Discussion Assignment : Part 2 -Business Writer

Student 1-Unit 5 Discussion 1

Communicating Through Storytelling

Compelling stories share three components, Gallo, C. (2014).

Emotional

The story should tell about something that touches the heart. A thing that people can connect

with which is truly meaningful in their lives. Stories inform and illuminate, but they also inspire.

The message must touch the heart before it reaches the head.

Novel

The story should teach something new. Dr. A K. Pradeep is quoted by Gallo, C. (2014) saying

that "Our brains are trained to look for something brilliant and new, something that stands out,

something that looks delicious." Steve Jobs was brilliant in this. He understood and

communicated perfectly during the launch of the iPhone, that there are three devices that

combine into one device; iPod, phone, and internet. This was something new the audience

learned.

Bill Gates while addressing a gathering about malaria and how it is spread talked about

mosquitoes. This was so dramatic because he brought some mosquitoes for people to see.

Although it took less than 2% of the talk, it was the most memorable thing that people

remembered later. Why? Because it was memorable and unexpected. The audience was stunned,

quiet, and surprised. They expected Bill Gates to talk about malaria using power point

presentations. Instead he did the unexpected, creating fear and humor.

These are the emotionally charged events are very powerful in storytelling. They teach

something new or are framed in a way that is completely fresh and unexpected. Great story

tellers give the audience a new way of looking at the world, make it novel and teach something

new.

Memorable

The story is best understood if the content is presented in a way the audience will never forget

i. Create a headline: Steve Jobs called the MacBook "the world's thinnest notebook." The audience can later fill up the details. The brain craves for meaning before

details.

ii. Create a visual image: People remember things better when they are presented visually. Research has shown that with no picture, 10% of the content will be

remembered, but if a picture is added, the percentage goes up to 65%.

iii. Stick to the rule of three: People can remember three or four key points. Bill Gates used the rule when he did a presentation about poor people. He talked of three myths

about poverty, so people including the media created headlines; “the three myths

about poverty." It was captivating.

In the business world, just like in other elements of life, it is important to remember that one is

selling ideas, not products. People don't care about products or ideas, they care about themselves,

their hopes, dreams, goals, ambitions. Present the story in a way that it connects your idea as a

solution to someone's challenge in life. Show how the product will help the person to prosper or

reach his/her goal.

If the story is compelling to the audience, why do people not act upon it as would be expected?

People tend to be comfortable with the status quo and don't see why they should move out of the

comfort zone. Sykes, et, al, (2012) identify two levels of complacency in the change process. The

first level of complacency is a believe by the audience that they do not need to change. At least

not right now. To break through this complacency, a sense of urgency must be created that action

is needed right now.

The second level of complacency comes from distractions. Even if people were convinced why

they needed to change, they may be distracted from focusing on the desired path of change.

The complacency problem can be solved through good communication by an effective story

teller. Steve Jobs solved the complacency challenge when introducing the iPhone by showing

why the new gadget would add value to people's live because, "there are three devices; iPod,

phone, and internet, that combine into one device, the iPhone."

References

Carmine Gallo (2014), Storytelling in the TED Style: 3 Unbreakable Laws of Communication

(Video) Retrieved from: https: //www.youtube.com/watch?v=uUsib8wsKdM

Sykes, M., Malik, N., & West, M. D. (2012). Stories that move mountains: storytelling and

visual design for persuasive presentations. Retrieved from https://ebookcentral-proquest-

com.library.capella.edu