CEOs: Storytelling Formula 101

by | Feb 5, 2021 | Uncategorized

Storytelling is powerful because we all want to find our “why” for doing what we do in business, life, and society. People need a purpose. One compelling story can align diverse teams, departments, and people around a purpose. 

Did you know that 50% of front line managers don’t know the overall business strategy? Yikes. It’s hard to do business when half of your managers don’t know the goal. Clarity is needed.  This clarity must come from the CEO. A story helps.

During times of change — the “fog of war” — it’s risky for front line managers to be uncertain of the overall business strategy. It’s easy to get confused about our “why” when we’re stressed. Moreover, our bosses, peers, and direct reports, get competitive, scared, and stuck without one shared story of why. 

Luckily, with an easy-to-remember and simple-to-share story, groups can align. They move from the “fog of war” to emerging triumphant with a focused plan and a bright future. It’s a shared accomplishment that starts with just one “why we need to change” story. The CEO whose story inspired a win emerges a hero.

Here’s how to get started:

8 Traits of a Powerful Story “Formula” to Work PR Magic 

  1. You have to be able to tell it in less than 15 seconds, yet it must still convey its message clearly. 
  2. It uses simple language (not jargon). 
  3. It has 3 (or less) key messages and 1 call to action. 
  4. It’s easy to remember. 
  5. It’s authentic because it’s been beta tested with your “go to” people – the internal key opinion leaders in diverse departments who drive real change. It’s not a top-down, marketing jargon, bottom-line only win for the company. It’s a win for all. And your “why” is at the heart of the story. 
  6. It engages you early on with one human’s problem, their much needed solution (which you have), and builds to the triumphant win. 
  7. Fellow employees understand and value their roles to help the greater good. The story inspired you to help. Camaraderie is everything. 
  8. The easiest way to keep helping is tell others your story. Repeat, repeat, repeat. 

Curious to learn more and find your story of “why?” Let’s chat. Book 20 mins. https://calendly.com/carolynbarth 

Carolyn Barth, Storyteller-in-Chief and CEO, DigitalContentStrategy.com