Learn to tell stories…you’ll be glad you did

Stories make all the difference. We humans are programmed for stories. Evolution taught it was advantageous to form groups and tell stories to share knowledge to help people understand and remember. Our early ancestors compacted their experiences and lessons while hunting and gathering and told stories around the campfire to share the knowledge with the rest of the group.

A story can soften a lesson, a prescription, or a directive. I can conceal how strongly I feel about an action one of my clients, colleagues, friends, or member of my family wants to take by telling a story with a moral. I don’t say “Don’t do it. That’s stupid. Are you out of your mind?” Instead, I tell a story.

Stories have been shared in every culture for millions of years – starting with rudimentary drawings by those people who lived in caves – as a means of entertainment, education, cultural preservation and instilling moral values.

The ancient art of storytelling has made its way to the boardroom, but some people – including marketers – still wonder if it’s that big of a deal. The truth is, whether you’re trying to sell your product or service, your company or even yourself, you need to be able to tell a story. And bullets on a PowerPoint slide are not a story.

The South’s beloved short story writer Eudora Welty said this, “Long before I wrote stories, I listened for stories. Listening for them is something more acute than listening to them. I suppose it’s an early form of participation in what goes on. Listening children know stories are there. When their elders sit and begin, children are just waiting and hoping for one to come out, like a mouse from its hole.” She also said, “A good snapshot stops a moment from running away.” She was talking about a verbal snapshot, not a photograph.

TED has a huge list of talks devoted to the art and value of storytelling. If TED is paying attention, you should too. The Professional Storyteller web site believes in the power of storytelling so strongly their motto is “Share a Story – Change the World.” They may be on to something.

You, me, all of us have stories…unique, wonderful, powerful, and profound stories. Let them come out…like a mouse from its hole. Learn to tell your stories. You’ll be glad you did.