The Art of Storytelling
It's the ultimate power move in business and life.
When I first met the founders of Canva, Melanie Perkins told me the story of the genesis of the company. She was a student in Perth, Australia, and she taught graphic design to other students using PhotoShop and Illustrator. She learned firsthand how 1) difficult and 2) expensive it was to learn these products.
Her first company enabled schools to make yearbooks much more easily than the current tools—or lack of tools. It was in her mom’s house. From this humble beginning, the idea for “democratizing design,” aka, Canva was born. And the rest is history as the saying goes.
We’re not talking about a once-upon-a-time fairy tale here —this is the kind of story that makes people’s hearts beat faster and their wallets open wider. Storytelling isn’t a fancy buzzword for marketing folks. It’s the path to human connection, empathy, and ultimately a great business. Here are the key principles of great storytelling:
Connect with your audience. Much like Jane Goodall does on my Remarkable People podcast, she shares stories of her experiences with chimpanzees that instantly create a bond with listeners by touching on universal themes of family and survival. It’s because she delivers what she knows the audience wants to hear, not necessarily what she wants to say.
Goodall’s narratives are powerful because they transport the audience into the world she describes. Through vivid details and emotional honesty, she helps listeners visualize the dense forests of Gombe and empathize with the triumphs and struggles of the chimpanzee families she studied. Her stories make the foreign feel familiar by highlighting the parallels between chimp and human behavior.
Craft a compelling narrative. This is crucial for engaging your audience and making a lasting impact. As branding expert David Aaker teaches, stories are more memorable than facts alone and have the power to capture people’s attention and inspire action. A strong narrative has the power to draw people in, hold their attention, and leave them with a memorable message.
To craft a compelling narrative, start by identifying your key message or theme, then build a story around it with relatable characters, vivid details, and a clear structure. Use tension, conflict, and emotional resonance to keep your audience invested from beginning to end.
Remember, a well-crafted narrative is not just about conveying information, but about taking your audience on a journey that enlightens, inspires, or moves them in some way.
Select the right medium. Different mediums have unique strengths and limitations, so it’s important to consider which one best suits your story and goals.
Written stories allow for deep introspection, while visual mediums like film can create immersive experiences. Audio stories can foster intimacy, and interactive mediums engage audiences more actively.
When choosing a medium, consider your target audience, story complexity, available resources, and desired impact. The right medium should enhance your story, making it more accessible, engaging, and memorable. By leveraging the most appropriate medium, you can effectively bring your narrative to life.
Lastly, evoke emotional responses. This is a surefire way to captivate your audience and create a lasting impact. As David Aaker also teaches, stories that tap into universal themes and experiences can forge powerful emotional connections between brands and consumers. In the case of Canva, the theme is individual empowerment: anyone could make great graphics.
By crafting narratives that evoke feelings such as joy, nostalgia, inspiration, or other emotions, you engage your audience on a deeper level and foster positive associations that go beyond mere facts.
When you make your audience feel something genuine and empowering, they are more likely to remember your message and be moved to action.
By weaving in these elements, storytelling becomes a powerful tool not just for sharing experiences but for shaping a more connected and compassionate world. So, grab your pen—or keyboard—and start crafting those transformative tales!
Remember, folks—stories are the original social network. They’re how we’ve been sharing ideas, inspiring action, and changing minds since we were painting on cave walls. In today’s world of endless noise and digital distraction, a well-crafted story isn’t just nice to have—it’s your secret weapon for standing out and making change happen.
Mahalo!
Guy
A number of helpful points in this post on storytelling. If stories were the first social networks, it's important to remember that your story needs to be easily repeatable (sharable.). Repetition of key ideas and themes within the story helps the audience to remember and repeat the essence of the narrative. I also like the emphasis on choosing the right media. The media supports the narrative not the other way around. Third, for professional presentations, characters in the story need to be more than relatable: they need to present roles that the audience can see themselves playing and WANT TO PLAY. A presentation is the fusion of information, data, and imagination.
When I coach groups to connect their personal stories to their organization's mission, I tell them about "The Moment." It's what 60 Minutes founding executive Don Hewitt said that every story must have. That "moment" is the one that moves the viewer or the listener. Your personal story can provide that moment of connection. Everyone can be empowered to tell their story and organizations should invest in helping their stakeholder learn how to engage via storytelling.