The essential role of storytelling in your business strategy
Whether you’re talking to people inside or outside your walls, communicating your ideas in a way that motivates matters.
And if human desire and benefit sit at the heart of it how do we articulate these in a way that makes people click?
The answer is simple – storytelling brings your communication strategy to life.
In part two of our conversation with Jeff Bartsch, we dig deeper into the power of narrative. A Hollywood editor, producer and voice-over artist, Jeff spent over twenty years in the business before switching careers to head an executive coaching team.
We develop his ideas on why storytelling is vital in building strong connections that lead to lasting working partnerships. Which in turn, leads to successful and sustainable business growth and transformation.
What’s in a story?
In episode one with Jeff Bartsch, we learned that most stories whatever their audience or nature involve three things:
- A character who desires something.
- So they overcome obstacles.
- And then undergo a transformation as a result.
These ideas are essential to reaching out to the ones we want to jump on board with us.
Who’s who?
The best story in the world won’t pack a punch if it doesn’t land on the right ears. The key to working out who these people are lies in asking questions about them.
- Who are they?
- What do they want?
- What do they believe themselves to be?
- Who do they used to be?
- Who do they want to be?
‘If you talk to a niche, you’re more likely to be able to talk to the specific goals, obstacles and desires of this group of people,’ Jeff says.
Identity and desire are therefore the roots of smooth, effective communication.
Moving their mountains
‘If you have a desire for something bigger than your ordinary life, there will be an obstacle in some form or another.’ Jeff states. So the core of business strategy should be the message we see you have an obstacle but you can overcome it and we might just be the people to help you.
It’s not always that straightforward. You need to make sure the people you’re talking to have that particular problem to solve and they’re aware of it. Relevancy is key.
The thing under the thing
‘Every time you have a strong reaction to an image or an idea, it’s not coming from it directly, it’s coming from what’s under the surface.’ Jeff states.
It’s a bit like an iceberg, we only see the tip but the bulk of our emotional connection is under the surface. For example, as someone who’s spent two decades in and around Hollywood, he’s no stranger to the Walk of Fame. He explains that for some, the sidewalk stirs nostalgia but for others, it represents risk, reward and even disappointment.
It’s just pavement but it is brought to life by the person who walks over it – so much so that it can be unforgettable.
How do we reach that level of emotional connection with our audience?
Listen to the podcast to find out what Jeff has to say about keying into human benefit and bringing it to life.
A final word
‘The things that are scariest will often bring the greatest transformation in our lives.’ he says. ‘Be willing to step into the fear because what’s on the other side is amazing.’
From a business perspective, we should be willing to put on our own hero capes to solve someone else’s problems. By getting clear on who they are, what they want, what they are struggling with and how we bring the change they desire we have an opportunity to drive impact on a wider scale.
It’s a brave act but by going there first, others will follow.
Listen to the podcast here and if you missed the first episode, catch up with it here. Then, please like and subscribe, so you don’t miss the great conversations we’ve got planned. And of course, share, so that your colleagues and connections can pick the business brains of our inspiring guests. Thank you.