We are told that to get a message over in a business presentation, we need to tell a story. It is well documented that the story form can transform limp, dull, lifeless presentations into enthralling occasions. The future belongs to ‘high touch’ storytellers who can weave different concepts into a story and explain the big picture to senior decision-takers. But, if stories are so powerful, why are there still so many dull market research presentations? There are three main reasons:
1. We think storytelling is only for big keynote gigs, not everyday presentations
Presenters often persuade themselves that the story form only works for high profile presentations, and cannot be adapted and applied to more prosaic, everyday business presentations. Here, one has sympathy with the typical business presenter. They read articles about the power of storytelling, then rush out to buy textbooks on how to be a fantastic storyteller, only to find the examples in these texts are about Steve Jobs launching the iPhone. They do not find too many illustrations of more workaday projects being presented in story form. They therefore come to the conclusion that storytelling is the preserve of high profile business gurus launching game-changing ideas, and is not for a Head of Customer Insight asked to explain how recent quality assurance improvements have enhanced the complaints handling division of an insurance company.
2. We get anxious because storytelling ‘exposes’ us as the presenter
A storyteller is expected to put some of their emotional self into a presentation. Storytelling means that the presenter’s view becomes ‘admissible’ evidence. We should welcome this after years of being in the back room. But stepping up to the plate is easier said than done. Encouraging researchers to use ‘self-disclosure’ and other storytelling engagement techniques in order to breathe life into their presentations is not going to happen overnight. Only a few years ago, using an anecdote to engage the audience would be dismissed as trivialising the core body of the evidence. But today, with the rise of the storytelling form, the use of anecdotes is praised as personalising a story and bringing it alive. But it represents a paradigm shift in presenting.
3. We are frightened of success
Another reason why business presenters do not tell stories when delivering their presentations is due to subconscious ‘self-sabotage’. After years of being the supporting act – rustling up data – market researchers cannot now believe they really have the power to ‘own the room’. You would have thought that market researchers would embrace this new opportunity with both hands. But many individuals will subconsciously self-sabotage their potential. Deep down they are nervous and frightened of being the 100% centre of attention. They are frightened of the very success that they have craved for so many years. This ‘self-sabotage’ explains why many market researchers do not seize the opportunity to become fantastic storytellers.
Getting over the resistance
Let us look at three ways of overcoming the resistance to storytelling
a. Build self-belief
The start point for being a fantastic storyteller lies in self-belief. Martin Sorrell said, ‘Shedding the loser’s curse and gaining the winner’s advantage is at the heart of success’. No amount of technical training on the art of storytelling will have any effect unless an individual believes that they can effortlessly command the attention of the audience. Presenters need to build their confidence by recognising that storytelling is not going away. Today, more people than ever are telling stories – on Facebook and Twitter. Moreover, storytelling is going to be even more prominent into the future. So, the start point for becoming a great storyteller is, not only to believe in the power of stories, but also in your own ability to master the storytelling craft. This is something we can all do: it is not just for Steven Spielberg.
b. Stories do not drift down from the Muse: learn the storytelling craft
The next way of becoming a fantastic storyteller is to recognise that ideas for a story structure do not drift down from the muse in some magical way. Some individuals are naturally better storytellers than others. But we can all learn the techniques of becoming a storyteller. Ask any novelist or dramatist and they will be able to explain the overarching structure they use in putting together a story. Talk to improvisation comedians and they will explain the overall format they use in order to survive on stage. Ultimately, of course, creative flair will come into play. But everybody can start casting their evidence as a story. It is just a matter of acquiring the knowledge and the techniques.
c. Practice makes perfect
Steve Jobs, who is now hailed as one of the world’s great presenters, has acquired, through hours of practice, the technique of being a winning presenter. But he did not start with any particular natural advantage. Even today he will spend 90 hours practising for a major keynote presentation. The next pillar of being a great storyteller is being prepared to put in the hard yards of practice, believing in the Gary Player philosophy: ‘The harder I practise the luckier I get’.
How do you build self-belief, acquire storytelling techniques and cultivate a confident storytelling style?
Storytelling is here to stay. But there are clearly resistances that get in the way of market researchers making maximum use of storytelling in their day-to-day presentations. At DVL Smith we have a seven stage storytelling programme that helps individuals become great storytellers. We teach self-belief, outline simple techniques to construct compelling storylines, and help people become engaging presenters. Get in touch to find out more.
Tags: high touch storytelling, presentation advice, presentation techniques, storytelling advice
[...] If storytelling is so powerful, why are so many market research presentations so dull? [...]