Stories Power Business Presentations
Stories change the way we think, feel and behave, and understanding that is a key factor for anyone who does business presentations. It’s common to lose sleep over a story on television or in a book. You’ve probably experienced the motivational thrust that can propel your actions after hearing a story of someone’s success that resonates with you.
The power of a good story can convince and motivate your audience – and all effective leaders know and use this. Stories can create legends that drive the culture of entire organizations. Stories touch people, when facts do not.
Five Classic Story Types
There are several different types of stories sometimes found in business presentations, and although they’re not always clearly delineated and often intermingle, these descriptions might give you ideas for stories you can add to your next business presentation. Look for the classic “W”s, who, what, where, why and when.
The Who Story – Earn the Right
“Who” stories, stories about who you are, are sometimes told by the presenter, and sometimes by the person introducing them. There is often one at the start of a business presentation. They are personal, and speak to the emotional experience of the presenter, and they “earn the right” for the audience’s attention. These stories are often about flaws, mistakes, or challenges that the speaker has been through. When Lance Armstrong tells an audience that “Testicular cancer is the best thing that ever happened to me”, they pay attention.
The What Story – Teaching Stories
“What” stories are teaching stories, and may be about an initiative, a product, a company direction. They’re used in a business presentation to encapsulate and demonstrate a lesson about what is being done or should be done. These stories are often told as warnings, and can be a negative lesson about what to avoid.
The Where Story – Vision of the Future Stories
“Where” stories are vision stories, future oriented, and designed to inspire hope. They envision a future that is better than now. They follow the common themes of science fiction stories: “If this goes on”, “What if”, and “If only”… and present a vision of positive change. Martin Luther King’s “I Have a Dream” speech is one of the most well known examples of this type of story.
The Why Story – A Values Story
“Why” stories are stories used in a business presentation about why you (or your company) is here. These often overlap a little with stories about who you are. They explain your motivation for doing what you’re doing, speaking to the audience you’re speaking to, or presenting the topic you are presenting. They help build trust and receptivity in your audience.
These stories are, at their root, about values. They explain why a company or person acts as they do, and where the boundaries of that person or organization’s behavior originate from. Here’s an example from the International Tree Foundation, speaking of their founder: “During his years in Africa he became convinced that the destruction of trees was causing the enlargement of the Sahara desert.”
The When Story – A Story of Historical Roots
“When” stories are often about values or principles in action. They may give examples of times when staying true to one’s beliefs worked for a person or organization, in the long term if not the short term. They tend to be origin stories or pieces of the history of the organization or person.
Stories Can Move Your Business Presentation Audience
Stories work to engage the audience on a personal and emotional level. Particularly if a goal of your presentation is to move your audience to action, strengthen the stories that are included in your next business presentation.
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