The Power of a Good Story

I’m fortunate enough to be part of our local Chamber’s Leadership SLO program (shout out to everyone in Class XXII!). Recently, the program immersed our cohort in a day focused on the arts and education in our community, and one small but impactful component of that day was devoted to the power of storytelling. Without a doubt, it was my favorite part of the day.

As a marketer and a writer, I have often felt that our job is to enable our clients to communicate a story to the right audience and tell it well. Tell it in a way that people love experiencing and want to revisit. Tell it in a way that’s unforgettable. Sometimes we can get so wrapped up in word counts and measurable calls to action that the impact of good storytelling can seem like a nice bonus rather than the essence of our trade.

But one of my favorite TED Talks always reminds me of how critical those core elements of story, motivation, wonder and sincerity are to every aspect of communication. Andrew Stanton (one of the original Pixar animators and screenwriters who also happens to be a personal hero of mine) explores his path through screenwriting, ever on a quest to tell a better story. And as you might imagine, his presentation is engaging, heart-felt, funny and incredibly poignant.

So if you have a moment this week, take about 20 minutes to watch Andrew give you the “The Clues to a Great Story.” Whether you’re looking to become a better community leader, sell a product, or maybe catch up with a friend, I’m a firm believer that telling a good story can bring people to a greater understanding.



*This video does contain a few (hilarious) expletives. You’ve been warned!