Got a minute? We’ve got an idea. #1

Quite a few of them, actually. So we’ve created a series of short videos. This is the first.

What is strategic storytelling?

We’ve all heard the statistic: At least 80% of the impact of a message comes from what is actually said; the remaining 20% comes from how it’s said. We’re going for 100% impact here. So we define strategic storytelling as making a rational argument with emotional impact. Getting people not only to understand what you’re saying, but to care.

The rational argument part of this definition is all about getting your audience from Point A to Point B. Which means you, the storyteller, need to find the best route from Point B to Point A. You know where you want to end up. But do you know where to start? Where you begin your story depends upon who you’re talking to.  Start where your audience is – in their shoes, in their heads. It’s simple, but it’s not easy.

This is the emotional impact part of the equation. Different people care about different things. If you understand your audience, it’s more likely they’ll understand you. If you care about what they care about, it’s more likely they’ll care about what you have to say.

And that’s the name of the game, because the bridge between thought and action is motivation.


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