I just saw a great example of a mistake a lot of us make when explaining our Big Idea or a key concept.
The video below is a great example of how you can be a brilliant thinker and writer, and still forget to make your ideas more instantly understandable to your audience.
In this brief interview with Youngme Moon, author of Different, she describes three different types of brands:
Reverse Brands
Break Away Brands
Hostile Brands
As you watch the interview, notice that the interviewer asks her for an example after she describes each brand type.
When she gave an example of each brand type, didn’t you get more of a sense of what the different terms meant?
I don’t know about your experience, but as I was listening to her definitions, I found myself paying close attention, but not feeling confident I got what she was talking about. But then when she gave an example of a company that embodied the brand and why, the light bulb went on. Oh, that’s what she means!
So…here’s the take away, and something I learned from Klas Mellander, author of Power Learning. When you are explaining a concept, do NOT make this common mistake:
Name the concept , explain it, and then give an example, or worse yet, move on to the next concept without ever giving an example. (BTW, notice how in the video, the interviewee followed up after each of Youngme Moon’s explanations with a request for an example.)
Instead, when you present a key concept:
Name the Concept (e.g. “Hostile Brand”)
Give a Concrete Example (e.g. She shared an example of a company with a Hostile Brand)
Explain Your Concept (e.g. What Youngme did in the interview)
By giving the listener something concrete to attach your abstract words to, they can grasp the abstract far more easily than if you simply try explaining something abstract with more abstractions.
So…give examples; make your abstract ideas concrete…and your audience will love you for it!
If you want your audience to care about your message, start off with a story that speaks to their pain and presents your promise of what can happen if they listen and apply what you’re going to share.
Here’s an example of a Pain and Promise Story that I used to open up a webinar hosted by the American Society of Training and Development on how to use storytelling to jazz up your presentations to about 600 corporate trainers and Organizational Development professionals.
While this story was relevant to my audience (and you’ll see why), this story is even more applicable to entrepreneurs, consultants, and other experts who are great at what they do but….might not be the most confident or interesting speakers….and are therefore very nervous about bombing when they speak.
How to Apply This
1. Identify your market’s/audience’s major sources of pain.
2. Get clear on the outcome your product, service, or message facilitates in relationship to that pain.
3. Identify some examples of this transformation.
4. Tell the story to someone who knows how to tell a story and get feedback on whether it works as an opening story, how compelling it is, how it can be improved.
BTW…at 1:07 notice the language pattern. This is something from the “old days” of using and teaching hypnotherapy and therapeutic storytelling. I’ll write about that later.
Finally..we will be talking about how to start off with a story and more at the upcoming program
Derek Halpern of Socialtriggers.com in his recent post “How to Lose Customers and Alienate Clients” gives a great demonstration of a major customer service Moment of Truth that caused him to leave a bookstore/coffee shop despite having been a “frequent flier” and big spender there.
Besides being worth watching as a reminder about the importance of being customer-centric and not creating rules that drives away great customers or clients, it is a great example of how using a personal story makes your lesson pack a punch.
Watch it and learn!
Want to be a kick butt storyteller so people WANT to hear about your cool business or game-changing ideas? Then come to
In Chip and Dan Heath’s excellent book Made to Stick, they discuss the power of analogies to make abstract ideas more understandable…and pack a bigger punch. Analogies do this because they:
Make Your Abstract ConceptConcrete…and Therefore Easier to Comprehend-It’s much easier for the brain to process a concrete image or example than make sense of an abstract thought.
Make Your Ideas More Interesting–Hopefully you will find that to be the case in this short video.
Connect the New and Unfamiliar to the Familiar--It’s a lot easier to understand a new concept when we can link it to something we are already familiar with. Analogies do that. In the video below, you will notice that I use analogies to make my points more clear and…
Turn an Idea from Being Vulnerable to Skepticism to Seeming Like a “No Brainer“–One of the very cool things about analogies is they help you reframe ideas and rigidly help beliefs. They do this by taking a point of view that the listener or reader holds as true or even self-evident, and then uses the same or similar viewpoint in a context where its validity is easily called into question. Without getting into the hypnotics of it all, doing this also helps to link up the feeling of uncertainty, where before there was only certainty.
One of my favorite truisms that I share with managers and leaders is:
“Power may bring immunity from feedback, but not reality.”
In other words, one of the “perks of power”–or having a strong personality–is that people are less likely to give you feedback on how counterproductive your behavior is. The more power a person has, the less likely people are to say: “Hey…it really bothers me when you ______.”
