Matt Wojnowski (Twitter) has approximately 15 years of local government management experience and currently serves as the Assistant Director of Parks and Recreation at the City of Killeen, TX.
Introduction
In one of my favorite articles about leaders, “The Seven Secrets of Inspiring Leaders” by Carmine Gallo, the 4th secret is Tell more stories. Gallo writes, “Inspiring leaders tell memorable stories. Few business leaders appreciate the power of stories to connect with their audiences. A few weeks ago I was working with one of the largest producers of organic food in the country. I can’t recall most, if any, of the data they used to prove organic is better. But I remember a story a farmer told. He said when he worked for a conventional grower, his kids could not hug him at the end of the day when he got home. His clothes had to be removed and disinfected. Now, his kids can hug him as soon as he walks off the field. No amount of data can replace that story. And now guess what I think about when I see the organic section in my local grocery store? You got it. The farmer’s story. Stories connect with people on an emotional level. Tell more of them.”
Here in ELGL “We believe telling stories about people, ideas, trends and approaches in local government is the best way to make a positive difference.”
Why should we be telling more stories?
“When we want to influence others there is no tool more powerful than story.” – Annette Simmons, author of The Story Factor (recently named one of “The 100 Best Business Books of All Time”) Our influence can be used to motivate, persuade, or to be remembered. Our minds and hearts love a good story. We are wired for it!
Remember when you were a child and loved to hear bedtime stories or fairy tales? Then, you learn to read and which books did you enjoy most ? Probably a book with a good story. In school, which teachers did you learn the most from? Most likely the teachers who brought that subject to life – math word problems, civics and history stories, physics problems, background stories of artists, athletes, etc. What about TV and film? They are storytelling on a whole other level.
Who would I share and story with? When would I share a story?
Anytime you are presenting a project, delivering a presentation, or making a point – you can use a story to introduce or supplement your idea. Think about when you meet with your boss; meet with the city council or board members of an organization, together with your staff, or during an interview.
“Whether you want to influence employees, coworkers, your boss, spouse, kids, or society in general – to take action, stop doing something, or just think – story helps you touch whatever lives inside them that knows Truth when they see it, wants to see the bigger picture, and wants to do the right thing.” – Annette Simmons, The Story Factor
Depending on the circumstance, setting, and audience, it may be helpful to embed a story in an email or memo to influence your target audience. Whenever possible, I believe stories are best when presented in person. This allows you to add voice, action, and emotion to your story (and instant feedback).
What makes a great story?
“The difference between giving an example and telling a story is the addition of emotional content and added sensory details in the telling.” – Annette Simmons, The Story Factor
A great story usually has:
- a character (with personality) = tortoise
- some conflict or challenge = race the speedy hare
- “spark” moment of change = hare takes a nap
- overcome the conflict/challenge = tortoise passes the hare
- a moral, value, or takeaway = slow and steady wins the race
Great stories have lots of detail to bring them to life. Use descriptive words of from the senses (see examples):
- sight = colors, shapes, appearance
- sound = howl, yelp, crunch, murmur, roar, scream, chirp
- smell/taste = bitter, sweet, sour, stale, creamy
- touch = textures and temperature
Also include emotion and feeling to bring the listener into the story.
How do I gather and develop my stories?
Well, you’ve already lived your stories. Remember and record your experiences and challenges. Look at your resume accomplishments – how can those be developed into a story? Ask others involved in that particular program or project to share their point of view. Add detail to those experiences to show the value, benefit, or moral of your stories.
I need more help. What are some resources I can use?
Resources. You can easily find some great storytellers.
- Listen to The Moth podcast .
- Watch TED Talks
- Books How to deliver a TED talk by Jeremy Donovan (shorter read) and The Story Factor by Annette Simmons (longer read)
- Article “How Government Can Benefit from Becoming Better Storytellers” in Governing magazine
Practice. Practice telling the story to yourself in the mirror. Practice your storytelling skills with your family. Practice with your friends. Practice with your co-workers. Practice at a church. Practice with a local Toastmasters Club. “…and they lived happily ever after. THE END.
