Why Entrepreneurs Must Learn The Art Of Story-Telling?

what is story telling art?

In “the power of storytelling by Andrea Gibbs (TEDxPerth)” the narrator explains that story helps to connect with people, share passion, hardships, grief, joy, embarrassment, and emotion. Story has power to transfer feelings and emotions to anyone and you can easily connect with people if you know how to tell a good story.

What is a story-telling?

According to the Storynet Website, storytelling is an ancient art form and a valuable form of human expression.

It further explains it as an “interactive art of using words and actions to reveal the elements and images of a story while encouraging the listener’s imagination”. (Storynet.org)

Majority of the people do not know the importance of story-telling because they hardly focus on story. For example, Why people buy advertisements and then stuff, Why crowd follow leaders, Why culture tells legends and folklores, Why do religions have scriptures and stories about them, Why did our ancestors, the nomadic tribe, who lived in the caves depicted everything with images and signs. The point is there are different forms of storytelling and people who make commercials, or gather crowd knows how to create and tell good, effective and powerful stories.

Did you ever question why people across the globe love to watch TED Talks? It is not because of the ideas, but the way they are illustrated in the form of vivid and compelling stories. Why people rush to TED events to listen the hardship, joy, grief and achievements of the people from different race, religion, color and angles. Because it builds human connect and spread emotion which is contagious in nature. Indeed, it is a great initiative of the great mind, Chris Anderson, who sped up a culture to spread ideas via the art of storytelling.

Matt Chan explained about the knowledge of story-telling in the “What Great Storytellers Know: Matt Chan at TEDxSeattle” that knowing your audience well is the first step of creating a story. So start with who is your audience and understand them well by tapping into their shared experiences. Because a good story can hook, engage and has power to take the audience to anyplace. This is the secret to create a good story.

Julian Friedman in ”The mystery of storytelling: Julian Friedmann at TEDxEaling” describes story-telling as the focus on audience rather than writer. What he means is that audience’s perception, values, belief and imagination is more important than what writer wants to say. If the story is not crafted with audience in focus then the story can’t fly and will die soon.

Hence, think diligently about your audience’s taste, culture and values before starting to write one.

The Dance of Storytelling by Ish Ait Hamou (TEDxUBIWiltz) explains the power of stories in forming beliefs and transiting cultural values from one generation to another.  When narrator was growing up in the Belgium, where left hand is used commonly for eating but, being a Moroccan, he was accustomed to use his right hand for eating. His belief to use his right hand had formed when his mother told him an interesting story. In which, the left hand represents devil and it is something not regarded good sign in the culture. From this narrator wants to explain how stories form perspective, belief and values. And that is why you should master the art of storytelling.

In the Guardian Newspaper article ” In the 12 tips to perfect the art of storytelling”,  the Kathryn Cave, editor, IDG Connect International, says that the most interesting material in the story is the emotive content which connects humans. The better connect will happen if more people can relate to it and hence more influence it can do.

Later in this article, Nick Cohen, Managing Partner, MediaCom tells how social media is changing story telling. And we have to recognize that the stories that are passed around on social media about a brand can be even more powerful in shaping mainstream perceptions than the brand’s own communications. (Theguardiona.com)

He was telling the importance of social media in today’s scenario of story-telling as it is where people spend more time and they are also easily accessible via this medium. So create stories according to the customer demographics and other parameters.

In essence, storytelling is a powerful art to convey feeling and emotions.  Before writing a story, the story teller must study their audience and then pen story line. Think what makes them laugh, sad, joyful, care and passionate. Does your story have mixture of these ingredients? Then decide on which medium you to want to tell it. Is it a television? Is it a Radio? Is it Newspaper? Is it a Social media?

I hope you liked this article and please share your experience of storytelling.

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Dushyant Sethiya is a Co-founder of Distribute11.com, a platform to match brands and influencers. He has done “Post Graduate Diploma In Entrepreneurship” from University Of Cambridge (England) and “Masters In International Business” from University Of Leeds (England). You can reach him on Twitter @dushyantsethiya or email him at dushyant@distribute11.com.

Written by Dushyant Sethiya

Dushyant Sethiya is a Co-founder of Distribute11.com, platform to match brands and influencers. He has done “Post Graduate Diploma In Entrepreneurship” from University Of Cambridge (England) and “Masters In International Business” from University Of Leeds (England). You can reach him on Twitter @dushyantsethiya or email him at dushyant@distribute11.com.

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