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Thursday, March 1, 2012

The Power of Story (Session by David Lecourse)


David started his presentation by promising “Free prizes inside” and actually delivered (I scored a nice book of his photography in fact)

The premise of his session was on stories being the perfect way to build a relationship for services firms and he demonstrated with some very humorous but excellently told stories of his own. He tossed in some nice breakdowns of the brain science behind story connection and I think we all convinced. Here are some of the convincing snippets I captured during the session:

Stories are the way you connect. If your firm doesn't have a story, you don't have a business. Stories allow you in. We have a long sales cycles so we have to be memorable. You have to forma connection before you can persuade and cold facts are not as engaging. But when you can use stories to get a connection you can move their heart (feet and wallet will follow). As humans we crave drama. We have to have an emotional and intellectual connection. Intellect makes you think but emotion makes you act.

Stories help us remember. The more powerful the story the more you remember. Stories get into your brain in the right side where we hold emotion. When you hear a story it is emotionally contagious and makes you want to tell a sorry back and that’s how connections and relationships are developed. It can be even become a viral story and continue on without you (this is your brand).

Then he got into the really juicy breakdown of what makes a great story, how to capture them, and what stories a firm and you should create. Here are my notes from a really tip packed and nicely laid out session:

Story Breakdown
Struggle – Moment of change – Resolution: Without some sort of struggle there is no plot (internal struggles are the most powerful). There needs to be an ah-ha moment or change in direction of the character, and then there needs to be a resolution.

Make your story sticky (memorable): Use dialogs, establish the setting, use props, or make it visual. Showing your vulnerability is not a weakness, in fact it helps open up and invite people in and they respond in kind.

Types of Stories
David added that personal stories or your firms’ stories are great, but historical or societal stories can also help you ground your story. Lastly though, use your stories mainly to get your clients to tell theirs. Then be a great listener. Here are a few examples of stories a firm and people in it should have:

  1. The “who I am” story: bios, self introduction, presentation interviews, website. People do business with people they know. Tell them who you are and what you are about in a story so it is memorable. You create the story by asking: why do you do what do you do?... How did you get to where you are?.... What complications have you overcome? And , what was the turning point?. Some examples included:
    1. The challenge plot: underdog story, David and Goliath, etc.
    2. The rags to riches plot: luck, hard work, both....
    3. The what I've learned story: opportunity to reveal your vulnerability (this does not have to be work related). 
  1. Who we are: this cannot be a timeline – however there might be a collection of stories such as:
    1. Vision plot: identifies where you want to go... thing “I have a dream” speech. It can attract clients and talent.
    2. Connection plot: a relationship bridges a gap.
    3. The revenge plot: when a wrong has been righted... Where your firm is being a super hero!
    4. Stranger in a strange land: new market, new innovation   
  1. Who we have helped: a case study or project sheet improved! Examples might be:
    1. Challenge plot: solved or overcame a challenge
    2. Love story: good for partnerships, teaming, mergers. Being venerable and showing weakness but showing we are human and making a connection.
Whatever the story - share what you learned - mine your company for these stories - then convey them to others. He also added something I feel is increasingly helpful with this process which is the pocket tools we all have readily available to us right in our hand – our phones that shoot video or record stories (or even write them down as people talk).  It’s time to stop using facts and figures to sell your firm and start using stories.