An article recently published on inc.com provided a concise but thorough explanation of why storytelling is such an important leadership and selling skill.
“Storytelling is not something we do. Storytellers are who we are,” wrote author and Harvard Instructor Carmine Gallo.
His article goes on to explain the evolution and neuroscience associated with telling stories, and cited information based on his interview with Dr. Paul Zak, a Los Angeles based scientist.
“An emotional story triggers the release of oxytocin, a neurochemical often referred to as the “love hormone” because it builds bonding, trust, empathy, and compassion,” he said.
“Sustained attention is a “scarce resource” in our brains,” he added. “That means we must use all the strategies available to grab people’s attention and make them want to pay attention to us. Storytelling is the strategy that works best because we are wired for it, literally.”
But be advised, there are good storytellers and not-so-good storytellers – and if you’d like to be among the best, you might consider the following guidelines for telling the most compelling stories in a business setting:
- Stories should be about someone – select a compelling character with whom your audience can relate.
- Begin by introducing your main character and set the stage as to “why” you are sharing his or her story.
- Establish the conflict early on – whatever it is the main character was struggling with or attempting to do, deal with, or overcome.
- Foreshadow – i.e., build a little suspense by hinting at what might be about to happen next without letting on what it is. “I think you’ll be surprised when you hear what so-and-so did next! What do you think it was?”
- Share at least one direct quote – something your main character said or exclaimed.
- Include a few questions (can be rhetorical) to keep your audience more highly engaged,