Storytelling or why you should think of your project like a Disney movie.

5 easy tips how you can use storytelling techniques to increase the impact of your projects.

‘The way the films look will never entertain an audience alone. It has to be in the service of a good story with great characters.’ (John Lasseter, Pixar)

John Lasseter has been producing movies for many years as chief creative officer for Pixar andDisney and he always puts story before technology. In business, we are experts in our fields, diligently engage in the right analysis and rigorously crunch data to provide evidence. However, we struggle to convince stakeholders when it comes to our recommendations. Particularly, as businesses embark on more large-scale transformation programs, bringing the organization on board is crucial. Transformations usually involve communicating with large audiences rather than small, intimate project teams. Small project teams easily understand the transformation’s objectives and narrative. But how do you engage larger audiences? Most likely, it is about the stories you tell. As such, storytelling is at the core of every successful transformation and project.

We have always been storytellers since we sat around campfires in the Stone Age and passed on wisdom and learnings from the elders. Still today, the people who make an impact in the world are often the best storytellers. Martin Luther King, Steve Jobs or Barack Obama are able to inspire the masses with how they use stories to convey their message. Interestingly, these inspiring storytellers and us have something in common when it comes to the objectives of our communication: A call for action. Similarly, many of the most popular TED talks, like Bryan Stephenson's 2012 presentation, use up to 60% of their time to tell stories. Even during Aristoteles times, Pathos (emotion, story) was already one of the three core elements of drama besides Ethos (evidence) and Logos (logic). 

So, here are 5 ways how you can start using storytelling techniques to create the lasting impact you strive for:

1. Think Disney: Disney uses classical storytelling techniques that usually involve a hero, a struggle and a villain. The hero is typically introduced in the beginning and the person the audience relates to. Setting the scene for the story and allowing the audience to emphasize with the hero is critical. The struggle needs to be a compelling challenge that gets people hooked. It needs to be clearly articulated so that the audience buys into the pain the hero has to suffer. Good characters are vital to create a strong emotional bond with the audience. When have you ever thought about your projects as Disney movies? There is a reason why Disney movies draw us in over and over again. Using the same techniques when you present your project may create the engagement you want. As a starter, who is the hero in your transformation program? Are these your customers or your employees? Who would act as a villain in your story? Is it your overburdening your governance, hierarchical thinking or pace of innovation?
2. Picture perfect: Images have often changed the course of history as much as words. A single image can change the course of history. Nick Ut’s picture of the 9-year old Vietnamese girl during the Vietnam War changed the sentiment of the US population. While images convey emotions and can have a strong effect on your audience, we still primarily revert to words in business. Even ‘virtual’ imaginations can have a similar effect: Ask people to close their eyes and imagine the world after your project has concluded. For instance, how will the daily routine be, how will people work together or what experience will you deliver for your customers? It has been proven that good stories and virtual imaginations can have the same neuroscientific effect in the brain as if someone experienced the situation. As a starter, use these effects to draw people emotionally into your project during your next presentation by depicting your project vision or impact by an image rather than words.
3. Connect people: Stories have strong characters. In business, we sometimes forget that most of our actions have an impact on people. Using specific personas and compassion will allow you to make a much stronger connection with your audience when speaking about your project. Include in your story a detailed customer experience or the life and struggle of an employee that your project will tackle. Using the concept of stories to bring a more relatable dimension and ignite people’s emotional core is very powerful. Use as much details as possible to make your story more powerful. We have a built-in 'bullshit radar' and such details allow us to detect inconsistencies and help make your story more convincing. As a starter, picture the day of an employee after your project finished and write it down in as much detail as possible. 
4. Think analogies: No one has ever changed the world using technical jargon or intellectual concepts that are hard to grasp. Still, we often use exactly these to describe our projects rationale or approach. People react to what they can relate to. Translating your concepts into simple analogies from the life of your audience may just do the trick. Just read these two explanations for ADHD and think which one you find more compelling: "ADHD is a neurological disorder associated with a pattern of excessive inactivity in the frontal lobes of the brain […] characterized by distractibility, hyperactivity, and impulsivity" or "ADHD is like having a Ferrari engine for a brain with bicycle brakes, strengthen the brakes and you have a champion" The latter is not only more simple, but has an utterly different positive meaning. How can you use this for your purposes? Use personal examples to make your analogies more authentic. I recently worked with a colleague who is an avid sailor. He described the concept of “North Star” as a transformation programs' vision to a large audience by distinguishing between coast to coast navigation and navigation by stars. The audience immediately understood the difference and implication for their ambition. As a starter, single out 2-3 of the concepts you use and find simple analogies your audience can relate to.
5. Simplify: Most importantly, stories should be simple to understand. We often hide behind complexity in language to mask vagueness in meaning. Force yourself to boil your story down to the absolute core of what you want to convey. What if you had just one sheet of paper to illustrate your story rather than an elaborate 30 page slide deck? Richard Branson dismisses everything that cannot be explained on the back of an envelope as rubbish. The business plan for Virgin Australia was consequently first sketched on a napkin. Winston Churchill when he addressed the British nation to rally support for the war also used language at the level of a 6-year old with his core message delivered in less than 180 words. Still, he achieved his goal and united his country. As a starter, can you boil your transformation objective down to a 140 character tweet?

Our world is changing and becoming more complex. Particularly, when it comes to digital transformations and new technologies, explaining the why and what becomes increasingly challenging. Hence, the need for good stories becomes more important. Telling a story should be part of your toolkit. It is the only way to bring people on a real change journey. Breaking down complex topics into simple narratives is difficult, but essential to create the lasting impact you strive for.