It’s not the physical properties of a luxury auto, candlelight dinner or model-thin looks that people want. What they want are the feelings, the emotions, the experiences that we perceive those things can make us feel. The emotion a story delivers directly influences how we feel about ourselves vis-à-vis a product, a service or competitor.
• Make people care
• Show what’s at stake
• Tell a listener what to do next
It’s your choice. If you want people to care, to remember you, your ideas, your call to action, gift-wrap it for them in a good story. Sounds like a lot of work? Less than you might think. Transforming an unremarkable presentation into a purpose-driven story can be done by anyone who understands his or her ideal listener and can follow a roadmap.
- S.ubject (time, place, hero and characters)
- T.reasure (goal, purpose, aspiration)
- O.bstacles (forces of opposition, setbacks, internal and external conflict)
- R.eturn (What life-lesson did the Hero learn? What treasure or gift did he find to bring back and share?)
- whY. = Why (the moral of the story)