We’re told to be clear, concise, and coherent. To focus on the proper planning and purpose of any story we tell in a business context. While the 5 C’s and 5 P’s can be useful starting points, an over-reliance on these technical formulas is hindering the very thing that makes storytelling powerful; its human connection.
The Problem with Prescriptive Storytelling
The trouble is, when we’re so focused on ensuring a story checks all the boxes of structure and technique, we risk losing its heart. A presentation might neatly fit the mold but fail to move audiences. A marketing message could be perfectly clear, yet entirely forgettable.
True storytelling isn’t about ticking off criteria. It’s about forging an emotional connection, awakening empathy, and inspiring action. It’s about showcasing what makes your business, product, or idea different and relatable on a level far deeper than mere facts and figures.
The Power of Authenticity
In our pursuit of technical perfection, we often sand away the unique edges that make a story resonate. We replace vulnerability with polish, and passion with meticulously crafted talking points.
Audiences crave authenticity. They want to see the human stories behind the statistics. They want to feel understood, not just informed.
This isn’t to say structure and purpose don’t matter. They do. But they should serve the story, not stifle it.
How to Break Free from the Formula
- Focus on the WHY: Before outlining the structure, ask yourself, “Why does this story matter to me, and why should it matter to my audience?”
- Embrace Vulnerability: Don’t shy away from sharing moments of struggle, setbacks, or even humor. These humanize your story.
- Ditch the Jargon: Use conversational language, like you’re speaking to a friend. Your message will be clearer and more memorable.
- The Power of Specificity: Instead of generic statements, use vivid details and anecdotes to paint a picture in your audience’s mind.
Remember: The most effective storytelling is often a balance between technical skill and raw, honest emotion. It’s about using your voice uniquely to express something that feels genuinely true to you.
