A facilitator shows participants a list of 20 items – say, a pair of shoes, lampshade, ice cream etc. – and claims that in ten minutes or less they can teach anyone how to recite that list from memory, in the correct order.
And they do. When every participant is let in on the “secret” they discover that the way to instantly recall any number of otherwise disconnected items is to weave them into a story.
We’re all born with the ability to tell stories; it’s how we learn because the brain is an associative device. Storytelling is an essential skill for the novelist, but it’s also a powerful non-fiction tool.
Many writers of case studies could benefit from becoming more familiar with storytelling concepts; so could business book authors. There are three concepts in particular that are very useful in helping make your work more compelling.
ThirdRiver consultants, Ken Jennings and Heather Hyde, exemplify all of them in their business fable The Greater Goal: Connecting Purpose and Performance (Berrett-Koehler, 2012).
First, think of any classic “hero’s journey” movie. To capture the viewer’s attention, something happens fairly quickly that rocks the hero’s ordinary world and sets in motion the character transformation we see at the end. (That’s how you can identify the hero; it’s the person who changes the most.)
In The Greater Goal, the hero Alex Beckley is in a near-fatal car accident. This major, dramatic event helps to completely change Alex’s world, and it happens quickly – on page eight!
When we first meet Alex he’s a failing company president with a laundry list of personal and professional issues that he doesn’t know how to overcome. Cue essential storytelling concept #2.
In addition to moving the story along with a quick, dramatic wake-up call, every hero benefits from a mentor (think Harry Potter and Dumbledore). In Alex’s case, his mentor comes in the form of wise consultant Quinn McDougall.
Why does The Greater Goal work so well, not just as a business fable? Because it immediately gets right to the point. Alex faces a raft of challenges most of us can relate to: poor performance and low morale stemming from an obsession with results; job insecurity; no sense of work-life balance; the notion that what he’s always done isn’t working, but he doesn’t know how to change.
By page 13 Alex does what every hero must do before transformation can take place, he asks for help. Help in the form of mentor Quinn McDougall allows the authors to show the difference that comes from embracing five key practices for leading differently: Commit to the greater goal; Construct shared goals; Cascade greater goal coaching; Reinforce alignment; and Build on success.
Yes, there’s a happy ending (oops…should have said “spoiler alert” but you expected that didn’t you?), but what is handled especially skillfully in The Greater Goal is something often missing in business books and business writing generally – tension (storytelling concept #3). Like all good stories where you know the hero prevails, we don’t want that to be immediately apparent. Which is why it was wise for Jennings and Hyde to include naysayer Nate in their story.
Even if you’re not planning to write a business fable, any business book will benefit by:
- Getting quickly to the challenge (i.e., don’t start out with a lot of “backstory”).
- Ensuring there’s a build up of tension in the narrative.
The author taking the role of mentor (because if you’re playing the hero you’ve missed the point).
—Liz Alexander is a prime example of how childhood passions are the best indicators of future careers. She’s been writing since she could pick up a pencil, was reading newspapers at age two, and Homer’s epic poems by the age of 8. As “Dr Liz” (granted after five years in the educational psychology doctoral program at UT Austin), she draws on 25 years of commercial publishing experience to transform subject matter experts into best-selling thought leaders. Instead of the usual bio blah, blah, you can find an infographic depicting her communications career here, as well as social media links. Liz loves mutually respectful, intelligent arguments; feel free to challenge anything she writes here, or on her website