If you are interested in adding the storytelling technique to your communications arsenal, good for you. Storytelling, the art and science of sharing information via narrative, is an ancient form of communication. Human beings around the world have used storytelling to get their ideas across for millennia. Over the ages, it has outlasted every fad, technique and notion around persuasion and discussion. And, there is a good reason for this. It works.
But, avoid the dangers that lurk. The last few day’s I’ve been blogging about some of the pitfalls. Here’s another: nothing surprising happens.
We all know that stories have to have a beginning, middle and end. But, they also need to have some air of unpredictability to be interesting. What do we mean? Having an ending that isn’t easily identified is good. But, hearing something in the middle that they weren’t expecting, as well, is even better.
Too many business stories do not have enough suspense or twists and turns. No need to turn your story into a saga with such details. But, do include soemthing that will perk the ears.
Be wary of adding something that is meant to trick, however. Audiences don’t like to be deceived. Film director M. Night Shyamalan is brilliant at his sudden twists. But, even he sometimes can miss the mark. The surprise introduction of new information worked in the Sixth Sense. (The psychiatrist was really a ghost.) It didn’t work so well in The Village, with critics (and viewers) feeling they had been duped. (The time frame of the movie went from years past to suddenly being in present day.)
Think of a twist along the veins of Mattel finally having to admit that their famous Barbie doll’s measurements were an impossibility. (Should she be a real woman, her original measurements would have been an impossible 36-18-38.) Or, how Walt Disney had numerous business failures and bankruptcies before finding his magical formula. In fact, he was fired by a newspaper editor because, “he lacked imagination and had no good ideas.” Leaving those details out of their stories would have made their eventual success less interesting, no?