Why Storytelling is The Tool for Communication
Storytelling in the Workplace for Effective Communication
Storytelling is an ancient art that has shaped cultures, conveyed traditions, and passed down wisdom for millennia.
In today's corporate world, storytelling is a powerful tool for effective communication, enhancing team cohesiveness, and enriching company culture.
This blog post will guide you through what makes a good story, how leaders can use storytelling to communicate news, and why teaching through stories is the best way to communicate. Plus, we'll dive into the steps to craft compelling stories that resonate with your team.
What Makes a Good Story for Communication?
A good story is more than just a sequence of events. It has the power to engage, inspire, and move people. Here are the essential elements of a compelling story:
🌟 Relatability: The story should resonate with the audience. They should see themselves in the characters or situations.
🌟 Clear Message: Every story should have a clear takeaway or lesson that aligns with the communication objective.
🌟 Emotional Connection: A great story evokes emotions, whether it's joy, empathy, excitement, or even sorrow.
🌟 Structured Narrative: A well-structured story has a beginning, middle, and end. It should build tension, reach a climax, and conclude with a resolution.
🌟 Authenticity: Authentic stories that reflect genuine experiences and values are more believable and trustworthy.
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How Leaders Can Communicate News Through Stories
Leaders often need to communicate various types of news, from exciting announcements to difficult decisions. Storytelling can make these communications more impactful. Here’s how:
Celebrating Success
Imagine you need to announce a successful project completion. Instead of a dry email, you could share a story about the team's journey:
"Remember when we started this project six months ago? It seemed like a mountain we had to climb. But each one of you brought unique skills and unwavering dedication. Jane's creative solutions, John's meticulous attention to detail, and Maria's relentless energy were just the beginning. We faced challenges, like the sudden budget cuts, but we adapted and thrived. Today, we stand at the summit, proud of what we've accomplished together."
Navigating Change
Change can be unsettling. Use storytelling to make the transition smoother:
"When I first heard about the upcoming restructuring, I was reminded of my early days here. We faced a similar situation when we had to pivot our business strategy. It wasn't easy, but we emerged stronger. I see this change as another opportunity to grow. Together, we can navigate this transition, just as we did back then."
Addressing Challenges
Even bad news can be conveyed more empathetically through a story:
"I want to share a story about my first leadership role. We were working on a major project that, despite our best efforts, failed to meet expectations. It was a tough time. But it taught me the importance of resilience and learning from setbacks. Today, we face a similar challenge with our recent product launch. It's disappointing, but I believe this is an opportunity to innovate and improve. We will get through this together."
Why Teaching Lessons Through Stories Is the Best Way to Communicate
Stories are memorable. They stick with us because they engage both our emotions and intellect. Here’s why teaching through stories is so effective:
🧠 Engagement: Stories capture attention more effectively than plain facts or data. They draw listeners in and keep them engaged.
🧠 Retention: People are more likely to remember a story than a list of bullet points. Stories create mental images that stay with us.
🧠 Connection: Stories help build a connection between the speaker and the audience. They create a shared experience that fosters empathy and understanding.
🧠 Influence: A well-told story can influence attitudes and behaviors. It can inspire action and motivate change.
How to Put the Story Together
Crafting a good story requires some planning. Here’s a step-by-step guide to help you put it together:
1. Identify the Purpose
🤔 What is the main message or lesson you want to convey?
Define the objective of your story.
2. Know Your Audience
👥 Who are you telling the story to?
Tailor your story to resonate with your audience's experiences and values.
3. Choose a Relatable Scenario
🌐 What scenario will best illustrate your message?
Pick a situation that your audience can relate to, whether it’s a common workplace challenge or a personal experience.
4. Develop the Characters
👤 Who are the characters in your story?
Introduce characters that your audience can identify with. They could be real people or hypothetical figures that embody common traits.
5. Create the Plot
📈 How will your story unfold?
Outline the beginning, middle, and end. Start with the setup, build tension with challenges or conflicts, and conclude with the resolution and key takeaway.
6. Add Details and Emotions
❤️ What emotions do you want to evoke?
Use descriptive language and sensory details to bring your story to life. Aim to evoke emotions that align with your message.
7. Practice and Refine
📝 How will you deliver your story?
Practice telling your story out loud. Refine it to ensure it flows smoothly and stays within a reasonable length.
Example Story Structure
Here’s a simple template to get you started:
Introduction
🌄 Set the Scene: "Once upon a time in our office, we faced a significant challenge..."
Body
🏞️ Introduce the Characters and Conflict: "Jane, our dedicated project manager, and John, the innovative developer, were working tirelessly on a new initiative. Despite their efforts, they encountered unexpected obstacles..."
