Storytelling

Premise

Storytelling is a tool: very effective, but still a tool. Like all tools,
if it is used when it is not needed, or in an inadequate way, it does not allow us to
achieve the purpose for which it was created.
Nowadays, since it has become decidedly fashionable, it has become rather overused, with the
consequence of being used on some, if not many, occasions in the wrong ways or contexts.
Everything that follows, therefore, must be read with this important reference point in mind.

What is it about

By storytelling we mean the art of telling stories. In Italian, the closest translation is narration.

In a business context, it is the ability to tell stories to convey work-related content in a more functional and effective way, for example in a meeting.

The benefits of storytelling

• Creates synchronization between the brain of the speaker and that of the listener (Neural
coupling, thanks to the function of mirror neurons)
• Well-told stories engage those who listen to us
• Increases content memorization
• Stories capture attention
• The brain of our listener releases oxytocin (the so-called "love hormone")
• Influences behaviors (making it easier, therefore, to get a positive response to a call to
action)

In particular, it should be emphasized how our brain responds to listening to stories in a broader and more "participatory" way: in fact, when we listen to simple facts or data, only two specific areas of our brain are activated, Wernicke's area and Broca's area. The first is for comprehension, the second for speech production. However, when these facts or data are inserted into a narrative, many areas of the cerebral cortex are activated, connected to emotional and sensory dimensions. Hence, the implications indicated above regarding engagement, memory, and attention.

Some rules for good storytelling in a work context

• Try to reconnect with the emotional dimension of the story you are telling
  
• Provide sensory details (especially related to smell, sight, hearing, and touch)
  
• Tell using verbs in the present tense: as if my narration were a live broadcast of something happening right now
• In case of dialogues, always prefer direct speech to indirect speech, giving a hint of role interpretation
• Use short and incisive sentences, juxtaposing them as if it were a bulleted list
  

It is also important to use a very clear structure:
1. State explicitly that you are telling a story
2. Tell the story
3. Explain what you learned from what happened
4. Create the connection with the work context, explaining why you told it.

Which stories to tell?

As long as it is consistent with the business message you want to convey, you can tell
any story: a story someone else told us, that we have read, that
belongs to popular culture. But the most effective stories are personal stories: it will be easier for us to convey their emotional content and they will create a greater connection with those listening to us. Furthermore, the ability to open up about personal (not private) events increases our leadership within a group. Absolutely avoid false or invented stories!

As for the content, always remembering consistency with the business message, the following are particularly effective:

• Stories of failure or setback, provided that I have learned an important lesson from that situation (again: contrary to what one might intuitively believe, being able to show one's vulnerability is an excellent leadership quality)
• Stories of change
  
• Stories related to overcoming important and significant challenges – provided that the goal is not to show how good I was, but to share the usefulness and effectiveness of a certain attitude, a certain approach, a certain value…

To conclude

In the first two and a half minutes of this video there is a good example of effective storytelling. The video is in English, but with the possibility to select subtitles, even in Italian.

Some reference authors:
Jerome Brumer, regarding the function of stories in building our social identity
Richard Davidson, regarding stories and narration for building the sense of self
Michael Gazzaniga, regarding brain activation when listening to stories
Greg Stephens and Uri Hasson, regarding studies on neural coupling