Business Stories - Not just story, data too

In a recent comment on a LinkedIn discussion about the use of story to get your message across, member Stephane Dangel made the comment "A great story incorporates data + emotion to cover the whole brain area. Data is dedicated to understanding, and emotions to activation, action which is far more needed in the contemporaneous corporate world."

Story does not replace the facts and figures.  When working with clients this is usually one of the challenges; making them understand that story and facts and figures go together for a more powerful message.  Data with no story is hard for most people to understand and remember, data within a story is much easier to understand and remember.  

When creating stories for business do not eliminate all the data, use it judiciously throughout the story and experience the increased impact.   

Business Storytelling - Now in the Wall Street Journal

A post in a LinkedIn group had the title,

You know corporate storytelling has been mainstreamed when it's in the Wall Street Journal.

 Well, that certainly is eye catching.  I then read the article about Paul Andrew Smith.  Mr. Smith has written a book, Lead With a Story: A Guide to Crafting Business Narratives That Captivate, Convince, and Inspire.  Interesting title and different from other books I've read so far on the topic.  Normally books show how to use a story and when, very few attempt to teach how to craft a story.  

Here is a link to the WSJ article.  I have not read Mr. Smith's book yet so I cannot comment on its effectiveness but there are good tips in the article itself on how to create a compelling business story. 

http://online.wsj.com/news/articles/SB10001424052702303482504579177651982683162#!

Business Stories - Stories are for more than just marketing

One of my favorite social media gurus just released a blog post called "Grow Your Business with Story."  The title caught my attention but the first paragraph under the heading Story Gives Your Business Structure sealed it for me.  Here is what blogger Jeff Korhan had to say "Story isn't just a marketing tool. It's equally important for recruiting, securing credit, and for navigating many of the day-to-day activities that can alter the course of the business for better or worse."

He goes on to give an example of a future story.  "Imagine if."  Creating a future story is a great way to get employees excited about change and challenges.  Working together the team/employees and managers can foresee a future that is full of possibilities.  Once the future world is determined a goal has been set and it is easier to create the steps necessary to head towards the goal.  

Think about that the next time you or your business is faced with a challenge.  What would the end result look like if you were successful in over coming the challenge.  Do a little brainstorming and watch the excitement about the project grow. 

Business Stories - Tall Tale or True

In an article by Harry Gardiner (Keeping Audiences Engaged With Effective Storytelling) he mentions the tall tale.  Apparently one of the co-founders of Netflix tells a story of how the company got started but it is an exaggeration of the truth. 

I am a tall tale fan, especially when well crafted but I an NOT a fan of tall tales for business.  Most businesses have a compelling real story behind the start up.  That's the story that will ring true and be authentic.  It will be easier to retell with conviction.  Craft this story so it is compelling and tell it. 

There can be a place for the tall tale or the invented story though.  When creating a future story or when trying to get people to imagine themselves in situations where your product or service will help them are two examples.  Please do be careful though and make sure people know it is an "imagine if" story.  (Netflix owners do not try to pass the story off as real.)

Robert McKee is a leader in the area of story in business.  He comes from a Hollywood background and understands story, the structure and power.  Here is a short blurb on an upcoming series of seminars he is holding on business storytelling.  If you are have a chance, this is an opportunity to learn from a master.

http://www.prweb.com/releases/2013/9/prweb10946116.htm

David Lavenda wrote a nice blog post Once Upon A Time at the Office.  He offers some reasons for why stories work to persuade but also offers 10 tips for constructing a story.  His ten tips are good and if you are new to storytelling, very helpful, take a look

 http://www.fastcompany.com/3015140/leadership-now/once-upon-a-time-at-the-office-10-storytelling-tips-to-help-you-be-more-persu

But what was really helpful was the quote from Robert McKee, a screen writer's legend.  Mr. McKee is quoted as saying “Trying to convince people with logic is tough for two reasons. One is they are arguing with you in their heads while you are making your argument."  So simple, most people when in an argument/debate they do not listen well to what their opponent is saying they are formulating their response.

Stories break that cycle by engaging the listener in the story and taking him or her on a journey with the teller.  Together they can discover the truth.  Much easier to persuade since the person appears to reach the best decision on his own.  

Business Storytelling - Experiment with story

Here is a link to a great short video on the affects storytelling has on the brain.  It is well done, covers a lot and gives great experimental data, not just anecdotal information on story. 
http://www.youtube.com/watch?v=DHeqQAKHh3M&feature=youtu.be

Business Stories - Ten Tips Article

Just saw this blog about top 10 tips for Corporate Storytelling.  Many of the tips are right on.  Tip 3 about transformation is important to think about as you create your business story.  What was the transformation that occurred and why is it important to your audience.  Focusing on the change will help you choose the appropriate story for each situation. 

And tip one is crucial.  Robert McKee years ago covered this in an interview with Harvard Business Review.  If a leader only tells stories that are all positive about himself or the business the audience is easily turned off.  Real life has up and downs, the good comes with the bad to some degree.  Your stories should also have some good and bad.  What was the problem, how did you overcome it and what unforeseen obstacle got in the way. 

Check out the full ten tips here.  http://www.evolvingcareers.com/top-10-tips-to-corporate-storytelling