The Art of Storytelling for Leaders
Once upon a time…in a galaxy far, far away…the best stories begin somewhere, in a time and a place. That time and place present tension. The story explains how the tension gets resolved. But the events of the story are much less compelling than the inner change that people experience as the story resolves. Good storytellers show the inner change- and that is the simple art of storytelling.
Inner change is about psychological and emotional transformation. To be human is to experience these changes. To be a great storyteller is to talk about them. Human beings connect on stories because we can relate to the psychological and emotional tension these changes present.
So the next time you’re explaining a case for change, a customer success, a brand narrative, or simply what happened last weekend, show what happened inside people as much or more than what happened outside people. Here’s an example:
Several weeks ago, my friend had promised to take his assistant to her favorite bakery for her birthday. The assistant brought it up several times in eager anticipation during the weeks leading up to the day. When the day arrived, an important client meeting came up during the scheduled bakery trip. Feeling sad that he wouldn’t be able to go with her to the bakery, my friend apologized and sent the assistant out with his credit card.
When the assistant returned, my friend asked her for a receipt. She sheepishly demurred saying she didn’t have one. That evening, on his way home from work, my friend got a call from the assistant.
“I have to confess something to you,” she said. “I also bought two loaves of bread and a dozen muffins. I’m so embarrassed. I’m sorry.”
My friend was initially surprised and irritated. But then, after considering the relationship, he replied, “Don’t worry at all! Bring me the receipt and I’ll take care of it.”
What made that story compelling? Certainly, it wasn’t just the birthday, the bakery, the client conflict, and the missing receipt! It was what was happening inside my friend and his assistant. Couldn’t you relate or empathize with one or both of them? I’ve been disappointed by someone. I’ve agonized over letting someone else down. I’ve been ashamed about taking advantage of someone’s generosity. And I’ve felt the freedom of reconciliation!
The Secret Ingredient
Inner tension and transformation are the secret ingredients to great storytelling.
I coached an executive on an upcoming high-stakes presentation recently. First, he determined his central theme to the presentation. Then he came up with four interesting examples that illustrated and substantiated his theme. Here was one, in his words:
Three years ago, while at a work conference, I got a call from a doctor who told me that my wife had been diagnosed with cancer and had a four percent chance of survival. I rushed home from the conference and began with her a treatment process that lasted two years. Amazingly, she survived and is cancer-free today. That journey really put things in perspective for me and caused me to realize what’s most important in life.
That’s a very compelling and personal story based on the facts alone. And he clearly had a personal transformation to greater perspective. I wondered, though, whether he could bring out even more of his psychological and emotional transformation. So he told the story again this way:
Three years ago, I was at a work conference feeling very anxious about our company performance. It was all I could think about. Then I was interrupted by a doctor who called to tell me that my wife had been diagnosed with cancer and had a four percent chance of survival. I felt panicked and overwhelmed with everything in my life. Over the next two years of her treatment, we came together in support of each other and with the love of friends and family. I remember several times being with her where nothing else in life mattered except appreciating that moment together. Amazingly, she survived and is cancer-free today. That journey put in perspective for me what matters most in life. Company performance is important, but it doesn’t compare with appreciating the most important people and moments.
He wasn’t accustomed to talking about the “inside story.” It required thoughtfulness and transparency. The result was powerful.
The Art of Storytelling: How to Tell Your Story
When you tell stories, consider structuring them into these two parts:
- Pre-Catalyst Psychology. This is the emotional and psychological way that things were. Say things like, “I used to think,” “Customers once felt,” or “We used to be.” This describes the values, relationships, reactions, thought processes, and mindset of the pre-transformation past.
- Post-Catalyst Psychology. After the tension surfaces and begins resolution, consider the impact on people’s heads and hearts. Say, “What I know now,” “We’ve become,” or “Now I’m someone who believes.” The new awareness or thinking reaches a deeper level of human connection.
It’s the classic narrative of every great story. Someone develops courage, takes a stand, strengthens a relationship, resolves a conflict, triumphs over adversity, or makes things easier. Notice that what was done is always less important than who people became.
Notice this also means that stories don’t have to include unique or unusual activity. Even in the mundane, personal transformation happens. You simply need to notice and describe it in order to be an interesting storyteller.
Let’s tell stories that resonate with human beings rather than human doings.
So what’s your story?
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