Storytelling

by chrisbrogan on June 29, 2020

Personal Leadership

Personal leadership is at the core of my new project, StoryLeader™. My premise is that in a world where effective leadership is more of a team sport, great leaders are the kind who work to develop their teams with good leadership qualities of their own. Let’s talk about which leadership attributes will help the most, and how being a leader means growing even more leaders along the way.

A Change In Leadership Styles

One change since the COVID-19 pandemic is that team members must work much more independently, especially as more people work-from-home (WFH). Personal leadership is the art of training up your team and empowering them. The goal for those teams is to operate as leaders from within their role while still supporting the greater structure of the organization. An effective leader is now one who motivates and encourages the unique strengths of her team and seeks a collaborative experience to grow team capabilities.

Communication Skills for Leaders

The core of communication is a mix of clarity, brevity, participation, and empathy, with a topping of keeping the objective central to the experience. That’s a lot. Let’s walk through it:

Objective-minded – always communicate from the mindset of the goal you seek to accomplish.
Participatory – communication is a more-than-one sport. The best communicators don’t only know how to speak. They know how to listen, and how to bring a sense of being valued to the other person or people in the interaction.
Clear – clarity is so vital to good communication these days. Attention spans are shot. Be very succinct in what you’re asking.
Brief – brevity is more than the soul of wit. Teach your team the “one topic per email/message” Practice reviewing messages to see if they could be shorter. Make it an okay thing to point out how to tune up brevity.
Empathic – communication is about understanding the feelings behind the mindsets of everyone involved. Businesses (most especially b2b) never talk about this. Which is why they’re rarely as successful as they want to be with communications.

None of this just appears magically for your team. To inspire personal leadership around communication, articulate what you want for the team, and encourage constructive reviews of communications whenever possible. Practice wins this.

Collaboration as a Team Sport

If bosses teach effective leadership skills around collaboration, colleagues learn to work towards group success instead of individual contributions alone. Collaboration promotes blending strengths and weaknesses of a team. If Jeremiah loves taking meeting notes, let him. If Imani is your most charismatic team member, and she loves leading client calls, make that her core. Build your team not to be repetitive replacement parts, but instead a team of experts in their core skills, and then work on cross-training. Second only to communication, collaboration is a great place to encourage strong leadership behaviors.

Configuration: Reshape Every Space

One important leadership trait is to break free of the “factory assembly line” mentality of decades past. I’ve said it in different ways in several of my most recent posts. Developing leaders need to feel a sense of ownership of their environment. Bosses must value their team’s approach and contribution to these projects as well. Look at this as further empowerment and a way to find comfort around their place in the organization’s value.

The idea of configuration is the concept that everything we observe isn’t what it has to be. Put the chairs where you want them. Take the clock out of the meeting room. Get ready… Let the team pick some of the software the team uses. (Yikes!)

If you’re going to lose language like “subordinates” and stop worrying about being a “motivational leader” and instead work on growing a team of transformational team members dedicated to helping your organization win.

Chris Brogan runs StoryLeader™, a training program for leaders and growing personal leaders alike. Combining communications, collaboration, and configuration as the core of leadership training, Chris teaches the three major types of business storytelling tools available to teams, and points to a way to approach the challenges of recovering lost business and leading distributed teams in a post-COVID 19 world.

by chrisbrogan on June 27, 2020

Business Storytelling

Business storytelling is the act of using story as a way to interact with others to convey business values and/or business information. I like to say that “story is the best unit of memory” (tweetable) and that’s because the goal of business storytelling is to help information stick, both internally among various teams and leadership, as well as externally in alignment with marketing, sales, customer service, and other parts of a company.

Stories to Tell

There are three types of business stories the way I teach it:

Mission stories – stories that help people understand and align with the mission of the organization. “We work to give every mother the tools she needs to raise compassionate athletes.”
Belonging stories – these are stories that inform people that they are in the right place, so to speak. “Moms of athletes don’t always agree, but they all want their kids to have what they need to thrive.”
Growth stories – part motivational talk and part “corrective” language, this helps employees stay aligned with the mission of the organization. “While we want you to sell as many coaching packages as possible, it’s important to work within the budgets and schedules of the mothers you’re supporting.”

One doesn’t have to be any kind of master storyteller to make this happen. Remember that the definition of story is simply “an account of people an events.” While I’ll show you some story structure as it applies to business storytelling, essentially the spirit of your work here is to learn that a story helps people remember important information better than most any other tool.

