Rob Biesenbach - Unleash the Power of Storytelling: Win Hearts, Change Minds, Get Results

PRAISE FOR UNLEASH THE POWER OF STORYTELLING

When a book is titled Unleash the Power of Storytelling , you expect it to... well, tell a story. In this engaging, no-nonsense, and often extremely funny handbook on the craft behind great stories, Rob Biesenbach does indeed tell you stories ... and does so masterfully. He shares his own storytelling roadmap without hesitation, giving you precisely what you need to raise your business storytelling to an art form. Take a bow, Rob, because this one gets a standing ovation from me!

Shonali Burke, ABC, President & CEO, Shonali Burke Consulting

There is no greater skill that will positively impact your career as much as becoming a masterful storyteller. Well-told stories have the power to teach, clarify, and inspire. Robs experience and unique point of view makes him a go-to authority for ambitious leaders. I have enjoyed all of Robs books and Unleash the Power of Storytelling is no exception.

Patricia Fripp, Past President, National Speakers Association

Storytelling is hard; just ask Ernest Hemingway. Rob Biesenbach makes it as easy as possible for you to become the Hemingway of your organization. In this book he reveals the secrets of good storytelling to help you create stories that command attention in this distracted age.

Dr. Nick Morgan, Communications Coach and Author of Power Cues and Give Your Speech, Change the World

Rob Biesenbachs terrific book, Unleash The Power of Storytelling , is true to its claim that its a practical guide for the workplace, the marketplace, and everyday life. It offers storytelling tips from cradle to grave, from how to craft a memorable origin story for a company to creating a heartfelt eulogy for a loved one. His parting words, Most of all, dont hold back. Dont let fear override your desire to share. Be open and generous and allow your individuality to shine through, is great advice for storytelling and life.

Patrice Tanaka, Public Speaker, Founder & Chief Joy Officer, Joyful Planet LLC

All the experts suggest you tell stories in content, in speeches, in sales, in customer experience, in every aspect of business. But no one tells you how. Thats where Unleash the Power of Storytelling comes in. Rob Biesenbach provides a five-step process for crafting your stories, and six ways to ensure theyre relevant to your audience. After you read this book, youll never again have to wonder ... but how?

Gini Dietrich, Founder and Author, Spin Sucks

To Teddy and Lily:
I cant wait to watch your stories unfold.

Unleash the Power of Storytelling:
Win Hearts, Change Minds, Get Results

Copyright 2018 Rob Biesenbach

All rights reserved. No part of this book may be reproduced or utilized in any way or by any means, electronic or mechanical, including photocopying, recording, or any information storage or retrieval system without permission in writing from the publisher.

Published by Eastlawn Media
2011 Orrington Ave Evanston, IL 60201

ISBN: 978-0-9910814-3-1

CONTENTS

In an age of information overload, stories rise above the noise and intensify the impact of your ideas.

The brain science behind storytelling and six essential ingredients that give stories their unparalleled power.

With the right tools, anyone can tell a story. A simple three-part story structure, plus five ways to bullet-proof your stories.

A five-step process for crafting your stories, and six ways to ensure theyre relevant to your audience.

Winning hearts is the key to changing minds. How to tap into your storys emotional core.

Real-life examples of different kinds of stories, told for different purposes, to different audiences.

Just as important as what goes in to a story is what you leave out . Seven ways to cut the clutter.

Storytelling is about making hard choices and trusting that your audience will get it. Advice on protecting the power of your stories.

Dont settle for telling other peoples stories great stories are all around us. Here are six ways to discover them.

Sometimes mistaken for stories, these figures of speech fire our imagination in much the same way. Use them to boost audience understanding and retention.

The tyranny of the narrative, blurred reality, and the Brian Williams effect how to successfully navigate these common hazards.

Every organization needs a story explaining how and why it was founded and communicating its purpose and values. Heres how seven companies tell theirs.

Stories should be the centerpiece of any presentation. Guidelines for weaving them into your content, plus five tips for delivering your stories effectively.

Dont get caught flat-footed when someone asks, Whats your story? Constructing your career narrative for meetings and job interviews.

Stories can help you communicate your value and stand out from the crowd. How to figure out your brand and capture it in a story.

The toughest story youll ever tell. A lesson from Paul McCartney, plus fifteen tips for composing your content and yourself.

What Ricky Gervais can teach us about six critical storytelling principles.

INTRODUCTION:

WHY STORYTELLING IS ESSENTIAL TO SUCCESS

I do an exercise in my workshops where I have audience members craft a short story and pair up with others to tell it. Most people take to the activity right away, and the room brims with energy as people discover the wealth of stories that reside within them.

But a few people get stumped. Like the nice woman in Ballroom B a couple of years ago whose expression was as blank as the sheet of paper in front of her.

I came down from the stage and offered to help. I just cant think of a story, she said.

What do you do? I asked.

Im in IT.

Okay, whats the biggest challenge you face?

Oh, thats easy. People ignore all our procedures and warnings and end up downloading viruses and malware.

So do you have an example of someone who did something stupid that infected your systems and caused chaos?

Of course! she said.

Thats your story.

Stories are all around us. We may not recognize them, but theyre there just waiting to be found, shaped, and shared.

And when we tap into the power of stories, we can sway opinion, influence people to act and even stop them from doing stupid things in a way thats far more effective than a list of dos and donts.

Storytelling is arguably the most powerful form of communication at our disposal. More than facts and data and other bits of information, stories are fundamental to persuasion.

Its a Noisy World

Theres a lot of confusion out there about storytelling.

And its not for lack of information. Two years ago I wrote that if you Google the term storytelling in business youll get more than 17 million search results. As of this writing, I got more than 48 million hits.

Theres no doubt that corporate storytelling is a big business these days, with endless articles, research, studies, books, workshops, experts, and other sources of information.

One of those experts, author and professor Jennifer Aaker, compares storytelling to the signal that stands out amidst the noise. That is, in an age of information overload, stories manage to cut through the clutter, offering meaning and significance.

I think this analogy works just as well for the study of storytelling itself. Because theres a lot of noise out there about storytelling and not a lot of signal. A lot of hype, and not much clarity.