What's the best way to connect with your audience and deliver your message? Surround your important, big idea with a story the audience will remember.
Facts, statistics, charts, and quotations are important -- when they amplify and back up a memorable story. But without the story to anchor them, facts and statistics just float away.
Let's say you want to talk about leadership. Your message could be this: Leadership means looking for what people need to succeed -- and then helping them get what they need."
To make your point, you could use a statistic. Here's one from Grant Thornton, a global accounting and business consultant: "66% of business leaders say they are more aggressively educating employees on their role in delivering on the value proposition." Interesting, but will you remember it next week?
Now let's try a story to make the same point.
In 2003, the Portland Trail Blazers were in the playoffs. There were 20,000 people in the arena -- with a national TV audience watching. A local 13-year-old girl had been chosen to sing the national anthem, a cappella.
But halfway through the anthem, she forgot the words. Flustered, she stopped.
Trail Blazers head coach Maurice Cheeks quickly approached, put his hand on her shoulder, and began singing the anthem. She started singing again -- and thousands in the arena joined in. A difficult moment turned to triumph.
Check it out on YouTube: "Mo Cheeks national anthem." It's an inspiration.
To wrap it up, remind the audience of your big idea -- which is the moral of the story. Maurice Cheeks showed true leadership by asking, "What does this person need to succeed -- and how can I help them?"
Build your next speech around a memorable story. Stories resonate with our collective life experiences. Statistics, charts, and facts don't.
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