The Bullseye Principle

Chapter 7Create a Memorable NarrativeLeveraging the Power of Storytelling in Business

Great stories happen to people that can tell them.

—IRA GLASS

Storytelling is an art form that traces its origins back to the time of earliest man. For thousands of years now, communicating information through story has been an effective way for human beings to pass along messages, teach lessons, and define cultures. Anyone working in today's business environment can benefit from the use of storytelling as a communication tool. When delivered effectively, a story resonates emotionally with a listener and impacts the way they think or feel about a subject or topic. Different stories often contain different lessons and the same story can be interpreted in many different ways, depending on the storyteller's point of view and the perspective from which the story is told. Hollywood producer Robert Evans once said, “There are always three sides to every story: your side, my side, and the truth. And no one is lying. Memories shared serve each differently.”¹ A story, even in the form of a simple illustration or anecdote, can also serve to connect a listener to what they already feel is important to them—what they want or need. As author and expert storyteller Jonah Sachs points out, “One of the main reasons we listen to stories is to create a deeper belief in ourselves.”² All great leaders are great storytellers, and all great communicators understand the power of narrative. The ability to tell a ...