actual text between me and "Boris"
Text exchange between me and “Boris” (name changed to protect the innocent):
Me: Ok, when r u leaving?
Boris: Don’t know. They lost a needle. We have to wait for the radiologist to read the x-rays.
Me: WHAT?! (In my head I was thinking of an entire syringe because I was interpreting this word in Chinese, and in Chinese, “needle” and “syringe” are the same word.) How the hell do you lose a needle inside a patient?
Boris: It happens all the time.
Me: You guys lose a needle in a patient ALL THE TIME?!
Boris: Among other things.
Me: Like what?
Boris: The usual … surgical stuff like forceps, scissors, swabs, sponges, clamps and pliers. That sort of thing. That’s why there’s a scrub nurse to keep track and count all the surgical instruments.
This is completely true … with a bit of artistic license.
Your are in the Storytelling Business
Check out the following TED talk by filmmaker Andrew Stanton. If you don’t have time to view the whole thing, then just watch the first 1:10. But you should really watch the whole thing.
Be warned, however, that 1:08-1:10 is not suitable for work. A measly 2 seconds and 5 words. This is the power of storytelling.
The children’s television host, Mr. Rogers, always carried in his wallet a quote from a social worker that says “Frankly, there isn’t someone you couldn’t learn to love if you listen to their story.” – Filmmaker Andrew Stanton
Whatever business you’re in (software development, business consulting, personal coaching), see yourself as a filmmaker telling a story about your product … your service … and about YOU, the brand.
What is your story?
What story does your product/service tell?
How does your story differ from your competitors?
Why should potential customers care?
Do you know how to attract customers who care?
Answering these questions will go a long way in helping you differentiate from the competition.
Remember: Your goal is to make them care.
Because when they care, they buy.
Hi, I’m Jeanne, a serial entrepreneur and recovering lawyer finding her way in the tech world. AppsBlogger is where I blog about marketing, PR, entrepreneurship and bootstrapping a startup. 
{ 30 comments… read them below or add one }
Jeanne – this could not have been more timely for me. As you know, I will be giving a speech next week and I will be ‘telling my story’. I did watch the entire thing and I definitely got a lot from Andrew on how to tell me story. I’ll let you be the judge of that once I post my speech on the blog.
Thank you so much for sharing this!
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Can’t wait to see it! I believe if you think of it as a “talk” as opposed to a “speech”, the dynamic between you and the audience will change. That’s why I love watching these TED videos. Their tagline is: “Riveting talks by remarkable people.”
If you want an example of a riveting talk that injects humor (which helps with getting your message across), you should definitely check out this video: Ken Robinson says schools kill creativity. This is one of my all-time favorites. You can’t go wrong with almost 10 MILLION views!
Hi Jeanne, oh what a great timing. Your post really resonates with me as I’ve been revamping all my offers to only offer now what I really enjoy from the first second. I’ve been putting the accent on the story my offers are telling…from the design to the goal they help my client achieve. Yes we all have a story to tell and it’s easier to find when we are true to ourselves.
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Twitter: AppsBlogger
A product without a story is just a commodity. By telling our stories, we create a brand that customers can’t easily compare competitors with on a features chart. Seek to be incomparable through unique stories only you can tell and tailor your offers to achieve this goal. Looks like you’re on top of it, Christine. Thanks!
Hi Jeanne,
I agree with you, products without any story behind them is just that – boring. Everyone around us has a story to tell. Whether it’s long or short, the important thing is what valuable things we can learn from them. How we tell stories lets others know more about our uniqueness and individuality.
Thanks for sharing!
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Yes, that’s it in a nutshell. The trouble is that most people don’t think they have an interesting story to tell. They abdicate their role as storytellers and end up like just everyone else…more of the same. No, what we need is for people to put aside their insecurities and share their stories with the world. Thanks for dropping by, Sylvia!
Twitter: LisaMontanaro
Awesome! Loved the story in the video.
Yes, story telling is SO important. As a performer and professional speaker, I get that and try to live it big time. It did take me some time to realize that not only was it okay to incorporate story telling into my business, but necessary. People crave stories and connection, and want to know why they should care. It is our job to tell them!
Thanks for the great reminder. – Lisa
Twitter: AppsBlogger
A great storyteller will make you care even when you have no reason to. One of my favorite blogs to read has NOTHING to do with business. Most of the postings are personal musings and stories about her personal life. What she’s a master at is spinning a good, sometimes ridiculous yarn with an incomparable dry wit. A good story draws you in. Add that mix to any business and you’ll have a leg up on any competitor.
Story telling is so important and we often forget don’t we? I know I’m guilty of it anyway. I’m sure it’s true that you’ll remember something given in a story format for much longer than as facts and figures. Thanks for reminding me that in business, stories are still a vital component of what we do.
Twitter: AppsBlogger
If the goal is to make a point, I will take a well-told story over facts and figures any day. Facts and figures are for research papers and accountants. We’re in the business of selling… selling our services, products, and brand. Most of the time the numbers just go over my head anyway. And I do remember a story long after facts and figures have traveled the short distance between one ear and out the other.
Twitter: KimberlyEnglot
I love a good story and yet, I’m guilty of forgetting to include it too! I catch myself skimming over my story because I think, ‘Bah, I’ve told it a million times, people are sick of hearing it by now’ but that is not true and a dangerous mindset to get into. Thanks for the reminder to keep up the stories, and to especially include my own, since it’s a vital part of who I am and why I’m in business in the first place.
