There is substantial research around how well content in the narrative form engages people relative to other formats. Studies show that various parts of the brain are very active when listening to a story. Here is a supporting article from NPR, but many other articles and studies could be cited.

While framing content into a compelling story is intuitive and well understood by many, the applicability of this approach is broader than many appreciate. A few examples:

Customer Case Study. Customer references and testimonials can be incredibly important to growth, especially when entering new segments or moving up market. But, a simple quote probably will not have much impact. However, an arc covering the customer’s problem, the search for a solution, the implementation of the solution, and the tangible results is much more memorable and also credible to similar prospects. 

Internal Project Update. The internal perception of an individual or of a specific project is often in large part a function of the effectiveness of the updates on that project or given by that individual. For most projects, a small set of team members are driving the project while a larger number of stakeholders are interested in the change it could drive. It is critical to engage those stakeholders along the way. An effective update reminds stakeholders of the problem and need for that problem to be addressed, communicates progress to date, and lays out any remaining milestones and desired outcomes. There is a clear, succinct story that is easy to follow and, more critically, easy to support.  

Interviewing for a New Job. The power of storytelling is also essential in terms of career trajectory. When it is time for a new opportunity, hiring managers need to understand an individual’s past roles, accomplishments, and skills developed. In addition, the individual must communicate their desired direction and future skillset and demonstrate why a given role is both a great fit today but also for growth and development. This is achieved by weaving distinct stops and roles into a coherent narrative about where one’s been and where one’s headed. The hiring manager can then much more easily picture that individual in the role. For a related example, this could also be applied to both undergraduate and graduate admissions processes. 

Stories connect with us not only in a logical sense but also in an emotional one. That emotional piece tends to be the much more powerful one. With this knowledge, it is worth asking: 

• What story are we telling prospects and customers? How does the user journey compare with that story?
• What story am I telling my colleagues? 
• What is my personal story and where am I in that arc?

There are so many important details when seeking a given outcome, but effective storytelling is an essential tool in connecting those details, allowing one to influence others in a way that makes that outcome possible.