🌪️ Build the Tension: "The team was frustrated, deadlines were looming, and the pressure was mounting..."
Climax
🔥 Reach the Turning Point: "One late night, Jane had a breakthrough idea. With renewed energy, the team rallied together..."
Conclusion
🌈 Resolve the Conflict and State the Lesson: "Finally, after weeks of hard work, the project was completed successfully. This experience taught us that perseverance and teamwork can overcome even the toughest challenges."
Bonus Resources:
Conclusion
Storytelling is a dynamic and effective way to communicate in the workplace.
By weaving narratives into your communication, you can engage your team, foster a stronger company culture, and convey messages in a memorable way. Remember, a good story is relatable, emotionally engaging, and aligned with your objectives.
So, next time you need to communicate news, teach a lesson, or inspire your team, craft a story that will resonate and leave a lasting impact. 🎉📚
Happy storytelling!
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Kathie Owen, Corporate Wellness Consultant
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Transcript:
Storytelling in the workplace. Why is it imperative that we start doing this and what exactly entails a good story. That's going to communicate to your audience exactly what you want to hear? That's what we're talking about today. My mentor. Chris Do said these three components entail a very good story. What are they? They are having an interesting character, have conflict. And then have resolution. Those three components. If you have those in a story are going to blow up the attention of whoever you're talking to, but it's not always easy to come up with that. And today we're going to talk about good structures of a story, how to engage your audience and get them involved because communication in the workplace using storytelling will transform the culture of your workplace. And guess what? You don't even have to tell them you're doing it. You're listening to Kathie's coaching podcast. I'm your host, Kathie Owen. On this channel, we talk about Reality Transurfing corporate wellness, fitness and more. And today we're talking about storytelling in the workplace, why it's important and why we need to start incorporating it more. And guess what? You don't have to tell your team. You're doing this. So. An interesting character. Conflict and then resolution. So think of the story of Romeo and Juliet. There's interesting characters. We have Romeo and we have Juliet. They fall in love. But the conflict comes up because their parents don't like one another. And then the resolution, well, we all know how that resolved itself, but there is a catching story. And inside the workplace, we want to start communicating with story. So a good story is more than just a sequence of events. It has to be relatable, like what's going on inside of the workplace or what are we talking about inside this meeting? You don't want to bring up a story of a party you had Saturday night. At a meeting where you're trying to accomplish conflict resolution. And it needs to have a clear message. So if you're talking about conflict resolution or emotional awareness, yeah. That's really important in the workplace. You want to have a clear message about that? What helps me before I go into a meeting is I start to think of stories that relate to emotional awareness. And. One thing I really like to bring into my stories is traffic because traffic is relatable to pretty much everybody, especially in Houston where I live. So there's always traffic. We're all can relate to that. And when it comes to emotional awareness, there are so many stories. Interesting characters. There's relate-ability. Ah, so maybe we could start with a story about traffic, because what happens when you do that? You can bring relativity into the conversation during the meeting. You want to create emotional connection? So I recently, I started doing lunch and learns at the, one of the places that I work at, and those have been phenomenally successful. Because of storytelling and these people don't even know they're doing it, but what we start the meeting with is we have an executive in the meeting. In the lunch and learn. And they talk about what's going on inside the workplace. Usually there is conflict. It's relatable because the entire team can relate to what's going on inside these stories. And then they come up with resolutions, which the whole team breathes a sigh of relief. And then there is a structured narrative. Every story has a beginning, a middle and an end. And you don't want to start with the end in mind unless perhaps it's relevant. Like we just talked about. We interrupt this episode to tell you about our corporate wellness programs. I've been a corporate wellness professional for 12 years, and I am a consultant for other companies. I provide free resources on corporate wellness. So perhaps you may be a corporate wellness director yourself or a human resources person, or even a CEO looking to build on your wellness programs for your team. I have a ton of free resources, some quizzes, some checklists be sure to check out that page at www.kathieowen.com/ corporate-wellness. Hope to see you there. And let's get back into the episode. And authenticity. I often say this, but. Authenticity is a buzzword. And when we are talking about being authentic, we want to come from a place of honesty. And reality. Not something made up, not a dream, those types of things. And definitely don't lie. Because it'll come back to bite you and that's inauthentic. How leaders can communicate news through stories. Number one, we celebrate success. Talk about a trial that we just went through when our internet went down for like three days, but we still had a success during that trial. And we want to celebrate that rather than just throwing a party. We want to celebrate that success in a story and tell the team. Remember when we went through this struggle and we came through this and we did this and. We still accomplished this. Yeah. We want to include that in our story details. Number two change management. I like to call myself a change management consultant, because a lot of times what happens is there's a lack of trust. There's a lack of communication inside the team. And when we navigate change properly. Through a story. Guess what it builds that emotional connection, it builds