Storytelling in times of struggle

By Ty Bennett | March 26, 2020

Right now, the world has been turned upside down. Your industry has most likely been impacted as mine has. Many are confused, some are paralyzed because of fear and others are pivoting to the new normal.

In this time of change, one of the most important skill sets for leaders and influencers to develop and employ, is the skill of storytelling.

Ty-Storytelling is moving people to action

Stories help us make sense of situations. They paint a picture and cast a vision. Neurologist Paul Zak at Loma Linda University found that stories increase levels of Cortisol and Oxytocin. Cortisol controls focus and attention. Oxytocin, often called the trust hormone, increases empathy and emotion. So stories cause the listener to focus and emotionally connect to the message.

Gary Vaynerchuck said, “Storytelling is by far the most underrated skill in business.” And while I believe that is true in normal conditions, it becomes an absolute truth in times of challenge and change.

I have taught leaders for years that an influential story follows a model of 'struggle to solution'. You engage people with the struggle and then you help them with the solution. This model works because when the struggle is relatable then the solution becomes credible.

But here is what leaders need to understand about this model. 

When we are sharing stories that cast a vision about the future - the solution is not positional - it is directional. Meaning we don’t have to have arrived there to present with confidence. We need to present clearly articulated struggles so that our people understand that we get it and relate. Then with confidence, we need to cast a vision of the direction we need to go to arrive at the desired solution.

The right 'struggle to solution' story may be exactly what is needed at this time of turmoil. There is a power in storytelling when it is developed as a skill and employed as a tool to engage and inspire your people. 

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