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This Will Be The #1 Business Skill Of The Next 5 Years

The Power Of Storytelling

Stories makes us think and feel and are an essential drivers of change for humans.

Although it can be hard to tell a good story, in the modern world, storytelling is becoming essential. As we spend increasing amounts of time consuming content, businesses and individuals who master storytelling have more opportunities to stand out, spread messages, and make change through storytelling.

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This Will Be The #1 Business Skill Of The Next 5 Years

This Will Be The #1 Business Skill Of The Next 5 Years

https://www.linkedin.com/pulse/20130802112108-7374576-this-will-be-the-1-business-skill-of-the-next-5-years

linkedin.com

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Key Ideas

“Those who tell the stories rule the world.”

“Those who tell the stories rule the world.”

Workers and Leaders Need To Tell Good Stories

As freelancing is becoming common, people with powerful personal brands have a leg up on getting jobs and being promoted. And personal brands are built on, among other things, telling and sharing great stories.

Stories help us hold attention, remember and persuade. Savvy leaders tell stories to inspire and motivate us as they understand that “what you say” is often moot compared to “how you say it.” 

Businesses Need To Tell Good Stories

Most CMOs think content is the future of marketing and that branded content is superior to PR, direct mail, and print advertising.

As the people get used to interacting with companies and most corporations start thinking of themselves as publishers, the defining characteristic among the successful ones will be the ability to not just spew content, but to craft compelling stories.

The Power Of Storytelling

Stories makes us think and feel and are an essential drivers of change for humans.

Although it can be hard to tell a good story, in the modern world, storytelling is becoming essential. As we spend increasing amounts of time consuming content, businesses and individuals who master storytelling have more opportunities to stand out, spread messages, and make change through storytelling.

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Why storytelling works

Stories are like instruction manuals that explain how we move from one state of being to another.

Stories help us imagine how we can improve our own lives or avoid unpleasant consequen...

A good story moves us

A good story can make us laugh or cry, our bodies can tense with a dramatic horror movie, or we are flooded with relief when the hero comes to the rescue. This experience is called transportation.

Transportation allows us to experience a story's movement through its characters. The characters' struggles and their rewards become our own.

Our relationship with stories

Good stories catch your attention, connects you by drawing you in and move you to action. Stories that don't capture your attention will fail to deliver their message.

When participants remain engaged with a story and see characters overcome conflicts, they will empathize with the characters and be more willing to act on these feelings.

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Stories = motivators for changing behaviors

Changing the way someone thinks or acts requires confrontation. And people don’t usually like that. But when you tell a story—something people connect with—it can change the reaction you get.

A story does 2 powerful things to persuade:
  1. It removes direct confrontation: you’re laying out a scenario for people to follow;
  2. It forces the listener to take part in the story: he'll place himself in the story and see himself doing what the successful person in the story did.
How to Tell a Convincing Story:
  1. Identify the desired behavior change.
  2. Find the benefits of the change.
  3. Stoke fear to instigate the change.
  4. Identify major objections.
  5. Find stories and examples to weave together.

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Seinfeld
Seinfeld

It's one of the most successful TV shows ever made. Its pilot, “The Seinfeld Chronicles,” aired in 1989, but its second episode didn’t air until May of 1990.

Jerry Seinfeld's observationa...

Writing sitcoms

Seinfeld changed the way sitcom stories are written. Until then, most sitcoms had A-story and a B-story, and a joke continued throughout the episode and told a very loose story but didn’t do much more than that.

Seinfeld didn't follow that pattern, because every character has their own storyline, all four of which converge in the final moments to create a whole that’s larger than its parts.

The age of antiheroes
Seinfeld is most likely the first series to dare the audience to identify with its characters by seeing their own worst traits reflected in them.

George, for example, is perhaps the show’s most repulsive character, but the public empathized with him because they recognize in him all of the times they've been unable to escape their own limitations and weaknesses.

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