trust. It builds resilience. You would be amazed. For example, I went to the CEO at one point in time, they had just had this mass firing. The team did not understand why this firing took place. But the executives had their reasons, but there was a disconnect and the team did not trust the executives anymore. And what happened was we started. Involving storytelling inside this. They didn't even know they were doing it, but what they did was they started communicating with the team. Well, we had to fire these people because they weren't doing their job that they were asked to do. And that just had to happen and it really made the connection come back. So here was the team down here. Here was the executive team up here and through this story, we brought them back online in the same place. And number three, addressing challenges. I know this one's very obvious because we have the conflict and the resolution that comes up. And I've talked about the challenges inside these stories. So when you address a challenge through a story, you make it more relatable to the team member who doesn't understand. All the ins and outs of changing a company and change management. I know I just talked about that, but change management is a big deal and it's also a challenge inside the workplace that we want to address properly. So we can. Connect on the level and have business done the way you want it done. Not the way your employees are telling you to run your business. I say that all the time. So why is teaching lessons inside your business? Important through storytelling. Number one, you get engagement. It helps the team to understand, oh wow. That executive who I put up on this pedestal and thought was all of this is actually human. That actually make mistakes. Or they actually, I didn't know that was going on inside the business. And when this connection comes in, it builds engagement because what happens is a lot of times is these lunch and learns somebody Else we'll go back and tell their friend, oh, I learned this at that lunch and learn. Did you know that that happened inside the business and things start spreading like wildfire and it's amazing what happens when you start communicating through stories. You get their attention, you retain their attention. This is important. I have attended a, a fabulous lunch that the CEO and founder of the company planned for the entire team. And during this lunch, they decided, I don't know why they decided to tell the team about. Oh, let's talk about what we tell our board members. And it was like bullet points. They, the team was disconnected. People started talking during this lunch and it wasn't effective. Because there was no relate-ability for the team members and the executives. We need something that's going to retain their attention. And that signal right there. It wasn't a mistake. It was an opportunity for them to see, oh, this does not engage the team. We can't talk about budget during these times, even though that's what we need to talk about. Well, guess what a story is going to tell them in a better way that they can relate to what you're trying to teach them. As opposed to giving them numbers or telling them, showing them graphs of different things. No, it's not going to work across the board. And that's what we want. Am I right? Why teaching lessons through stories is best is because it builds a connection. Again, let's go back to that luncheon where you're showing them bullet points about their budget. It's not going to work because the team members are not going to pay attention to that. They want to have a connection with you. They want to know that you're human and that you're understandable and relatable. And the last reason for why teaching lessons through stories is influence. Bottom line. We want you create influence. And I liked the book Influence by Robert Cialdini. It talks about this, but another book I really, really enjoyed reading about influence is Amplify Your Influence by Renee Rodriguez. And I will have a link to that book in the show notes and description below, but what he teaches us is telling stories is a great way to communicate. And have your influence. What happens is it's easier for you to remember number one, it makes it more relatable. Oh, there's that word? Relatable. And it makes it more understandable to your audience. Whoever that may be, and your influence comes across like skating on glass. Super easy. So let's talk about how to put the story together. I know I said that there's interesting characters. There is a point of conflict and there's a point of resolution. And that really composes the story, but let's talk about how to put it together. Number one, identify your purpose. What is the reason we're telling this story? Remember, let's go back to the emotional awareness, that meeting that we're going to have. We don't want to talk about the party we had last weekend. We don't want to talk about the coffee we drank the other day. Well, unless that is the purpose of your story. We could relate it in a way that the people are going to understand. What our message is we're trying to get across because when you start with that story, You can always bring it back to other components that happen inside that meeting. That is your purpose. And then number two, know your audience. Let's go back to that luncheon, where they talked about numbers and budget. We were having a celebratory luncheon. The team member didn't understand this, and therefore you lost their attention. When you know your audience, you could tell them a story about a time, perhaps that you struggled with your budget, or perhaps when you help somebody overcome their budget issues. And at the very end of the story, part of the resolution can be, and this is how we're going to resolve our budget issues that we're going through right now, because then everybody will put the story together that is knowing your audience. Number three, choose a relatable scenario. Okay. What did I say? What I want to talk about the coffee. We drink at an emotional awareness meeting or at a celebratory luncheon, unless it is relatable. A relatable scenario. That's why I like talking about traffic, especially when I met a pull for whatever's trying to get my point across because inevitably I can come up with a story about traffic that is relatable to what I'm trying to teach. Develop the characters. Okay. Let me give