Having spent my career working with people in senior leadership roles, I’ve noticed that what separates leaders from managers is that managers tell people what to do while leaders inspire people into action. While it’s easy to take the telling approach, inspiring people is much more challenging.
The most powerful tool leaders have to inspire is storytelling.
Every day we’re bombarded with information – emails, text messages, social media, memos and more. Stories are how we hit pause, explain one piece of information and help people make sense of it on a personal level.
Common vision
Storytelling is key to creating a clear vision or bringing an idea to life. One example where storytelling can help align people with a vision is in a strategic plan.
As a consultant, I’ve created many strategic plans and often see Employee Engagement appear as s strategic priority (pretty much guaranteed). While the priority headline may be the same, what it means varies from organization to organization and person to person.
Because of this, 100 staff members may have 100 different stories in their head about what Employee Engagement means to them. Even when the priority is explained, people will still read the words through the lens of their own version of the story.
This is why leaders need to take the time to get clear on and share the story, helping people connect with the priority.
Storytelling is about talking with people vs at them.
Here’s an example of how a leader may share a story about Employee Engagement. They could start by sharing some high-level stats from an employee engagement survey then look at what that actually means in the organization. Drilling down and telling the story related to the stat.
Audience first
As you create your story (no winging it allowed) think of WHO you’re talking to. While Employee Engagement is a strategic priority for the entire organization, the stories you share to bring it to life need to vary based on your audience.
A board will have different interests and connections to this priority vs the leadership team or managers or front-line staff or…the list goes on. Taking the one-size-fits-all approach to storytelling means your story will connect with no one.
Does this mean you need to create 10 different stories? Not necessarily (but maybe, depending on your organization). It does mean that you need to adjust elements of the story and how you deliver it based on the audience.
To do this, answer these three questions before you craft your story:
- How do they connect with what I’m saying?
- What do they care about?
- Why does this matter or impact them?
Different audiences will have different answers to the questions about. Make sure your story answers these questions to ensure people tune in and listen to what you’re saying. Making them care is key to ensuring they connect.
Share to connect
How you share your story will also vary based on your audience – and even the individuals within the audience. While managers love sending emails, leaders use a number of tools to ensure their story connects with people in a way that meets their needs.
Some ways to share your stories include:
- Videos – short videos (2-4 minutes) that share a personal message and bring a piece of information to life through storytelling
- Infographics – a visual way to share key information vs expecting people to sift through a lengthy report
- Presentations – if you’re giving a PowerPoint presentation, make sure you weave in 2-3 stories bring the most important elements to life
- Lunch and learns – a great way to tell stories and share information in an informal setting
- Team meetings – start each meeting with a 2-minute story about one of the strategic priorities (or whatever’s important to your organization) to keep in front of mind
Practice, practice, practice
Being a proficient and engaging storyteller doesn’t come naturally to everyone. Like any skill, it takes time and practice to get it right.
My advice? Take time to learn from others – YouTube videos, podcasts and Google searches are great places to start.
Even as a professional speaker who specializes in storytelling, I’m always looking for new ways to hone my skills.
Some of my favourite storytellers are:
- Brene Brown (love her! and her podcast The Curiosity Shop)
- Steven Bartlett (The Diary of a CEO)
- Simon Sinek
- Mel Robbins
It’s amazing how listening to a podcast or watching a YouTube interview can give me new ideas to fine-tune my storytelling.
As a leader – storytelling is your most powerful leadership skill. Don’t undervalue its power to influence, connect and inspire others.