by R. Douglas Williams

Created on: December 21, 2008

People want to be captivated by a good story. It is central to human existence since we are all composed of thousands of stories making up a life. There is no better way to win the attention of a person than to walk them through a compelling tale.

Jesus was the master of using Story in his messages to enlighten people to deeper logic. Using objects and business practices and cultural symbols as a means of crafting short stories, he won the hearts of those who listened. When asked why he chose to teach this way, Jesus said that many of those he spoke to had ears but they couldn't hear. They had eyes, but they could not see. Brains, but they couldn't understand. The story was told the way a seed is planted. What they were being told would settle in them and grow later.

Leaders often make the mistake of overwhelming people with too much unpackaged data. Then, they get frustrated when no one "gets" them or what they are saying. Why can't anyone remember a simple list of instructions? Is it all that hard to remember the company's mission statement?

Lists and mission statements are mind-numbing globs of information without the power of a story of make them memorable. You could tell them about the time you implemented number 3 on the list and it turned your philosophy of business on its head. Maybe you could relate to them the experiences you had that lead you to fashion the current mission statement.

If you want people to do more than simply obey you, then tell them a story. The truly great leaders bypass strict obedience for unfailing loyalty. They resist the urge to assemble a body of subjects to shape a body of friends. The ability to communicate through story will help you achieve what every leader secretly longs for - a following of people who love them.

Especially when you tell stories about yourself, you will see the power it has to cultivate single-mindedness in your organization. Those who work for you will understand your message. More importantly, they will be able to communicate it to others who may be interested. People want to do business with someone they can relate to.

We are living in a time when the globe is shrinking and it is important to communicate in a way that everyone can understand. Those who speak effectively in a world of cultural, religious, and philosophical divergence are the story-tellers.

So, build your skills of story-telling. Then, you will see how easy it is to lead others. Your story will create a sense of authority about you. Story will bring not only what you say to life, but the people you lead as well.

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