Crafting a story and telling it with passion

Why should you and your business use storytelling? We will not aim to answer this questions here as there is a wast amount of research and arguments out there to support this strategy. However, the single most important argument must be that it’s the most effective and ancient tool we have to pass on knowledge.

Great leaders know that a well-crafted story can transform a seemingly hopeless situation into an unexpected triumph! We recommended reading the Harvard Business Review article The Four Truth of Storyteller, if you want to understand the value of storytelling in leadership.

Tip 1: think of the your story as an ever evolving piece that will have many versions and iterations, based on a seed you initially plant – then it does not feel like such a daunting task.

A story may begin as a single article, advance in a discussion thread, expand outward to other publications as an argument evolves, and then develop into a documentation or resource. It may be revised and updated, reframed in light of responses or new events, or retired if its work is done. In this way, publishing transforms from a single moment to a sustained process that sees the text through from generation to revision and release, and onward to a long and varied life. Mandy Brown

Phu! You only have the final 1/3 left to do: convey your purpose

It’s always good to start with crafting the story of your business as you already have 2/3 of the content for the story ready. It’s is made up of your history, content of your portfolio and most important the people working at your company. However the last 1/3 is the hardest to part to craft, as it forces you to articulate your vision and what you believe in and what you aim for. This is the aspect of the story that will allow you to take your audience on a journey and inspire them. This is where you captivate them!

Norwegian Design Council - Inclusive Design

Tip 2: Use images (and video) to tell stories

Keep in mind the cliché that an image can say more than a 1000 words, its true – use images to tell your story. Even better draw your images when needed, to create a even more owned story. Keep in mind that everything your company does creates small seeds that make up the bigger story; from the daily blog, to full on company pitches, to post delivery presentations.

Tip 3: Educate the viewer

Command respect by positioning yourself as experts. Share knowledge through active sharing of learnings and research. But most importantly have an educated opinion, and keep in mind that you don’t have to please everyone.

Storytelling for leaders

Tip 4: Show passion!

Invite opinion formers to enter into discussions with you where you have the chance to explore ideas and position yourself also as opinion formers. Use social networks, magasins and events.

The Shaman

Tip 5: Be Authentic

Contrary to many peoples belief storytelling in business is not about fiction and that it’s not in conflict with authenticity. The story is built on the integrity of the story and the teller. Stay true to your beliefs and reality!