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It happens to me almost every time.  When I listen to a presentation in which the speaker is using hard facts such as dates and numbers to get their message across, (even if I can stay awake) it’s not too long before I forget what I had learned. I have a strong feeling that I’m not alone here.

Conversely when someone presents their information through storytelling, not only do I feel engaged in their presentation, but what I learned stays with me a long time. Sometimes forever.

Stories are powerful. They can influence and motivate others to a new level. Strong leaders know this and use stories to share their vision and sell their ideas.

When was the last time you were captivated by a good story?

Linda Yaffe
Certified Executive Coach

Tell Me a Story, Please

Some executives have a knack for telling stories that explain in vivid terms a concept. If you don’t have that natural talent, you can learn to use stories in a way that’s effective.
Here’s why it’s so important.

The art of crafting and telling a good story is a key element of leadership communications and a vital part of building executive presence. Cold, hard facts don’t inspire people to change. Straightforward analysis doesn’t excite anyone about a goal.

Let me give you an example. Last week my client, a CEO, was about to deliver a presentation to his people. At issue was a new concept and focus for the company that would affect how his people conducted their business. He wanted their buy-in. While his presentation was loaded with research and facts, I asked him to put it into story form. He ended up getting all that he wanted, and inspired the support of his team members.

Effective leadership requires stories that fire imaginations and stir souls. Stories are how we learn best. We quickly process information when it’s delivered in the form of a story, and we personalize it when we relate it to our own similar experiences.

General Electric’s Jack Welch excelled at this skill as do many other successful leaders. They know how to motivate by engaging people’s emotions through storytelling.

A narrative magnetically and biochemically draws audiences into the process, compelling them to visualize the picture you’re painting with your words. Stories help your staff make the connections among theory, facts, real life and real people.

Consider the following story options:


·    A negative story, a failure, a lesson learned


·    A success story, especially in the face of difficulties


·    A case study


·    A vision story


·    Why I am here story


·    Use of history and mythology


·    A deeply personal story (a tragedy or rags-to-riches example)

Our minds are hard-wired to pay attention to stories. We’ve been communicating through story telling since the caveman. When crafting a story, include as many specific details as possible to make it real to your audience. Be brief, and get to the point. Understatement often carries a bigger impact. Transport the listener by describing events in emotional terms. Keep it simple. Learn to use metaphors and analogies to summarize. Personalize your story with names, even if they need to be altered.

There’s no doubt that stories can change the way people think, act and feel. The more authentic your examples are, the more your stories will resonate with people. In real life, nothing is black or white. Real life is full of paradoxes and uncertainties. Tell your stories to make a point and deliver a lesson that has true value.

The best start to becoming a storyteller is to practice.  Know your audience so that your story will resonate with them and remember to be authentic and to speak from your heart.

Linda Yaffe
Working Matters 

WorkingMatters' principal, Linda Yaffe, a Leadership Development and Certified Executive Coach, uses her senior and executive level management experience to help you achieve your business and career goals.

Whether you are jump-starting a business, advancing your career, an executive or president, Linda’s coaching expertise will provide you with the essential focus, skills and behaviors needed to perform, advance and lead in today’s business environment.

As well, Linda works closely with companies like yours focused on "high potential grooming and leadership performance enhancement" geared toward your top talent and next generation of leaders.

Linda delivers bottom-line benefits to individuals and organizations focused on moving to the highest levels of learning, performance and achievement.

In addition to coaching, Linda delivers Leadership Workshops to small and large businesses.

Linda abides by the strict code of confidentiality and adheres to the highest standard of ethics in accordance with the International Coach Federation.

For more information, please contact Linda by email at LYaffe@WorkingMatters.com