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_"In the early 90s, after I'd returned to Auckland from London..."_

_"It was a Friday, and the sun was shining during my break...."_

_"On my 10th_ _grade results day..."_

You will recognise these three sentences as story-openings. They're attention-grabbing, aren't they? And that's because a good story makes us pay full attention.

Global [business storytelling](https://www.thegrowthfaculty.com/blog/businessstorytelling) expert Yamini Naidu told our masterclass that storytelling is as old as time but is also a contemporary tool of our time.

And that tool can be used to **influence.**

Here are some of the highlights from Yamini's masterclass for Growth Faculty.

First, let's look at ways we can influence others.

**Hard power** (command and control leadership, for example) has long been used to influence, and has its place, says Yamini. But hard power can lead to anger, grudging compliance, or people saying yes but doing nothing.

**Soft power** (connecting, collaborating, consulting) can be used to reach and influence a wide audience but takes time, takes skill, and is subtle.

**Story power**, on the other hand, has the influence that leaders need; the power to engage, and to influence results. That's because while hard power **informs** and soft power **invites**, storytelling **inspires**.

_"There's an inspiration famine and storytelling turns a famine into a feast,"_ says Yamini.

Why do business storytelling?

Aristotle said to influence, inspire, and inform you need 3 pillars: **Logos** (logic or content), **ethos** (personal credibility) and **pathos** (emotional connection).

Most business leaders stay in the logos (logic/data/facts) pillar, and _double down_ on facts when they don't at first work.

Problem is, says Yamini, facts don't shift behaviour, whereas storytelling can.

[**Free Download** : 10 Leadership Qualities That Will Help Solve Challenges in 2024](https://thegrowthfaculty.ac-page.com/leadershipqualities)

Logos, ethos, pathos

You've heard the saying "Everyone has a story in them." This is true, says Yamini, given that **everyday relatable experiences** work best for stories.

Yamini gives the example of "_Love Stories"_ author Trent Dalton who set up a typewriter on a street with the sign _Sentimental writer looking for love stories._ People just stopped, sat down, and shared their story.

**Team exercise:** Each think of a time in your life when you had an experience when you learned something and the learning still stays with you today.

What is storytelling?

Business storytelling differs from traditional storytelling in 3 ways:

**Purpose.** It must have a purpose or a message (_Things happen for the best, or We shouldn't jump to conclusions_)

**Data.** It must have good solid data. (_1 in 4 people suffer anxiety. I remember when I was 18 and had my first panic attack._.)

**True.** It must be authentic.

How is business storytelling different?

Think back to that time in your life where you had an **experience** and the **learning** informs or influences you to this day.

With this in mind, construct your story in these 3 steps.

**Beginning** - Start with a time and place in one to two short sentences (_I remember back to around 3 years ago in my last job_.) Can you cut out some words to make it even punchier? (_3 years ago in my last job.._.)

**Middle** Imagine your listener is a fly on the wall, or you are having coffee with a friend. How would you drop them into the action without giving away what the story is about? Use everyday language, be conversational. Add in sensory details (what could you see, hear, smell?).

**End** Finish the story and then add the business (or personal life lesson) message (_That day I learned... I'm sharing this because..._) Make the story no more than two minutes long.

**Practice** Before you present your story to your intended audience, practise it out loud, perhaps record yourself telling the story (into your phone) and listen to it back. Practise your story with one other person.

**Learn from the experts** Watch Ted Talks, get Yamini's 101 Story Ideas by sending an email to support (at) yamininaidu.com.au or buy Yamini's book [Story Mastery](https://www.booktopia.com.au/story-mastery-yamini-naidu/book/9780648598701.html).

**Team exercise:** Spend some time crafting some stories. Next time you want to influence customers, employees, or other stakeholders, ask yourselves "What will we do differently?"

How do you do storytelling?

Our masterclass did the exercise and shared bits of our stories and the lessons they taught us.

Heres are three full stories shared by a few of our participants:

Let's finish with three stories.and the lessons they taught.

_"It was about 11:15am on my morning break when I dropped dead in the bathroom._

_I had suffered a sudden and near-fatal brain haemorrhage._

_No pulse, no warning. Clinically dead._

_I woke in hospital 6 hours later, diagnosed with a ruptured brain aneurysm with only 20% chance of survival._

_Of all people with an aneurysm, only 1% rupture. Here I am - The lucky 1%._

_Six weeks later, two emergency brain surgeries, a punctured lung, and only one working ear - I left hospital. Seven weeks prior I was a healthy 28 year old._

_I'm telling you this because that day I was taught a lesson which 12 years on still serves me well._

_I've learnt that **life can change in a heartbeat**. How would you live today, if tomorrow was never promised?"_

Story #1 from Leola:

_My first three years of primary school in Canberra were terrifying and slow torture every day. I cried a lot._

_I couldn't speak English properly as the language spoken at home with my parents was Latvian. My Latvian name and surname were difficult to pronounce._

_I was called a wog and was physically bashed by the girls in my class when the teachers were not looking. My mum gave me her wooden cake mixing spoon to take to school to defend myself!_

_This experience has played and continues to play a critical role in my life. I cannot forget this trauma._

_So, I strive to balance being **respectful and considerate**, and combine this with **standing up for principles and values** that I hold dear._

Story #2 from Valda

_It was my first trip to Darwin and over the north-west corner of NSW, at 30,000 feet, the plane began bouncing around like a Manly ferry passing the Sydney heads on a mightily choppy day._

_As panic filled the cabin, I grabbed the seat in front of me thinking that may somehow help. A calm, authoritative, almost monotone voice, came over the loudspeaker:_

_'This is the Captain speaking. The turbulence you are feeling right now is not unusual over north-west NSW. There's clear air at 40,000 feet. We've started our climb and we should be out of the turbulence in about 10 minutes.'_

_And he kept talking in that same calm manner, with the authority of experience, until the plane calmed._

_My lesson is this: When panic strikes, **the leader's job is to take charge, to calm and focus the team**, and guide them to clear air._

Thank you Leola, Valda, and Anne-Marie, and all our delegates for their storytelling efforts and participation today.

_If you'd like to increase your professional and personal development why not consider becoming a_ [_Growth Faculty membership_](https://join.thegrowthfaculty.com/growthfacultypass/)_? Unlimited access to a year's worth of live virtual masterclasses and Global Headliner virtual events - PLUS On Demand content with video replays, podcasts and book summaries. Join a community of knowledge seekers who are inspired by the best._ [_**See who's up next**_](https://www.thegrowthfaculty.com/?promoCode=Blog#liveevents) [_**.**_](https://growth.lightning.force.com/lightning/r/Blog_Post__c/a1d4G000004oYwKQAU/view)

How to become a business storyteller

The What, Why, and How of Business Storytelling From Our Masterclass With Expert Coach Yamini Naidu

Keep informed
Stay Inspired

How to become a business storyteller

The What, Why, and How of Business Storytelling From Our Masterclass With Expert Coach Yamini Naidu

Keep informedStay Inspired

Keep informed
Stay Inspired