In a data-driven world, facts and figures are the order of the day in sales
calls, employee meetings, board rooms, and political assemblies.
Traditionally, when a person is trying to convince someone else to do
something they use the logic of benefits and features - long the sacred
domain of anyone in sales.
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And they are missing the boat.
What truly moves us as human beings, what prompts us into action, is
emotion. Imagination is the conduit of emotion and well-crafted storytelling
carries the imagination.
Consider this story:
You place your hand on top of your head, only to feel the sun radiate
from your scalp. Sweat trickles down your back and the once ironed shirt
clings to your sides. The pavement roasts your feet even through your
thick-soled shoes. You've been walking for a 45 minutes, trying to find the
office where you are scheduled to make a sales call. Suddenly, a swoosh of
cold air swirls at your side as a young couple comes charging out of an ice
cream parlor, licking swirls of raspberry and vanilla perched in a sugar
cone…
I'll bet you're ready for some ice cream!
What engaged you was the reliving of a common experience. I didn't need
to itemize the benefits of cooling off or list the features of ice cream and
this particular store. You were drawn in by your imagination. Facts tell.
Emotion sells. You imagined how you would win over the odds of heat by
taking a break for ice cream.
We follow leaders who capture us by stories that draw us in and give us
purpose for being part of the company. We buy products when we see or read
of the human experience with that product. (Remember the Maytag Man?) And we
accept the call to action if we hear a compelling story about triumph over
odds. Think about the solicitation letters you get from non-profits. They
are often stories of individuals who suffered greatly until the non-profit's
"product" allowed them to regain a semblance of their life.
In short, crafting compelling, honest stories that resonant core values
in action is a skill worth learning by any leader, manager, sales executive,
or parent.
In his best-selling book Story: Substance, Structure, Style, and the
Principles of Screenwriting, Robert McKee, the world's best-known and most
respected screenwriting lecturer, argues that stories "fulfill a
profound human need to grasp the patterns of living-not merely as an
intellectual exercise, but within a very personal, emotional
experience." Or as USC leadership guru Dr. Warren Bennis states,
"Man cannot live without story any more than he can live without
bread." What's the point you want to make at your next meeting? Is
there a story that can be crafted to that point-not a sermon to be intoned?
Who has used your product and reported a wonderful story that came as a
result of that product? Or did you even say, "Tell me a story…"
What stories are told in the coffee room about what it is like to work
where you are? What contribution could you make to this story that could
improve the ending?
What future do you want? Create a story about it.
Remember, people are not inspired to act by reason alone. The heart holds
hands with the head.