Business Storytelling Approach

The goal of every story you tell should be to convey information in a memorable (and maybe even repeatable) way. Because these are business stories, and the goal isn’t to become some kind of master storyteller of fairy tales or something, let me give you a few more details to consider:

Clarity – Business stories must be succinct and clear. There should never be a surprise. Instead, people need their information to be straightforward and understandable.
Brevity – The attention span of people these days is diminished from stress, from too much information, and from a shift in how we prefer to consume knowledge. Create brief stories. Snacks more than meals. And seek to be as brief as possible while staying clear.
Metaphors – To craft a compelling story, sometimes an easy tool is a metaphor. “Life is a stream. It flows in one direction and when we step out of the water, we can never get back in at the exact same moment.” That sort of thing is a metaphor.

The first two should be used all the time. The last is a tool you can use more as a condiment than a meal. (A metaphor.) “Think of metaphor as a condiment, not a meal.” <– that’s a tiny business story to remind you how to use metaphors in your writing. (Not much in the “account of people and events” department, but we’ll stretch the definition a little.)

Content Marketing Thrives on Compelling Stories

I’m working on a project with my friend Saul Colt. The goal is to help physical stores and galleries all across Canada to build online storefronts to enable these organizations to sell online. While brainstorming ways to earn more sign-ups for this project, I came up with two different ideas (stories) that complement the project and can be told as content marketing (in this case, on Instagram).

The project is called “shopHERE powered by Google” and because I want to encourage more people to sign up, I proposed storytelling elements that are a play on “shop here.” The first is built around regional business pride and uses the hashtag #myshopishere . The second is about women-run businesses and the uses the hashtag #shopHER (minus the e. Get it?) They’re meant to be quite relatable (as good stories are).

If I didn’t tell you much else about the campaign, can you imagine the kinds of photos people will take for ‘My shop is here?’ Pizza places. A favorite nail salon. Maybe a cool pawn shop would be part of it. And of course ‘Shop her’ is about empowering women owners, like an auto body shop, and an MMA gym, and so on.

The projects are content marketing designed to drive awareness and signups to the shopHERE powered by Google project, but the STORIES are about regional pride and woman-owned businesses. Make sense?

Storytellers Invite Their Listeners to be the Protagonist

The power of storytelling works best when it becomes a collaboration between the creator of the story and the consumer of that material. The reader or listener or viewer best experiences compelling storytelling when they are invited to tell the story from their perspective and participate in it themselves.

Star Wars has stuck with us better than many other media properties because the stories are bigger than the main characters. Even if you don’t want to be Luke or Leia, you can decide if you want to be an Imperial Tie fighter pilot or a rebel scout or someone else in the captivating stories that follow.

Story, as it turns out, works best when it is a collaboration.

In business, this can happen in branding. On the day I wrote this to you, Nike’s website has a tag line that says “Where All Athletes Belong.” They’re pushing inclusivity and this goes beyond a marketing strategy and instead pushes deep into the fabric of their brand stories overall. It matches.

Story Structure is a Powerful Starting Point

You’ve watched a TED talk before, I presume. Reserved to no more than 18 minutes (there are very few exceptions to this online), presenters are trained and drilled in how to craft stories that start with cores of data visualizations or case studies and add an emotional connection to the material. Sometimes these are funny. Other times, they make us see what we thought we fully understood in a new light. And even other times, we simply enjoy the experience and go along for the ride.

The structure of TED, the little details, how it all gets wrapped together into a compelling narrative is worth understanding for your future business communications as well. I recommend Talk Like TED by Carmine Gallo, a book that is every bit as useful today as the day it was published.

How to Get Started

With business storytelling, you might be thinking: “Okay, I don’t disagree with you, Chris, but I’m not sure what to do now with this information.” Fair enough. I’ll help.

Write a story of what your product/service is and who it helps. The agile user story template works well for this: As a <type of user>, I want <some goal> so that <some reason>. Being able to answer this succinctly helps you see your business more clearly.
Work on a few sentences around this: The type of people who buy from us are ___ . They like __ and they don’t want ___ . (This is a belonging story.)
If you were hiring a new employee today and she will be working from home, what story does she need to know that sums up the culture of your organization? Are you sticklers for timeliness? Are you a very collaborative company? Are the rules cut and dry and there’s not really a lot of flexibility? (Remember, this isn’t always a bad things: franchises must follow the systems that are in place.)
Write a few sentences around the ideal customer experience. “If everything went flawlessly, a customer would start on our website and click here. And then…”
At a team meeting, host an exercise around “A meal we used to have at home.” Have people write down some details or a paragraph to explain something about food that inspires at least a little emotional attachment.

End Clearly and Strong

Another detail. For whatever reason, it seems that the art of ending a story is lost on the world. The best endings point to what might come next. In many ways, the best endings are beginnings. This piece ends with me offering help, which might lead to a beginning. Your stories might end in different ways. But “stopping” and “creating an ending” are vastly different efforts and exercises. You want to end clearly. Like this.

