In the November/December issue of the Harvard Business Review, Frances Frei and Anne Morris explained how storytelling can drive bold organizational change. While the piece focuses on changing a brand from the inside out, it shows that storytelling powers transformation by connecting and inspiring people.
Frei and Morris break down the elements of successful storytelling, which are just as relevant for reaching external audiences and motivating them to act. As we head into the new year, businesses and executives should take this opportunity to consider their goals through these elements of storytelling.
Simplify Your Messaging
Effective stories are clear and simple. Complex language and jargon often alienate audiences. Our firm once hosted a Seattle Times technology reporter who put this best. He said one of his biggest challenges was writing an article that was both compelling enough to capture the attention of a technology executive and simple enough for his grandmother to understand.
Crafting a simple, straightforward story is difficult, but it’s worth your time. A clear story is a powerful way to connect with your audiences.
Evolve Your Messaging
As you craft as story of the future, Frei and Morris argue, you must also honor your past. This means acknowledging the good parts and reckoning with the “not-so-good parts.” While they’re referring to organizational operations and company culture, there’s an important lesson for messaging.
As industries and companies change and grow, your messaging must evolve. The messaging from a company’s founding quickly becomes outdated. It’s important to reflect on the ways your business has changed and how your messaging should be updated to reflect your new direction, focuses and vision.
Make Your Messaging Authentic & Optimistic
Audiences want to understand “the why.” Clear and effective messaging explains the company’s vision, its goals, and how it plans to achieve them. Customers, stakeholders and partners appreciate authenticity and transparency into an organization’s motivations and strategies.
Messaging should also be inherently optimistic. Perhaps you’re trying to solve a critical challenge related to sustainability or labor issues. Rather than focusing on the issue, focus on the solution. As Frei and Morris say, optimism is both powerful and infectious. Even if things aren’t going exactly to plan, remaining steadfast in your belief ensures that audiences remain committed and connected.
Repeat Your Messaging
Customers, reporters and potential partners are all busy. Repetition increases the likelihood that you’ll break through the noise and capture their attention.
For example, most reporters end a call asking, “Is there anything else you would like to add?” Even if you, the spokesperson, hit every key message, this is an opportunity to repeat the top messages you would like to see reflected in the article. It’s likely the reporter didn’t capture every answer while taking notes, so this is your chance to drive home the most important points.
Repetition can feel unnatural, but sticking to messages in interviews, contributed content, presentations and internal communications ensures your target audiences internalize your story.
Don’t Underestimate Storytelling
Storytelling is a powerful tool that can inspire and motivate key audiences. The new year is a perfect time to reflect on how your organization is telling its story.
Does your story reflect where the business is today and where it is headed? Is it clear and concise? Does it focus on solutions and impact? If not, it may be time for some updates. A simple, clear story can shape your business for years to come.