A Common Pitfall in Business Storytelling: Wrong Story Overall

Over the last few days I’ve written about the four major steps in organizational storytelling, modeled after Joseph Campbell’s Hero’s Journey. But, even with all the right elements in place, there are pitfalls to avoid.

For one, be sure you are telling your story to the right audience.  Or rather, have the right story for the audience.

Ensuring your story resonates with your listeners requires you know something about them. I am not talking about deep market research. Just some basic facts will do. If you are speaking before a group, are they from a particular industry? Have a common need, vision or issue? If it is an individual, do you know them personally? (If not, keep the story as universal as possible.)

For instance, if you are speaking to a group of people in the hospice industry do not tell a story about how your rock climbing injury kept you from reaching the top of Mount Everest. If you are a CEO and are lamenting about your contractor problems on your beach house before an audience that could never afford such a luxury, expect to miss the mark.

Universal themes are always the safest bet, unless you know the group or individual intimately. Being relevant is more important than being titillating.

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