Hola, Mi Gente
Thanks for being here.
A few days ago, I had the privilege of interviewing one of the best storytellers that I’ve ever had the pleasure of working with. His name is Kyota Ko , and his book “Folk Tales of Japan, 28 Japanese folk tales with cultural commentary” is a work that will provide inspiration, innovation and even healing.
I had approached storytelling from a rather abstract perspective, until I met him. During the interview, Kyota-San regaled me with one of the most powerful quotes that I’ve ever heard about storytelling:
[In storytelling] the most important part is linking, connecting to ideas, period.
Rarely do I accept statements like this, but it turns out that (at least in my case) the most successful stories that I’ve told, are the ones who make people connect with an idea, or make you connect an idea with another.
Connecting the dots
Mr. Ko adds:
“A good idea is not tangible, it's not digestible. It's not meaningful or relevant to anyone.”
Bear with me, Kyota isn't being dismissive of the concept of an idea. He's rather posing a question: What would be the best way in which we can connect with ideas through stories? Kyota-San continues:
“So, you have idea A, but you need idea B or C that is closer to the heart of the audience, and then you need to find the link.”
“The link” as depicted by my interviewee is one that requires sweat equity to finally own. Leonardo Da Vinci referred to this process as Rigor (please, see my interview with Dr. Natalie Nixon to expand on this topic).
Kyota-San brilliantly states:
“To connect with the great idea you want to tell, you can't just present [it] without, doing due diligence… You need to craft the link between your great idea and idea B or C that's more purposed for drawing the attention of the audience.”
Crafting "The Link"
So, what we're aiming for are stories that can get "closer to the heart" of our audience.
Piece of cake, right?
Not really. But it only requires the forementioned rigor, and in this case, rigor it might take to find where our audience's heart 🧡 might be.
Some investment might be needed in different research tools that present data. Along with counting with a reliable tool, the ability to ask the right questions is going to be crucial to see what's in the minds and hearts of our customers/clients/employees/followers, etc.
Asking the right questions
We've established that a good indicator of the quality of our storytelling is how it can make us connect to other ideas. In order to determine if our storytelling is helping others (or the content creators themselves) make deep connections, let's ask questions that provide the greatest and clearer picture. For example:
- 'What metaphors helped our customers buy/convert in the past?'
- 'If they're not converting/buying anymore, what images/connections are they associating with our brand?'
- 'What part of our messaging is affecting the customers a certain way?'
- 'What ideas/images/concepts/phrases would make a deeper connection in our audience?'
An emphasis on idea connections might lead to crucial findings and might become a game changer in our success. Remember to exercise empathy when looking at the data.
Impact / Effect
A sign that a story is helping us connect with ideas is framing it from the ability of the story to cause/invoke other ideas. A good sign that our storytelling is on the right path is if the story provokes some of the following thoughts:
- “This reminds me of that time when I…”
- “I’ve felt this way before… it was when…”
- “[Other thinker] said something similar…”
- “I wonder if by this, (s)he means _________, which I heard before”
- "I recognize this pattern"
Analyze Reactions
The reactions to pieces of content we put out there can serve as an indicator of where our audience's heart is. It's worth paying attention to comments as well, and the messages we're receiving in return. Once those comments start coming, make sure to let your audience feel sincerely appreciated. Tell them why their opinion mattered to you (think mission and impact, not $$) and avoid cliches like: "Your feedback is a gift".
A good indicator of the quality of storytelling that is being told is how it can make us connect to other ideas…
What if the whole idea connection thing isn't happening?
Isn’t storytelling about causing impact at an emotional level? What if there's not empathy development with my storytelling? I'd suggest taking a look at some aspects of our storytelling, like:
Purpose (or lack of)
Among the late Stephen Covey's "7 Habits of Highly Effective People" , we find habit number two:
Before engaging in the telling of our stories, it'd pay to determine what result/impact we desire to effect in our audience. Some questions that might help us define this end are:
- What change do I want to happen in people's lives with my storytelling?
- What impact do I want to have in my organization through my stories?
- What might be the immediate effects of my story?
- Does this effect match our mission?
- Does it prime our audience to convert?
It might be as simple as asking the question: If I tell this story, how are they going to take it?
Subject Matter
I know for a fact that I'm not going to watch a horror flick of my own volition. I find zombie movies revolting and (despite having volunteered in an Emergency Room as a college senior) I really don't like to see blood on my screens. If a story presents itself with any degree of the forementioned, chances are I'll avoid it.
Similarly, the topics we're tackling in our content/stories might not even be relevant to our audience. It pays to have a pulse on what makes them tick.
Imagery
To continue on my ER story, there were times in which the EMT's would arrive with unusual and remarkable patient cases to our ER. I'd be cleaning some instruments and then an EMT would peak through my station and say the phrase: 'Psst. Hey, wanna see something cool?'
Remember how I didn't like zombie films and the gory stuff? I knew I was going to be regaled with that type of imagery... this time for real.
I was man enough to accept the invite, and yet... let's just say what an EMT considers coolmight be different to what I believe it to be.
We want our story to establish the right connections, and in order to do that we need to use images that work as vehicles to deliver the intended message. It'd pay to make sure our imagery isn't going to make the wrong connections (cognitive dissonance, cultural & historic insensitivity, unintended political speech, etc.). Let's do our homework, Mi Gente.
Tone
I watched recently a Hollywood film that I knew was meant to transmit a very positive message. However, the tone in which they communicated said message made me feel mocked, ridiculed, attacked in my identity, diminished as a human being. What I'd considered a brilliant move of a brand, now has caused me to be repelled by it.
Make sure that along with the messaging, the tone you use in your storytelling will be well-received. I highly recommend developing a sense of context and having a pulse about our target audience's background, culture and values.
How do I create the type of stories that will connect ideas?
I've felt emotions when I’ve told stories in the past, but I haven't obtained that desired connection every single time. What should we do when no ideas come to mind? (Writer's block anyone?)
I’d say to that, ideas might not come yet, but we can do our due diligence to obtain them. As elusive as it seems, we can still engage in actions that will help inspiration happen. Look for different angles and strive for human connections. Stay positive! While I was writing this phrase, an idea came to my mind, and it's from the Old Testament:
"Strengthen the weak hands, And make firm the feeble knees. Say to those who are fearful-hearted, “Be strong, do not fear!"
Isaiah 35:3-4 New King James Version (NKJV)
Let's communicate courage and strengthen each other with our stories, Mi Gente!!! Thanks, again, for being here. Love,
Gonzalo
