Storytelling: A Powerful Communication Tool by Steve Adubato, Ph.D.

I recently conducted a communication seminar for a group of educators and in the process met Jaymie Kosa, who is the associate director of “Storytelling Arts, Inc.” (www.storytellingarts.net)

Jaymie’s work focuses on helping educators and others more effectively use stories as a communication and leadership tool. Stories can be fascinating. They can inspire, illuminate and paint vivid pictures, but they can also fall flat and miss the mark.

Q—Why do we like stories so much?

A—According to Jaymie Kosa a communicator who tells a story “makes himself vulnerable” to his audience. This vulnerability is critical to making a powerful and personal connection. When an audience feels that a speaker is letting his guard down and showing a side of himself that isn’t pre-packaged or part of a ‘canned’ presentation, they often give him the benefit of the doubt and are more open to his ideas. Storytelling also engages our mind. It forces us to use our imagination. Telling a story can do this in a way that no other communication technique offers.

Q—How much should we personally disclose in a business setting before it is considered inappropriate or crossing the line?

A—You would be surprised at how many people in the world of business are looking for people to share on a human level. They know all about the charts and graphs and focus groups and other “bottom line” communication approaches. They can see it in your PowerPoint presentation. But what they really want is for you to motivate them, and sometimes that takes more. Often, telling a story in which you learned a powerful life lesson or something about the challenges of succeeding in business can resonate quite effectively.

Q—Why is it so difficult for so many of us to use storytelling as a communication and presentation technique?

A—According to Jaymie Kosa, the biggest reason is that “when you tell a story, everyone is listening…this can be scary.” She’s right. Very rarely are people truly listening on all emotional and psychological cylinders to a business presentation. They may be partly listening, but also distracted by many other factors. But when you tell a story with a real message or moral, especially if it is a story that relates to you and/or your audience, the level of listening is ratcheted up significantly. This can be intimidating to a presenter, especially if they are not used to having the focus on them. But if you can get past this initial fear, the payoff is huge.

Q—What is the first step to becoming a really good storyteller in the world of business?

A—Ask yourself what kinds of stories move you. It can be a story you heard as a kid, a parable or sermon from church, or a real life story involving a recent experience at home or at work. The key is not just to know the story, but to feel the story. In addition, Jaymie Kosa says you have to “love the story” and what it represents. Over time you can learn to tweak it with new pieces of information as well as new insights that you have found. You can also add to the story without being dishonest and customize it to your particular audience.

Some people say; “I’m just not good at telling stories.” I don’t buy it. It’s just that people haven’t tried it before and therefore assume that it’s beyond their communication abilities. I’ve heard it said that “people don’t tell stories in PowerPoint.” There is a reason for that. Think about that and write to me at sadubato@aol.com about a story you’ve told in a business presentation that worked for you and your audience.

Dr. Steve Adubato coaches and speaks on the subjects of communication and leadership and is the author of the book "Speak from the Heart." Write to him at The Star-Ledger, 1 Star-Ledger Plaza, Newark, NJ 07102, or click here to contact him through this web site.