Storytelling for (tbd) Empathy
This one is a little longer so scroll down for the quick tips, or just keep reading for that good, deep get.
TLDR to help you decide:
Empathy in business storytelling involves understanding stakeholders' needs and using that understanding to create relatable narratives. Business storytelling differs from classic storytelling by focusing on real data and a professional tone while blending emotional engagement. Key strategies include rapid persona development, clear rhetorical goals, using templates, iterative feedback, and visual aids. This approach helps foster empathy and accelerates decision-making in business contexts.
Classic + Business Storytelling
We’re missing the right word for business storytelling when we just say storytelling. It is, by my estimation, so different from classic storytelling.
Exploring the Blend
Revolves around characters:
In a business context, characters might not be fictional. Instead, they represent real stakeholders or personas. By understanding their needs and stories, we can create narratives that resonate deeply personally.
Revolves around rhetorical purpose:
Here, the focus shifts from only persuading to connecting. Rhetoric in business storytelling aims not just to convince but to foster understanding and shared goals.
Revolves around shared (human-centered) purpose:
This approach emphasizes the universal desires and challenges that connect all of us, regardless of our role in a business. It seeks to underline the human elements that align stakeholders with broader business objectives.
Traditional archetypes + narrative arcs:
Applying classic narrative techniques to business scenarios makes complex information more relatable and memorable. For example, using the 'hero’s journey' archetype, we can frame a product launch as a heroic quest to overcome challenges.
Contextual relevance:
Ensuring stories are relevant to the current business landscape and specific situations of the audience. This involves tailoring messages that are timely and resonate with the immediate concerns of the audience.
Quick Implementation for Effective Results
In our fast-paced business environments, we need storytelling that not only captivates but also accelerates decision-making and empathy. Here’s how we can apply this quickly:
Rapid Persona Development
Quickly sketch out key personas using available data to immediately start crafting stories that allow these characters to SPEAK.
S - Specify the Goals: Define what the persona wants to achieve in their context.
P - Profile the Persona: Detail the persona's background, demographics, psychographics, and behaviors.
E - Examine Challenges: Identify the obstacles and challenges the persona faces.
A - Articulate Motivations: Understand and describe what drives the persona's decisions and actions.
K - Knit the Narrative: Carefully thread together the goals, profile, challenges, and motivations to create a cohesive and engaging story.
Focus on Key Rhetorical Goals
Identify the primary message or call to action early in the storytelling process to ensure clarity and directness in communication. Don’t dilly dally- everyone is stressed and bored. Let’s go.
Utilize Existing Templates
Employ storytelling frameworks and templates to speed up the narrative construction without starting from scratch. The first one is the hardest and after it’s all sweet iteration.
Iterative Feedback
Ask for hot-take feedback from your audience to refine your approach. It’s two steps- ask your stakeholders about their experience. Then, believe them. Be ready to kill your darlings. (Google that if it sounds terrifying.)
Leverage Visual Aids
Use visual storytelling elements like charts, graphs, and SHORT videos to quickly convey complex data and reinforce the narrative. But, in my experience… always less everything than you think. Imagine you’re three billboards and you can tell them anything you want understanding their foot is always on the gas.
By blending traditional and business storytelling elements quickly and effectively, we enhance our ability to connect with and understand our colleagues and stakeholders, driving more empathetic and informed decision-making.
Thanks, Holli.