I frequently teach classes and workshops on using stories in business, and I always start the same way: I tell an “origin-mission” story about why I do what I do and how I got here today. It’s a quick way to do two things: 1) help my audience know me and feel more comfortable, and 2) illustrate the power of story. When I’m done, I ask: What moments stood out for you in the story? Inevitably, several people say, “Your parents telling stories around the dinner table when you were growing up.” Then I ask, “Did you imagine the table, the dining room, etc.?” Of course they did. I didn’t describe any part of it. Their minds filled in the rest. And that’s part of the power of story.
A study at the University of Ohio found that we’re 22 times more likely to remember a fact when it’s embedded in a story. This is how we’re genetically wired, but I theorize that it’s also partly because oral story activates the audience’s imagination. I don’t have to describe everything to you; all I have to do is mention something as simple as eating dinner with my family, and your imagination does the rest.
That activation keeps the audience engaged and paying attention. If they can imagine and see what you’re talking about, it’s more real to them. And that’s why you need to intentionally incorporate visual components into your stories, talks, or presentations.
You can activate visual imagery and imagination in various ways. In a story or anecdote, it can be as easy as giving a few cues about place/environment, activities, or any other relevant visuals. In a presentation or talk, using metaphors can be a powerful and efficient way to engage your audience.
Here’s a metaphor example: One of my clients, in an important presentation, was teaching executives about the complicated supply chain system. She could have used 30 minutes to explain it; she had two. So she used the metaphor of how leaf-cutter ants organize and work together. It did the trick! In two minutes, the executives successfully understood what she was talking about. With that context set, she could then explain the power of her product to help transform the supply chain.
Here are some of my other favorite visual examples:
- A product leader shared a story with the engineering team about their avatar user engaging with their smartphone app while stopping at a coffee shop before work
- The head of engineering told his team a story about the Wright brothers’ process to inspire the team to prototype in a new way
- A conservationist told an image-rich story about what a waterway looked like before and after conservation efforts, including the many animals thriving in their newly restored habitat.
If you are preparing a slide deck, key images can make your data or concepts more memorable for your audience. My client, who runs a regenerative ranch, has a deck full of important data, but backs her data with startling images comparing two neighboring ranches – one using traditional agriculture (usually very dry and struggling in drought), and the neighbor using regenerative practices (green and drought resilient). The images help her audiences remember her content.
What visuals make your point real for your audience? It needs to be vivid, resonant, and relevant for your audience.
Stay tuned for the next article about the other important component of the story – feeling states. They are also a big part of what will make your story, talk, or presentation real for your audience!
Please forward this to any mission-driven creators, leaders, and innovators out there to communicate the brilliance of what they have to offer. Thanks!
Could you use some 1:1 coaching to uplevel your talk, presentations, or stories? Or, could your team use a collaborative workshop to strengthen their communication skills? Meet with me for a free 30-minute conversation.