We live in a world of too much information at our disposal, 24 hours a day, seven days a week. In this world of information uber-overload, we go about trying to influence one another with factual data, rigorous argument and absolutisms. What is the appetite in this landscape for authentic stories that seek to influence by subjectively reaching out and connecting with listeners on a personal level? Well, as it turns out, people are starving for good stories, stories that rise above the noise of the 24/7 information load, stories that connect us to something understandable, and stories that provide us with insights into our own wisdom.
An enormous opportunity awaits those working for positive social change to begin to influence others through the telling of well-crafted stories.
“A good story helps you influence the interpretation people give to facts. Facts aren’t influential until they mean something to someone. A story delivers a context so that your facts slide into new slots in your listeners’ brains. If you don’t give them a new story, they will simply slide new facts into old slots.” — Annette Simmons, The Story Factor
Simply presenting the facts is not enough to effect progressive social change; far from it. People interpret facts based upon how they feel about a specific issue. Their feelings are the filter through which they weigh the facts. A good story influences the way people feel so that when facts are presented their filter has shifted to receive these facts in a particular manner.
Simmons makes the distinction in her book, The Story Factor, between storytelling and manipulation. Manipulation, unlike storytelling, is attempting to get people to believe something that isn’t really true and greatly depends upon the presence of the person relaying the information to be present for its power to manipulate. Stories, on the other hand, are a much more sophisticated form of influence that relies on the telling of authentic stories that truly find their power to resonate long after the storyteller has left the room. Just think of the great stories or parables of our time that have lasted generations after generations.
The best story is the one that is remembered. Stories that can continue to influence weeks, months and years down the road are the stories that “win”. Think of the stories in your life that have caused you to shift your course, to become active, to realign your perspective, and to pass on to others.
Creating and nurturing positive social change requires well-crafted stories and well-trained storytellers. So much of our energy goes into creating interactive websites, brochures, television commercials, and posters and so on. These are simply the channels through which a great story can be delivered when it can’t ideally be delivered in person. Those committed to positive social change need to ask themselves:
- What is the story I want to tell?
- What change do I want to influence?
- How can I personally connect to my audience?
- How can my story create hope?
Don’t just let the facts speak for themselves…because in the end they won’t. Facts do a bad job of connecting and a great job of reinforcing existing world views. Influencing change is a process; the goal of storytelling is to create hope that will prompt action in the group of people you wish to influence.
Next month’s column will continue to explore the powerful role that storytelling plays in creating positive social change by looking at specific kinds of stories.
Pattie LaCroix has provided strategic leadership in crafting integrated communications and fundraising strategies to nonprofits for more than a decade. As CEO of Catapult Media she is passionate about the power of storytelling in engaging your audience and building support for your work. You can reach Pattie at www.catapultmedia.ca.
