As humans we are hardwired to enjoy stories that tell of transformation. When we are told a story of transformation, we make a connection to that person. The key here is that these stories are easily repeated and passed along. This is a tool that we can use to insure that our ideas are passed on and that our ideas will spread, because and idea that is never shared is powerless.
According to Nancy Duarte, author of HBR Guide to Persuasive Presentations, the power of a great story is how it connects us. Story isn’t just about learning about change, it’s about applying that change to our lives. There is a three part basic structure to stories. A likable hero with a goal who encounters a challenge and who eventually ends up being transformed.
You have the power to change the world through your ideas. Daurte says that ideas are powerless if they are never shared. The critical factor in whether you idea is adopted is in how it is shared.
When creating successful presentations to share our ideas, where do we start. According to her, we first need to forget the idea that we as presenters are the hero of the story. We are actually in the role of mentor, helping the audience move from one thing to another, your new idea. That is the power of story.
To start establish “what is” and compare it to “what could be”. You need to establish the huge difference between the status quo and the superior state of what could be with the implementation of your idea. Make that gap as big as possible. Here’s the problem and here’s the future with the problem solved. Nancy describes this like the inciting incident in a movie. This is where the audience needs to contend with your new idea and decide if they agree with it, so the rest of your story, or presentation as the case may be, should support that.
In the middle, you should go back and forth between “what is” and “what could be” several times. Through this, you are able to show the contrast, make the current state of things undesirable and lead them toward the imagined future and your idea. By including this back and forth between “what is” and “what could be”, you defy their resistance and are more easily able to win your audience over.
Finally, you need a call to action. Duarte says to, “Describe the world as a new bliss.” Show them what the world will be like with your idea implemented.
Many of us have big dreams and wonderful ideas to share. Our own stories can be similar to the basic structure of hero, challenge and transformation. By incorporating these simple elements into your persuasive toolbox, your ideas and dreams are more likely to be realized.
References:
Nancy Duarte (2012). HBR Guide to Persuasive Presentations
www.youtube.com/watch?v=9JrRQ1oQWQk
www.youtube.com/watch?v=1nYFpuc2Umk
Lennis Mathews (@Lennis_Mathews) is a creative professional who designs seamless customer experiences across multiple platforms. Translating complex information and data into compelling visual forms, both print and digital. She is also pursuing a Master’s degree in Information Design and Strategy at Northwestern University.
