Why not Stand out with Storytelling?
Douglass Hatcher |
TEDxChouaibDoukkaliU
• February 2018
The greatest asset we have as human beings to create competitive advantage – to stand out in a crowded marketplace of ideas, products, and services – is the world’s oldest, most effective communications discipline: storytelling.
4. How You Apply It
a. Keep It Simple. This doesn’t mean “dumb it down.” It means understanding what you want to get across so well, you can explain to anyone at any time. I’ll touch on metaphor and the declarative sentence which are two practical tools that can help with this.
b. Make Data Count. Data by itself is meaningless. The challenge is to put data in a context that people will understand and care about. Rarely does data move you to do something. Storytelling that gives purpose and life to that data is what will inspire action. My message here will be: don’t let data dangle (Carmine Gallo).
c. Make Your Story Stick. Add visuals when possible to reinforce your message. Find different ways of the saying the same thing.