The neo-cortex is the largest part of the human brain and is associated with various higher-order cognitive functions, including memory, language, and complex thinking. Emotions are closely tied to the limbic system, but they also influence the neo-cortex. I think that when telling stories in a business context, appealing to emotions can make your story more engaging and relatable, as emotions often drive decision-making. Emotionally resonant stories are more likely to be remembered and can influence customer behaviour.
Mastering the elements
Here are five important components of a business story:
1. A sequence of related events
The narrative should unfold in a logical sequence of interconnected events, and this structure keeps the audience engaged and allows them to follow the story with ease.
2. A time and place marker
Clearly specifying when and where the story unfolds is crucial, as this provides context and also helps to establish a connection with the audience, making them more receptive to the story.
3. A central character
A well-defined central character serves as the anchor of the story, and this character should be relatable and engaging, helping the audience connect with the narrative on a personal level.
4. A surprise
To maintain audience interest, introduce an unexpected twist or unpredictable event, as this element adds an element of intrigue and keeps the audience eager to know what happens next.
5. A business point
Every business story should convey a clear and relevant message or lesson, and this could be a strategic insight, a moral, or a takeaway that aligns with the objectives of the narrative. The business point is what makes the story not just entertaining but also instructive and valuable.
I think by weaving these five components together effectively, you can create a business story that captivates your audience, making your message more memorable and impactful. Contact me via e-mail to arrange a meeting about your business storytelling sequence.
Your words are selling you
I think effective communication is crucial, whether spoken or written. When you're speaking, it's your responsibility to ensure your message is delivered effectively and this holds true not only for salespeople but also for sales managers and company leaders. This is because what you say will be shared, forwarded, and copied, therefore, it's essential to craft a well-structured narrative. This way, your message can be easily understood in the moment and remembered when shared with others in your absence. Your written communication should also be compelling enough to sell your ideas when you're not present.
In a coherent way
Effective communication is a valuable skill, especially in sales, where competition is fierce, and every word can make a difference in closing a deal. When you're in a competitive sales environment, it's essential to focus on creating a strong value proposition, highlighting the unique advantages of your product or service, and tailoring your message to meet the specific needs and pain points of your potential customers. I think the winning margin in competitive sales often comes down to understanding your customers and effectively communicating the unique value your product or service provides.
““When people are presented with the alternatives of hating themselves for their failures or hating others for their success, they seldom choose to hate themselves.””
Silent anticipation
Being both empathetic and strategic in your approach to communication is akin to playing a game of chess where you're thinking several moves ahead. It involves considering not only where you want to ultimately arrive in the conversation but also what specific outcomes you aim to achieve. I think the person asking the questions is the person in charge of the conversation, as by guiding the dialogue through thoughtful inquiries, you can influence the direction of the discussion and ensure it aligns with your objectives. Just as a chess player anticipates their opponent's moves, a skilled communicator anticipates the responses and reactions of the person they're engaging with. In addition to asking the right questions, it's crucial to recognise that clients often convey their thoughts and feelings through storytelling, and as a result, effective listening becomes a critical skill. This entails not only hearing the words being spoken but also paying close attention to emotional cues and non-verbal communication, for example, observing body language cues, such as leaning forward in interest or using expressive hand gestures, can provide valuable insights into the client's engagement level and emotions.
Breaking promises
The size of the commitments we keep to ourselves correlates to the size of the rewards we receive at the other end. For example, if we keep big commitments to ourselves their influence on our self-esteem and the narrative we tell ourselves can be used as evidence about who we really are. Conversely, I think if you break small promises to yourself then you’ll sow the seeds of doubt and weaken your resolve when it come to the larger ones.
Be present
Sometimes the best way to support and help others is to give your undivided attention, reading the room and balancing one’s contributions to ensure a value exchange that benefits all. I think that when you are waiting for a pause so that you can speak, you are not truly listening, and the most important part of listening is the ability to hear the unsaid. Everyone you meet knows more about something than you do, therefore, the goal is to leave people better than when you found them, and show you care more about the people around you.
Don't just tell me
What happens when performance doesn’t match the promise?
Teamwork is generally understood as the willingness of a group of people to work together to achieve a common aim. It’s not enough to call yourself a team just because you work together. I think you are only a team when you trust, respect and care for each other. This also the case with branding, as a very few customers will return a second time when brand performance doesn't match brand promise.
““Pay less attention to what men say. Just watch what they do.” ”
Changing your state
According to Charles Duhigg new habits are created by putting together a CUE, a ROUTINE, and a REWARD. James Clear agrees, and crucially adds a CRAVING which he believes drives the loop, e.g., Cue > Craving > Response > Reward. I think the CUE is often visual but in reality, can be any of the five senses. CRAVING is how you interpret the cue, and it can change depending on your current state. The RESPONSE is the action you take, and the REWARD is always some kind of consequence.
In cognitive psychology the internal states of moods, emotions, beliefs, and identity all effect your behaviour. How you interpret the “cues” should be added into the equation, and your interpretation definitely changes depending on your current state.
