Effective communication engages and connects with an audience.  This skill differentiates top leaders and world changers from mere managers.  It is also a pretty good indication of who commands the largest crowd at a party.  And the best communicators know that the way to reach into the hearts and the minds of their audiences is through storytelling.

Data can be compelling, but stories help give it life in the minds of its receivers.  We remember facts in context of a story. Zig Ziglar, American salesman and motivator, used stories as his sales method to create an emotion behind the facts of what he was selling.  Stories inspire people, they touch emotions and help them envision the message.

Looking to start a world-wide movement?  One of the greatest influencers of all time, Jesus Christ, told stories through parables to his followers. Mark 4:34 says, “He did not say anything to them without using a parable. But when he was alone with his own disciples, he explained everything.” Whether you plan to start a movement as big as the spread of Christianity or just want to convince the room to understand your pitch on a business idea, the value of a story cannot be underestimated.

There are a few characteristics of a great story to consider, making storytelling a very achievable goal for any individual aspiring to make an impact. One of the best suggestions by Seth Godin is this: “Here’s how to know if you’re on the right track: if you stop a story in the middle, the audience will insist you finish it.” Storytelling is a form of art, and just like an artist practices art, so a storyteller can practice and perfect the influence of the story.