Before we had the written language, our ancestors passed down valuable information from one generation to another, from one clan or tribe to other using "stories". Call them what you will; sagas, parables, or legends, we are hard-wired to listen and tell stories -- we love stories -- we remember stories, even complex ones.
If we are given a list of 20 items, and then a few days later asked to recall the list, we will be lucky to remember 3 or 4. Yet, we are able to recall a complex story line, complete with characters, scenes, and dialog for a movie we’ve seen only once (and if we really like the movie, we will watch it again and again). If you want people to remember you, your organization, and your product or service, it pays to create it (and tell it) in story form ... a very specific form ... told in a very specific way.
There's no doubt that stories can change the way we think, act, and feel. How many times have you stayed up late reading a novel that you couldn't put down, or continued to watch a movie that you couldn't turn off? How many times have you decided to change a behavior or pushed yourself harder after hearing the story of someone else's success? Have you ever changed your opinion after reading a convincing article in a magazine or newspaper? This is the power of a SIGNATURE STORY!
Signature Stories are "UNFORGETTABLE"!
Signature stories are "VIRAL", meaning people will not only remember them, they will want to REPEAT them and SHARE them with others. Signature stories are incredibly powerful advertising and marketing tools, and if you know how to embed your business name, product or service, and your name within the story, they become an integral part of the story - it "becomes" the story.
Leaders can use the power of a great story to influence and motivate others to new heights. Leaders can create an oral tradition for an entire corporate culture, and by using signature stories, leaders gain the power to break down existing barriers. Stories can inspire; stories can help people understand a seemingly complex idea; stories can be used as a “call to action”. Stories are marketing and advertising GOLD.
WE LOVE STORIES!
"It's Not What You Know or What You Say That Counts ... It's What People REMEMBER You Said and How You Made Them FEEL!"™
