Why? Because stories stick! Stories get repeated. University of California researches report that storytelling engages more of the brain than music or math. Their studies show that listening to stories activates sensations, emotions, and memories, not on just one side but across the entire brain.
When you need to make a point, suggest new ways of thinking, encourage the discouraged, or model a new way of approaching a problem, try using this five-step formula for creating and telling a story.
- The Segue – transitions to your story.
- The Situation – briefly sets the scene and gives time, place, and who’s involved.
- The SNAFU – outlines the challenge or problem that had to be solved.
- The Solution – unveils the “turn-around” – how you or someone else solved the problem – and makes your story memorable and exciting.
- The Significance – shows the positive impact the outcome had – for colleagues, for clients, for your organization, for people your team serves.
Here’s an example. Shelia, the head of procurement, needed to thank Ron, her team member who suggested a new initiative. And she wanted to remind people on her team of the value of looking ahead to be prepared for what was coming down the pike. She told this story at a team meeting.
- The Segue: “I love it when you all help me surprise my boss! Do you remember several years back when Ron came back from that “green” conference and alerted us that we’d know which vendors have the best environmental records?”
- The Situation: “Most companies–including ours–hadn’t even begun to think about this issue yet.”
- The SNAFU: This kind of information takes time to gather and assess, but when the CFO asks for it, our reputation depends on getting him the info quickly and efficiently. It can’t be done overnight!
- The Solution: So you all put together ‘The Green Team” and even with everything else you handle, you became experts on how to purchase with the environment in mind.
- The Significance: When the CFO began asking for just that kind of thing last month, I had the info to him within hours, and I said, “My team thought you might be asking for this,” and I handed him two three-ring binders you all had created full of just the stuff he was looking for.” You should have seen his face – first surprise, then appreciation! Good job, everybody!
The best stories are strategic. They teach the listener something you want them to know that will help build the relationship. The best stories are short—no more than about 10 to 12 sentences. And the best stories are concrete and clear. Make storytelling your new, best management tool.
