Using Great Storytelling To Grow Your Business

BY FC Expert Blogger Kaihan Krippendorff | appeared on Fast Co.

Every two months, I pull together a community of innovators. We meet somewhere in New York City, usually a boardroom overlooking a park or cityscape. But last month we all found our way into an acting studio operated by The TAI Group to learn about storytelling.

The members of this group certainly already know something about the topic. They are senior executives at some of the largest corporations, partners in some of the most prestigious consulting and private equity firms, and several cutting-edge entrepreneurs. But the more you know, the more you realize there is to learn, and this group wanted to learn more about how to use effective storytelling to drive change in and grow their organizations.

The experience shocked me, to be honest. I considered myself an expert and snobbishly thought there was little more to learn. How wrong I was. Here are my two key takeaways from this session. Apply them today at your next meeting or phone call and I am willing to bet you will have a better result.

1) Use lots of LOTS. Our facilitator, Gary Lyons, senior coach at The TAI Group, told us a story and had us dissect what we remembered. Do this, and you will realize your audience is often checked out, comatose, or unable to hear or remember what you are saying. The key to engage them is to use lots of “language of the senses,” or LOTS. When telling a story, share with us what you see, smell, feel, taste, and hear. When you trigger a sense in someone, you bring them into the story with you.

2) Build on your story spine. At McKinsey, I was taught to open presentations with a standard structure: situation, complication, question, answer. TAI suggests you use a five-step structure and do so not just to open your presentation, but throughout your talk. They call it the “story spine”: reality is introduced, conflict arrives, there is a struggle, the conflict is resolved, a new reality exists. These two tools caused a profound shift in our abilities to tell effective stories.

Not convinced? Let me try the story spine with lots of LOTS then:

Reality introduced: A dark room is filled with 20 executives and entrepreneurs resting on chairs in rows facing two director chairs. The door closes, snuffing out the faint sound of New York traffic.

Conflict introduced: Our facilitator, Gary, begins scratching markers on flip charts. He is there to teach us about storytelling. But all I can think about is, “This is a highly accomplished group; they know all of this already. Will we learn anything new?”

Struggle: Gary tells us to use “language of the senses,” but someone complains, “You can’t talk like that at a board meeting,” to which Gary points out that if you talk differently than people expect you to, they are more likely to listen and remember.

Conflict resolved: Gary gently bats back every concern this Type A group lobs at him, patiently walking us through the journey. By the end he has us on the edge of our seats.

New reality: We close with a “before and after” exercise. One of our members gets up to practice a pitch; he is raising money for an energy tech venture. He starts speaking, but I just can’t follow. When he finishes, I realize I have not heard a word. Gary coaches him–lots of LOTS, story spine, look us in the eye, take us in–and the speaker tries again. Now it is all waterfalls of electricity pouring down the mountain, the opportunity to create something and break through with passion. I heard every word, and so much more.

That is the impact that two tools can have in your ability to tell stories–about the company you are building, the project you are leading, the life you live. You can enroll people more completely and emotionally in your mission. Here is how you can put it to use now:

1) Think of a presentation or pitch you will be giving in the next seven days.

2) Write out your presentation as a story, longhand, on paper, using the story spine.

3) Brainstorm a list of LOTS (language of the senses) you want to embed into your story.


About Kaihan Krippendorff

A strategist, author of Outthink the Competition and innovation expert, Kaihan Krippendorff teaches executives, managers and business owners how to seize opportunities others ignore, unlock innovation, and build strategic thinking skills. Companies such as Microsoft, Citigroup, and Johnson & Johnson have successfully implemented Kaihan’s approach because their executive leadership sees the value of his innovative technique.

A former consultant with McKinsey & Co., Kaihan has spent more than a decade studying corporate conflict. He is the author of “Outhink the Competition” and three other business strategy books. Each text delves into the keys to true competitiveness and innovation.

Kaihan has delivered keynote speeches for organizations such as Motorola, Schering‐Plough, Colgate‐Palmolive, Fortune Magazine, Harvard Business Review, the Society of Human Resource Managers, the Entrepreneurs Organization, and The Asia Society. He also regularly conducts programs as a faculty member of Wharton Executive Education, and he is a professor of entrepreneurship and strategy at Florida International University.

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Using Great Storytelling To Grow Your Business

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