Storytelling: An insight into who we are and why we do things
- josh58306
- Oct 22, 2024
- 3 min read
Crafting stories (real or fiction) is probably the most human trait that we all possess and that is why stories are everywhere - education, religion, politics, business, entertainment, relationships. It is such an integral part of being human, that it creates an infinite loop - the stories that we like influence our preferences and our preferences influence what stories we like.
We often tell stories to influence others regarding the things we care about, like the cookie business that someone you know started, or an international brand that sells products you love. Whatever it is, we buy from them again, we tell others about it, and we advocate on their behalf.
This support is often based on an emotional connection. It doesn't have to be a heartfelt story of love and loss, but there is a deeper feeling that draws you towards that brand. Charities often utilise this by asking if we've known someone affected by a condition, if we love animals, or think that kids deserve education. They hit us right in the core - but we don't mind because we know that they are doing it so they can solve a big problem - it's upfront, honest, and purpose-driven.
At the same time, businesses (and charities) can verge on exploiting this type of connection by forcing an emotional response to fear - like a pharmaceutical company selling expensive drugs by creating a sense of dread (with this advert causing huge uproar in the USA where it was published). So, how does one avoid crossing the line?
Authentic stories, from people, can create unity.
I have seen this at work during my time with the National Trust. Certain newspapers placed the National Trust as a key battleground for the ‘culture wars’. It’s hard to tell in Belfast if it’s overhyped as many here didn’t care or didn’t think there was a war. Those that did were incensed at the “other” people and made a disproportionate amount of noise.
There was one common narrative that I noticed - everyone agreed that the Trust looks after special places. The initial divide stemmed, in part, from the question of 'Why are these places special?'. To start to bridge the two sides, the Trust, (either consciously or otherwise, I wasn't in the comms team) did an amazing job of triggering people to start sharing individual experiences and stories and reframe the debate to be about 'why are these places are special to you?'.
There was a noticeable shift, with visitors and people online starting to share stories and experiences of their favourite National Trust property. The whole debate seems to have had a strange, unifying outcome of building respect for the places as well as the front-line teams who looked after them.
Don’t sit on the fence
We get support for our ideas by telling these authentic stories. We've all been sold to by someone who clearly doesn't care why we might want to buy what they're selling. Compare that with someone who builds a connection with you first by asking personal questions or sharing their own experience. Yes, they're trying to sell you something, but you can't help but like them.
It's going to sound really disingenuous if you try and sell an idea, cause, or product if you don't do at least two of the below:
Tell people about why you're involved in an idea
Share a first-hand experience that connects you to the idea
Express what addressing the idea makes you feel deep down
In a time of culture wars, global crises, and endless choice, it's the genuine stories that resonate deeply with us, guiding our decisions and shaping our beliefs. By sharing authentic experiences, whether from a personal or brand perspective, we bridge gaps, create connections, and ultimately, reveal who we are to those around us. The next time you aim to make an impact, remember: it's not just about the information, it's about the story you tell.
And if you think I'm talking nonsense, maybe listening to Ian McKellen share his views on storytelling will change your mind:
