All too often, meetings can be long and tedious processes. Staying focused can be tricky, and minds will wander to other things, which means that people may end up missing important information. Yet meetings are how we initiate projects, keep them on track and deliver results that have a positive impact on our businesses. Assuming that all meetings are important (otherwise why are you holding them), whether it is for a project status update or initiating a new marketing campaign, it is vital they help us deliver results.
Therefore, it can be very helpful if you have a way in which information can be conveyed that is both simple and entertaining. This makes it easier for people to remember salient points and helps them stay focused on the meeting details. As unusual as it may seem, this is where storytelling comes into its own.
In addition to keeping people focused, if you can craft a narrative that is compelling, then you are also more likely to be able to secure support and commitment from stakeholders and others involved. Again, vital to deliver real business benefits.
The science of storytelling
Storytelling is a powerful tool that has all sorts of uses in a range of different scenarios. It is helpful for both communication and influence and can have a significant effect on our brains and our emotions. However, as a manager or leader, it is important to remember that there is a reason behind your storytelling (so don’t get carried away), and you should ensure that you develop a clear and concise narrative that is engaging whilst ensuring that it aligns with business goals.
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How can you incorporate storytelling into your project communication?
When it comes to incorporating storytelling into project communication, here are just a few ways to get started:
- STAR framework – A simple and effective way to structure stories. It stands for Situation, Task, Action and Result. Begin by describing the context or situation of your project, the task/objective you hope to achieve, the steps taken to accomplish it and then the outcome.
- Incorporate senses and emotions – These are key storytelling elements and can make your story more relatable and vivid. Talk about challenges, frustrations and successes to make the whole story seem more real. Appeal to senses and emotions to help engage those listening to you and to elicit their contributions, ideas and feedback.
- Evidence and data – These are essential when it comes to supporting your story and helping to demonstrate impact on the project. You might include facts, statistics, figures and feedback. But you also need to explain how they relate to your project’s outcomes and goals.
- Tailor to your audience – Different audiences will have different expectations, requirements and interests, so make sure you tailor your story accordingly. For instance, if a project is struggling to meet deadlines you may need to motivate your team, but if a project is yet to be initiated you may need to sell your idea to get buy-in. These audiences will have a very different mindset.
- Practice your story and refine it – Storytelling is best when practised and refined, so rehearse what you are planning to say and make adjustments as you go. There may be aspects of your story that you want to alter or even remove depending on the audience that you are targeting. When you practice you will be able to deliver your message with impact and confidence.