But…just because they aren’t saying it, does not mean they aren’t feeling it. Nor does it mean there are no consequences, no underground blow back to that behavior. Employees have a way of expressing their displeasure in many silent ways: not working as hard, taking “slick days”, not sharing ideas that could make a difference, dragging their heels on projects, complaining about “safer topics” (while never addressing the real source of their outrage).
Anyway…you get the idea.
This post is about how to get this point across in a way that has impact.
Another angle I approach the issue of respect and justice in the workplace, is to share to really cool lines of research and then translate their implications to the workplace.
These two areas of research are:
1. The Ultimatum Game
2. Which doctor’s get sued and which one’s don’t (this is especially fascinating)
Here’s a video clip about this research. My hope is that it will both give you food for thought and…illustrate how to make scientific research come alive and use it to make your key message hit home at more than just an intellectual level.
It also is an example of how to use a story to “challenge without challenging”, so your message doesn’t trigger defensiveness.
If you want to be a more compelling communicator, inject scientific research–told as a story–into your presentations.
If you want to stimulate conversation in your workplace about how to create a more respectful and thoughtful environment, share this video with your team and then do the exercise talked about in the presentation.
One of the many reasons I love storytelling is because it is a powerful, yet gentle, vehicle for helping people look inward at their thoughts, feelings, beliefs, and agendas. Because you are “just sharing a story” and–even better–if that story is from your own experience and involves your own human imperfections, the other person can hear what you have to say without the need to protect or defend themselves.
Because you are “just sharing a story’ and not directly challenging them to look in the mirror or explore areas they aren’t ready or able to, stories can facilitate powerful insights and learning in ways that direct admonitions or confrontation cannot.
In my programs on constructive conversations or in coaching, I use personal stories to help participants connect with the thoughts and feelings they have had in response to unpleasant interactions and difficult discussions. By sharing my own internal reactions-e.g. “How dare they talk to me that way!” and “Hmmm…how can I get them back….?”–my goal is to help them recognize their internal process.
When you share your inner world with listeners, it also helps them bond to you. They get it that you are real and that you struggle with the same things they do.
If you want to see an example of such a story, I just recently had one titled Courageous Conversations: Stories That Foster Self-Awareness, Build Skills and Cultivate Confidence published by the Healing Story Alliance.
It will give you an example of how to tell a story that fosters self-awareness and offers new and more resourceful ways of responding in a non-lecturing, story-based format. This particular story is a bit different from most of the “courageous conversation” stories I tell in that it’s far more focused on helping the listener focus on their inner process and the dynamics involved, than it is on the “Here’s how to bring up the conversation”. That being said, the story still includes that piece, but…when you read the story, you’ll see why that played a minor role.
Hope you find it useful.
If you have questions or comments about using this type of story, ask away!
“Where do I find stories to use in my presentations?”
That is THE #1 question I get.
So…I decided to join forces with one of my favorite people–Juana Llorens of ASTD to answer that question in this 1 hour Google Hangout.
BTW…after Juana introduces me you will notice…I’m not there!
When we did the technology walk through, I ended up having multiple windows open, which resulted in me hearing two or three Juanas whenever she talked.
This made it a bit hard to focus, so I closed out one of the windows…which happened to be the primary connection window.
Ooops.
Fortunately, you will only have to wait about 30 seconds or so.
So…if you have questions or a particular topic you would like some suggestions on finding stories for, please post these questions or requests below:
In this 23 minute TEDtalk video, Itay Talgam weaves a powerful tapestry narrative about leadership and its corollary to great conductors of our time.
From an organizational or business perspective, this video emphasizes how to create conditions of partnership between leadership and employees – a perfect corollary of the conductor and symphony. Throughout the video, Itay Talgam reinforces the message of how to channel a different kind of ‘control’ when leading, or conducting, a group.
Control in his example becomes a shared partnership among the multiple layers of symphonic instrumentation and orchestral leadership. In business, this example would highlight shared layers of control among employees – including those from staff, to mid-management, to the C-Suite.
This clip is entertaining and enlightening, with practical application for teaching. Portions of this clip lend well to teaching topics such as leadership, group facilitation and management.
Even among those who may not know or appreciate classical music, most audiences will enjoy the last few minutes (18:43 – 20:35) of Itay Talgam’s TEDtalk. I have successfully used this clip to emphasize what it means to have synergy between presenters and audiences or with CEOs and employees. It is powerful in that it evokes the emotion of music and passion with the nonverbal cues of intention.
