{"id":86801,"date":"2021-03-30T19:38:54","date_gmt":"2021-03-30T19:38:54","guid":{"rendered":"https:\/\/inmoment.com\/resource\/how-good-storytelling-inspires-buy-in\/"},"modified":"2024-11-26T07:52:08","modified_gmt":"2024-11-26T14:52:08","slug":"how-good-storytelling-inspires-buy-in","status":"publish","type":"resource","link":"https:\/\/inmoment.com\/en-gb\/resource\/how-good-storytelling-inspires-buy-in\/","title":{"rendered":"How Good Storytelling Inspires Executive Buy-In"},"content":{"rendered":"\n
Author: Simon Fraser, Vice President, Customer Experience Strategy, Pearl-Plaza<\/strong><\/p>\n\n\n\n Bestselling author Mike Schmoker wrote that \u201cthings get done only if the data we gather can inform and inspire those in a position to make a difference.\u201d This is a challenge that experience professionals the world over face as they strive not only to meaningfully improve customer interactions and relationships, but also to prove those improvements to the boardroom. This is where the importance of good storytelling comes into play. Numbers are obviously important when it comes to impressing the C-suite, but our aforementioned bias toward narratives means that telling stories about emotion, about human connection, should also be considered here. Blending emotional and economic narratives together is often a winning combination in the boardroom, and one that many of us don\u2019t pause to consider in our rush to populate whiteboards with numbers. Now that we\u2019ve established which stories to tell and why, it\u2019s time to examine which frameworks can help make those stories especially impactful for C-suite presentations. In other words, once you have your narrative and an opportunity to share it, how might some behind-the-scenes storyboarding help drive the executive buy-in crucial to your experience programme\u2019s longevity?
As most experience practitioners can attest, telling the story of Experience Improvement (XI) can be surprisingly difficult. Between an acute need to prove ROI<\/a> and, frankly, the human mind\u2019s aversion to information retention, finding a point of ingress when storytelling isn\u2019t always as simple as gesturing toward numbers. However, it\u2019s important to remember that our brains are hardwired to think in narratives, and therein lies a means of telling effective stories to executives or, really, any stakeholder.<\/p>\n\n\n\nSolving Through Stories<\/h2>\n\n\n\n
What kinds of emotional stories might work well here? Consider an example I often refer to about a young man with cerebral palsy, who always had to attempt to fit generic shoes about his leg braces. Imagine how happy he was when a brand was able to provide shoes he could wear with his braces, a feat which came about as a result of that brand\u2019s experience programme and its dedication to implementing impactful change. I\u2019m sure that you\u2014and any reasonable executive\u2014would agree that that\u2019s a compelling story to tie Experience Improvement\u2019s value to, especially since it ends with the parents submitting an image of their son in those trainers.
Let\u2019s take a closer look at the elements that make this story compelling. On a psychological level, it\u2019s important to remember that character-driven stories enhance the listener\u2019s empathy (which is also why it\u2019s a good idea to open your next presentation with such a narrative). Stories also conjure meaning because they and their narrative archetypes are central to what makes us human. Finally, stories like the shoe example conjure not only empathy, but curiosity, both of which make audiences feel highly engaged as the story crescendos, then concludes.<\/p>\n\n\n\nCreating Your Storyboard<\/h2>\n\n\n\n
Consultant Barbara Minto created a storytelling framework that I find effective, and it\u2019s known as the Pyramid Principle. At its simplest, this framework flows as follows: the situation (S), the complication (C), the question (Q), and the answer (A). S-C-Q-A. You\u2019ll note that my example from earlier suits this framework perfectly; the young man having cerebral palsy is the situation, his discomfort with conventional footwear is the complication, the question is how a brand might attempt to solve the problem, and the answer came in the form of it providing specialty footwear for him.
The Pyramid Principle may be simple, but that\u2019s why it\u2019s an effective storyboarding structure. It adheres to the psychological elements of narrative that we reviewed earlier. Moreover, it helps create that emotion that executives want to see in your experience storytelling, which will also stoke C-suite buy-in for your next programme ambitions. Fluency, familiarity, and feeling are all key here.<\/p>\n\n\n\nGather ‘Round<\/h2>\n\n\n\n