and Soul).  The lesson is there, in Anita Roddick’s story. 

Another great that comes to mind is that of 'Howard Schultz'  who tells the remarkable tale of how during a visit to Milan in 1983, he noticed that there were espresso bars on every street corner of the city.

‘The Italians’ he said ‘understood the personal relationship locals had with coffee. It was like an epiphany. Most American cafe's had overlooked the central element – the social aspect'. 

It is from this one visionary experience that the 'Starbucks' cafe; as we know it today, was born and thus the lesson is there, in 'Howard Schultz’s' story (in his book ‘Pour Your Heart into It'). 

My grandmother; having never written a book, was a remarkable and inspirational woman.  Born in 1913, she survived WWII, worked in the munitions factory earning a meager living of about £3.50 per week.  (The men and woman of the war were heavily taxed and although the government promised to return the funds (Using War Bonds) the people of that time never had their efforts returned as was promised by government).  

When I was just the tender age of 12 years,  my grandmother would regale me with her version of events - bombings, air raids, fighters flying over head, doodle bugs and the funny tale of how my grandfather was once blown into the bath tub when a bomb hit a house four doors away.  Living to the remarkable and ripe old age of 96, I will never forget the words she uttered one afternoon after telling me a story about a doodle bug that hit her street, over a cup of tea; her favourite beverage:

"Mark my boy" she remarked "You are a young man with a fruitful life ahead of you, but you must embrace people and their tales.  Every person in this world is walking history, each with their own story to tell."  

"If you listen carefully and learn from their experiences your life will be enriched in more ways than you can imagine".

Everyone, I know or have encountered throughout my life, either has a story of their own; as a result of their life experiences to this point, or has a story to tell or be told about another. 

The skill of the story-teller is not just in the story but in how it is told and in the lessons the listener draws from it.  A story that is all about ‘me’ (the story-teller) will alienate 'you' the listener, whilst a story which helps ‘you’ (the listener) is invaluable, such is the purpose of these articles.  The inclusion of my own life experiences,  merely serve as a means by which to add variety and credibility to the knowledge I am imparting.

As mentioned previously, people learn through stories.   Great stories are those which hit us on a deeply intellectual, emotional, motivational as well as inspirational level, throughout our lives these are the stories that we can recall with minimal effort as they are; by virtue of their accounts, the most memorable. 

The story of the rise of Abraham Lincoln, from dire poverty and minimal education to president of the United States, is a true tale of inspiration.   Such is the case with Barack Obama and his journey from a broken home to become the most powerful man in the world.   Stories from the cornerstones in building relationships is of particular importance when building a team and indeed a successful business. 

When telling a story that contains a compelling learning event, it is essential that you have more than just facts and figures.   These type of story are unlikely to register in the minds of those present.   Furthermore, the facts only come alive when they are woven into the fine and more shorter story from which a valuable lesson can be drawn.

The adjective here is ‘short’.  On occasion two sentences are short enough.  For example:

‘ Last year our star performer in the sales department was X who sold an additional £200,000 due to his or her rigour in following up with customers’.

We incorporated his / her techniques in to our sales training programme and now; year to date, we are 15% ahead of our yearly target.  The lesson is in the story. 

Thus, the essence of a good story teller; in my opinion, is having the ability to bring the essential facts to life, stimulating the interest of the listener.   We each have a fantastic mind that is filled with experiences many of which can be learned from and shared.

My father was born shortly before the Second World War.  There was a food shortage and rationing.   When the war ended sweets ‘came off’ rationing and every Saturday my grandfather would bring my father and uncle a treat in exchange for learning something new.   This was deemed the high point of my fathers week and it stimulated ambition.

"One day father" he said
"I would like to play piano".  

By the time my father turned 26 he had joined a local band, was just short of playing at concert pianist level and to this day, plays between two and four hours daily.  He fulfilled his ambition.  In addition to playing piano, he too, is a great story teller.  

Expressing dreams and ambitions at work that are connected to your role is something to be proud of.  It shows others your drive, passion and determination.  It also shows others just how much you want to be successful at what you do.  

To me, that is in itself 'inspirational' and has the makings of a great story.

In conclusion.  

• Always wrap into a short story any important points you wish to communicate. This will help to set the context of your message to your audience.  
• Your story should also be framed, this will help listeners benefit from a lesson, rather than impress the listener about your prowess or personal achievements.
• I stumbled across a great tool for presentation analysis when researching public speaking a couple of years ago.  Developed by Nancy Duarte, I would highly recommend that you take the time to view her findings in the above 20 minute video, courtesy of TED Talks. 
• Finally, try to make your message compelling, deliver it with passion and enthusiasm and mirror the feelings that you want your audience to feel. 

To Your Growth Success and Contribution

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Mark Jones is a passionate learning and development professional, blogger, online learning consultant, systems trainer, educator and accelerated learning specialist.  If you would like to learn more about the training and development services offered by Mark Jones Training Ltd, please call +44 (0) 7711 928883 or email: mark@markjonestraining.com