If You Want More Help

My core business at StoryLeader™ is dedicated to improving your success with expressing yourself within (and outside of) your organization. I help you convey your intentions, clearly express your business goals and values and needs. And I’m an expert at turning that terrifying blank page into something you can run with and complete on your own with confidence. Never hesitate to drop me a line either by email ([email protected]) or by just filling out my contact form.

by chrisbrogan on March 2, 2020

People Need Brevity in Stories in 2020 and Beyond

It seems that when people try to communicate, they mostly try to push the most stuff they can into our heads at one time. We say that business storytelling is very important but we don’t teach people how to do it. In the absence of instructions, a lot of people believe that saying more is the same as giving someone useful information.

Brevity is Key for Business Storytelling

Have you looked at a recipe on YouTube lately? We often have to slog through 11 minutes just to get even the simplest recipe. But it doesn’t have to be that way. Look at this amazing video to see a great example of brevity:

He got three different hummus recipes into a video that was less than three minutes long. Think on that the next time you say that brevity isn’t possible.

How Do We Work With Brevity?

Start with the end point in mind: What does this story need to do?
Trim any explanations: The #1 killer of brevity is thinking we have to explain something beyond a brief in-context line or two at the most.
One idea per interaction: We try to cram too much information into all communications efforts. Make each interaction about one thing. Or one small grouping.
Read it aloud: Any writing benefits from your voice out loud. If it doesn’t sound like something you’d actually say, delete it. (Hint: read this post out loud. Sounds like someone talking, right?)
Think bullets and lists: Our brains love small lists. We love bullets. Communicate that way.

There’s a Time for More Words

But it’s far less often than you’d think. You can fire someone politely and professionally with three sentences. You can profess your love with three words. You can communicate entire oceans of meaning with a single look.

Think brevity first at all times. Every time you add more, it’s usually because you’re feeling insecure or afraid. Hurts to hear that, I know, but it’s true.

Until it’s time to NOT be true.

If you want to learn more about how I can help you with leadership, marketing, and sales advice, peek at this and then drop me a line. I’d love to help.

by chrisbrogan on January 7, 2020

Why Business Storytelling is a Necessary Tool for 2020 and Beyond

Whenever someone tells you “stories are an important part of leadership,” you do what most people do: you nod and shrug and wonder what the heck anyone means by that. And yet, we use stories informally every day. Your business meeting with prospects breaks for lunch and what do you do? Tell stories of your families and where you’re from, or seek out what each of you have in common. (These are belonging stories in my Three Story Types for Business.) Everyone knows they should be doing something, but what? Why? And how?

Stories Transfer Leadership DNA

When I launched StoryLeader™, I realized I needed a way to explain the core benefit of the leadership training practice. What we do when we tell business stories is we transfer leadership DNA throughout the organization. The goal of the stories then becomes ensuring that people at all levels understand what kinds of goals and intentions their leadership has in mind, that people closer to the front line understand what decisions their leadership might make in a given situation, and that with everyone operating from the same perspective, friction is reduced to a minimum.

If you run an analytics group, one of your core mission stories might be about how your organization’s role is to act as a “backup brain” to the groups you support, and that your primary function is to absorb and relieve all their primary brain worries while being alert to prompt for future threats and trends. The more your team thinks about what it means to be a “backup brain,” and that “absorbing worry” is a core function of that brain, they’ll align their decisions and efforts accordingly.

2020 is About Upskilling and That Requires Growth Stories

In the fast world of transformation culture, organizations have to be able to shift quickly with new opportunities, adapt and be more resilient. As human capital starts to account for as much as 50% of a company’s value (source), it becomes important that leaders tell belonging stories so that people feel valued, included, and most vitally part of the solution for all and any challenges that arise.

Employee retention is an exercise in storytelling matched by actions that support the story. The third story type in StoryLeader™ are called growth stories. Sometimes, these are corrective or lesson tales. Other times, they are the stories that empower us or invigorate us during the challenging parts of our work.

Studies say over and over that when an employee starts to seek employment elsewhere, it’s almost never an issue of pay. More often than not, disengagement comes when the employee no longer feels like they are working on meaningful work. The right growth stories and belonging stories (fronted by action that shows that employee a path to being part of solid execution) are more vital than any dollar or title increase.

Telling Stories is Now a Participatory Sport

The 2019 movie box office revenue for the US was $11.9 billion, but if you add worldwide revenue, the number goes up to $42 billion. That’s a pretty decent figure for movies as entertainment.

UNTIL

Until you realize that the video game industry took in $120 billion last year. Before you scoff and think of yourself as not a video game person, mobile games accounted for $64.4 billion on its own, dwarfing traditional PC or console games.