Watch and enjoy as you transform into “the player telling the story – and become the storyteller that the whole community listens to…”
David’s Note: Also, notice when you watch the clip in the last few minutes about what a great metaphor it is for how you don’t need to micromanage, you don’t need to use old fashioned Command and Control approaches to managing when you A) have the right players, B) have done the hard work to teach, train, and coach C) are the kind of leader that people want to follow.
Notice the minimalist approach Leonard Bernstein takes as well as the joy he shows as he experiences the beauty his “team” creates.
Whitney Blondeau is an academic medical educator who seeks to share with others the inspiration she finds in music, creative expression, travel, and unexpected connectivity.
How might you offer hope and encouragement to others in a more active way…especially those who are going through challenging times right now?
Here’s an example of how, when we act courageously, we en-courage others.
The example comes from a remarkable person I heard about from John Brubaker (www.coachbru.com). John interviewed him on his radio show and shared with me Jia Jiang’s wild story about his 100 Days of Rejection project. After listening to his interview and watching some of his videos, I knew I wanted to interview him.
Here’s the origin of his 100 Days of Rejection project: After getting a very impersonal rejection email from a venture capitalist, Jia was stunned by how much the rejection stung.
Here’s an excerpt from my interview with Jia, where he describes his response and what he did next:
(The rejection) really hurt. It took me by surprise. Not because of the rejection itself, but how much I was hurt by that rejection. I’m a very well educated guy. I felt I was mentally prepared for this as well. But how did I get hurt so bad by a no even though I prepared for it?
I started searching to see if I want to be a great entrepreneur I cannot be hurt like this. If I keep going I’m going to be rejected more often than not, and so I can’t just be living this fear of rejection. I went online and looked for this thing. I found this thing called rejection therapy. That’s a game where you go out and look for rejection.
Last November I started my blog to just go out and start looking for rejection. I did that because I wanted to do this for 100 times and have the world keep me accountable. It really fits my personality to try something crazy like that. So the story went from there, but that’s how I got into this situation. It was rejection therapy.”
To get a sense of Jia’s personality and essence, here’s a video of my favorite Rejection Therapy: Rejection #36 “Trim my hair at PetSmart”
Jia Inquires About Getting a Haircut at PetSmart
Now, when you see the video, it’s easy just to think “Oh, this is nothing more than a fun, amusing, and charming stunt”. But when you learn more about the person behind the series, you realize its way more than that.
Underneath the quirky sense of humor is a deeply caring person who has a strong sense of mission and purpose to make the world a better place.
You’ll learn more about that when I share the whole interview at a later point.
But in the meantime, I’m sharing this excerpt with you to illustrate how our stories of overcoming adversity and fear can give others hope and courageous to face their fears.
In our interview, I asked Jia if he could share a story or two from people who have followed his adventure and how it has made a difference in their lives.
Here’s a story he shared:
A person wrote me an email. He said he has always been afraid of rejection, so much so that he’s afraid to ask for ketchup in the restaurant so he sent his kids to ask for ketchup.
Of course that’s one extreme case, but it just got real because his wife was diagnosed with cancer last year. In the American medical society, for good or for bad one thing for sure is you have to actually push the doctors and nurses, the hospitals, to get things done sometimes. You can’t just wait and everything comes to you. It doesn’t work that way.
He saw what I’m doing with rejection therapy. He’s very inspired. He told me, “Hey, because of what you are doing now, I’m saying you can do this for therapeutic reasons. I’m trying to save my wife’s life here, so I’ve got to just go ask. If you can ask I can ask.” He started asking for things and he thanked me for helping me with that. This one example is very dear to my heart just because the nature of it. It really helps people in a very real sense.
It’s really those kinds of emails that got me, again, doing these rejections. A hundred of them is a lot. It takes you awhile to count, and doing each one takes preparation and videotaping. Then editing, producing, put it online and telling people about it and then writing a blog. So a lot of things went into every rejection.
But it’s because of these emails I’m getting, the support I’m getting, that keeps me going because I know I’m doing something important. I know I’m doing something that helps people. That makes a real difference in life.
Even say if I know that from beginning to end I’m doing this for 100 days and I spend a lot of time doing this, I can help a husband. A life might be changed. A life might be saved. Is it worth it? Absolutely it’s worth it. Then you can multiply that effect by thousands. I’ve got thousands of emails with people with stories. Maybe not to this extreme, but everyone has rejection issues and many of them thank me for doing this. So with that type of influence and impact I feel it’s totally worth it.
Think of the difference Jia’s willingness to share his stories of facing his fears has made in that man’s life.
Think of the power sharing our stories of facing our fears encourages others.
