Storytelling has come of age in the business world. Today, many of the most successful companies use storytelling as a leadership tool. At Nike, all senior executives are designated "corporate storytellers." 3M banned bullet points years ago and replaced them with a process of writing "strategic narratives." Procter & Gamble hired Hollywood directors to teach its executives storytelling techniques. Some forward-thinking business schools have even added storytelling courses to their management curriculum.
The reason for this is simple: Stories have the ability to engage an audience the way logic and bullet points alone never could. Whether you are trying to communicate a vision, sell an idea, or inspire commitment, storytelling is a powerful business tool that can mean the difference between mediocre results and phenomenal success.
Lead with a Story contains both ready-to-use stories and how-to guidance for readers looking to craft their own. Designed for a wide variety of business challenges, the book shows how narrative can help:
* Define culture and values
* Engender creativity and innovation
* Foster collaboration and build relationships
* Provide coaching and feedback
* Lead change
* And more
Whether in a speech or a memo, communicated to one person or a thousand, storytelling is an essential skill for success. Complete with examples from companies like Kellogg's, Merrill-Lynch, Procter & Gamble, National Car Rental, Wal-Mart, Pizza Hut, and more, this practical resource gives readers the guidance they need to deliver stories to stunning effect.
PAUL SMITH is director of Consumer & Communications Research at The Procter & Gamble Company and a highly rated leadership and communications trainer for P&G's management training colleges.
CONTENTS Acknowledgments vii Introduction 1 1 Why Tell Stories? 8 ENVISION Success 2 Set a Vision for the Future 14 3 Set Goals and Build Commitment 20 4 Lead Change 27 5 Make Recommendations Stick 36 6 Define Customer Service Success and Failure 45 [HOW-TO] 7 Structure of a Story 54 Create an ENVIRONMENT for Winning 8 Define the Culture 66 9 Establish Values 74 10 Encourage Collaboration and Build Relationships 82 11 Value Diversity and Inclusion 91 12 Set Policy Without Rules 100 [HOW-TO] 13 Keep It Real 108 [HOW-TO] 14 Stylistic Elements 118 ENERGIZE the Team 15 Inspire and Motivate 131 16 Build Courage 140 17 Help Others Find Passion for Their Work 148 [HOW-TO] 18 Appeal to Emotion 154 [HOW-TO] 19 The Element of Surprise 167 EDUCATE People 20 Teach Important Lessons 176 21 Provide Coaching and Feedback 187 22 Demonstrate Problem Solving 196 23 Help Everyone Understand the Customer 204 [HOW-TO] 24 Metaphors and Analogies 210 EMPOWER Others 25 Delegate Authority and Give Permission 217 26 Encourage Innovation and Creativity 224 27 Sales Is Everyone's Job 230 28 Earn Respect on Day One 237 [HOW-TO] 29 Recast Your Audience into the Story 243 30 Getting Started 251 Appendix 268 Index 276