We all know the power of stories in business. We know too that it’s the heroes who give stories power. The hero may be a person, a brand, a company, or it may be the listener. When the story and the hero are strong, it resonates with the audience.
Peter Guber and Magic Johnson
In his book “Tell to Win” Peter Guber tells the story of a hero stepping up. It was Earvin Johnson’s first season with the Lakers. They had made it to the NBA finals when the legendary Kareem Abdul-Jabbar sprained his ankle and was out for the final 2 games.
Nineteen-year old Johnson stepped up and told the despondent team: “Kareem isn’t here. I’ll be Kareem.” He sat in Kareem’s seat on the team plane, played Kareem’s position during practice, and went on to play “the greatest game ever played by a rookie in the NBA.” In the process, he became Magic Johnson.
The hero of this story is Johnson, of course; but it’s also the listener, anyone who imagines him or herself stepping forward with conviction and assurance. This story lets everyone in the audience think of how: “I’ll be Kareem.”
My Business Story
Her brother has procrastinated on a huge school project, a paper on, as I recall, birds of North America. The night before the due date, he found himself at the dining room table in tears, surrounded by reference materials, not knowing where to start. Their father sat down with him and said: “Take it bird by bird, son, bird by bird.”
This story got my teams – many positions, many companies, different industries — through tough deadlines, the stress of layoffs and other corporate upheavals, and all kinds of not knowing where to start.
What I love particularly about this little story is that–just like Guber’s story about Magic Johnson–it makes the listener–the team–the hero. Everyone can start somewhere, taking it bird by bird.
Your Business Story
There are lots of great resources around for improving your story, whether it’s your interview story, your consultant story, or the story of your company or brand. Here are a few I like:
- For how-tos in telling your story, see our good friend Ian Brodie’s post on the power of business stories.
- Sign up for Sims Wyeth’s tips on making dry presentations engaging and memorable.
- Entrepreneurial Woman has written a wonderful piece on promoting your business (or yourself) through stories.
- For a different view, dig into the CMA Consulting blog on business founders and the human history of companies.
- See John Kotter of HBS in Forbes
- And WordWrite has written a white paper full of good advice on writing your story.
Who is the hero of the story you tell to prospects and clients? I would love to hear it, in a paragraph or two.