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(Reproduced from Business Matters, 19 April 2017)

So what makes a great story? The typical response is that the content has to be interesting, exciting or amusing. But according to Chris Hirsch of Toastmasters International, this couldn’t be further from the truth. A compelling story has little to do with the content and everything to do with the structure.

All stories, whatever the content, follow the same simple structure:

  • You start by setting the scene (Once upon a time there was……)
  • You then have a problem  (… she couldn’t escape from the tower…)
  • Then there is rising tension as the problem can’t be solved (…but try as he may, the prince couldn’t…)
  • Then you have the climax or tipping point (…they realised that they would never be together…)
  • Then there is the resolution (…the maiden lowered her hair out of the window so that the Prince could climb up)
  • And finally you have a new status quo (… and they lived happily ever after) 

The key is to use the above structure to present your business story in a compelling fashion that touches your audience and encourages your clients to take action.

Hirsch recommends thinking of the client you are most proud of helping. It is their story you need to tell. And always construct the end of the story FIRST – it’s easier to start a journey if you know the destination. Paint a picture of how the client felt after you had helped them (the ‘…and they all lived happily ever after’ line).

  • Now go back to the beginning of the story and set the scene
  • Explain how you helped them realise that they had a problem
  • Describe how this problem was affecting them
  • Outline what the long-term consequences of inaction would have been
  • Explain the resolution – how you can help them with the solution
  • Explain how wonderful the client felt at the end of the journey and how much better the new Status Quowas.

There are some important points to remember to make your story really effective.

  • Make the client (or someone like them) the hero of the story
  • If the story is about another client, make sure the person you are telling will think “they are just like me”
  • Never make yourself the hero – it is their story, you are just the guide
  • You must include a pivot point, a moment of tension, without this you will not have a story

Storytelling is a highly effective means of communicating with others. But it goes further than that because we, ourselves, also think in stories.

If you want to solve a problem, construct a narrative around it – turn it into a story. Most problems involve other people so I challenge you to make them the hero of the story and make yourself the guide. Use the same method of construction as above and think of a happy ending first.

By doing this you are automatically looking at the situation from the other person’s point of view and trying to think how you can solve their problem. This can be a really refreshing and enlightening process.

Once you start thinking in stories the uses can be quite surprising and fun. If you’ve had a bad day, structure it into a story and at least you will realise what made it so and where it all went wrong. If you have a good day, do the same.

Storytelling may seem like an old-fashioned tool – and it is. That’s exactly what makes it so powerful. A story can go where logic, numbers and analysis cannot: our hearts.

Data can persuade people but it cannot call them to action. Nothing can fire the imagination or awaken the soul like a story.

Jay O’Callahan, an internationally renowned, professional story-teller, was commissioned by NASA to create a story to celebrate the national space agency’s 50th anniversary. Jay’s creative process involved almost two years of research, including interviews with astronauts, engineers and many other NASA employees.

This post is an add-on to the piece on ‘Building your story repertoire‘ – .

The funny things about how our brain stores and retrieves stories is that while we can remember stories if we are reminded about hero, central characters or plots, we find it difficult to recall stories when told about the point the story made or the moral.

For example, I am sure you would roll your eyes if
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Here is probably the best story a brand has ever told. The reason I think this beats examples like the Budweiser Puppies is because the story is completely integral to the brand. Not just related.
And for brand managers who have had agonizing tussles with the agency on the length of the “freight” section, this is an ad that only has a “freight” section.
Let me know what you think.

http://bit.ly/SWBS17_01

What a lovely story. I can relate to this so much. While I was dogged about not allowing people to carry my luggage or get me my tea, but I definitely enjoyed the many privileges my positions got me.
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LONG AWAITED VIRTUAL CLASSROOM BASED TRAINING

We have recently put together a program that we intend to run virtually on the Adobe Connect Learning platform.

It will run as 6 (six) sessions of two hours each every Sunday for six consecutive Sundays. This will be followed by our regular 24 weeks online deliberate practice program which is designed to cement the learning by bringing in the skill to your day to day job.

Here is a link to a short video about our program. https://youtu.be/DHLk8sFkP7U.

We plan to start the first session soon. The online course will be run as long as we get 12 people to sign on. The maximum batch size will be 24. The introductory price is expected to be Rs. 35,000 (+taxes)

We will also provide an optional add-on of a very intensive 6 module coaching session where post the program participants can upload video recordings and get one on one feedback and coaching. This optional additional module is priced at Rs. 23K per participant.

If this interests you please drop me a line on ic@storyworks.in.

I would also appreciate if you could spread the message through your social media contacts on LinkedIn and Facebook.

Look forward to hearing from you.

In this second module, I talk about the challenge of the current mindset about stories in business, my definition of a story and the the first of the many reasons why stories are so powerful in business.

Because stories inspire action. This was also covered in an article http://www.storyworks.in/blog/?p=257

 

In a previous blog several months ago I spoke about how we could use a story from our lives which would allow the listener to infer something about our character. Character always trumps credentials.

Here is a video of an interview with Indra Nooyi the chairperson of Pepsico.  (Video courtesy The Atlantic – www.atlantic.com).

How you enjoy this and then tell me what you thought.