We all understand that data and facts are essential to persuade, bolster a claim or prove a point, and they are usually readily at hand. Grab an analytics report, ask someone in accounting and insert your statistic.
But when it comes to devising, creating and delivering a story to connect to that data point, this, for many, becomes a much more ethereal endeavour.
I had a client in Stockholm who was a senior team leader and a woman, by the way, once tell me that she had never incorporated a personal story in a business setting, because, “I’ve never done anything interesting.”
And yet, the research (yes, data and statistics) tell us that storytelling is what truly captivates and motivates. So, as leaders, we must master the art of storytelling to communicate our vision and values effectively.
Reflect on a time when you were inspired by a speaker. Chances are, it wasn’t just the facts they presented but the stories they told. Stories resonate on an emotional level, making complex ideas relatable and memorable.
Stories create connections. They humanize us, allowing our teams to see the person behind the title. This fosters trust and openness. Secondly, stories are memorable. While facts and figures can be easily forgotten, stories stick in our minds. They make our messages more impactful and persuasive.
To become a compelling storyteller, you don’t need to have climbed Kilamanjaro – (but Kella co-founder Hannah has, please ask her to tell you about it, it’s an incredible story). Your stories are interesting. You can focus on small things. The first time you rode a bicycle. The early job interview you flubbed. That time you forgot your child’s soccer game, because you had an important business meeting that you were focused on instead. Tales of triumph are inspiring, but so, too are stories of disappointment, frustration and failure.
When you look inward and focus on authenticity, structure, and the emotional connection and take-away for your audience, you – and the point you are trying to make – will be more memorable. Here are some practical tips:
- Be Authentic: Share real stories from your own experiences. Authenticity builds trust and credibility.
- Structure Your Story: A good story has a clear beginning, middle, and end. I recommend you start with a vivid description of the scene, clearly define your challenge and the outcome (remember, it doesn’t have to be a win) and the most important element is to connect your story back to the “what’s in it for the audience.” They want to get something out of why you told this. Don’t make them infer or work for the meaning – state it distinctly for them. “That’s why we can all remember… or learn from.. etc.. “ is a lead in phrase to a strong story conclusion and lesson – that you can try.
- Use Emotional Appeal: Connect with your audience on an emotional level. As I’ve already said, your sharing from your personal experiences of challenges, successes, failures and lessons learned drives engagement and retention.
- Make It Relevant: Tailor your stories to each audience. One story may have different points of view so you can get more mileage out of it depending on the audience. Of course, make sure the story aligns with your key messages and the values of your audience.
- Practice: Like any skill, storytelling improves with outloud practice. We often don’t write the same way we speak. If it doesn’t sound like you when you say it aloud, change the wording; don’t change you.
Storytelling is not just a communication tool; it’s a leadership tool. It helps us convey our vision, inspire our teams, and drive change. As top-level female executives, we have the opportunity to harness the power of storytelling to lead with impact and authenticity. Share your journey, the challenges, and the triumphs. You are interesting.
Let your stories be a beacon that guides and inspires your team.