![]() ![]() The “hero” needn’t be limited to a member of your team. Understanding how to build your story in a way that makes the audience feel as if it is included in the journey.Developing a central hero or protagonist who navigates some ups and downs in a way that personifies a character, mindset, attitude or behavior you want your entire organization to embody.Having a purpose for telling the story, which leads to a natural call to action.Knowing your audience, including what kind of detail and information the audience needs in order to “act” on your story.Or invest there?Ī memorable story works from the “bottom-up” rather than the “top-down.” It begins with the particular and branches out to the general.Īny leader can become a much better storyteller by using basic elements, habits that can be traced to the best storytellers of all time. All other things being equal, if you were choosing where to buy your pizza next Friday night, wouldn’t you opt for a restaurant that baked trust and a belief in second chances into its fresh dough than one that was only concerned about, well, making more dough? The story of the former inmate embodies many core attributes of MOD Pizza’s brand: hard work, respect, gratitude, team loyalty, a corporate culture rooted in trust… the list goes on. Over his 13-year career to date, the employee has repaid Scott’s belief in him by becoming a top performing employee and, eventually, a leader among the chain’s general managers. Rather, he tells the story of hiring one employee who came to work at MOD straight out of prison, still wearing an ankle bracelet tracking device. To illustrate how his purpose-driven business works, Scott doesn’t launch into a treatise about inclusion. “MOD Pizza is a best-in-class, highly profitable business whose purpose is to serve people and contribute to a world that works for and includes everyone,” says Scott. But as Scott is quick to point out, those impressive statistics are not MOD Pizza’s “story.” The Seattle-based fast-casual restaurant chain offers artisan-style pizzas and salads at 500 locations across America. Scott Svenson did this as he built his remarkable brand, MOD Pizza. Build your story around people - or better still, around a person. ![]() Research has shown that character-driven stories produce chemicals in the brain that strengthen empathy and a willingness to act on that empathy. Stories put the pieces together and reveal a magnificent picture that people can gather around. ![]() Brands are complex puzzles of which most people experience only small pieces. Numbers will accomplish little to attract and keep stakeholders - customers, new teammates and, believe it or not, even investors - attached to your project.įor that, you need a powerful and easily consumed story. However, over time, bottom-line conversations begin to feel cold, only motivating teams to work hard enough to keep their jobs safe. Numbers do matter, and leaders must be responsible for the bottom line. Whether you’re speaking to an audience of one or 1,000 – on a sales call or a stage a talk show or around a meal – those who connect with their listeners best do so through great storytelling. Today, successful leadership is quite simply inseparable from effective storytelling. Today, leaders are recognizing that it is through narrative, rather than numbers, that they have the best opportunity to forge these connections. Storytellers have the ability to connect others to a powerful vision and mission and help them see how everyone contributes to a part of the whole. They connect with others at such an intimate level that the storytellers become the best leaders, the best mentors, the best teachers, preachers, politicians and salespeople. It is a Universal Truth: Storytellers change the world. ![]()
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