I like data. I find comfort in data. Maybe it’s the ability to measure and assess and analyze with transparency and precision. This may describe you too. Our comfort with the numbers can also cloud our judgement and lead us to believe that, to prove our point, all we need to do is present the data. But what we often overlook is that, while solid data is important, effective stories are more convincing and stick with an audience. It took me a long time to recognize I would be more effective getting my point across by crafting a story and using data in support.
Stories do three things. They help us relate to others. They connect the right and left sides of our brains. And they help us remember and integrate information. The left side of the brain is activated by facts and data which helps identify patterns. The right side is associated with creativity and intuition which allows us to see the big picture. A story bridges the two and stimulates a greater percentage of our brains which promotes retention and recall. Here are some elements of good storytelling that you can consider the next time you are trying to persuade, engage, or sell your ideas:
· Good stories are structured. They have a clear beginning, middle, and end and they have what might visually resemble a bell-shaped curve. They have a conflict or incident that leads into rising action that builds to a climax. The story then settles into a resolution and the lesson learned. By creating structure in telling your story, you will find the opportunities to slip in the supporting data.
· Good stories embrace conflict and leverage personal experiences. If you are telling a story and the theme is that everything went smoothly, would your audience care or remember it. Your story needs to include the challenges you overcame to arrive at a positive result. As the storyteller, bring your experiences and observations into the story to engage your audience and establish credibility. If you believe in the story elements, so will your audience.
· Good stories have an emotional element. Don’t shy away from letting your emotions – sense of humor, happiness, disappointment, frustration – become part of the story. It allows your audience to identify with you and the overall message you want them to remember.
As you sit down to put together your next presentation, consider using a well-crafted story to highlight your findings. Use a clear structure to your story. Incorporate your personal experiences. Embrace conflict. And let your emotions and personal side come through. Once you start using data as support – not the main thrust – your presentations will become more powerful and memorable.
I look forward to hearing your personal stories.
Michael Riegel
Director, A/E/C Business Strategies
MRiegel@AECBusinessStrategies.com