Whether you’re an advertiser, a photographer, a journalist, a CEO or someone who just wants to get invited to parties, there is one skill you need to master in order to be successful — storytelling.
We are exposed to stories during our earliest days and learn to value a good story as a way of making sense of the world around us and this is true no matter where you live and will likely remain true forever.
Every culture has its own way of telling stories, but one thing remains the same the world over (as it has been since the first story was told) — stories, both telling and hearing them, is at the heart of the human experience.
Stories inspire us, move us to act, teach us, entertain us and connect us.
We tell stories to other people and listen to others share their stories with us because stories are ultimately meant to be shared. It is the sharing of stories that drives the connection we, as human beings, crave.
Whether it is a story as complex as that told by Tolkien in the Lord of the Rings or as simple as what I did this morning, if a story is told well, the potential impact it can have is immense.
From childhood, we learn that a good story is something to be treasured. It is something we hold on to, remembering it for years if not forever.
The value we place on a good story, combined with the shared experience such a tale can generate, shows why the ability to tell a good story is so vital to success in any field.
Whether the story is told through imagery, verbally, in print, or on social media, what matters is the quality of the story. This is true in any industry or profession.
For example, in the advertising world, a good story ensures we remember a product and, later, share the story told to sell that product with others, thereby creating a second-generation “advertisement.”
For photographers and journalists, a good story is at the heart of the profession. Good stories by these professionals enhance society as a whole, informing citizens of what is going on around them, enabling them to better participate in societal discourse. The information presented by journalists, however, doesn’t resonate unless the story is good.
CEO’s have to consistently tell their company’s story in an effort to inspire investors or shareholders and potential clients/customers. If you, as the head of a company, cannot tell a good story about what your organization does and why it does it, you are going to have a hard time getting others to follow you or believe in your company.
Ultimately, however, we all want to be able to tell good stories because this ability helps us connect with those around us. We all want to associate with someone who can entertain, inspire and enthrall us with a good story. We all want to be the person who others want to listen to. Understanding how to tell a story and what elements make up a good story enables us to achieve this goal.
We are told stories from birth and start telling them shortly thereafter. What separates those of us who can tell a good story from those who can’t is practice and an understanding of what moves others…and this is the case in any industry or situation.
COMM ON, MAN! 