Ten Human Givens All Leaders Need to Address
October 20, 2014
Small Wins Mean Bigger Grins
November 3, 2014

Compelling stories do a much better job of delivering a message than any other form of communication. Stories communicate meaning far more effectively and powerfully. Numbers and statistics can confirm claims. They have even been known to stretch the truth. But only stories can move people beyond logic and reason into the realm of emotion, conviction, and dedicated action.storyteller

fairy talesStorytelling does a better job of helping others understand who you are and what you stand for. They illustrate vision, teach lessons, define culture, establish values, and inspire action more effectively, because stories appeal to emotion, the true driver of human behavior.

Some companies run courses in storytelling. One bans bullet points in presentations and requires narrative instead. Others have hired movie directors and improvisational theater groups to help leaders develop storytelling skills. The power of compelling stories has never been a secret, but only lately has it been recognized as an essential leadership skill.

Element of an Effective Story

In How to Use Storytelling as a Leadership Tool, consumer research executive Paul Smith gives seven storytelling tips. Here are three tips I think are absolutely essential.

Appeal to emotion There’s no use telling a story without emotion. Compelling stories begin with a situation your audience can identify with. They set up a challenge to be overcome, draw you into the ensuing conflict, and reward you with a satisfying resolution.

Engage the senses Compelling stories involve the senses. So keep your words concrete, not abstract. Let your audience see, hear, smell, taste, and feel your details. Avoid all jargon, tech-talk, and business-speak.

Build to a surprise Set your story up to conclude with the unexpected. Create tension with conflict. Let your audience feel the pressure of opposing forces, a mind-boggling puzzle, the pressure of a deadline, or the looming risk of possible failure. Then flabbergast them with your escape or solution.

Examples of Effective Storytelling

Any novel, movie, narrative song, riddle or joke that has stood the test of time can serve as a model for your story. Reread or re-watch a great thriller. Notice how a master of suspense like Alfred Hitchcock creates tension and provides release.

Of course, the most effective way to learn how to tell effective stories is by osmosis. I invite you to visit 9 Video Clips of Business Leaders Sharing Business Stories. You’ll see Steve Jobs, Barack Obama, Warren Buffet, John Kerry, Howard Schultz, Indra Nooyi, and Ed Catmull telling stories. Most important, you’ll see them in several situations giving off-the-cuff, unprepared stories. Notice how they still manage to incorporate the most important elements of storytelling.

Learn and Practice

If you really want to learn and put into practice the most effective ways to improve your storytelling skills, I strongly recommend our CoachQuest Leader-as-Coach Program. There you will learn and practice the leadership skills you need to address alongside leaders like you from other organizations with many of the same challenges.

Learn more about CoachQuest.

[el52b35d3687258]

Helanie Scott
Helanie Scott
Helanie (pronounced yeh-LAH-nee) Scott, CEO and founder of Align4Profit in Dallas, Texas, has driven stunning leadership and cultural transformations for an impressive list of organizations. She has mastered the ability to connect with her audiences in the boardroom, classroom, on stage, or in one-on-one coaching sessions. Helanie’s Align4Profit clients rave at the way her engaging programs freshen outdated mindsets and deliver results-oriented, aligned action.