Why stories matter

3.a Stories are a critical element of leadership. Without a story, you can’t hire or sell, both critical elements of leadership. People need a reason to follow you, and that reason will generally conform to a story-like structure. If you aren't deliberate in telling a story, it'll be told for you. It’s possible to get by without being deliberate, but you’re going to be far more effective if you understand the way people’s minds are wired... and that is through story.

Start with Why

3.b. Start with Why: this is a good approach to considering how to frame everything else about a story. The best stories generally rest on having a strong “why”.

What makes a great story

3.c. A good story has a bunch of characteristics. There are loads of good frameworks for storytelling, but they generally have a context, a hero, a villain, conflict, increasing stakes, the hero overcoming hardship, and lessons learned. Some good frameworks are:

• Hero’s Journey
• Story Brand (SB 7) Framework by Donald Miller
  • This framework is a common hero story: the hero (your customer) meets a guide (your brand) and is on a journey to find a solution to their problem. Your guidance (your CTA) will solve their problem and provide a happy ending for the hero.
  • Think about movies with similar storylines like Rocky, Star Wars, Harry Potter, etc. for examples.
• Pixar Framework by Emma Coats
  • Once upon a time there was a [BLANK] and everyday they did [BLANK], but one day they discovered a problem which led them to do [BLANK], which put them in a bad situation. Now, they are seeking help. They meet a guide (your brand) to help them and solve the problem.
  • Think about any Disney movies for some examples.
• C.A.R. (Context, Action, Results) Framework
  • Context: set the scene for why the story matters to the customer
  • Action: provide a CTA to the customer
  • Results: show the customer how their life will improve/transform