How to Make a Business Story People Remember

If you prefer video content over text, I explain this material with fun, musical examples in my YouTube video.

Stories have a beginning, middle, and end, right?

Well, it’s a little a lot more nuanced than that. 

In this article, I break down the crucial ingredient stories must have: perspective change.

• What Not To Do
• What To Do
• Summary

What Not To Do

Consider these story points:

1. There’s a doctor who works with cancer patients
2. He advises older patients not to get surgery 
3. But has difficulty convincing them surgery isn’t necessary 

Is that a story? 

There’s a beginning, middle, and end…

1. (Beginning) We define a character: “There’s a doctor…”
2. (Middle) The character does something: “He advises older patients…”
3. (End) And experiences a challenge: “But has difficulty…”

But that’s it. So what? What now? 

What To Do

Great stories involve a character going through a series of challenges and coming out the other side, transformed. Great stories have moments where the character’s perspective is changed.

Check out how Charles Duhigg, bestselling author of “Supercommunicators” tells this story: 

1. There’s a doctor who works with cancer patients
2. He advises older patients not to get surgery 
3. But has difficulty convincing them surgery isn’t necessary 
4. *He realizes the way he communicates to patients is the problem*
5. He takes steps to better understand his patients and improve his communication

The character thought one way before. Bam! Something happened. 

Now they think a different way. 

Most importantly, the character’s change in perspective inspires YOUR change in perspective:

“Oh, might that be true in *my* life?” 

“Do I believe I’m doing something right…but really *I’m* the problem?”

“If I *am* the problem, I should take similar, proactive steps…”

You didn’t feel lectured at or condescended to. No one had to explicitly say: “You should develop self-awareness and self-discipline”.

The story incepted its lesson into your mind through the experience of a relatable character. 

Summary

Stories are vehicles for lessons about living a good life (or avoiding a bad one). By showing: 

1. [Things were bad before for a character]
2. [Character has an “aha” moment]
3. [Things were better after for the character]

You subtly show the audience:

1. [This is how you shouldn’t think]
2. [This is the recommended change in perspective]
3. [This is how you benefit from it]

To tell stories people remember and find meaningful, highlight the moment of perspective change. 

If you’re looking for further guidance on how to differentiate your communication skills and stand out in the workplace, take my free self-assessment.

I’m writing a book on thinking quickly, speaking clearly, presenting convincingly, and supercharging your executive presence. My current focus: a section on managing speaking nerves. This will be a psychological primer on what factors influence our behavior and decision-making.

Follow me on LinkedIn for more updates on the book and its release!