Storytelling for Impact. Do you have an Idea Worth Spreading?
Listen. Do you hear that? Stories are part of the human experience. Ever since our ancestors gathered around fires and began using ash to paint on walls the art of communicating is how we learn. I remember bedtime stories as a child, the introduction of reading materials in school, class trips to museums, travelling on the bus to football matches, family dinners, nights out, conversing with work colleagues, and excuse the use of this medium — “PowerPoint” presentations. Everywhere we glance someone is telling a story.
So, why do we tell them?
No matter what industry you work within — news, comedy, sports, non-profits, music, film, commercial, government, education, technology, etc — people are always trying to influence, persuade or leverage the use of stories to connect emotionally. Stories are used to entertain, sell, educate, and build community. We need only examine the rise in social media apps to understand the power brands find in grabbing eyeballs.
The marketing psychology driving these brands can convey messages so strongly we are forced to act. Non-profits are also finding new ways to tell their stories and engage with a wider audience. By designing the personas of the individuals, we get to walk a mile in their shoes. This can help inspire and drive behaviour change.
All those using social apps are telling stories daily. What? The post you have just shared contains your thoughts, feelings, and experiences throughout your life. The simplicity can be found in who you follow. Why does their content attract you?
“We are all storytellers — we all live in a network of stories. There isn’t a stronger connection between people than storytelling.”
-Jimmy Neil Smith
Hello TED.
The world’s most recognisable platform for impact TED: Ideas Worth Spreading empowers people to communicate their ideas, insights, knowledge, and expertise for the benefit of everyone. Easily assessable via YouTube and with around 4200 categories to choose from there is no real excuse for not harnessing the value it provides. TED seeks to explore possibilities, develop understanding, and catalyst conversations to tackle society’s most entrenched problems.
I have found real alignment with speakers within social justice, activism, leadership, and systems change. Stories are a universal language. We all know an underdog, hero, leader, entrepreneur, or person whose journey has been so transformative we cannot help but feel a connection with them. Working within the criminal justice space I meet these individuals quite frequently.
Hosting The Lived Experience Series | Podcast on Spotify allows me to interact with change-makers across; academia, research, publishing, advocacy, keynote speaking, policy, mentoring, and frontline support services that make a difference in people’s lives. What makes it even more unique is that adversity is embedded in their stories of hope and purpose.
“Neither revolution nor reformation can ultimately change society. Rather you must tell a more powerful tale, one so persuasive that it sweeps away the old myths and becomes the preferred story.”
-Ivan Illich
What story are you telling?
In a world of filters, it’s all too easy to use the highlight reels to disguise what is going on. Stories need to be authentic and remain congruent with your identity. We can all relate to hurt, pain, failures, struggles, anger, despair, kindness, empathy, dread, happiness, joy, excitement, and love. Use these as guides when communicating with others. Let us reflect on a question that happens every day:
What do you do?
Before you go full rant on squeezing your various responsibilities into a jammed packed explanation take a breath and explore how you might reframe it. In the commercial world, we often hear the term — Elevator Pitch. Give me two minutes to build curiosity and excitement.
Honing the skills to do this in a short window requires creativity, timing, and a deep understanding of the topic. Do you have one ready? There is nothing worse when someone asks you a direct question and you freeze. Learn your craft. You know what they say about first impressions.
“Great stories happen to those who can tell them.”
-Ira Glass
How do we access stories?
There is a myriad of ways to connect with stories. Living in the age of subscription services, smartphones, multi-room television, WIFI, audio platforms and anything else you can find pushing a button or swiping a screen gives you instant access to whatever you want. Everyone’s interests are different and unique. However, why do you think Netflix, Amazon, Google, Twitter, TED, Spotify, and YouTube dominate their respective spaces? The content is entertaining, informative, disruptive, and designed around your interests.
We all know what happens when you purchase a book on Amazon. Immediately there is a pop-up advertising other books to purchase with a similar theme or message. You need to be mindful of why algorithms want to keep you in touch points with the screen. But that is another story.
Are you ready to amplify your voice through a story?
The easiest and most cost-effective platforms to familiarise yourself with are:
- Medium — Writing platform.
- Spotify for podcasters — Producing, hosting, and listening to others.
- YouTube — Video made easy.
- Ted — Share your journey with the world.
- Smartphone — Vlogging what matters to you.
- Blogs — These are still a thing.
- Social media — Discover what platform best fits the message.
Now what do I do? Get to work refining, editing, and shaping your story to raise as much awareness as possible. Remember, everyone is fighting for attention online. Wildfire and snowball reach are not the norm. What makes you stand out above the noise? Make vulnerability and humility part of your tool kit. We humans connect with our hearts and minds.
“Storytelling is the most powerful way to put ideas into the world.”
-Robert McKee
