Innovation, Podcast
Kamala Katbamna
Innovation series: Nick Parker on creativity ...

emotion

Storytelling 3: Tips for a compelling narrative

In the first two parts of our series we looked at the science behind storytelling, and how to jump in and create your own. And in this post we share a few tips to help you hone and maintain your storytelling habit.

Perhaps the world's (and our own) infatuation with storytelling will fade over time, but stories themselves are no flash in the pan. They speak to our quintessentially human desire to communicate. And at their best, elevate the simple stuff of life to the utterly captivating. So here they are, a few of our top tips.

Storytelling 2: How to tell your transformation story (and all the other ones)

'So, what's your story?' I was asked at an event recently. An odd opening gambit (I prefer 'hello') and, I thought, an irritating one. But then, storytelling is everywhere, no longer the preserve of savvy brands and eager politicians.

Sometimes it can seem you as if you don't exist without an explanatory back story. Who you are, what you do, why you do it, your "transformational moment". And I'd be tempted to complain about this ubiquitous obsession* were it not that storytelling is such a powerful tool.

Storytelling 1: The Science of Storytelling

Not only ones we seek out, but others we're confronted with whether we like it or not. True stories, fictional stories, fictional stories purporting to be true stories… They feature in every aspect of our daily lives, from business to politics to leisure.

And for good reason. Storytelling is an extremely powerful tool. It alters the activity in your brain, influencing not only what you think and feel, but how you act. Which is quite useful if you’ve ever needed to convince someone of something – whether it’s that they should donate to charity or hire you for your dream job.

Get to the point – tell me a story

Image by Ali Shaker/VOA [Public domain], via Wikimedia Commons

Image by Ali Shaker/VOA [Public domain], via Wikimedia Commons

It's not a contradiction. We know from experience (and now science) that stories are more effective than facts if you want someone to connect with your message. Storytelling helps engage people in your vision, from one customer to an entire nation. Or at least enough of a nation to swing an election.*

The term 'storytelling' has been bandied about so much it's in danger of not living up to its own myth. (Ah, the irony.) But to me, it's simply a way of harnessing the emotional capital that lies at the heart of what you do, and why it matters.

A compelling story communicates the emotional core of your message. When you hear it, it creates a simulation of reality in your brain. That helps clients and colleagues to act on what they've heard, because they're engaged both intellectually and emotionally. They understand why they should care. And that's a powerful tool.

If you're interested in the neuroscience of storytelling, you might like to read this. And if you're interested in the practice, you might like to come to our Effective Storytelling session on Saturday 22nd October in Central London. No votes, just stories.

*Okay, so Michelle Obama isn't President. But she is a masterful, and vote-winning, storyteller.

Find out how to tell your own compelling stories. Sign up to download our free Chirp Workbook.