Working Resources is an Executive
Coaching San Francisco Bay Area Firm Helping
Companies Assess, Select, Coach and Retain Emotionally Intelligent
Leaders; Talent Management; Leadership Development; Competency Modeling;
Succession Management; and Leadership & Team Building Retreats
Leaders are Good
Storytellers
I recently spoke with
the VP of Human Resources of a Silicon Valley company regarding providing
executive coaching for the company CEO. She asked some very pertinent questions to
determine fit. She specifically wanted to know how I worked with different
personality styles, and my methods for initiating behavioral change.
The VP of HR and I
spoke about my approach to coaching, and my belief that possessing a
psychological understanding of human behavior and business acumen are important
competencies for coaching executives. We also spoke of the need for her organization
to create a culture where innovation flourishes.
The VP of HR is
interested in partnering with me in helping the CEO to develop her executive presence
and become a better storyteller. We further discussed how company executives
can benefit by working with a seasoned executive coach.
Let Me Tell You a
Story...
Do you know people
who can masterfully tell the right story at the right time?
Quite
often, the best storytellers become our managers and leaders. Even if you have
no designs on becoming a CEO or leading a division, you undoubtedly crave more
control over your work, ideas, sphere of influence and others’ perceptions.
Effective storytelling
can help you gain more control, while also building employee morale,
strengthening teamwork and defining how problems can be solved. You’ll find it much
easier to develop original and effective solutions to everyday challenges.
What’s in a Story?
Cold, hard facts
don’t inspire people to change. Straightforward analysis doesn’t excite
anyone about a goal. Storytelling creates an optimal learning environment: We
quickly process information when it’s delivered in the form of a story, and we
personalize the tale so we can relate it to our own experiences.
A story is “a fact,
wrapped in an emotion, that compels us to take an action that transforms our
world,” write TV writer/producer Richard Maxwell and executive coach Robert
Dickman in The Elements of Persuasion:
Use Storytelling to Pitch Better, Sell Faster & Win More Business (HarperBusiness,
2007).
Research
tells us:
- Stories
don’t have to be long.
- Stories
don’t have to be verbal (think of brand logos).
- The
right story, at the right time, helps us shape and control our world.
Crafting a memorable,
inspirational and transformational story begins with a good outline, note
Maxwell and Dickman.
A successful story must have five basic elements:
- Passion
(the
enthusiasm and energy with which you tell the story).
- A
relatable hero who gives your story a point of view and
allows your audience to enter into the story in their own minds.
- An
obstacle or an antagonist who presents problems that must be
faced. This struggle involves strong emotions that engage the audience.
- A
moment of awareness when everything changes for the hero (the
problem is solved, and there is an emotional release). The audience learns from
the story as it plays out in their minds.
- A
transformation that occurs within the hero, which improves
his situation or allows him to make new discoveries.
Make Your Story Come
Alive
There are some
important caveats about these five elements.
First, your hero
should be relatable—someone who’s similar to members of your audience. He cannot be
Superman or a rock star, nor should you use yourself as the hero (unless you
want to appear arrogant).
Second, emotions
should be the highlight of your story. Facts without emotions are dry, lifeless and
forgettable. Don’t be afraid to expose life’s inherently raw emotions. Why does
the hero care? Why does this story matter?
Third, make your
story realistic to achieve authenticity. While embellishment is sometimes necessary
to a good story, provide realistic details to make it vivid.
Finally, stories
don’t necessarily have happy endings. People often pay greater attention to bad
news. Close with the lessons to be learned from your story. Minds may wander,
or your audience may reach an unexpected conclusion, so be sure to emphasize
the points you want to make.
Heighten Interest
Use plain, simple and
direct language when telling a story so its moral can shine through. You don’t want to
clutter the story with lots of descriptive words or too much detail.
Incorporate
five key elements to add interest:
- Surprise:
Why
is this story unusual?
- Mystery:
What piques our curiosity?
- Conflict: A
main character should face a challenging situation to which the audience can
relate.
- Brevity: Use
enough words to make the story come alive—but no more.
- Repetition:
Used appropriately, a catchphrase can drive your message home.
Where to Find Stories
Potential stories are
everywhere, but you may not notice them until you practice storytelling for a
while.
It’s fine to start with borrowed stories from other speakers, books and the
Internet, but be sure to credit them appropriately.
You can reap an
endless supply of great stories by paying attention to the anecdotes other
share. Start
a story notebook or computer file so you can access them for the appropriate
occasion.
Anything that
captures your attention can be turned into a story. Often, life’s
little details contain big lessons, so begin to develop your sense of “story
radar.” After an interesting conversation or encounter, ask yourself if you can
use the incident to illustrate a leadership principle.
As with anything, you
sharpen your skills through practice. Make a commitment to yourself to start
practicing this week. Pick three stories to tell, and play with the details to
figure out how to accentuate key points.
Alternatively, pick a
challenge or lesson you want to teach through story. Then, match the
story to the objective.
Leadership Challenges
Make
a list of your most important leadership issues, such as:
- Envisioning
the future
- Strategic
purpose and goals
- Team
alignment
- Values
and corporate culture
- Customer
service and focus
How you can teach leadership principles
through stories of real people in your particular industry?
Look for stories about people who
implement their core values in day-to-day tasks.
Values tend to be vague until you integrate them into stories about actual
experiences.
Encourage people to
view a situation through their own lens, but in a new way. This will help them
make progress in implementing organizational goals.
Are you working in a
company where executive coaches provide leadership development to grow
emotionally intelligent leaders? Does your organization provide
strength-based executive coaching for leaders? Sustainable leaders tap into
their emotional intelligence and social intelligence skills to create a more
compelling future.
One of the most
powerful questions you can ask yourself is “Am I a good storyteller?” Emotionally
intelligent and socially intelligent organizations provide executive coaching
as part of their leadership development programs.
Working with a
seasoned executive coach and leadership consultant trained in emotional
intelligence and incorporating assessments such as the Bar-On EQ-I, CPI 260 and Denison Culture Survey can help leaders
develop their executive presence and become better storytellers. You can become a
leader who models emotional intelligence and social intelligence, and who
inspires people to become fully engaged with the vision, mission and strategy
of your company.
About Dr. Maynard
Brusman
Dr. Maynard Brusman
is a consulting psychologist, executive coach and trusted advisor to senior
leadership teams.
He is the president of Working Resources, a leadership consulting and executive
coaching firm. We specialize in helping San Francisco Bay Area companies and
law firms assess, select, coach, and retain emotionally intelligent
leaders. Maynard is a highly
sought-after speaker and workshop leader. He facilitates leadership retreats in
Northern California and Costa Rica. The Society for Advancement of Consulting
(SAC) awarded Dr. Maynard Brusman "Board Approved" designations in
the specialties of Executive Coaching and Leadership Development.
For
more information, please go to http://www.workingresources.com, write to [email protected], or call
415-546-1252.
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