Stories and Storytelling Part 2

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In last month’s column, I stressed the need for distillers and brands to have a good story AND to be great at storytelling.

Several readers reached out to me to share some of the specific challenges they face, including:

  • Some brand owners already have a great story, but face challenges when their story is being repeated/shared by people outside their organization.
  • Other brand owners struggle with their own employees not knowing the story well or not being particularly good at telling it.
  • Most of the feedback I received, however, was from executives or financial backers who were unsure if their story was relevant to today’s consumers.

While there is no blanket answer or “magic pill” that can solve all the challenges listed above, it is always good to understand the fundamental points that make a good story:

  • Characters: They should be well-developed, relatable, and driven by clear desires or motivations. The best stories show how characters are changed by their experiences and what they learn about themselves.
  • Plot: This is the sequence of events. A good plot poses a question early on and provides a satisfying resolution at the end, driven by a series of causes and effects and the character’s reactions.
  • Setting: The setting grounds the story in a specific time and place, providing context for the characters’ actions. It doesn’t need to be vast; even a small, familiar space can be immersive if described well.

A good storyteller, on the other hand, should be confident, empathetic, and enthusiastic, incorporating vivid details and very descriptive language to draw the audience in. Good storytellers are also good listeners, able to read the audience’s reaction and adapt their delivery, tell a clear and structured story, and be vulnerable and authentic. Key skills include a strong memory, the ability to simplify complex ideas, and the use of non-verbal cues like body language and pauses.

Identifying or developing great storytellers from among your staff can be accomplished via company-sponsored “storytelling competitions” that are open to numerous topics.  Their goal is to identify candidates with the best potential, so that their skills can then be further polished and fine-tuned.

Cheers!

Luis Ayala,  Editor and Publisher        

http://www.linkedin.com/in/rumconsultant