Where storytelling meets social influence
Experience may be the best teacher, but a compelling story is a close second. This is true as much in the workplace as it is in content marketing.
Let me explain with a story from my work life.
The meeting about meetings
In one of her first acts as the new manager, Sami called a staff meeting with one item on the agenda: meetings.
“We’re having a meeting about meetings? What’s that about?” several people wondered. I had my theory.
The weekly staff meetings were out of control. We never made it around the table for individual updates because each time the meeting would get hijacked by the same four people.
They would consume the time with tirades about everything that was not working and how others in the organization were thwarting our efforts. Eventually others joined in:
“The sales reps are too lazy to pick up the phone and make a call.”
“I’m losing revenue because the plant is holding up production.”
“We can’t sell this product because the finance department priced it too high.”
The result was always the same: a rehash of the same issues every week with no solutions, but lots of hyperventilating. Mondays at 10:00 were my time of dread.
Sami had attended some of those meetings. My silent prayer was that she would bring change. That prayer was answered in a way I did not anticipate.
She opened the meeting that Monday morning with a statement that caught everybody by surprise. “I think we should discontinue the weekly meeting. I’m not sure anyone is getting any value from them. What do you think?”
The typically vocal group went silent.
Then one by one, people began to list reasons we needed to keep the meetings. This led to a discussion on how to make them more productive. Then the group came to agreement on new ground rules for interacting: offer solutions when voicing a problem; time limits to discussions; no sidebar discussions.
It turned into one of the most fruitful meetings we’d had in a long time.
At the end Sami added one last thing. “I’d like everybody to have a chance to lead the meetings. We’ll rotate each week and the leader is responsible for gathering agenda items, circulating the agenda beforehand and enforcing the ground rules. Everyone agree?”
They did. Enthusiastically.
The whole thing was handled brilliantly, especially that last part. It started a complete turnaround in the productivity of the meetings that spilled over into overall effectiveness of the group.
From a management perspective, the lesson of this story could be about enabling teamwork or leading change. From an influence perspective, it is an example of the power of a narrative to motivate and inspire in the workplace.
But is it storytelling?
Lead with a story
Sami’s approach to tackling this management challenge follows a simple storytelling structure, with a beginning, middle and end. Paul Smith, author of Lead with a Story, describes this structure for business narratives with the acronym CAR: context, action, result.
Let’s look at the “meeting about meetings” and see how it fits into this model.
The context sets the stage for the narrative. It is the who, what, when, where of the story. It also identifies the protagonist and antagonist in a conflict. On one side we have Sami, with a desire to improve productivity. On the other side we have the disruptors with a desire to vent.
This tells what happened when the protagonist and antagonist come into conflict. Sami opened with an element of surprise to break the thought patterns of the disruptors. They were drawn into a debate defending the merits of weekly meetings.
At the meeting the action shifted from negative fault-finding to problem solving. In hindsight, we can see the lessons learned: putting the audience into the story, team involvement in problem solving, leading and motivating change.
Stories at work
We often limit our thinking about storytelling to brand stories, case studies and marketing content or presentations. At least I do. But business narratives have the same power to inspire, educate, entertain and engage as brand stories in our content marketing. They can boost your influence in the workplace.
How do you put stories to work for you at work?
If you enjoyed this post, you might also like:
Join the ranks of Marketers being Awesome!
Subscribe now to get emails when new posts are published.
- 7 (more) reasons no one is reading your blog exploreb2b.com/articles/7-mor… by @dreckbaerfrau via @exploreB2B #blogging #contentmarketing PRESSED: 41 minutes ago
- How to create an omnichannel campaign dmnews.com/how-to-create-… via @dmnews #digitalmarketing #multichannel PRESSED: 1 hour ago
- Say good night, Gracie ow.ly/ANE2w PRESSED: 9 hours ago
- Do content marketers need to have writing skills? b2bmarketinginsider.com/content-market… via @BrennerMichael #contentmarketing PRESSED: 9 hours ago