by Paul Howard * Managing Director * Howard Recruitment
A growing body of research in the field of neuroscience confirms what many of us have suspected for a long time; we make decisions based on our emotions. Emotion sells, influences and motivates; data doesn’t. People buy on emotion and justify with logic. In this concise but compelling book, the Melbourne based authors reveal the power of storytelling to bridge the void between information and engagement in a variety of business situations from presentations to team meetings. Dolan and Naidu are masters in storytelling and add storytelling techniques to every professional’s tool kit with this book.
Over the past decade, through their own engagement with many of today’s leaders in significant Australian organisations, the authors have built a profound body of knowledge about business storytelling. The book begins by defining storytelling in the business context. Business storytelling is different from traditional storytelling. Business stories are not case studies, metaphors or analogies. Business stories have a purpose, are supported by facts and figures and are authentic, true stories that relate back to your purpose. As leadership has moved from a “command and control” to “engage and enrol”, the ability to tell stories that create meaning and connection is a hallmark of today’s outstanding leaders.
The authors remind us that storytelling is a natural human ability, intrinsic to our evolution. However, in too many organisations, these deeply human skills have been de-valued, often replaced by a technology interface. This book brings us back to the essential connection between people that gives communication meaning.
The book has an easy, sequential flow with a “cheat” sheet or checklist at the conclusion of each chapter. Throughout are some actual stories to illustrate the main points of the chapter. The text is conversational and the techniques possible to implement immediately.
Working through the component parts of storytelling, the authors explore some of the most common fears and tendencies. They have simple four part quadrant of storytelling styles, with suggestions as to how you can move to the “highly inspiring” quadrant. There is also a detailed chapter on how to craft stories for maximum effect in different situations. They provide many practical examples for each context, even one for interview responses.
This is a book small in size but big on ideas. “Hooked” is a brilliant and simple guidebook to help us connect in a genuine, interesting and engaging manner using stories. A must read for any leader who wants to be more effective in meetings, presentations and even in giving feedback.
Available from www.managementbooks.com.au