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Connecting Women’s Enterprises with Market Opportunity

WEConnect International WebinarThe Power of Storytelling for Business

28th November 2017

Power of

Storytelling for

Business

▪ Power of storytelling and ‘science’ of why it

works

▪ The Hero’s journey

▪ Tapping into emotional drivers

▪ Introducing tension and conflict

▪ Adding emotional texture and sticky

metaphors

Power of Storytelling for Business

The Power of Storytelling- Winning the Hearts and Minds of your Customers and Partners

Storytelling

Joseph Campbell’s : Hero’s Journey

The story needs to be one people want to be

part of; a character with values that have

deep resonance which our target audience

want to emulate or be associated with

Structuring and developing a flow

Structuring and developing a story’s flow

• Beginning bond with audience - connecting

• Introducing tension/conflict - engage customers

• Middle contrast what is and what could be - differentiating

• End with heightened sense of ‘wow’

Your presentation has to resolve an imbalance or conflict

One Key Attribute of a Good Story

The bridge

between what

is and what

should be

should feel

natural

▪ Throw them off balance

▪ Set up tension

▪ What is the story I’m trying to sell?

▪ Story itself is more important than the

words

▪ Narrow your story down to the essential

point

▪ Empathy is key

▪ Learn to tell stories and cement them with

facts, anecdotes and logic

You

Guidance

Confidence

Tools

Create Common Ground

Message

Your department will struggle to meet key

production deadlines until we update the

workflow management software

(People move away from pain to pleasure)

Troop FoodSecurity

Sex

Parental Instinct

ShelterTerritory

Power

Ego

Troop FoodSecurity

Sex

Parental Instinct

ShelterTerritory

Power

Ego

The Beginning

▪Be in agreement with audience

▪Accurately capture their reality

▪ Show you understand their perspective

▪Context and values

Develop the Middle

▪ Emphasise contrast

▪ Juxtapose what is and what could be

▪ This is where the action is – moving back and forth

▪Create contrasting themes

Contrast

▪Content

▪ Emotion

▪Delivery

Bill Gates Releasing Mosquitos

Steve Jobs MacBook Air

Adding Emotional Texture

• Use stories intentionally

• Transform facts into anecdotes

• Move audience to action

• Leave them inspired

• Highlight benefits

• Access story inventory

Personal Stories

▪ Childhood

▪ Authority figure

▪ Peers

▪ Subordinates

▪ Enemies

▪ Important places

▪ Things you cherish

▪ Things that you have infuriated you

Metaphors as Glue

▪Avoid

▪Racing cars

▪Climbing top of mountains

STAR

• Something

• They

• Always

• Remember

Shocking stats

Personal

stories

Evocative

visuals

Repeatable

soundbite

Memorable

dramatisation

Principles of Storytelling

Story

Apply

storytelling

Principles

Create a

solid

structure

Craft the

beginning

Develop

the middle

Make the

ending

powerful

Add

emotional

texture

Use

metaphors

as glue

Create

something

they’ll always

remember

Q&A

Further information contact me:

salma@salmashah.com

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