Why tell stories in business? To persuade To explain how to do something To inspire Stories help audiences connect facts with emotions: this makes them a powerful tool Stanford research study: statistics alone a retention rate of 5-10%, when coupled with anecdotes, the retention rate rises to 65-70%.
Watch and take notes Steven Denning TEDxHogeschool Utrecht - Leadership Storytelling 1 What do the first two stories illustrate? 2 What advice does SD give to people who want to use storytelling to bring change? https://www.youtube.com/watch?v=RipHYzhKC uI
What advice does Denning give to people who want to use storytelling to bring change? 1. Tell a true story Factually accurate, don’t omit crucial detail to avoid backlash 2. The story should be positive in tone: Inspire people with a happy ending 3. Minimalist style: Don’t overcrowd with detail 4. Point out the contrast between the “before” and the “after” situation.
How to organize your story 1. Context Where and when does this story take place? Who is the main character? – someone who your audience can connect with. What does he or she want to accomplish? Who, or what, is in the way? This can be a person, an event, or a challenge. 2. Action: ups, downs, conflicts, setbacks, victories, etc. 3. Result: the final outcome. Show the audience what the lesson from the story is.
Video How is this story organized? What is the lesson / message of the story? Watch and take notes: How Business Storytelling Set a Project Back on Track https://www.youtube.com/watch?v=xBsLeobkm 2A
Listen again to Denning’s Zambia story Write down the useful expressions that Denning uses when telling his story. https://www.youtube.com/watch?v=RipHYzh KCuI (5:30 - ) https://www.youtube.com/watch?v=RipHYzh KCuI Questions: “What’s the future gonna be like?” Repetition: “Well, it’s gonna be like today.” “Let me tell you …” “Just imagine …” Date, basic details to make the story credible.