By BlessingWhite, a Division of GP Strategies
Before iPhones, e-readers, and streaming platforms, when the working day was done, our ancestors used to gather together around the fire and tell stories. They shared accounts of their experiences and struggles, told ancient tales of adventure, and swapped bits of folklore. Through these stories they made sense of their lives, created a shared sense of purpose, and educated one another about their history and their destiny.
The Essence of Storytelling
What is a Narrative?
Narrative is a sequence of events that is told in a particular way. Or, in other words, a story. Stories come to us in a variety of different ways, through prose in novels, images in movies and televisions shows, as well as through poetry, song, and even dance. A story can be as simple as two friends sharing details from their day or be as complex as a thousand-page novel or a four-hour epic film.
The Evolution of Storytelling
“We are all storytellers. We all live in a network of stories. There isn’t a stronger connection between people than storytelling.”
― Jimmy Neil Smith, founder of the International Storytelling Center
Storytelling remains as vital and powerful today as it was in the past, but what is the purpose of a narrative? We tell stories to our children to engage and entertain them, but also to help them learn about the world around them. We share stories on the golf course or with friends in bars to inform them about our life and experiences. And we tell stories at work as a way to reinforce the culture, as cautionary tales, or as ways to help people understand what is expected of them. Stories are a powerful and compelling way to transfer knowledge and information in a memorable way.
Even as adults, we are transported into an alternative frame of mind through the experience of listening to a story. Stories provide meaning, and these tales and anecdotes help us to connect to the bigger picture
Global Reach of Modern Storytelling
These days, our storytelling methodologies have become more sophisticated and the community that we can share them with is now a global one. We are no longer limited to the faces joining us by the flickering fire. Instead, we can use video conferencing, email, blogging, and the full range of social media to broadcast our knowledge, experience, and perspective around the world instantly, with the same message being shared and heard in Singapore, Russia, Brazil, Sweden, and Ireland simultaneously.
The Power of Narrative
Connecting Through Stories
At a recent workshop for 200 senior managers in a biopharma firm, we were exploring practical tools for career coaching conversations. As part of the program, we asked three senior leaders to share the story of their own career journeys. The Managing Director of the team shared an experience where he took a leap into the unknown that ultimately resulted in him taking his current role. The quality of attention in the room was impressive—his, “how I got here,” story provided an insight into who he was as a person and what he believed in, and it created an environment of openness and receptivity. In addition, the content of the story demonstrated his openness to growth and understanding through taking a risk, something he had learned by following his own unconventional path.
Stories as Communication Tools
During periods of change and evolution, stories can be a powerful tool to help individuals within the business to adapt. In Leading Out Loud, our leadership development workshop based on the work of Terry Pearce, we encourage leaders to share their vision in empowering and exciting ways, using the power of metaphor to engage their audience. In addition, we teach them to overcome resistance by acknowledging the challenges, the opposite view, the effort it will take, and the detail that will be involved in delivering on the vision, so colleagues are not left to determine how policy will work in practice.
Stories about where we have been, about how we have struggled, and about the journey to the present day help leaders to set a powerful context for the reasons behind a change in process, practice, or personnel. In addition, they set a firm foundation for building a compelling vision for the future.
Building Community
Fostering a sense of community is crucial for creating high-functioning teams. When team members practice empathy, they can look past generational differences, cultural differences, and other barriers to collaborate more effectively. Stories play an important role in building empathy within teams. When individuals share their personal stories, they provide valuable insights into how they think, work, and feel. This is an effective way of teaching individuals to see beyond their own biases and embrace alternate points of view.
Effective Storytelling Techniques
When people have sight of the goal on the horizon and the challenges they will face to get there, they become more able to devise strategies and plans and take positive action to move the organization forward. Our research around engagement has shown that the clearer this line of sight is, the more effective individuals are in their positions. The more your audience understands about the story of the business and the role they play in creating an upbeat ending to the tale, the more committed they are to making a difference.
Crafting a Compelling Narrative
If an opportunity is coming up for you to tell a story to make a point rather than just recite facts and data, here are some tips for you, as leaders, to bring your tale to life.
Be Authentic
Speaking in front of an audience can be daunting enough without also putting up a front. To win hearts and minds, leaders need to be vulnerable, authentic, and truthful. In Leading Out Loud, we explore with our clients how to share values and beliefs in empowering and engaging ways.
Use a Compelling Metaphor
Metaphors can help your listeners bridge the gap between the known and the unknown. It provides an image that people can see. As you think through the metaphor, it should be clear who the listeners are in the metaphor and who you are in the metaphor. The metaphor does not need to be elaborate to be effective. Organized crime, budget deficits, and runaway costs are often referred to as “infectious diseases” or “cancers.” Change is often referred to as “the tide” or “the wind,” indicating a force beyond the listeners’ control, but one within their power to use for their own purposes.
Acknowledge the “Counter” View
Not everyone will share the same view about the world as you do. They may not agree with your reasoning, your perspective, or the conclusions you have drawn about the appropriate course of action. A powerful response to this can be to acknowledge these concerns and anxieties. Take the time in your preparation to listen to the business and the counter views and to articulate your thinking, or as we call it to “show the math.”
Respect and Know Your Audience
Joseph Campbell defined the purpose of myths as, “a way to make sense of life in the world and establish a shared set of rights and wrongs.” Great leaders create a shared sense of belonging while also working to align their community behind certain core truths and principles. These may be old ideas that they want to reinforce or new ideas that require a complete “rewrite” of the current context. When you tell your tale, be sure to give some thought to the needs of the audience to understand the context and their part in it.
The Future of Storytelling
While stories have remained a constant throughout our history, the methods have evolved significantly from those early days around the fire. We now find ourselves on the cusp of another evolution with the rise of AI. As we adjust to this new normal, it is important to remember that these AI technologies are simply tools and, much like the printing press and typewriter before them, exist to enhance human creativity rather than replace it. No matter what storytelling looks and feels like in the future, it will always be an essential part of the human experience.
Learn how to use narrative to improve leadership and transform your business.
About the Authors
