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Page 1© 2016 WEConnect International
Connecting Women’s Enterprises with Market Opportunity
WEConnect International WebinarThe Power of Storytelling for Business
28th November 2017
Power of
Storytelling for
Business
▪ Power of storytelling and ‘science’ of why it
works
▪ The Hero’s journey
▪ Tapping into emotional drivers
▪ Introducing tension and conflict
▪ Adding emotional texture and sticky
metaphors
Power of Storytelling for Business
The Power of Storytelling- Winning the Hearts and Minds of your Customers and Partners
Storytelling
Joseph Campbell’s : Hero’s Journey
The story needs to be one people want to be
part of; a character with values that have
deep resonance which our target audience
want to emulate or be associated with
Structuring and developing a flow
Structuring and developing a story’s flow
• Beginning bond with audience - connecting
• Introducing tension/conflict - engage customers
• Middle contrast what is and what could be - differentiating
• End with heightened sense of ‘wow’
Your presentation has to resolve an imbalance or conflict
One Key Attribute of a Good Story
The bridge
between what
is and what
should be
should feel
natural
▪ Throw them off balance
▪ Set up tension
▪ What is the story I’m trying to sell?
▪ Story itself is more important than the
words
▪ Narrow your story down to the essential
point
▪ Empathy is key
▪ Learn to tell stories and cement them with
facts, anecdotes and logic
You
Guidance
Confidence
Tools
Create Common Ground
Message
Your department will struggle to meet key
production deadlines until we update the
workflow management software
(People move away from pain to pleasure)
Troop FoodSecurity
Sex
Parental Instinct
ShelterTerritory
Power
Ego
Troop FoodSecurity
Sex
Parental Instinct
ShelterTerritory
Power
Ego
The Beginning
▪Be in agreement with audience
▪Accurately capture their reality
▪ Show you understand their perspective
▪Context and values
Develop the Middle
▪ Emphasise contrast
▪ Juxtapose what is and what could be
▪ This is where the action is – moving back and forth
▪Create contrasting themes
Contrast
▪Content
▪ Emotion
▪Delivery
Bill Gates Releasing Mosquitos
Steve Jobs MacBook Air
Adding Emotional Texture
• Use stories intentionally
• Transform facts into anecdotes
• Move audience to action
• Leave them inspired
• Highlight benefits
• Access story inventory
Personal Stories
▪ Childhood
▪ Authority figure
▪ Peers
▪ Subordinates
▪ Enemies
▪ Important places
▪ Things you cherish
▪ Things that you have infuriated you
Metaphors as Glue
▪Avoid
▪Racing cars
▪Climbing top of mountains
STAR
• Something
• They
• Always
• Remember
Shocking stats
Personal
stories
Evocative
visuals
Repeatable
soundbite
Memorable
dramatisation
Principles of Storytelling
Story
Apply
storytelling
Principles
Create a
solid
structure
Craft the
beginning
Develop
the middle
Make the
ending
powerful
Add
emotional
texture
Use
metaphors
as glue
Create
something
they’ll always
remember
Q&A
Further information contact me:
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http://salmashah.com/personal-branding-archetype-quiz/
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