#Oprah2020 trended for days following Oprah Winfrey’s speech at Sunday’s Golden Globes. The talk of a possible presidential run, by a long shot, has consumed social media and is dominating headlines.
But it isn’t the first time.
The Power of a Better Story
As a first-term senator, Barack Obama launched similar excitement with his 2004 keynote address to the Democratic National Convention. Prior to officially entering the race in June 2015, reality-TV star, billionaire, and political novice Donald Trump had long stoked enthusiasm about running for office.
Why do these folks, seemingly breaking all the defined rules of modern presidential campaigns, seem to touch a limitless vein of support?
Because we obsess over storytellers.
We want someone who can shape a story, hone a message, and relate it in a way we can identify.
Oprah, a black woman who grew up very poor and with a history of abuse, became an icon of talk. For decades, her brand was storytelling. She became “America’s best friend” through telling her story and soliciting others to share their own. Her storytelling earned her our trust. In turn, her trust allowed her to offer advice. Her endorsement could catapult a book to bestseller status.
She is not just trusted: she is adored.
“If Oprah wants to run for president,” one political commentator observed, “it will be a demotion. She is so loved today, she is already ‘Queen of the Universe.’”
As a master storyteller, Oprah is able to tap into the collective emotions of the country and speak directly to the hopes, fears, and dreams of her audience.
Obama’s 2004 speech, and his first presidential campaign four years later, did much the same. He was able to clearly access the frustrations and hopes of the American public. His theme of, “Yes We Can,” was one supporters could rally around, embrace, and remember. Most importantly, it was a story – a message – they could believe in.
Stories Still Decide the Victors
In 2016, Trump too was successful at crafting a story. His message, “Make America Great Again,” resonated with a large swath of American society. This clear message was repeated often and with clarity by the candidate.
His surprising victory was possible, in large measure, because people craved the story he offered. He was a master at crafting a story people could understand and which struck a chord with his supporters.
The United States has gravitated to political leaders who are clear and effective storytellers throughout our history. Ronald Reagan, a master at short messages, gave us “It’s Morning Again in America,” and urged the Soviet Union to “tear down this wall.” John Kennedy challenged us to “go to the moon.” While FDR assured the nation the only thing we had to fear was “fear itself”.
Storytelling is a winning proposition in politics, entertainment, and also in business. Jack Welch brought magic to General Electric with his management skills and appeal to consumers and shareholders alike. His theme of “we bring good things to life” remains one of the leading vision statements of any corporation.
Fifty years ago, Herb Kelleher founded Southwest Airlines as the CEO and master-promoter. Kelleher appeared often, in elaborate costumes, greeting customers at the airline’s home base, Love Field.
Kelleher’s passion was crafting Southwest’s story. Passengers, employees, and vendors alike rooted for Southwest’s success. The advertising was flashy and even edgy. Southwest’s reputation was both fun and unconventional. It was the story Herb created.
In 1992, when another airline sued Southwest for trademark infringement over the use of the airline’s “Just Plane Smart” motto (the other company had trademarked “Plane Smart”), Kelleher didn’t counter-sue. His story, the Southwest story, called for something different. Something unexpected.
His idea: the two CEO’s would arm wrestle for rights to the motto. A best of three match, with the loser of each round donating $5,000 to charity. It was a great addition, sewn into the fabric of the Southwest brand.
The result was both airlines ended up with the rights to the motto, charities received $15,000, and both airlines got exceptional press. Kelleher, like Obama, Trump, Oprah, and all the others proved he was a master storyteller. He also won the arm wrestling contest – two to one.
Better Businesses Tell Better Stories
Do your customers and employees crave a good story? Absolutely.
The thing is, they are hearing a story about your company with every contact they have. Is it the story you want them to hear? What are some tips you can learn from these masters about building your story?
- First, have fun with what you are doing. No one can watch a clip of Oprah giving automobiles to her audience without smiling. More importantly, she leaves no doubt. She enjoys what she is doing.
- Simplify the complex. When Reagan said, “Mr. Gorbachev, tear down this wall,” members of his own administration were aghast. They thought it was not presidential and didn’t take into account the complexities of foreign policy. He went against their advice and that one line became one of the most enduring of 20th century politics. All because he simplified the complex into something memorable and understandable.
- Lastly, speak to people’s dreams. When Kennedy said we’d send a man to the moon within the decade, he set a clear vision. Not just for NASA but for the nation. While he didn’t live to see his vision achieved, he clearly spoke to the dreams of every American and motivated success.
Will Oprah run for president? I don’t know. However, the reason she is seriously considered is simple: she is a leading storyteller and crafts stories in a way people crave.
GREG BRUCE is a co-founder of friendsTED. He has worked with many of the nation’s top healthcare companies. A student of people, he believes the key to improved organizational performance is to focus on people first.
Source: http://www.friendsted.com/blog/friendsted-blog/want-great-story/
