Mastering the Art of Storytelling

If you haven’t been living under a rock for the past 5 years, you’ll have heard that storytelling is where it’s at when it comes to delivering a killer presentation. Now you may already be subscribed to the buzz around using stories and do this successfully. Some of us find this a little harder.

In my work with clients, I often find that the reason for individuals not using stories is one or all of the following: it is hard to a) think of the right story for the idea you are trying to sell, b) figure out how to tell it so that it makes sense and c) take the risk to tell it.

Now for the non-believers reading this, those who think storytelling should stay in the theatres and out of the boardroom, stay with me for a moment. Some of the reasons this flurry around stories has erupted is they are a sure-fire way to quickly tap into the emotional brain, the Limbic System. It has long been accepted in the business world that people make decisions based on emotion, the way that they feel about any given situation. Stories, when crafted and told well are the fastest way for your audience to not only understand a concept or buy into it, but also retain the information that you are relaying. In fact, your audience is 20 times more likely to remember a piece of information if it is included as part of a story (More here).

Truth be told, this isn’t even a new concept. Aristotle considered stories as a key rhetorical device to connect audiences of any demographic.

If I haven’t convinced you, you have my full permission to stop reading now and I wish you luck inflicting your content dense slide deck upon your next assembled group of victims. Fare-thee-well. For those still with me, I’m glad you have stayed.

Let me share with you a couple of tips that work.

Finding and Aligning Stories

Choosing the right story for your message is important. Have you ever sat in front of your computer or a blank piece of paper and willed the perfect illuminating story to appear like a magical unicorn? Stories require space. Forcing them to come to you will likely frighten them away. Rather, focus on building a Story Bank over time that you can dip into when necessary. You will notice that the good stories are ones you tell often because they have a good reception. Note these down. Consider your audience and whether you feel more comfortable sharing a personal story from your own life or a professional workplace story. If you are an early professional or you are just beginning to build your Story Bank, you might choose to draw on stories you have witnessed or indirectly experienced. The most powerful are those from you but others stories are a helpful way to dip your toe in.

When ideating, try setting yourself a general theme or emotion and jot down the moments that arise. Start broad, writing down anything that comes to you. Even if they don’t seem fitting in their fledgling form, stories have the capacity to grow and the lens you view them through can change the way it appears. If it has come to you, chances are there is something significant in its essence. Once you have your list, you can cast your analytical eye over the ideas in front of you. Consider what part of your presentation you want to enhance with a story and what key message you are trying to communicate here. Look through your Story Bank with this view and consider what morals or lessons may align.

Synthesising Your Story

Now that you have your story, you need to make sure you communicate it well. While you have a strong idea of how the series of events occurred in your mind, you need to create a portal of just the right size and shape to squeeze your audience through. This is where some artistry needs to take place. Humans have short attention spans, growing shorter and shorter by aid of technology (For more, check out this article). This means we can’t lead them down the garden path and then some. They need to know there is a point, and we’re getting to it quickly. However we can’t get to the point straight away – where’s the fun in that? Building tension through your story is critical and dependent on a strong structure that reveals information at opportune moments. Using a tried and tested formula such as the ‘Hero’s Journey’ or Gustav Freytag’s ‘Dramatic Structure’ is a great place to start. But beware – keep it succinct! Concluding with your learning from this story and connecting the dots back to your key message is imperative for making it land and having the desired effect.

Telling The Tale

Speaking aloud a story from your life in front of a group of people in a corporate context is a daunting prospect. Especially if you are not used to it. The good news is it can also be exceptionally rewarding – personally as an act of self expression, for your idea adoption and your interpersonal relationships. So, why not give it a go? If you have deeply considered what story you are going to tell, why you are telling it and how you are going to take your audience along for the ride – then you have done the work. Using your voice and gestures to bring the story to life in the moment is incredibly important. Road-test these mechanics before getting up in front of the group. Once nerves set in it can be difficult to regulate these functions, so by locking them in through practicing your story aloud a few times before you present, your body can revert to these rehearsed behaviours in the moment. This way you can concentrate on settling your nervous system and connecting with your audience.

Use this guide to help your stories take flight. You are already a well rehearsed storyteller – after all what do you do at the end of the day when you connect with a loved one, when you enter the office on a Monday morning or at a social event on the weekend? We live and tell stories on a daily basis. Let’s be bold, intentional and use our stories to ignite ideas that matter.