[MUSIC] Today's business environment is extraordinarily complex. Imagine for a moment that you're the CEO of a large global consumer package good company that specializes in producing delicious snacks, things like potato chips, cookies, chocolate bars, carbonated soft drinks. You wake up one morning and all the news coverage is about the World Health Organization's alarming report on the obesity pandemic sweeping our world and how your snacks are the singular cause. At the same time, you receive a report that a well known NGO is threatening to organize a boycott of your products. As they protest unfair labor practices at your facilities in West Africa. Then you learn the new production facility you were counting on to meet your investor growth projection, it's being delayed indefinitely, because of new governmental regulations. And to top it all off, your primary competitor has just launched a new product line that is taking the market by storm. The pace of change in the marketplace, whether in technology, consumer marketing trends, governmental regulations, political and social issues, etc., is staggering, and the competition is unrelenting. Every day, business leaders are faced with the challenge of communicating to multiple audiences on a variety of topics in a way that breaks through the clutter of our information age, and that authentically appeals to both the head and hearts of key stakeholders. Every day leaders are struggling to communicate business priorities, align organizations, provide clear direction, and paint a vivid picture of the future in a way that instills confidence. This is a tall order. But the art of storytelling helps us do just that. So what does a great story look, feel, and sound like? I offer seven characteristics that will serve as a good litmus test. First let me start with the six Cs. Now most, if not all of these, are self explanatory, or intuitive, so I won't spend much time on them. Number one, clear. In a world fraught with nebulous and ambiguous messages, is your story clear? Would your grandmother or next door neighbor understand it? Number two, concise. The French inventor and writer Blaise Pascal once said, if I had more time, I would have written a shorter letter. The human attention span is at an all time low, while the competition for mindshare is at an all time high. Number three, consistent. Is your story consistent throughout? Does it communicate a consistent theme or themes? For example, if someone were to communicate about how great the business is growing, and then in the next sentence or two talk about the need to let go half of the work force in conjunction with budget cuts, this is inconsistent. Also,rRemember that this is a journey, so keep in mind that you've probably communicated on this topic in the past, and will need to communicate on this topic in the future, so keep it consistent. A great example, if you know that there will be tough times in the near future don't make your story so bright and cheery that the reality of the tough times catches your audience off guard. Audiences hate inconsistencies. Number four, credible. Is your story credible or just wishful thinking? Does your story offer sound reasons to believe? Number five, cohesive. Does your story hang together well or is it just a compilation on different thoughts, ideas or proof points? And number six, is it compelling? Does it have the ability to move your audience to action? Does it cause them to think or feel differently? Those are the six Cs. Characteristic number seven, sticky, was made popular by Chip and Dan Heath in their book Made to Stick. Is your story sticky? Is your story memorable, and will it stick to the audience like Velcro long after you're done telling it? In their book, the Heath brothers identify stories as one of the powerful ways to ensure your message sticks. For example, you remember hearing about the story of the person who was on vacation in a foreign country and went out for drinks. Only to wake up in a bathtub filled with ice and discover that his kidney had been removed by organ harvesters. This story has traveled the globe, and continues to stick in the minds of all those who hear it. It's sticky. So those are the seven characteristics of all great stories. Which one of the seven resonated with you most as an opportunity to make your story telling better? >> [MUSIC]
