“Of all the ways we communicate, the story has established itself as the most comfortable, the most versatile and, perhaps also, the most dangerous.” — Robert Fulford
At the Pinoy Media Congress 4 jointly staged by the Philippine Association of Communication Educators (PACE), St. Scholastica’s College and ABS-CBN, which was attended by some 960 communication students all over the country, I was asked to talk about corporate storytelling. Here’s a summary of what I shared:
You may ask, why is storytelling important? The answer is simple: it is the primary form of communication and it cuts across culture, is universal in application and involves oral, listening and narrative skills. It predates the alphabet, the printing press and modern-day technologies that you use to connect people.
Stories have physiological impact. They stimulate the senses, they trigger brain pictures as neuron fire, and they allow recall and sensory pattern identification. They also open potentials for thought and behavior. Stories are rooted in memory and imagination and the reasoning skills they bring compensate for weaker sight, paler sound, scrawnier touch, punier smell and poorer taste. As Kouzes and Posner stated, “Great stories provide mental maps that allow people to know what is important and how things are to be achieved.”
Creating good stories and telling them well will help you make sense. They are sources of meaning that enrich your reasoning and logic skills as they link your acts (deliberate and random) over time. They transport cause and effect as they build up your wisdom for learning, reporting, exposition, and knowledge transfer. Hansen and Kahnweiler shared, “Stories are tribal codes for establishing order in all societies.” This thought was extended by Daniel Taylor when he elucidated, “The ability to see our lives as stories rather than unrelated, random events increases the possibility for significant and purposeful action.”
The Torah, Koran and the Bible are immense examples of great stories. They are in fact master narratives that are unalterable and unassailable in their truth-telling. They are the foundations of fundamental beliefs that their respective followers heed.
Must-read master narratives present their views from a truth standpoint. As such they should be shared, discussed and reflected on if only for the views they present as truth. They offer consumable, quotable, informative lines of thought in how you can or should see the world. They build emotions (hopefully positive ones) and generate a sense of logic based on the facts available. Distinguished writers agree that one good story is worth over a thousand e-mails. Readers react, negatively or positively, share their own take on the story, and at best pass it on to others.
From a business angle, organizations are storytelling systems. They use print or electronic modes for effectiveness and efficiency. They use strategic, focused and creative approaches to tell their corporate stories — “The HP way,” “In the service of the Filipino Worldwide,” “We Build Communities,” etc.
Storytelling as an organizational communication tool motivates employees to perform their best, opens platforms for dialogue between management and the rank and file, uncovers platforms for people to get heard, and compels groups and individuals to action.
Its organizational applications include socialization and orientation, writing and projection the corporate history (how the company got to where it is right now), define visions (where the company is going) and missions. Specific organizational stories can be classified as external (the corporate story), internal (management and leadership stories), problem solving, conflict resolution, decision-making, team building. They can also be about subtleties and complex ideas, disparate facts and experiences and control and understanding of problems and solutions.
Great employee communications explain how things are done in the company versus how we’d like things to be done around here (the corporate story). Employee stories must be presented in a compelling manner and be received as truth. The rule of plausibility must apply here where your messages are believable, clear, honest, and carry a theme.
Common story themes may revolve around these questions: Did I break the rule? Is the big boss human? Can the little person make it to the top? Will I get fired? Will the organization help me? What happens if I make a mistake? How does the organization deal with obstacles?
The talent for storytelling can be acquired. You can be an effective one by learning about the narrative form, applying storytelling concepts, facilitating story-building activities, finding influential tales that prompt action, measuring the impact of storytelling on action, and practicing narrative sense-making. You can learn the techniques, too. First, stop trying to sell. Know how to engage an audience, not manipulate it. Second, read some books on non-fiction writing and journalism. Finally, practice. Find someone who has no vested interest in your story and tell it. Be prepared for what that person has to say. In comedy, the saying is, “If they don’t laugh, it’s not funny.” In business, the same is true. If your audience doesn’t get it, they won’t buy it.
When writing the organizational narratives, be attentive to your storyline, plot, characters (heroes, villains, trailblazers, scoundrels, innocents), the intended outcome and other peripheral issues (moral, social and psychological, among others).
Darren Entwistle wrote in The Vancouver Sun an excellent employee story: “When you look at a Telus team member, that person, vis-à-vis our competition, is a little bit smarter, a little bit more customer-focused, is a little bit hungrier to make it happen in the marketplace for our customers.”
Another example is “Our people are our most valuable asset. They work harder, they try harder and they are a little more competitive. With people like that, at the end of the day you’ll find yourself very resilient to competitive intrusions.”
What’s your best storytelling tip? Know your story, know your readers or viewers, and tell your story better than anyone else. And don’t forget a sincere greeting or a warm smile.
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E-mail bongo@vasia.com or bong_osorio@abs-cbn.com for comments, questions or suggestions. Thank you for communicating.