May 24, 2024

The Power of Story

When we have something important to communicate, it is important to remember the power of story.  

In some ways, that is no blinding insight.  We know and have experienced the power of story.  It is there in our own reactions when we are riveted to a screen, engrossed in a book or hear someone’s story and are moved to laughter, tears and embarrassment at those tears.  The power of story is clear in a different way when your child or grandchild asks for a favourite story “just one more time”.  How can she want that?  Yet she does.  

Even with such compelling reminders, sometimes we forget or put aside the power of story.  Instead we try harder and harder to describe or explain.  We can do a great job of that.  In organizations, we can generate vision statements that resonate and mission statements that are accurate to the last word.  These are important tasks and accomplishments; we applaud them and engage in them enthusiastically.  Yet still, we have discovered something important can be missing.  

What’s missing?  You need to tell your story.  Do this especially if you have a great story to tell (and not everyone does).  Talk about the people involved, bold ideas, threatening setbacks, strengths developed and what came from all of that. A story told well brings to life many critical messages. It highlights who you aspire to be next, the benefits you offer, the difference you bring and the value of that difference. Story elevates these messages, making them more memorable, relevant and relatable. A way to get started is to reflect on that story and what you would say if you had the chance to tell that story in a couple of minutes, in the most honest way possible.

Of course, that story has to be well told.  This is essential!  A story is no mere recitation of events. Let’s face it, that is boring.  The child wants that story one more time because of the magic of both the story itself and the story-telling.  Great stories live on because of how they are told.  On the other hand, poor stories – told in a second-rate or self-serving way – soon die, and deservedly so.  

All of this needs to be considered as you think about telling your story.  Ultimately, the value of doing that well is extraordinary.  That story tells who you are, what you believe in, and why others should believe in you.  That is powerful, and only a great story has that power.  

How do organizations tell their story?  That we will turn to next.

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