By the way, the word “courage” has its roots in the old French word for “heart” (“couer”). So when you en-cour-age someone you give them heart, you help them connect with their heart and their true capacity for courage.
Are there people in YOUR life right now who might be in need of encouragement?
How might you en-courage them?
What stories of how you faced and overcame your fears might you share with those who need it right now?
Jia Jiang’s TEDTalk
For More of Jia’s writing, check out his website Entre.sting.
Here’s a great example from a wonderful organization about how you can use customer stories to make all of the following more interesting and memorable:
1. Employer Branding
2. Corporate Branding
3. New Employee Orientation
4. Volunteer Recruitment (if you’re a non-profit)
5. Donor solicitation (again…if you’re a non-profit)
At the end of this post, you’ll find more about the power of customer stories to give you a sense of why you want to be capturing and sharing them. But for now…let’s get to this story…
The story you are about to hear is designed to connect with:
1. The most desirable job applicants
2. Potential volunteers who have an endless number of non-profits to choose from.
3. Potential donors who want to feel like their donations are serving a great cause and making a big difference.
The Back Story…
I first met Patsy Murphy, the Executive Director from the Animal Refuge League of Greater Portland as part of my work on how businesses can capture client stories on video and use them in their marketing efforts.
I was so taken by her and what she’s done with the Animal Refuge League of Greater Portland, and with their wonderful stories, that I ended up doing a series of interviews with her and her staff. (in a previous post “For Better Employee Testimonial Videos, Don’t Spout Platitudes, Tell Stories”, you can see another video I shot for them).
A Somewhat Different Kind of Customer Story Video
This video is a somewhat different twist to the “Customer Story” video genre in that:
1. The Customer is not telling the story, instead someone from the business/organization tells the story
2. The Customer is a dog–actually two dogs (well, actually the Customer is also their new parents)
Customer Stories That Speak to What Employees Want in a Work Experience
As you watch this video and take in the charming story, notice the psychology behind it. More specifically, notice what human needs it taps into. Notice how it addresses what today’s employees want in an employer and work experience. Notice especially how it speaks to the caring, idealistic individual who would be drawn to non-profit work.
These core human needs include:
1. The need to know you can make a difference
2. The need to know you are doing good in the world
3. Feeling like you’re part of something greater than yourself
4. Being part of a group that makes you feel good about yourself
5. Getting to work with people you enjoy seeing everyday
6. Working in an organization where fun is on the menu
Using a Story to Subtly Overcome Potential Objections
Also, you will notice that the story subtly addresses a potential obstacle to a tenderhearted person–the kind ARLGP wants to hire–from applying. Notice how it challenges the perception that working at a shelter might be a “downer” because the story involves what people might imagine would be impossible-to-place animals.
Also notice that the theme of the video isn’t “Aren’t we awesome”…it’s “Because of you, we can do wonderful things”.
It’s Not “All About Me”
This is actually a nuance I learned from Ritz Carlton years ago, when I saw Diana Oreck, their VP of Leadership Development, present at the first ever onboarding conference (I wrote about this in ” Onboarding That Welcomes and Inspires”).
I was impressed by the video Ritz Carlton had created for their new hire orientation because it combined the message “When you join the Ritz Carlton, you have joined the top 1% of people in the hospitality industry” with “We are so thrilled to have you join us”. They very artfully framed this new employer-employee relationship in a way that communicates “We’re both lucky” vs. a one-sided “We rock…you’re lucky to be working here” or “We’re so very thankful you chose to work here…”–neither of which sends a desirable message on its own.
While the story in this video communicates that ARLGP does great things, it is framed in a “You-centric” way, rather than in a “We-centric” manner.
So…while I know you will enjoy the video and the story (especially if you are an animal lover), let it be a catalyst for you to gather and tell your own customer stories.
In Conclusion: About The Power of Customer Stories
Dr. Grant and his team have conducted multiple studies involving university fundraisers who call alumni seeking contributions for university scholarship funds. In one study, a scholarship recipient visited a group of fundraisers and shared their story about the difference the scholarship made in their ability to attend the university and in their lives. In the control group, no such story was shared.
A month later, the performance of both groups was measured. The control group showed no increase, not surprisingly. The callers who had listened to the story about how their difficult work made a difference in the world, averaged twice as many calls per hour. Not only did they work twice as hard, they also produced exponentially better results.
Their average weekly revenue increased from $411.74 to $2,083.52 — an increase of over 400 percent.
That gives you an idea of the power of customer stories for just ONE of their uses.
So…go out and collect and share those customer stories!
I just saw a great example of a mistake a lot of us make when explaining our Big Idea or a key concept.
