ThomasLife @ Flickr
Once upon a time…
The effects of story are different upon us all, and yet there are some universal principles and dynamics each one of us can learn from the power of story.
The 6 Cs of Story
Not that this is a definitive list of just what using stories can do for us in business, and in our own personal endeavors; here is a quick overview of 6 principles we can apply to stories that will help us understand the greater meaning of how they can be used today.
Stories provide…
1. Context: they help us position ourselves, our thoughts, and others in the world we live in. The context of the story gives the backdrop from which we can reference meaning to the story being told.
This is important because once a story has been passed on it is essentially in the past; by having contextual reference we are able to look at the meaning as it was shared within the present of the story and apply the lessons to our own day, and the future as well.
2. Continuity: the mind requires a reference point. We exist in places and time. Stories help to set the reader, or listener, in a certain place and time that they can connect with. This point is often overlooked, as the audience, and the message being relayed to it, can be towards the past, the present, or the future.
People need to know where they are coming from, and where they are going…
People need to know where they are coming from, and where they are going [in time]: this point can not be stressed enough – there needs to be a sense of continuity for the audience.
3. Culture: in this sense, the culture involved with the story has to do with the amassed beliefs, actions, and attitudes of the society, or sub-society, involved with the particular organization and its mission. Through the use of story one is very deftly able to share the culture of a certain group with the targeted audience.
If one is trying to influence the culture of the group you are trying to connect with, then you need to change the story of that group, and be sure to establish a sense of continuity so that each member can follow the meaning that is being laid before them.
4. Character: we are all heroes in our own mind. Story gives us (whether a person, a company, or an organization) the opportunity to define ourselves to…ourselves, and others. What is the point of story if we can not relate to the main character or are the main character?
Through the use of specific people (heroes and villains) we are better able to understand our own roles within the grander context of our purpose and meaning. The characters involved within the story become a sounding board for each one of us to bounce ideas and virtues off of, and to test ourselves in the real world.
Having a good character is essential to a great story. No company should forget that.
5. Cause + Effect: humans are meaning seeking + making machines. By ‘knowing’ that this causes that we gain a sense of control that we did not have before [whether it is real or not].
Each one of us will not stop until we feel that we ‘understand’ just what is going on. Stories organize the information before us into a meaningful string of elements from which we can apply conclusions.
If you are a company, think of it this way – you can share a bunch of ‘beneficial’ facts about your product and service, or you can weave them into a story that helps to spread the message (your customer is already making their story; the question is just whether or not you are joining the conversation).
6. Connectedness: this last element is important – when we talked about context before we talked about all the elements and factors that served as a backdrop from which to pull the meaning from. Connectedness is about the links and webs that tie us to each of those elements, and the world outside of the story as well.
A good story doesn’t take the listener too far outside of their own world, but rather connects them to certain elements and factors that they can relate to and thereby follow the story even further.
Again, while this is not a definitive list of just how stories can provide value to companies and organizations, it does give a brief framework from which to operate.
As you seek to tell your own organization’s story you should ask whether or not it meets these 6 criteria of context, continuity, culture, character, cause + effect, and connectedness. Any one of these elements could, when explored further, open up a door of possibility and communication between you and your audience.
So listen…as the story unfolds….
