book.chapter The allure of narratives

The essence of any successful enterprise lies in its ability to deliver value to its customers in a profitable manner. The fundamental challenge for a business is to transport its product or service from its origin, the company, to its destination, the customer. This is the crux of business operations. To make a business thrive, one must construct a pathway to close this distance – and historically, the most effective method to construct such a pathway is through the art of storytelling. "The shortest distance between a human being and the truth is a story," as quoted by Anthony De Mello, encapsulates the power of storytelling in bridging gaps. In the realm of commerce, numerous gaps exist: the gap between the customer and the company, where the challenge lies in delivering the product or service to those who require it; the gap between entrepreneurs and investors, where the challenge is to secure the necessary capital; and the gap between managers and employees, where the challenge is to ignite a collective passion for customer service. To navigate these gaps successfully, a business must excel at attracting the right individuals, influencing them, and ultimately transforming them so that they become permanent residents on the company's side of the bridge. The most effective tool for achieving this is through the telling of compelling stories. Stories are unparalleled in their ability to bridge gaps for several reasons. They captivate and maintain attention far more effectively than any array of facts, charts, bullet points, or statistics that business professionals typically favor. The allure of a good story, with its promise of a conclusion, taps into our innate human nature. By telling a story that enthralls, you can command the attention necessary to sway people. Moreover, stories are incredibly persuasive; they have the power to stir emotions and inspire action in a way that no other medium can. They can lead to personal transformation and often leave a lasting imprint on our behaviors. Stories are also transportive, capable of taking the listener on a journey alongside the narrative. Take, for example, the case of Extra gum. In 2015, the brand faced stagnating sales. Extra had traditionally marketed its product based on its long-lasting flavor. However, consumer research indicated that people associated chewing gum with fostering togetherness and human connections. To connect Extra with these sentiments, the company released a two-minute video chronicling the love story of high school sweethearts Juan and Sarah. Their relationship unfolds through a series of vignettes, with Extra gum subtly present. The narrative culminates in a touching proposal, with the gum wrappers serving as a canvas for sketches of their shared moments. This story-driven advertisement went viral, amassing over one hundred million views online and revitalizing Extra's sales with significant revenue growth. This demonstrates the profound and tangible benefits of storytelling in business. It is a potent tool that can captivate, influence, and transform, closing the gaps in business with enduring bridges. Stories resonate because they are memorable, and we are more likely to retain information presented in narrative form. So, what are the ingredients of a great and memorable story? While some may reference complex structures like a five-act framework or a nine-point hero's journey, the objective in business is typically more straightforward: to increase sales. There are four essential elements to a great business story: Firstly, good stories feature identifiable characters that the audience can empathize with and relate to. These characters need not be heroic; they must simply be real individuals or groups. A product cannot take on the role of a character; it must be a person or people. For instance, in a renowned Budweiser advertisement, a powerful workhorse and a tiny puppy form an unlikely friendship, becoming characters that viewers can connect with. Secondly, great stories are infused with drama. They showcase genuine emotions and present a pressing issue or challenge that stirs the characters. Emotions such as frustration, wonder, or curiosity are effective in stories because they resonate strongly with audiences. Thirdly, a pivotal moment must emerge that disrupts the status quo. Effective stories are dynamic, featuring a climax where tensions peak. This could be as simple as the palpable tension when walking into a new company's lunchroom and being met with a sea of staring faces. Lastly, memorable stories are enriched with authentic details that enhance the narrative's believability. The right amount of detail can immerse listeners in a world that mirrors their own, fostering a deeper connection. An example of this is Michelle Obama's speech at the 2016 Democratic National Convention, where she shared her family's personal experience of moving into the White House. With these elements in place, you can then expand your story using a simple framework: Begin by establishing what is normal for the identifiable and relatable characters. Many business narratives fail because they do not invest sufficient time in setting the context and giving the audience a reason to care. The listener must be able to see themselves in the characters and understand their backstory. Next, introduce a dramatic event – a metaphorical 'explosion' that disrupts the lives of the characters. This could be a minor incident or a significant upheaval, but it is the point where the story becomes engaging because the familiar is challenged. Finally, describe the new normal that emerges after the dramatic event. Explain the changes and the lessons learned from the experience. The new normal could be a happy resolution or a lasting transformation, potentially including a call to action. This phase is what gives the story its value and makes it worth listening to. In conclusion, a mission statement, a brand, or marketing jargon do not constitute a story. Moreover, a story need not be complex. By introducing a few characters, setting a scene with specific details and emotions, and capturing a particular moment, you can craft a story that resonates and succeeds. Storytellers are the ones who close the gap, shrinking the distance between what you have and what you desire, both in business and in life.