Howard Tullman contributed an excellent piece to Inc magazine titled "Communication: Why the Story Is Everything."
The Gap Between Knowledge and Action
I want to ask those who truly comprehend storytelling's importance: How do you actually use this knowledge?
Many of us fail to apply what we understand about storytelling's power—the messages stories convey, the engagement they enable, how they help audiences comprehend and share information. Closing the gap between capability and knowledge requires work, practice, confidence, and persistence.
When I neglect storytelling as a communication tool, I distance myself from effectiveness. This gap undermines my confidence and makes me retreat, reinforcing the belief that "I'm not a storyteller." Cultural narratives about storytelling create unnecessary barriers to using structural elements in everyday conversation.
We Are the Stories We Tell
For years, I frustrated colleagues by interrupting mid-thought with questions. My impatience to ask the next question often caused them to lose track of their explanations. When emotions of not being heard became overwhelming, I retreated entirely.
Notice how I explained that point through narrative? I involved you by confirming your likely guesses and used metaphor and reference to build understanding. I employed familiar frameworks and left some references ambiguous.
Building Ability Through Intention
Consider your recent conversations with staff, team members, and friends. How natural do they feel? What emotions arise? What storytelling techniques do you use to invite curiosity and build anticipation?
Demonstrating vs. Instructing
Simply instructing teams to prepare reports "Goldilocks style" won't generate the same results as demonstrating what this actually sounds, looks, and feels like. If you want presentations that engage critical thinking, provide tools and practice space.
Meeting Protocol Suggestion
Insist that no one interrupt presentations. Ask attendees to write questions and raise them afterward. During the debrief, check in on emotions and engagement levels. Did listeners respond differently than usual? What learning emerged?
The Goldilocks Story
Once upon a time, three bears lived in a forest cottage. After Mama Bear made porridge, they left for a walk while it cooled.
Goldilocks, a playful girl with golden hair, discovered their unlocked door. Finding three porridge bowls, she tasted each: Papa's was too hot, Mama's too cold, and Baby's was just right—which she ate entirely.
Exhausted from walking, she tested the chairs: Papa's too hard, Mama's too soft, Baby's perfect—until it broke beneath her. Upstairs, she tried the beds with similar results, finally sleeping in Baby's.
When the bears returned, they discovered someone had eaten Baby's porridge, broken his chair, and was sleeping in his bed. Goldilocks awoke, startled, and fled into the woods forever.
References: - Wikipedia: The Story of the Three Bears - Bruno Bettelheim's psychological analysis
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