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Blink 3 of 8 - The 5 AM Club
by Robin Sharma
Use Storytelling to Engage, Inspire, and Share Your Message
The Art of the Tale delves into the craft of storytelling, offering techniques and insights for writers and enthusiasts to master the art of engaging narratives and compelling plotlines.
You don’t need to be a novelist or screenwriter to be a great storyteller. In fact, if you’re a human being, you’re already a storyteller. Think about it – every time you share a funny anecdote with a friend, reminisce about a childhood memory, or analyze a sports game with a teammate, you’re telling a story. It’s something we all do instinctively, but there’s a reason why stories resonate so deeply with us.
Cognitive scientists have found that stories are hardwired into our brains. We use them to make sense of the world and our experiences. This is why storytelling has such power in business – it’s the best way to grab attention, make your brand memorable, and drive action. But how do you tell a story that actually works?
It all starts with understanding the elements of a great story. Let’s take a simple example: Drew woke up. Drew went to work. Drew came home. Drew ate spaghetti. Drew went to sleep. Technically, this is a story, but it’s not a very good one. It’s just a list of events, lacking the elements that make stories engaging.
A great story has six key elements:
Character: Your story needs someone for events to happen to. Whether it’s a customer, employee, or even a brand, this character is the anchor for your audience.
Setting: A good story takes place somewhere specific, providing a sense of time and place.
Struggle: This is essential. A story is about someone who wants something but can’t easily get it. Pulitzer Prize winning author Robert Olen Butler said stories are “a yearning meeting an obstacle.” Without struggle, your character may be happy, but they’ll also be boring.
Pursuit: What will your character do to overcome their struggle? Will they succeed? These questions keep your audience hooked until the end.
The Pivot: To elevate a story, you need an unexpected twist. A pivot surprises the audience, keeping them engaged and making the story memorable.
The Payoff: Every great story ends with a meaningful takeaway. Whether it’s a revelation, a resolution, or an insightful conclusion, the payoff leaves a lasting impact.
In business, too many marketing stories fall flat because they lack these elements. The typical case study – “a customer had a problem; this product solved it” – is a story, but it’s not a good one. It’s Drew all over again. To tell a truly impactful business story, you need the struggle, the pivot, and, most importantly, the payoff that leaves your audience thinking.
The Art of the Tale (2022) offers practical strategies to enhance storytelling for presentations, helping speakers connect with and inspire their audience. It emphasizes the importance of authenticity, adaptability, and avoiding rote memorization to craft memorable and engaging stories, while also boosting confidence and creativity.
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Try Blinkist to get the key ideas from 7,500+ bestselling nonfiction titles and podcasts. Listen or read in just 15 minutes.
Get startedBlink 3 of 8 - The 5 AM Club
by Robin Sharma