You've selected 2 or 3 story triggers from your lists of story ideas. Let's say that the key point you want to illuminate is about differentiating your company from the competition. This would be a great time to tell at story that transmits your company brand.
Your company brand is the promise you make to your customers. Promises include tangibles like high quality products, and intangibles such as feeling great (energy drinks), making friends (sharing food at a restaurant), elevating your status(luxury products).
You're the CEO speaking to an audience of senior directors. Your call-to-action at the end of your speech is to go back to their direct reports and work to achieve stretch revenue goals for the coming quarter.
One of your story triggers is about a time when you had to stand out from the crowd. The context of this could be personal or professional. Your story should include the decision to stand out, what obstacles you faced in achieving this goal and that you finally did by staying true to your brand or promise.
You were crystal clear about the brand promise, and then you evaluated your options based on whether they met or deviated from the promise. You selected only those that supported the brand. You went deep into what the brand promise really meant, identified the tangible and intangible elements of the promise and then pushed forward to reach the goal.
When you craft this story, put yourself back into the time and place to re-live it rather than reporting it in hindsight. You can tell a story with impact and 'stickiness' in only 5 or 6 simple well-crafted sentences.
Post descriptions about your own experiences telling stories though our comment link.
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