Stories That Stick

1. Stories are the most powerful tool for captivating, influencing, and transforming audiences

Story is the language of the brain.

Neurological impact of stories. Research by neuroscientist Paul Zak shows that stories trigger the release of oxytocin in the brain, fostering trust, empathy, and cooperation. This neurochemical response explains why stories are more effective than facts and figures alone in persuading and motivating people.

Stories in business. Companies like Airbnb, Apple, and Native Deodorant have leveraged storytelling to overcome skepticism, differentiate their brands, and connect with customers on an emotional level. By crafting narratives that resonate with their audience's experiences and values, these businesses have achieved remarkable success in crowded markets.

Universal appeal. Throughout human history, stories have been the primary means of transmitting knowledge, values, and culture. In business, storytelling taps into this innate human preference for narrative, making complex ideas more accessible and memorable.

2. The four essential components of a great story: identifiable characters, authentic emotion, a significant moment, and specific details

Ideas come and go. Stories stay.

Identifiable characters. Create relatable protagonists that your audience can empathize with and root for. This could be a customer, an employee, or even the founder of the company.

Authentic emotion. Tap into genuine feelings and experiences that resonate with your audience. Vulnerability and honesty are key to forging emotional connections.

A significant moment. Highlight a specific point in time or event that serves as the turning point or catalyst in your story. This creates tension and engages the audience's curiosity.

Specific details. Include vivid, sensory details that bring your story to life and make it more memorable. These details should be carefully chosen to reinforce your main message.

3. Master the Steller storytelling framework: Normal, Explosion, New Normal

Normal → Explosion → New Normal

Normal. Establish the initial situation or status quo. This sets the stage and helps the audience understand the context of your story.

Explosion. Introduce a disruption, challenge, or opportunity that changes everything. This is the pivotal moment that creates tension and drives the narrative forward.

New Normal. Show how the situation has changed as a result of the explosion. This demonstrates growth, transformation, or the solution to a problem.

Example: Airbnb's founding story follows this framework:

• Normal: Founders struggling to pay rent in San Francisco
• Explosion: Idea to rent out air mattresses during a design conference
• New Normal: Birth of a global hospitality platform

4. The Value Story: Bridging the gap between your product and customer needs

People don't buy the thing. They buy what the thing will do for them.

Focus on benefits, not features. Instead of listing product specifications, craft stories that illustrate how your offering solves real problems or improves lives.

Tap into emotions. Highlight the frustrations, aspirations, and desires of your target audience. Show how your product or service addresses these emotional needs.

Before and after. Structure your value story to clearly demonstrate the transformation that occurs when customers use your product or service. This creates a compelling narrative arc that potential buyers can envision themselves in.

5. The Founder Story: Building trust and differentiating your brand

If a person asking you to invest doesn't believe her own story, why would you believe it?

Authenticity is key. Share genuine experiences, challenges, and motivations behind starting your business. This builds credibility and helps investors and customers connect with your mission.

Highlight unique insights. Explain what led you to identify a market opportunity or problem that others missed. This demonstrates your expertise and vision.

Show persistence and growth. Include setbacks and how you overcame them to illustrate your resilience and ability to adapt. This reassures stakeholders that you can navigate challenges.

6. The Purpose Story: Aligning and inspiring your team with a shared mission

Culture is a collection of stories that align and inspire.

Connect individual roles to the bigger picture. Use stories to illustrate how each team member's work contributes to the company's overall mission and impact.

Share customer impact stories. Regularly highlight how your product or service is making a difference in people's lives. This reinforces the meaning behind your work.

Lead by example. As a leader, share personal stories that demonstrate your commitment to the company's purpose. This inspires others to embody the same values and dedication.

7. The Customer Story: Leveraging authentic experiences for credibility and sales

When a sale doesn't close or a marketing message doesn't convert, there is a sense that the true value of the product was missed.

Encourage and collect customer stories. Actively solicit feedback and experiences from satisfied customers. These authentic narratives are more powerful than any marketing copy you could write.

Feature diverse perspectives. Showcase a range of customer stories that appeal to different segments of your target audience. This helps potential buyers see themselves in your existing customer base.

Let customers tell it in their own words. Avoid over-editing or sanitizing customer stories. The raw, imperfect nature of their accounts adds credibility and relatability.

8. Finding your stories: Tap into personal experiences and meaningful moments

Our stories don't sound like stories to us. Our stories just sound like life.

Focus on nouns. When searching for story ideas, make lists of people, places, things, and events from your life or business history. These often trigger memories of meaningful experiences.

Look for "firsts" and pivotal moments. Reflect on significant milestones, challenges overcome, or times of personal growth. These often make for compelling narratives.

Consider customer objections and questions. Use stories to address common concerns or misconceptions about your product or service. This proactively builds trust and overcomes resistance.

9. Crafting compelling stories: Start with the explosion and work backwards

Well-crafted stories don't need gimmicks to work. That's the point!

Begin with the turning point. Identify the key moment of change or realization in your story. This helps focus your narrative and ensures you're building towards a meaningful conclusion.

Develop the "normal" state. Once you've identified your explosion, flesh out the context and background that preceded it. This creates contrast and helps the audience understand the significance of the change.

Paint the "new normal". Show how the situation or perspective has evolved as a result of the explosion. This reinforces the story's message and impact.

10. Tell your stories everywhere: Presentations, emails, social media, and beyond

When in doubt, tell a story.

Start presentations with a story. Capture your audience's attention immediately by opening with a relevant narrative. This sets the tone and makes your message more memorable.

Incorporate stories in written communication. Use brief anecdotes or case studies in emails, reports, and other business documents to illustrate key points and maintain reader engagement.

Leverage social media platforms. Share bite-sized stories or story fragments across various channels to create a consistent brand narrative and connect with your audience.

Train your team in storytelling. Equip employees at all levels with storytelling skills and encourage them to share relevant stories in their interactions with customers, colleagues, and stakeholders.

Last updated: September 5, 2024