One of the most sought-after skills in business communication is storytelling. Today, let’s break it down into 3 easy steps.
First, what not to do:
“We have a revolutionary pain-relieving product. And progress has been a bit slow. And we need additional funding to accelerate our efforts”
This kind of structure is probably what you frequently hear in the workplace.
[Fact 1] … And…[Fact 2] …And… [Fact 3]
Why? Because it’s easy. Unfortunately that is the worst way to convey information.
Read it back to yourself – listen to how boring and monotonous it feels. To me, it feels like running on a treadmill: yes, you’re moving…but you’re not going anywhere.
Instead, consider this structure:
[Fact 1]…But…[Fact 2]…Therefore…[Fact 3]
“We have a revolutionary pain-relieving product. But progress has been a bit slow due to insufficient staff. Therefore, in order to quickly get to market, we need additional funding to accelerate our efforts”
Listen to how different that feels:
- We talk about what’s going on
- Then we talk about the complication in our way
- Then we talk about how to resolve that complication
We start in one place. We change directions. And finally we end up in a new, different, and exciting place.
The best part of all? The person listening to you knows exactly what the problem is and what you need from them.
Use the ABT (And-But-Therefore) Framework for storytelling. Don’t list facts. Take the audience on a journey: