- Greg Owen-Boger Meetings, Myths Debunked, Presentations, Training
You already know that storytelling is a powerful tool. It personalizes ideas, creates emotional connections, and clarifies complexity. In fact, you’re already a storyteller. You share what happened in line at the grocery store, the reckless driver on his phone who almost ran you over, and the upset during the big game last night.
The problem is, somewhere along the way, the concept of storytelling in business settings became overcomplicated. If you’ve ever sat through a workshop, watched a video, or read a business book on storytelling that tried to turn you into a full-blown novelist or a screenwriter, you know what I mean.
At Turpin Communication, we take a different approach. A simpler, more practical one. One that builds on your existing skills.
The Benefits of Storytelling in Business
Before we get into our approach, let’s briefly revisit why stories matter in the first place.
Stories help you:
- Make abstract ideas concrete
- Engage listeners on a human level
- Simplify the complex
- Enhance memory and retention
- Improve persuasion
In short, stories help your message land and stick. And yet, for all their value, many businesspeople still find storytelling intimidating.
Fiction Writing Isn’t the Goal
In a business context, you’re not expected to be a dramatist. You’re a communicator. Your job is to help people understand, make decisions, and take action. That’s why we encourage you to let go of literary notions of storytelling—the hero’s journey, villains, plot points, inciting incidents—and replace them with something much more manageable and, frankly, useful.
Our Simple Definition of a Business Story
For our purposes, a business story is
- An event that happened, or could happen, at another time or in another place
- Told with specific intent within a larger business conversation
That’s it. Two parts. Straightforward.
The first part acknowledges the obvious: stories are about events, real or imagined, that happen at another time or in another place. The second part is where the real shift happens. In business, stories are never told in isolation. They serve a purpose. They’re told within a broader conversation (meeting, presentation, training session) to support a goal, clarify a point, or influence a decision.
You don’t walk into a meeting and immediately say, “Today I’m going to tell you a story.” Instead, you consider using a story to reinforce your point if it feels right for the moment. Or a relevant story may come to mind spontaneously as you try to make a point more vivid or understandable. That’s good storytelling in business: organic, purposeful, and aligned with your communication goals.
Intent Is Everything
Think back to the last time someone shared a “war story” that had nothing to do with the topic at hand. It might’ve been entertaining, but it likely left people wondering, “Why are we talking about this?”
That’s what happens when intent is missing.
Whether your story is planned or spontaneous, you must be clear about why you’re telling it. What point are you trying to support? What decision are you trying to influence? If your audience can’t answer the question “So what?” after hearing your story, it’s time to rethink how you’re using it.
Practical Tips to Make Storytelling Work for You
Here are a few ways to help you become a more intentional storyteller:
The Planning
- Start with the goal: Before telling a story, clarify for yourself what you want it to accomplish. What point should the story make?
- Consider the raw material: Write down the “Ws.” That is the who, what, when, where, and why of your story. These elements become the scaffolding of the story.
- Brainstorm the story’s details: Jot down details, emotions, senses, dialogue, and other details that can help bring the raw material of the story to life. At this point, try not to censor yourself too much. Just get ideas down on paper.
- Dial up or down the details: Examine the information you’ve written. Which of these elements should be dropped from the story because they don’t bring value? From the remaining details, which can be emphasized or expanded upon to make the story more memorable and compelling? Tinker with these elements as you practice telling the story.
The Telling
- Begin by providing context: Ease into the story by connecting to the conversation as it has already unfolded. For example,
- “Let me give you an example of what I mean.”
- “A few months ago, I saw a situation similar to this at another facility. Here’s how we dealt with it.”
- “I understand the budgetary constraints, but just imagine the repercussions of…”
- Tell the story: Don’t worry about getting it perfect. Have fun with the details and be sure to paint the picture so that the story is memorable.
- Bring it home: Wrap up the story by making the takeaway clear. Don’t assume your listeners will make the connection themselves.
- “I wanted to share this with you so that you don’t suffer the same consequences.”
- “We’ve learned this lesson before, so let’s be clear-eyed as we move forward.”
You’re Already a Storyteller
Remember, you tell stories all the time, at lunch with a colleague, at home over dinner, or when describing lessons learned from a tough project.
Our job is to help you use those skills with more purpose and confidence. Because when stories are told well and with intent, they become strategic tools of effective business communication.
If you’d like help shaping your storytelling ability in a way that feels authentic and business-focused, we’d love to talk. Contact us today.
