Humans have been telling stories for as long as we’ve been able to communicate. Some researchers believe there are as few as seven basic stories that get told over and over again. And within those seven stories, there is just one basic story structure – beginning, middle, and end.
But as simple as the mechanics of story are, and regardless of how many stories we hear, stories still have a powerful way of captivating our attention and pulling us in. Oftentimes, story can be even more powerful than facts or debate, because story puts us in the shoes of the protagonist (main character), no matter how similar or different that person is to/from us.
When giving business presentations, it would be easy to assume that story is irrelevant, but nothing could be further from the truth. From political speeches to advertisements to the ways that we communicate with our family and friends, speakers who use story to get their points across are always the most engaging and the most persuasive.
Here are a few basic principles of story that you can use in your next presentation:
1. Stories have three parts.
The beginning, middle, and end. First a story establishes the way the world used to be, including an important problem that wasn’t being addressed. Then the story introduces a big change, something that throws everything upside down and forces a new path. And in the end, the story reveals whether that change led to a better world and the resolution of the problem or not.
In terms of a business presentation, you’re likely sharing information about some sort of change, whether that be a new product or a new protocol or idea. To effectively get across the benefits of the change, you need to first establish what the situation was before the change came into being and the problem with that situation, then you can introduce the change, and finally you can show how the change solved (or will solve) the problem. That’s story.
2. Stories set up expectations and defy them.
Every good story sets up expectations. We all understand the basic patterns of stories, so when we’re introduced to a guy and a girl who seem perfectly suited to each other at the beginning of a story, we expect that they will soon meet and fall in love. But what if the two people meet and become worst enemies? That defies our expectations and causes us to lean in, because we no longer know what to expect and instinctively want to get ahead of the story once again.
The same is true in business presentations. Your audience is always going to assume that they know where you’re going, so if you can find opportunities to surprise them with better than expected results or maybe a feature that they never would have predicted, that will keep them on their toes and engaged.
3. Stories are emotional.
Not every business presentation is going to bring your audience to tears, but it’s always important to remember that humans are emotional creatures who crave connection. Whether you can find a way to put your audience in the shoes of a particular person facing a particular challenge or more generally in the shoes of a case study company, doing so will help them emotionally invest in the story that you’re telling.
To learn more about the dynamics of story and how you can become a better business storyteller, call our Chicago office today.