““Small differences in your performance can lead to large differences in your results.” ”
The level of intimacy
When self-disclosure works out well, it can have positive effects for interpersonal relationships. I think the purpose of your self-disclosure should be to enhance the communication and the relationship, not to divert attention, seek sympathy, or manipulate the other person. And intelligence is the ability to change your mind when presented with accurate information that contradicts your beliefs.
““People are happy to accept information as long as it’s wrapped in entertainment and stories.””
Ask better questions
I think asking questions is a fundamental characteristic of brilliant thinkers as they understand that questioning allows them to explore new ideas, challenge assumptions, and gain a deeper understanding of the world around them. I also think asking questions pushes the boundaries of knowledge by identifying gaps, challenging assumptions, promoting critical thinking, stimulating curiosity, inspiring innovative solutions, and fostering collaboration. By constantly questioning, brilliant thinkers are able to expand the frontiers of knowledge and make significant advancements in their respective fields.
Know it all
We are all aware that there is a difference between wisdom and intelligence even though it’s quite difficult to pin down. You must always be willing to truly consider evidence that contradicts your beliefs, and admit the possibility that you may be wrong. I think that intelligence isn’t knowing everything, it’s the ability to challenge everything you know.
““Sell your cleverness and buy bewilderment.””
How to gain trust?
Open-ended questions encourage the person to elaborate and provide more information, allowing for a richer and more detailed conversation. To probe and gather more information on a specific topic, here are five open-ended questions you can ask:
- Can you provide more details about [specific aspect of the topic]?
- How does [specific aspect] impact or influence [broader concept]?
- What are some potential challenges or obstacles associated with [topic]?
- Could you share any relevant examples or case studies that illustrate [concept or phenomenon]?
- In your opinion, what are some promising areas of future research or exploration within [field or topic]?
I think that when you get the brain to think differently by asking questions, you are forcing the client to open up and think.
““The young man knows the rules, but the old man knows the exceptions.””
Cicero speech structure
Cicero suggested that there were six main parts of a speech:
1. Introduction - Introduce the theme,
2. Narration - Outline your arguments,
3. Division - What are you trying to prove?
4. Proof - Evidence in support of your argument,
5. Refutation - Address oppositions,
6. Summary - conclusion.
Making a mark
We can measure time, units like cost and value, metrics and temperatures, but we don’t know how to measure feelings. And as a result we focus on what we can measure and not on what’s important. I think most people operate on primary motivations and the two default modes of human behaviour are habit and social copying. In other words, do what I have done before and do what everyone else does. Therefore, any new behaviours will take longer to adapt than you think. There are an awful lot of technologies that take a long time to penetrate or to become adopted but what’s really important is how sticky they are.
““If you can’t measure it, you can’t manage it.” ”
Why should buyers choose you?
There are certain things that are commonplace in every industry:
1) You rely on customers and clients for your success, and
2) You will have competitors.
Creating perceived value is subjective and depends on individual perceptions. Even if a product or service offers great features or benefits, its value is only meaningful if it is perceived as valuable by the target audience.
I think that understanding consumer psychology and using data to uncover insights about preferences and motivations will help businesses create perceived value in the minds of their customers. Effective marketing, branding, and communication strategies can influence perception and enhance the perceived value of your product or service. Contact me via e-mail for a confidential meeting about your organisations value proposition.
““The essence of power is the ability to define someone else’s reality and make them live according to that definition as though it were a definition of their own choosing.””
Knowledge sharing
Good communication is essential for conveying expectations, providing feedback, resolving conflicts, and fostering a positive work environment. Leaders and managers should be able to communicate clearly, actively listen, and adapt their communication style to different individuals. I think the biggest communication problem is we don't listen to understand we listen to reply. Contact me via e-mail for an evaluation of your interpersonal communication skills.
““The most powerful person in the world is the storyteller.””
Receive and convey information
The basic communication skills are speaking, listening, reading, and writing. I think successful communication involves a dynamic exchange between speaking and listening as it’s through this exchange that you can build meaningful connections, foster trust, and create a sense of shared purpose. The way you communicate with others and present your ideas makes a lasting impression on people by keeping them engaged. With effective communication and active listening, you will not only convey your message but also establish authentic and mutually beneficial relationships, driving personal growth and collective progress.
Fundamental skills
The ability to listen is even more effective in the personal development arena than just telling your audience to join the mission. As effective communication involves crafting narratives that resonate with your audience, appealing to their emotions, values, and aspirations. By presenting a clear and compelling story, you can inspire others to share your passion and align themselves with your goals. I think effective communication is not solely about talking or delivering persuasive messages, it also entails actively listening and understanding the perspectives, needs, and desires of your audience. The act of listening is a powerful tool in personal development and relationship-building as by attentively listening to others, you gain insights into their motivations, concerns, and aspirations. And this will enable you to tailor your messages and initiatives to resonate more deeply with their interests and address their specific needs.
The oldest tool of influence
When you believe that something is worthwhile, you not only commit to pursuing that goal but also become driven to effectively communicate and persuade others to join you in your endeavours. I think this holds true in both personal and professional scenarios. The art of communication and storytelling, often referred to as sales, becomes essential when pursuing a partner, inspiring employees, attracting investors, building a personal brand, or engaging with customers. The ability to convey your vision, values, and aspirations in a compelling manner is crucial for capturing the attention and support of others.