Somebody Somewhere Is Telling Your Story

By Adrian Lai

“There is no greater power on this earth than story.”—Libba Bray, The Diviners

“Marketing is no longer about the stuff that you make, but about the stories you tell.”—Seth Godin, 7 Truths At The Heart of Marketing (& How to Use Them)

“Storytelling is the most important business skill in the next 5 years.”—Shane Snow, Why Storytelling Will Be the Biggest Business Skill of the Next 5 Years

These days, one catchword seems to rule them all: storytelling. Stories are how humans make sense of the universe. Almost everything we do, know and aspire towards take the form of story. However, few people are aware that there are two profoundly different modes by which we consume stories. This difference can be illustrated using the “Passenger vs Driver” analogy.

Mode #1: The “Passenger”

This is how we consumed stories growing up. Our parents read Ali Baba and the Forty Thieves to us as a bedtime story; we watched Toy Story at the cinema; followed TV serials like FRIENDS ... and like passengers, we hopped onto a ride into a world inhabited by fictional characters and their stories. The “passenger” experience is very powerful, and especially so for impressionable youth with limited life experiences.

Stories help us gain new experiences and life lessons in the relative safety and comfort of familiar spaces—such as at home or at a movie theatre. How one relates to characters and scenarios within these various stories can also influence one’s identity and self-esteem.

In my opinion, a “good” story is one that perpetuates wisdom. Unfortunately, there is a dearth of good stories being produced and consumed today. Many youth are therefore growing up on stories which, instead of challenging them to think and grow, pander to their innocence and naiveté for a quick buck.

Mode #2: The “Driver”

What do a video game, an iPhone advertisement, and a sports car review on YouTube have in common, as far as storytelling is concerned?

The answer: they all make you the protagonist of a story. In this mode of storytelling, the consumer is the Driver, i.e., the lead character who determines how the story plays out and ends. Although the “storyteller” to some extent uses the power of suggestion to influence your actions, you ultimately have final say in the matter. For example, in a video game, you decide who to shoot or where to fly the bird.

Similarly, watching a food travelogue may build up your appetite for travel and sampling delicious cuisine, but it is still you who has to book that flight to reach the destination. Reading a women’s magazine may also encourage you to imagine a life of owning nice things, but you choose if you want to make that step to buy the merchandise.

When we spend all day browsing our topics of interest (gaming, travel, fashion, etc.), we are indulging in the stories we tell ourselves. The books, magazines, websites and YouTube videos we consume are therefore mere triggers behind the plot points of our imagined journeys. However, the “driver” experience has its darker side, as evidenced by social media narcissism in which the storyteller’s stories are centered mainly on themselves. In this mode of story consumption, if left unchecked, one can fall victim to addiction, materialism and an unhealthy preoccupation with outward appearance.

Creating a Story

Now let’s reverse the vantage point from someone who consumes stories, to someone who creates stories. As the creator, we can and should make use of both “passenger” and “driver” modes to tell our stories.

Telling your own story is like owning a car and driving it: it takes you to a destination of your choosing. Along the way, you may pick up a passenger or two who may even take the wheel for a while, though it remains your journey and you alone are telling your story. Both modes of story still require the hallmarks of good storytelling to be effective, namely:

• Rising conflict, suspense and tension
• Reveals and reversals
• Emotional experiences rather than dry documentation
• A compelling lead character (if not your own self).

At the end of the day, storytelling is an innate ability, and most people can sense if a story is authentic and has value. That said, storytelling is also a craft, and a skill that can be learned, improved upon and mastered. If done well, stories are a powerful way to meaningfully connect with others in the physical and digital world.

Start Your Storytelling Journey

#1: Share Your Beliefs

Author Simon Sinek famously said, “People don’t buy what you do, people buy why you do it.”

Declare what you believe to be true. Make a bold claim about what is true to you. Clearly define your philosophy on life, your work, your relationships. Most importantly, explain to people what the heck inspired you to be on a mission, a cause, or a business in the first place.

Do you believe every woman deserves equal pay for equal work? Declare it. Do you think classrooms should be organized in circles? Declare it. Do you feel strongly that tomato sauce goes well with everything? Declare it!

No matter your belief, own it and be proud of it. Repeat it, to yourself, then to your audience. Make it your tagline as well as your organisation’s motto, because people pay attention to those who make a stand.

#2: Share Your Solutions

While it is quite easy to state one’s beliefs, what your audience is waiting for is action—to see what you do next about those beliefs.

What unique actions will you take to uphold those values and what is your special solution to address the challenges and issues surrounding your mission? The answer to these questions is your “secret sauce” or “special recipe” that everyone tuned in will be dying to know more about.

So go ahead and show everyone how you do it, and practise until you’ve honed your solution to perfection.

Many organizations have ambitious mottos and grand visions, but do not always act accordingly. Often, they put out empty claims and meaningless hashtags, without the actions to back up their beliefs. And in those cases, the audience stops listening once they realise it.

#3: Share Your Vehicle

There will be those who share similar beliefs and who are attracted to your cause—even if they do not necessarily have the same talents or skill sets that you possess. These are the ideal people to proactively engage in order to add depth and richness to your storytelling. Invite them to join your cause, and give them a chance to share their unique take and perspective on it. Help spread the word about the work they do and explore complementary collaborations. Such joint efforts can only strengthen, not dilute, your common cause.