I currently work for a large energy management company, specifically on a team that develops new software applications that promote internal efficiencies of business processes. Every few months I find myself in front of groups of engineers, project managers, and business managers presenting information regarding the latest set of features released in our software applications. The presentation material is always technical, the demonstrations are always technical, and the questions and answers exchanged with the audience are always technical. My purpose is to equip the audience with the technical knowledge to enable them to turn-around and use the software applications to their fullest.
Needless to say, I don’t often weave storytelling into my technical presentations. I’m not particularly looking to close a sale or win over a new investor with my presentations. However, with aspirations to venture into entrepreneurship post-MBA, I have been considering the art of storytelling as a skill that may be extremely beneficial in my near future. An Inc.com article by Riley Gibson highlights three reasons why mastering the art of storytelling can help entrepreneurs and start-ups succeed (Article Link).
1. Stories are Memorable.
No matter how great your idea is or how much data you have to prove its greatness, if your audience isn’t connected to what you are saying, they won’t care or remember after you finish. Gibson points out Dollar Shave Club and their over-the-top hilarious commercials. No PowerPoint slides or bar charts, just a witty and entertaining delivery that won’t quickly be forgotten by viewers, or more importantly investors.
2. Stories Travel Further.
Gibson suggests that memorable stories are much easier to recall in the future than detailed specifications or statistics. The accuracy to which your business idea or venture is retold by others after your initial presentation is very important. In essence, a memorable story will travel more accurately and further than other techniques.
3. Stories Inspire Action.
Finally, Gibson points out that entrepreneurs often need to inspire action, which may be among investors, employees, or even customers. Spilling out data or specifications isn’t likely to motivate the majority of audiences. Rather, a compelling story can reveal the what, why, and how that is behind the action and in-turn can help to inspire the action that is desired.
With a technical background, it will be a challenge for me to punt the PowerPoint slides filled with technical jargon and transition to the development of a story that is 1) memorable, 2) can be accurately recounted, and 3) inspire action. However, I fully agree with Gibson, with a high level of competition in the marketplace for investors and customers, it is of the upmost importance to be able to set your company or idea apart from the rest.
Article Link: http://www.inc.com/riley-gibson/3-reasons-every-start-up-should-tell-more-stories.html