Finding a Story for a Specific Communication Purpose

Tom had a major presentation coming up in less than a week, and he was concerned. This presentation was important not only for his team and his company, but also for his career.

He knew that if he did well it would make all the difference . . . for everyone. And if it bombed, well, he didn’t want to think about that. So he decided he needed to spend more time and do more preparation than usual, but he knew that might not be enough.

Just preparing better may not really make me better. I need to do more – I need to really capture the audience, he thought.

Actually, he knew what he needed. He needed the perfect story to capture people’s attention, help them remember and lead them to make the decision his presentation required. But he wasn’t a storyteller. Knowing what he needed, but feeling stymied by the inability to achieve it, he called Joan, his mentor and the best presenter he’d ever seen use stories in a presentation.

If I could do what Joan used to do before she retired, I’d be set, he thought as he dialed her number.

He explained the situation to her, telling her he needed the perfect story for the presentation and then he asked if he could buy her lunch. She agreed.

After the initial pleasantries and catching up, Joan started by telling Tom he was asking the wrong question.

“There isn’t a perfect story in any situation, Tom. The goal is to find a story that reaches your goal, rather than seeking the perfect one. In seeking the perfect one, you will miss many that would meet the goal. The key is to find one then craft it appropriately.”

Always prepared, after they ordered Joan handed Tom a pad of paper and said, “Answer these questions as I ask them, ok?” Tom took the pad and sat, ready to write.

As Joan asked the following questions, Tom wrote his responses.

• Who is audience for the presentation?
•  Why does this presentation matter to them?
• What do you really want them to achieve, do, or decide as a result of your presentation (and story)?
• What do you know about the audience?
• What do they like?
• What excites them?

At this point, their food arrived and they took a break from the asking and writing. As he nibbled at his salad, Tom said, “I trust you, but when do we get to the story part?” Joan summarized what they had done so far. “So far, I’ve asked you the important preparation for finding your great story: Crystalizing your purpose and understanding your audience. With this starting point you can start finding your story. Trying to find it before this is clear will be frustrating.”

Tom nodded his head. He knew what frustrating felt like.

After the food plates were cleared, they continued, Tom with pen in hand.

“Now that you have your foundation, here is how you go find your story”, Joan began. “This is the process I’ve used for a long time, and I am confident it will work for you, too.”

Look for connections in past experiences. What does this situation or opportunity remind you of? When have you been in a similar situation? Think outside of work as well – what is this situation like? Remember that a simple story may be the most powerful – don’t throw any idea out at first, write them all down.

Put on your story glasses. Think about everything you see and watch and experience over the next couple of days through the lens of your presentation. What lessons do you see in popular culture, the news or sports (if that will connect with your audience) that you could refer to or make the story you seek? Look everywhere (and write them down)!

Look at your book and movie library. If you read novels, glancing over the titles may remind you of a plot line or situation in the story that you can use or modify. The same goes for movie titles.

Talk to friends and kids. Share your presentation objective with people you know – especially if they don’t really know your business or situation. As you explain the situation in order to get their ideas, your story may naturally come to the surface. If it doesn’t, they may have a great idea for you or say something that helps you find an idea.

Think about your existing stories. Often an existing story can be re-crafted for a different purpose. If you have a great story that won’t be overly redundant to your audience, consider how you could tweak it, to help make the points you need to make now.

Relax! Remember that the most powerful story doesn’t have to be intricate or impressive. Often the best stories and analogies come from everyday life situations that your audience can connect with.

After Joan had shared these keys she asked Tom if he thought they would help. He replied that just in listing these ideas, he already had some ideas.

“Work your list and find the story that works best, and remember there isn’t one perfect story,” she said as she picked up the tab.

Tom move his arm for the bill and said, “No, let me buy you lunch.”

“No,” she said, “After you wow them with your presentation, you can buy me dinner.”

They laughed, but Tom knew he was on his way to doing just that.

photo credit James Jordan