There are many reasons why the race to embrace storytelling in business has often ended up being a swift race to the bottom. Here’s just one example of bad storytelling advice:
“Tell YOUR story”!
The idea behind this advice is that ‘your’ story will inspire people who don’t know you to do business with you! Think about this. Would you want to do business with someone you knew absolutely nothing about after you heard them talking about themselves? No, you wouldn’t.
Why the rush to tell your story?
Plain egoism is a biggie here. There are lots of people who love talking about themselves and live under the illusion that others find their stories interesting. How many times have we been cornered at a party or a business event by someone like that? Another popular argument put forward for telling your story comes from Simon Sinek’s theory Start with Why. As I pointed out in a previous post, he applied his theory to established, well-known businesses and he has since revised his theory.
One of the keys to successful storytelling is correct timing!
No one is interested in YOUR story until they are almost ready to buy from you. So telling your story too early is bad timing and bad storytelling advice! Basic neuroscience helps us get the timing right.
When we talk to strangers, we are operating from the reptilian brain. That‘s the part of the brain that is responsible for our survival mechanism. It knows only yes/no and fight/flight responses. When we are in the reptilian brain we cannot hear the other’s story. We can only ‘hear’ someone else’s story, connect with it and respond to it after we have moved into the part of the brain that is responsible for our emotional and logical response, located in the front lobe.
How do you move someone out of survival mode into receptive mode?
Tell them THEIR story.
Until that shift in the brain has happened, the only story you should tell your potential clients is the one they are able to hear, i.e. THEIR story. That’s how connection happens! To get their story right, you have to know their story. To know their story, you have to have listened to them so closely that when you tell it, they can say:
“That’s me!” “That’s exactly what I struggle with!”, “That’s what I want now!”
If that’s not their response, you need to go back and listen again so that when you tell them their story you are holding a mirorr in front of them in which they see themselves more clearly than without it.
Only when you have successfully done that, are they are ready to hear your story. Otherwise, your story will fall on deaf ears!
If you could do with some help with telling the right story at the right time to the right audience, I’m here to help you!Learn More
If you’re still struggling to create a post-Corona business model, don’t worry. Change is coming. Lots of it and it’s heading our way!
Change is the new normal!
The Corona crisis has marked a major turning point. As the weeks and months pass, we’ve come to realise that the changes it introduced are not temporary. What’s actually happened is that Covid has destroyed existing templates for the ways we live, think & work.
For example, in our pre-pandemic world, employers dismissed working-from-home arrangements as unworkable and untenable. These arrangements are now fully operational and here to stay! Wearing masks in public and speaking through glass partitions are also part of our daily ‘normal’. Some jobs that were ‘lost’ due to the pandemic are gone for good and more are about to disappear – forever.
And that’s only the beginning! We’re getting mere glimpses of the magnitude of the changes that are shaping our future. Changes that will see robotics and AI as part & parcel of our daily life.
How do we prepare for the changes ahead?
It’s no longer about managing the disruptions, it’s about preparing for the beginning of a new era – without a roadmap. We have to be willing to re-imagine our lives in an emerging world. And one of the best places to start is to ask yourself a simple question.
What can I bring to the table that is uniquely ME?
If we’ve learned one lesson from this crisis it’s this. Our ability to survive and succeed is dependant on our willingness to connect with others. The days of the solo super-hero, braving a hostile world alone are over.
What’s needed now is knowing how to express our individuality AND connect with others.
One way to do just that is in the way you communicate with the world.- your ability to listen deeply to what’s being said around you, the words you choose, the stories you choose, the ways you tell those stories. That’s how your response to this changing world is shaping the outcome.
Developing your storytelling skills is a good place to begin exercising your unique perspective on a changing world and creating connection with others.
If you want to know how to begin, I can help you get those storytelling wheels moving.Learn More