As a business leader, you know your success depends on making smart decisions. But in today’s complex world, where trends are ever-changing, and data is often incomplete, it can be difficult to evaluate the best options for your organization. What if there was an effective way to communicate why one option is the right choice? Enter storytelling: the art of creating stories that appeal to decision-makers and help them make informed choices about important initiatives. In this blog post, Hugues Joublin discusses how powerful storytelling can be in influencing decision-makers so you can make more confident decisions for your company’s future.
Hugues Joublin On How To Influence Decision Makers With Stories
1. Tap into Emotion: According to Hugues Joublin, whether you’re crafting a story for internal or external audiences, research shows that stories with emotional components—including elements of surprise, fear, joy, and suspense—capture attention the most effectively. When telling a story to decision-makers or other business leaders, consider introducing an emotional element to make it more memorable and impactful.
2. Paint a Picture: Good storytelling involves painting a vivid picture in the minds of your audience. Avoid simply using facts and figures; instead, use sensory details such as sights, sounds, smells, tastes, and textures to bring your story to life. This can also help evoke an emotional response from the listener, which will further strengthen the impact of your narrative.
3. Focus on the Characters: Effective storytelling revolves around characters and their experiences, so it’s important to focus on creating a compelling story arc for each one. Use descriptive language to help your audience create an emotional connection with the characters and provide meaningful activities that will hold their interest throughout the narrative.
4. Create Conflict: No story would be interesting without some sort of conflict or obstacle for the characters to overcome—this can be anything from a difficult decision they have to make to an external threat they must face. Conflict adds tension and suspense, which will keep your audience engaged and ensure they stay interested until they find out what happens in the end.
5. Keep it Simple: Business leaders may have short attention spans, so it’s important to keep your story succinct and focused. Avoid rambling on with too much detail; instead, focus on the core elements of your narrative and craft a concise story that can be communicated quickly. This will help ensure that your message is heard loud and clear.
6. Be Genuine: Authenticity is key when trying to influence decision-makers and other business leaders, says Hugues Joublin. If you don’t believe in the story you’re telling, it won’t have the desired effect. Make sure your tale is emotionally honest and that it resonates with your audience on a personal level; this will allow them to form a connection with the story and recognize its value.
When it comes to influencing decision-makers with stories, the data speaks for itself. Studies have shown that storytelling can increase brand awareness by up to 22% and generate up to three times more leads compared to non-storytelling campaigns. Additionally, research from Harvard Business School has indicated that emotional storytelling results in higher listener engagement, with people retaining 62% more information when a story is coupled with emotion.
One great example of emotional storytelling in action is a campaign launched by Dove in 2004. Titled “Real Beauty,” this campaign aimed to redefine beauty standards by showcasing women who had been overlooked by the fashion and media industries up until that point. The campaign was an instant success and quickly went viral, resulting in great brand visibility and recognition for Dove globally.
Hugues Joublin’s Concluding Thoughts
By following these tips by Hugues Joublin, business leaders can learn how to effectively use stories to influence decision-makers and other key stakeholders. Stories provide an emotionally engaging way to communicate ideas and help build relationships between people—so don’t underestimate the power of storytelling in business!