Stories create impact

Storytelling is a powerful mode of human interaction.  Consider what a storyteller looks like when presenting versus how someone looks when reporting the news or reading a report.  There’s emotion, action, passion.  Reports are dry and neutral.  Stories are alive and engaging. Steve Jobs is a master storyteller, and the photos of him presenting the new Apple iPad today demonstrate this well.

Kimberly White / Reuters

I’ve heard very few facts about the iPad.  Instead, I’ve heard this “magical device is a more intimate personal media experience.” Not a computer without a keyboard or an over-sized mobile phone.  These phrases might sound like “spin” if we didn’t believe the story teller to be authentic.  Perhaps many people are skeptical of Steve Jobs, and for them his story will not be compelling.  This is the challenge of incorporating stories into your everyday life.

How do you become more engaging and compelling without overdoing it and winding up as a spin-doctor?

Know your audience: Adjust what you emphasize depending on the needs of the people around you.  Consider the story of the Three Pigs.  When talking to a five year-old, you might point out the concrete details of how each house is constructed and inject humor into the interactions with the wolf.  But for a 10 year-old, you might focus on the symbolism of the big bad wolf and play up how big problems arise from misplaced priorities.  The characters, facts and sequence are the same, but the tone, tenor, and supporting elements are very different.  In either case, a neutral outline of the facts or PowerPoint bullets about what happened will leave an audience underwhelmed.

Understand your venue: Is it live? Email?  A blog?  Are you in a business or family setting?  Friends or colleagues?  Short or long-term relationships?  All of these factors should affect how you tell your story and what you say.  Do you have one chance to make an impression or will there be many days/weeks/months for someone to learn it?  I did not find a press release or message of any sort about the iPad on the Apple website today.  I learned about it weeks ago in a “leak” about what might come (foreshadowing) which created some buzz and speculation.  Then I saw the building on the news this morning and an interview from a national news show where it was mentioned.  Finally, it appeared on the Yahoo! home page as reported by someone who was there to hear the announcement.  This is great storytelling, it gets you curious and pulls you along, and leaves you wanting more.

Get to the point: All of the drama and craft in the world will be for nothing if there’s not a relevant “point” to your story.  In sales it’s called the “WIFM” (what’s in it for me?) statement you provide to answer your listener’s question.  Do you have a question to ask, something to teach, a request?  Your story should engage and inspire someone to act, so you need to be clear about how/what/when you want the action to occur.  Even stories used for entertainment (think movies, books, and songs) have a point.

Unless the point is to not have one, but that’s another story.