The single most important quality in professional life
To me, storytelling is the single most important quality in professional life as far as efficiency is concerned. Many will comment that managing public relations or lobbying are actually the most important qualities for the successful executive and this may be true, but, for me storytelling is an ability that significantly enhances one’s qualifications in both the aforementioned and all other productivity segments.
Why is storytelling important !
As children we have all been raised and taught via the narration of short stories and myths. Their use is to teach us the difference between good and bad, the path of righteousness versus the path of evil, the way to happiness, the value of saving for the bad-times, the need for heroes. But what is even more significant and subtly communicated to all of us via these tales is the direction of time.
“Once upon a time” is usually how these stories begin and “…they lived happily ever after” is the way these end. In between we are provided with the main idea of the tale. The single most acknowledged manner to start a tale is to set a starting point in time. Then the main events follow and after all have happened, “they” live happily ever after.
We were raised into the notion that time is linear. That is what we were taught to best understand and that is what we feel deep in our gut to be normal and logical. Storytelling is important because it is the best way to communicate the series of events.
How is storytelling useful in Business !
First of all because stories have a beginning and an end. This makes them easily adopted and understood as the audience prepares their minds and focuses. They know that some possibly interesting content is being communicated starting….”NOW”.
Secondly, the audience awaits a timeline of events to be presented. Thus, understanding the story is easier, as long of course as the narrator keeps a clear order in these events.
But most importantly stories almost always have a “Happy End”.
We have learned to expect a happy end in any such story, so when one starts we assume that it will end happily and we predispose ourselves in a positive mood. This is good for the narrator, isn’t it?
How do you improve your storytelling abilities !
That is easy! Rehearse. Listen to yourself.
Listen to your own presentation of events and if you feel at ease and relaxed while you are telling the story, then you are moving towards the right direction.
Having in mind the general framework of your “story”, start improvising on the narration. Iterate until the words come out of your mouth eloquently and in a continuous manner. Then the story you are telling is without gaps. Thus, you will have established a logical timeline of events making your audience feel at ease, leading them to listen to you without distractions and as a result you will be able to lead them towards the “Happy End” that you scope for.
Tell them – Tell them – Tell them
Actually this is a trick that I learned in my MBA. Axel always said to his students. “Tell them what you’ll tell them, Tell them and then, Tell them what you told them”. This is key. You need to repeat the main message in the following sense : a) this is what i will tell you, b) I am telling you and c) that is what I just told you (for those that did not get it). “Happy End”.
You will be amazed on how effective this is. More so for all those cases in which the story ends with a Call to Action.
Where should you use storytelling !
Everywhere! Presentations to both large and small audiences, sales pitches, sales proposals, all marketing documents, advertising copies, scenarios, research analysis, financial analysis results, discussions for job promotions, discussions for employee evaluations, etc.
EVERYWHERE !
In Summary, storytelling is important because it unlocks the minds of those you target and puts them in a positive mood. Just do it!
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