Storytelling in Business

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Everybody loves a good story. When people hear a compelling tale, they develop a connection to the storyteller, entering a world of their design. Stories present you with the opportunity to free yourselves from the real world, but that’s not the only reason we love them. They engage us by tapping into our cognitive functions and creativity processes, forcing us to visualize the scenarios being presented to us.

Top businesses know this, and as a result have implemented it into their branding strategies. Through their stories, they not only motivate their employees, but they also create a meaningful connection with customers. It’s important to know 1) what makes a good story and 2) when to implement your storytelling… So, let’s dive right into it.

4 Parts of a Good Story

Identifiable characters
Characters your audience can identify with gives them a better connection to your overall story. Whether the character reminds them of themselves or someone else in their lives, it’s important for the audience to be able to identify with the character in some aspect.

Authentic Emotions
Emotions are the key element in connecting storytellers to readers. When the audience can empathize with the emotions of the character, the character becomes real.

Significant Moment
Every good story needs a significant moment, or a climax. This occurs when the protagonist finally achieves their goal, or in some cases fails to achieve their goal. The significant moment can be seen as the pivotal point and is what makes the story memorable.

Specific Details
Specific details in stories are like adding the spices to your taco meat. Without the spices, your tortillas would be filled with bland ground beef. Storytellers should add in specific details to add necessary flare to the world they are creating. This allows the audience to create imagery in their heads based on the details being presented before them.

When to Tell a Story

Stories are helpful tools that help us convey feelings, experiences, and lessons. However, these helpful tools come as a double-edged sword. We all know that person that who interrupts in the middle of a story to tell a similar story, making it all about them…

It is very important to stay aware of yourself when telling your stories. Ask yourself, “Is this a good time to interject?”. Many times, we unconsciously cut others off when they are speaking. While this may be accidental, it is still in bad taste. If you absolutely can’t resist the urge to share a similar story with someone, try and wait until after they are finished with their story.

In Conclusion

Stories are tools used to influence the hearts, minds, and motivations of people. They can be used to convey important information and change the opinions of the audience for the better. To convey an impactful story, create a real connection to the audience by including relatable characters, authentic emotions, a significant moment, and specific details.

The audience can then better relate to these stories, helping you build your brand and inspire your employees. Interested in finding out more?

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