A year into the global pandemic and the world has changed dramatically - whether temporary or permanent only time will tell. Economies, employers and employees are having to adapt accordingly.
The pressure on businesses to stay afloat and keep delivering has never seemed as tough, so when prospecting, pitching and presenting it is easy to overpress and perhaps dehumanise the situation. In fact, right now, the need for the total opposite is true and has never been more so.
When working for a global governing sports organisation, one of my main tasks was to secure and retain sponsorship for a series of events. At several stages of this process, researching and utilising data was instrumental when making presentations.
When I first started, my slides were purely built to illustrate and accentuate the positives for a brand/business to invest in our sport. Data, data and more data. As both I and the world of sponsorship investment grew, I came to realise that whilst the data was 100% necessary in presenting a case, it was in fact the storytelling that so often solidified a deal.
I found out that people ‘buy into’ the whole story not just raw data.
As an example, say it was The Masters that one was ‘selling’, the data in terms of the number of televised hours; which countries; audience demographics; patron footfall; merchandising opportunities etc. etc, would draw attention BUT it would be the stories of the steeped history of the tournament; of the greats that have won the famous green jacket; of the uniquely stunning Augusta National course; of the rare opportunity to be part of an event so special that would ultimately seal a CEO’s approval.
What I learned over a period of time, is that the data is the hors d’oeuvres but the storytelling is most definitely the entrée.
A Game Changer Says …
Data and storytelling are not an either/or, they are in fact a beautiful harmony which connects people to information differently, in a much more compelling way.
Stories are a great way to connect with people. The senses and emotions that are activated when someone is listening to a story are completely different neurologically than when someone is say listening to a lecture structured purely around fact and data.
As in the example of The Masters, the stories and anecdotes being shared allow the presented to participants to form what is known as ‘neural coupling’ - in effect your audience starts to share the storyteller’s emotion, passion, enthusiasm and excitement etc. It creates a kind of magic - a deeper connection.
In Summary
It’s 2021 and there is still a long way to go before the true art of storytelling is put to more common and best use in the workplace.
When you are next required to pitch, present or simply provide a reason or rationale for a person or business to ‘buy into’ your philosophy or project, remember to weave into your statistics and data approach at least one aligning story that will truly engage and create empathy with your audience. Believe me, it works.