you an example of this that relates to emotional awareness and traffic. There is this intersection where you can turn right on red and there's a car at the front of this intersection, and there's all these cars backed up because this car is going to go straight. And this light is very long. Well, the person in this car appear is very unaware of what's going on around them. Perhaps they're sitting there drinking a cup of coffee. Looking at their phone because they know this light is long and then there's 10 cars behind them and all 10 of them want to turn. Right. But they're not even looking in their rear view mirror. They're looking at their phone, they're doing their makeup. They're this person that could be somebody, you know, your friend, but you're really pissed at them right now because they're not turning right on red and you're stuck. Getting stuck at the next slide and the next slide in the next, like, did that person even know that they were going to mess up your chi and mess up your timing? That person up there is just a relatable character. That's what that is. And that relatable character. We've all done this before. I've been totally unaware of everything that's going on around us, in our car. Except for us because that's what most people care about is themselves. And it's not to shame them is just a fact of life. It's the way our brains operate. We're trying to take care of us. We're not worried about everybody else going on around us. But when you're emotionally aware, you understand? So that character right there in that first car is totally relatable because we're all been there. We've all done it. And then number five, create the plot, I just created the plot for you in that story right there. Being stuck in traffic. Oh my God. I can understand that. And then that person up there made me that much more later. Because they were unaware of what's going on this plot right here can help you develop a great story where everybody can relate to some character in that story. That's why I like talking about traffic. At details and emotions. So I add details and emotions in that, because I'm talking about the people that are getting mad that want to go ahead and not have to be stuck at the next light and the next light and the next light and the emotions I'm evoking are telling you. Oh yeah. I felt that before I felt that anger I've been mad. Why isn't this person paying attention what's going on? But I've also been the person that's in the first car where I'm doing my makeup or. Or I am looking at my phone because I know this light is long and I'm not paying attention to what's going on behind me because I don't need to, I just want to go straight. See? I brought in emotions, all of that good stuff. And practice and refine. I have told that story about traffic many, many times. And I will tell it many more times in the future. Because it's very relatable and very understandable, but I will change it. I will change it when I'm editing this. I will look at that and I'm like, yeah, I should have said this. I should've said that. I mean, should, is a dirty word. You'll hear me say that a lot, but practice it, refine it. It's always going to get better. It could always be better. There's no such thing as perfect. Done is better than perfect. So I write a blog post that goes with this episode. And actually every video I do has a blog post. I have it in the link in the show notes and description below. But right now I'm going to give you a simple template to get you started on your storytelling communications. Number one, you want to start with an introduction? Remember there's a beginning, a middle and an end. I'm going to give you the beginning right now. So you want to start with that introduction. You want to set the scene. You want to use as many details as you can. You want to spread it? Inside their minds of your audience. You just want to catch them. You want to hook them? You've heard the hook you want to hook line and sinker. And get them. Hooked into your story. So you want to set with a powerful introduction with what? Interesting characters. Or just set the scene, set the scene. Once upon a time in this office, we had this struggle. Back in 2019, we hit this recall. And what happened was. And go into your story. Which is your body of your story. You want to set it up with interesting characters. Remember the interesting characters you want to describe them in. As much detail as you can, and really get into the meat of the story. And you want to build the tension, start building the tension, because guess what comes next? The climax, the climax is when the. You relate to every character in the story you're going, oh my goodness. I can't wait to hear the next detail. What happens? Well, that's a good story right there. The climax, it hits and your character's reach a turning point. They reach a turning point. And then every story has a good ending, a good conclusion. You don't want to just leave him hanging unless that's the purpose of your story. But you want to have a good conclusion about why you told the story? But there's always a good conclusion. And a lot of times at the lunch and learns how those stories conclude as we go to the next person at the table. And the next person at the table has a very easy time of telling their own story, because then they get to talk about themselves. They just heard about this person and then this person, and then this person, and then this person. And it, the, the, the things that happen in these meetings are phenomenal. It's just works like magic. All right. That's my episode for today. I trust that you found a helpful. As I said earlier in the episode, be sure to check the links in the show notes and description below because inside the blog post that goes with this episode. I'm going to have resources on storytelling. I'm an avid reader, as you may or may not know, but storytelling has made a difference in my life in a powerful way. And a lot of these books that I've read, talk about storytelling. Like Kendra hall is a phenomenal author about storytelling and speaker, by the way. And then also, um, the Renee Rodriguez book will be there as well. So I hope to see you there. And I trust that you found today's episode helpful. If you know somebody who can benefit from this, please share it with them. And until next time I will see you next time, peace out and Namaste.
