NFIB

One of the Best Kept Secrets in Business Today
08/ 08/ 2003

by Lori Silverman

For the past few years, organizations have been using a variety of ongoing cost cutting measures to address the downturn in business. This has resulted in far fewer workers who are being pushed to work harder and longer hours, and to produce more than ever before. It's no surprise that employee stress and frustration levels have greatly heightened. Imagine the impact this is having in their ability to learn, retain, and recall critical information. Information they need to make important decisions. Information they need to respond appropriately to customers. Information they need to follow through quickly on key strategies.

What if I told you there's a communication approach whose benefits far outweigh the singular use of spreadsheets and reports showcasing data and statistics and lists of do's and dont's? What if I told you that this approach is woefully underutilized in organizations, except of course, by those enterprises that have chosen to be leaders in this arena: FedEx, 3M, The World Bank, Armstrong Industries, The Container Store, Wyeth, Nike, Disney, Coca Cola, Du Pont, and IBM? What if I told you that it costs next to nothing to use? Would you want to use this approach at work?

It can make information more memorable.

It can strengthen the accurate recall of key points over time.

It can quickly and successfully convey the meaning of complex concepts.

It can captivate people's interest and make them more attentive listeners.

It can foster creativity and enhance problem solving.

It can communicate information faster.

It can enhance individual and organizational learning.

It can make information more believable.

It can make people's jobs and work more meaningful.

It can strengthen relationships.

It can engage people's minds, hearts, physical beings and the human spirit.

It can inspire people to change -- to try a new behavior, to let go of an old attitude, to embrace the future, and to take action.

What is it, you ask? It's storytelling. It's been around since the beginning of time and is considered by some to be the most powerful currency in human communications. Stories already exist in organizations and in our everyday lives. We use them with family to relay what happened during the day. We use them with friends to talk about our experiences. When we are engaged in conversation, they come to us very naturally and are easy to impart. Yet, we don't use them as readily in the workplace as we need to with colleagues and with customers and suppliers.

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Lori Silverman is a management consultant and co-author of "Stories Trainers Tell." Copyright 2003 Lori L. Silverman. All rights reserved.

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