The Difference a Story Makes When Seeking to Impress
David Sturt at TEDx SaltLakeCity
First off…I don’t mean “impress” like “impress your friends and family”.
I mean “impress upon the audience the importance of your point” and make that point memorable.
OK, here’s a great example of the difference between you making your point using an example vs. telling a story.
In presentations over the years, I’ve shared how Southwest Airlines became the industry leader for the shortest turn around time. They manage to land their planes, herd the passengers off, herd the next batch of passengers on, and take off in a fraction of the time it takes other airlines.
How did they do it?
They modeled NASCAR pit crews.
Now that’s pretty cool, isn’t it? That little factoid is kind of impressive.
It’s a great way to illustrate the principle “If you want game-changing ideas, stop copying your competitors. Instead, look outside your industry or field.”
But the impact that example makes pales in comparison to the story David Sturt, author of Great Work: How to Make a Difference People Love, told me recently during an interview.
Listen to his story about how a group of surgeons from the UK discovered the solution to their “why are we losing so many patients?” problem. As you listen to the story, notice how the story impresses it’s important lesson upon you far more effectively than simply hearing the Southwest airline “take away message” example described above. Notice also what a fun ride it is learning this lesson.
That’s the power of storytelling.
That’s why you want to use stories to make your points “sticky” (as in Made to Stick).
So…here’s David:
For more of David Sturt’s work:
His Forbes.com blog
OC Tanner’s website
P.S. BTW…there’s nothing wrong with using examples. It’s actually really helpful to use examples to illustrate your points. Using examples is much better than just speaking abstractly. However, if you have the time to share a story, it will make a bigger impact.
About The Author: David Sturt is Executive Vice President of the O.C. Tanner Company, the world’s largest employee recognition company.
David is a New York Times bestselling author of Great Work: How to Make a Difference People Love. He is a sought-after speaker and has shared research and insights on recognition, innovation and leadership at conferences to thousands of leaders across the world. You may have read his weekly leadership articles on forbes.com, or seen his interviews in the Wall Street Journal, Fast Company, Huffington Post, Human Capital, and other media outlets.
David has over 20 years of experience as a researcher, product developer, marketer, senior executive, and thought leader. He was born in England, raised in South Africa, educated in the U.S. and Asia/Pacific, and has a degree in Training and Development and an MBA. He has a passion for innovation and making a difference in the world.
