Storytelling is a buzzword tossed around frequently these days, especially in marketing circles. It’s true that telling stories are one of the best ways to stand out among the constant onslaught of content and advertising.
But newsflash: not everything is a story. Good leaders know the difference between what is and isn’t a story. They focus on what is clear and compelling. Robert Carnes knows something about this. He is the Director of Church Engagement for Orange Leaders and author of The Original Storyteller: Become a Better Storyteller in 30 Days. The following are his thoughts.
So what is a story? It might seem like a silly question. Yet, do we really know what distinguishes a story from everything else? It’s one thing to talk about storytelling and quite another to do it. These are four steps any leader can take to practically tell more stories.
1. Focus on a Character
Name a story without any characters. Go ahead. Yeah, that’s what I thought. You can’t do name a story without characters because that’s one of the fundamental things that makes a story.
A character adds a face to the story. They give the events of the story perspective. Characters allow the audience to see themselves in the narrative and empathize. Without characters, stories would be unrelatable, uninteresting, not to mention, implausible. In other words, not much of a story.
A main character gives the story focus and personality. Character development describes changes that a character undergoes during the course of the narrative. The better the characters, the better the story.
Every time you prepare to tell a story, ask yourself: who is this story about?
2. Put it in Context
Stories do not exist in a vacuum. They happen in a specific time and place—better known as a setting. The setting gives an audience a much-needed context for stories. Great leaders remember to give their audience the appropriate information to understand the story.
When and where a narrative transpires provides the audience with a crucial framework. After all, a story taking place 10 years ago in Africa might look slightly different from a story happening today in New York City.
The setting provides the internal context for every story. Stories also have two important external contexts—audience and medium.
Who are you telling the story to? And how are they receiving the story? Audiences matter because who you’re talking to can change what you say. The same is true for the storytelling format. Stories in printed books are experienced differently from those shown in online videos.
Always consider your setting, audience, and medium when storytelling. Because context matters.
3. Don’t Shy Away From Conflict
The not-so-secret ingredient to a good story is conflict. What’s the point of a story without conflict? A story without conflict is like a sporting event without an opponent.
Conflict drives the action of the story. It supplies the tension that motivates the characters. Conflict also gives a framework to the narrative. Stories typically begin with the introduction of a conflict. They end once the conflict is resolved. Simple as that.
Without conflict, there’s nothing to move the characters or frame the narrative. Without conflict, there’s nothing to resolve at the end. Without conflict, there’s no reason to tell the story.
More than any other principle, conflict is the most indicative of true storytelling. Any anecdote or rant can have characters and setting. But conflict sets real stories apart from the rest. Some leaders are hesitant to focus on the conflict because it’s uncomfortable. But we can’t shy away from it.
When you’re telling a story, be sure to find the tension and bring it to the forefront.
4. Demonstrate Change
When a story’s character meets the conflict, the inevitable result is change. That’s the fourth and final element of every story. Every great story shows how a character changes in response to a conflict to bring about a resolution.
Change is why we love stories. When we see ourselves in the main character and relate to the struggles they’re going through, we’re encouraged by the fact that they can change. The change we tell about in stories can inspire a transformation in our audience.
Great leaders inspire change by telling stories. That’s the true power storytelling can have. We have the opportunity to harness the previous three elements of stories and make a real difference in the world around us. Good stories drive people to action.
Before you tell a story, ask yourself: what change do I want to see in the world?
The Original Storyteller
Now you know how to identify a story from the other nonsense floating about. But how do you put these principles into practice and start telling better stories? I’m glad you asked.
These were the questions that inspired me to write my book, The Original Storyteller. It’s a daily devotional dedicated to helping you become a better storytelling in 30 days. Best of all, it draws on the example of other great stories to show you how it’s done.
The Original Storyteller is available on Amazon in both print and digital formats. Be sure to also check out OriginalStoryteller.com for more information and a free preview of the book. And follow the conversation on social media using the hashtag #OriginalStoryteller.