Storytelling has become an essential element of business communication, but it’s easy to get wrong.
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In today’s competitive business landscape, effective communication is more important than ever for professional success. One powerful tool is storytelling. With stories surrounding us, the ability to harness their power is a valuable weapon in any professional’s arsenal.
I went to the expert about business storytelling to find out about how we can get better at it. I spoke with Rob Biesenbach, a former colleague and author of “Unleash the Power of Storytelling: Win Hearts, Change Minds, Get Results” to get his insights on how to take your stories from good to great for maximum impact at work.
He explains the impact of a good story: “What you’re looking for is that glimmer of recognition, that nod that says, ‘Yeah, I get it. I know what you mean. I’ve been there’,” said Biesenbach. That connection helps speakers be more compelling when they seek to inspire or inform an audience.
Here are Biesenbach’s top tips on how to bring stories to life at work:
Understand What Makes A Story
In my own communications workshops, I find that the biggest mistake people make is cramming in too much irrelevant detail. Biesenbach explains that people might be sharing a sequence of events rather than a real story.
“A story requires a character, a conflict and a resolution,” he says. “If there’s no opposing force then it won’t be compelling to your listeners.” By focusing on these key elements, you’ll be able to identify what details might be cut to help you bring focus to a compelling story.
Choose What’s Meaningful To You
Don’t head to Google for a generic story. Biesenbach emphasizes that your story must be something that genuinely matters to you on a personal level.
“If it’s meaningful to you, chances are it will resonate with others,” he said. “But you can’t fake an emotional connection. Audiences can tell if you’re just reciting someone else’s story. Draw from your own real experiences and passions.”
Add Sensory Details
A common mistake is trying to make stories overly general while trying be relatable. This often backfires by making the story bland and unmemorable. Instead, Biesenbach advises zeroing in on a single, specific moment or turning point in your narrative, and including details that embrace the senses.
For instance, instead of saying “wow, we had a crunch moment in a new business pitch,” describe the scene.
Biesenbach illustrates: “You could say, ‘there we were, in a stuffy, windowless conference room that smelled of cold pizza. It was 11 o’clock at night, we were exhausted. And we still hadn’t figured it out’.” Those couple sentences set the scene where people can relate.
Embrace The Unexceptional
Many think their stories need to be about extraordinary, life-changing events to be impactful. But Biesenbach points out that some of the most effective stories come from seemingly unexceptional, everyday circumstances.
“You don’t need a grand, landmark moment,” he said. “The mundane can be compelling if there is a clear conflict, cause-and-effect, and a resolution or lesson learned.”
He suggests an approach like, “This reminds me of a situation with a client just last week where we encountered the same type of problem you described…” Simple stories grounded in real, specific examples will resonate with your audience more than extreme tales.
Connect On Multiple Levels
Biesenbach says a truly great story will touch your audience mentally, emotionally and even physically. On a mental level, the story should be relatable to people’s personal experiences so they think “I know what you mean.” Emotionally, it should evoke feelings like pride, joy, empathy, or perhaps tension or suspense. And physically is getting visible reactions like nodding or laughter, even tears, is the ultimate sign you’ve captivated your audience.
While most people think they don’t have good stories to tell, the truth is that we all have a wealth of experiences that can be shaped into compelling narratives. To elevate your storytelling skills for workplace impact, focus on crafting narratives that are meaningful to you. Apply advanced techniques like rich sensory details and zeroing in on key moments that forge an authentic connection with your audience.
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