Kim
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Even if you’ve told a story a million times, you can always find a new way to tell it. Like a comedian who tells the same jokes over and over again, yet still get a laugh, sometimes it’s about perfecting the story (and comedic timing).
Twitter: ryzeonline
Incredible share, Jeanne. Stanton’s brilliant.
He touches on character spines, core values, anticipation, uncertainty, wonder. All things I aim to live and breathe, and I like to think they shine through all my expression.
In fact, I think most business people would benefit from studying Screen-Writing
P.S. this totally mirrors my post on story-telling a couple weeks ago: http://ryzeonline.com/success-is-a-story-and-youre-telling-it-wrong – and it got a LOT of praise and led to more than one guest post invite
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I totally agree that business people should study some type of creative writing course. Whether we like it or not, everything that comes out of our mouths or writing is a story. Even a supposedly boring story can be made riveting if you have the right skills to shape the storyline.
Twitter: CreditDonkey
How very true, Jeanne! In a fair, people will be drawn more to the booth whose staff tells stories about their products.
People are naturally curious and they appreciate being informed and entertained about how the products came about.
Sermons during mass used to make me sleepy but now I look forward to it because our new priest knows how to inject humor in his homily and he tells good practical stories.
I can see how this strategy can be powerful if used in business.
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Twitter: NadineNicholson
Jeanne, thank you for posting this. Wow, I sure resonated with this ‘story’. Love watching videos and your story at the beginning was telling. Who knows what I still have in me!
Twitter: AppsBlogger
You’ve got plenty of stories, I’m sure. Just gotta be brave enough to share them and skillful enough to work them into your brand. Thanks, Nadine.
Twitter: dawnbarclay
Half way through the video Jeanne, and loving it, thanks for bring to attention and reminding about the power of the story. (But Scottish accent!? Did not take away from the content, and being Scottish I had a giggle!
Stories live in your blood and bones, follow the seasons and light candles on the darkest night-every storyteller knows she or he is also a teacher. Patti Davis
The most powerful story I have listed to:
http://www.ted.com/talks/jill_bolte_taylor_s_powerful_stroke_of_insight.html
Thanks again.
Dawn
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I take it he didn’t do such a good job with the Scottish accent?
Love that quote from Patti Davis. I’ve seen Jill’s TED talk. Very insightful. Thanks, Dawn.
Hi Jeanne
Thanks for sharing this. I don’t always get chance to catch up on all the Ted talks.
Storytelling is an art, and it is the one thing that differentiates you from everybody else. I’m slowly learning that
I really admire those who are able to share their stories with the world seemingly so easily…but then again maybe its not so easy for them, maybe they just do it with such honesty that it appears easy to us on the outside.
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Hi Jackie,
I just came across an old post by Jason Cohen of A Smart Bear where he talked about how he increased his readership. This is the relevant part which speaks to what you were saying about doing it with honesty:
“With few exceptions, my most popular posts reveal something typically kept secret.
If it’s embarrassing, that’s a good sign. If you’re scared that people will think less of you, that’s a good sign. If you know a lot of people will disagree, that’s a good sign.
It’s the controversial sentiment that thousands of people themselves secretly agree with but never had the courage to say. They appreciate and love you for your courage.
It’s the embarrassing underbelly people love to read about — a peek into a world normally hidden, a peek into a story people don’t want to talk about. When it’s embarrassing it’s honest, and when you tell the truth even when it’s difficult, everyone appreciates it.
It’s the story that makes you seem weaker, dumber, more scared, less sure — that’s the story everyone can relate to, though few will admit it. Be one of the few.”
When I think of the stories I’ve read and really felt a connection with, this is absolutely right. Thanks for digging this out for us Jeanne, there’s some priceless wisdom there.
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Yes, you are so right. Sometimes, I think we think our audience has heard it all before. We forget that they haven’t or even if they have, it’s often well worth repeating.
Twitter: JasonAGroup
Awesome post, Jeanne! I love hearing and sharing stories. In my opinion listening and hearing somebody’s story is the simplest and most pure way to build some of the strongest bonds and connections with, well.. anyone
Using stories to aid your services or business is certainly a unique way to help spread your message. Great video, btw!
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Twitter: RyanHanley_Com
Jeanne,
That video is awesome. I’m very glad you shared it… Watched about half, will watch the rest tonight.
Storytelling is a way of life for those that enjoy it.
Thank you,
Ryan H.
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Twitter: SteveBainesBiz
Thanks Jeanne,
Storytelling is HUGE. In fact I would see it is the #1 most powerful, most successful tool in one’s arsenal. It works for creating friendships, building trust, engaging an audience, closing a sale, getting a job. The reason it works is it humanizes us and helps us to connect with the others humans we are talking to.
And thanks for posting that TED talk. If I didn’t have so much work to do, I’d watch TED talks all day – but then they inspire me an I work more. It’s a vicious circle – haha
Of course I’m going to say storytelling is important. I hope that’s what I do. The most important line in the video is “have you made me know what will happen next”. Do I care about you? Can I relate to what you are saying.
Think about it, all the best adverts are stories. Even those terrible washing powder ads that are the same the world over. If you are in businesses, learn to tell your story. It’s the only game in town.
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yep – storytelling is the bread and butter – the fun – and the all important aspect of a message’s level of affectiveness.
The delivery of the story counts too among others. There could be such thing as the story in itself, but when the package is nicely done, it adds substance. And yes, the post is not a flop, you bet I’ll come back for more:-)
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Delivery is definitely half the battle. That’s why comedy is so hard. Great comedians are storytellers with impeccable delivery. Thanks, Amy.