Why am I sharing this? Because storytelling (movies) has become far more interactive (video games). That means we as leaders have to learn not only how to tell a business story, but that we have to build participatory stories where everyone absorbs and acquires the leadership DNA you intend to transfer.

No, you don’t have to create video games to tell business stories (they fail horribly when people try). But you do have to learn how to tell a more participatory story. (I can help!) Stories must be crafted to be more bite-sized (like a series of text messages) and with room for others to participate and lead from their own level, while retaining the core importance of the mission stories that form the organization’s objectives and intentions.

What Does This Do?

Working on business stories improves decision making, cuts down on rework, reduces friction, and obviously saves time and money in the process. By learning the simple (but not easy) skills of telling better business stories that reinforce the organization’s mission, people’s sense of belonging, and everyone’s path to growth, leaders can focus more on vision and clearing roadblocks. Smart leaders let stories do the heavy lifting, and what I shared in this article is why.

Chris Brogan runs StoryLeader™ as a leadership training experience. Get in touch here.

by chrisbrogan on May 6, 2018

It's Time to Rethink What People Need to Learn

Sandra told me that her cousin shared an article about how schools were no longer teaching analog time telling in school. Wait. They were until now? Why?

We Really Have to Crash the Whole Platform

Whether we’re talking about kids in school or grown ups in the workplace, it feels like the majority of what people are learning comes from old and outdated premises.

We forget that a lot of learning is tied to technology because it’s now OLD technology:

Analog clocks – because we didn’t have other ways to visualize time
Cursive writing – because we didn’t have keyboards and phones with predictive typing and speech-to-text
Classic literature – because this was a tool for teaching important life lessons

It’s not that literature is bad. It might be that classic literature is a very slow and dense delivery system for a lesson that could be taught better and through different media. Moby Dick is around 600 pages. The lesson? You could pick them up in much simpler, shorter, easier-to-consume forms.

The same way we don’t all live on farms and raise sheep and cows to get our food, we somehow think the “old days” of learning is sacred. But is it? Do we need to learn what you/we THINK we need to learn?

Think About That Defensive Feeling

Somewhere in your belly, you might be feeling a lot of resistance. “Oh, but having a solid foundation is vital for learning.” I never said a single thing about NOT having a solid foundation for learning. But there’s a vast difference between ‘You have to eat’ and ‘You might want to eat more plants and fewer animal proteins.’ Right?

Why do we “dress up” at work? Because that’s how it was always done? Why do we work together in offices? For management, mostly. Sure, collaboration is easier in person, but beyond that, how much of your work would be better suited to silence and privacy?

Do we need to own a house? No we need a place to sleep, to eat, to keep our stuff if we have any.

We’re Not Preparing People for Reality

The last few years and the next 10-15 years will find you hearing (or saying): “Robots won’t replace MY job.” I hate to break it to you (no, I don’t). Robots *can* do most everything you can do, and most of it better.

But that’s not really the story. Because the goal isn’t to preserve JOBS. The goal is to do work that matters. To work in service of those people we most want to help.

The story is this: nothing is sacred when it comes to breaking apart and then rebuilding what we need to learn for skills and capabilities.

20 years ago, it was smart to learn HTML. Even ten. Even five. Now, it’s a waste of time, unless you want to be part of something esoteric. I can pop a site together with zero coding skill whatsoever. 25 years ago, no one was learning HTML.

Why are we teaching spelling? “Because you never know when you won’t have a phone with spell check nearby.” Who cares?

Teach communication. That’s VERY different than spelling. Teach comprehension. Teach structure. Teach proper journalistic method and reporting and storytelling.

But spelling? Who cares? (And I’m really good at spelling.)

Why Isn’t There a YouTube/Twitch Streamer Star Course in High School?

Some people might read that and think “Oh, how cute” or “There goes the neighborhood” but there are plenty of people in the NEW entertainment industry that can edit the heck out of something with Final Cut but who don’t know how to structure a sponsorship deal.

There are more people watching esports and live streaming channels made by amateurs than are watching most professional US sports right now. And yet, we still discount this as a potential job our kids might have (or that we might want).

Where are the AI courses?

With all the shifts in technology, why aren’t we prepping people to learn how to interact, how to query, how to do all that will be required to link together and interpret and sift through all this information?

Someday is Now

If you’ve been “thinking about” learning something new, now’s the time. Do it. But check first. Is it something that’s not all that important to learn in the first place? Believe me when I say there are plenty of things NOT to learn.

But we need better skills. You. Me. Kids. Everyone. And what’s out there isn’t really going to work for the most part. Not for long.