Storytelling Lessons from Barack Obama.

Sen. Barack Obama won the presidency this month for many reasons: a slumping economy, a brilliant campaign, a message that connected with voters, and changing demographics. 

Still another reason was Obama’s extraordinary ability to communicate with listeners, connect with them, and move them. Much has been written about his oratorical skills. His voice is so wonderful it could make the contents of a bottle of Nyquil sound interesting. And he has great speechwriters.

But President-elect Obama also is a great storyteller off script.  I watched a clip of him telling the story of his chant “Fired Up! Ready to Go!” and how it originated in Greenwood, S.C. (Here’s the link) It’s a wonderful lesson in how to tell a story.

Step 1: Start with the Point

Like all good storytellers, Obama begins with the point. “I want to [tell] a story that some of you know. It shows the importance of one voice. It’s a story of my first trip to Greenwood.”

In addition to ensuring that your listeners get the point, starting with the “moral” creates a mystery that drives the narrative. Knowing the story’s destination, listeners pay attention to unravel the mystery of how to get to that destination.

Let’s say that you want to motivate your employees to focus on details to achieve big results.  You might start a story by saying, “I want to tell you a story that illustrates how focusing on little details can help you achieve big results.”  If your listeners want to get big results, they’ll listen carefully to find out how.

Step 2: Narrate Chronologically.

Obama allows his story to unfold as a series of chronological events.

I fly into Greenville and get in late. It’s about midnight. I get to my hotel about 12:30. I’m exhausted. I’ve been campaigning for 10 straight days and I miss my daughters. I miss my wife. I’m dragging my suitcase into my hotel room when suddenly I get this tap on my shoulder. I look back. It’s my staff person who says, “Senator, we’ve got to wake up at 6 am tomorrow.” I said, “Why?” He said, “Because we have to go to Greenwood like you promised.”

Of course, Obama could have just said, “We woke up early and drove to Greenwood.” But that wouldn’t be nearly as interesting as allowing the story to unfold in movie-like fashion.

Anyone can enliven their presentations with the same narrative style.  Let’s say that you want to talk about a meeting with your CFO.  You could say, “The CFO was mad.”  Or you could say, “I went in to see the CFO to discuss the budget. Sitting behind his desk, he looked angry. ‘Well,’ he said. ‘I’ve decided that you’re either an idiot or are trying to make me angry. Which is it?’”

The narration is more interesting.

Step 3: Details make it live.

Obama includes vivid details.  Once he arrives in Greenwood, S.C. he describes meeting Edith Childs, who originated the chant “Fired up! Ready to Go!”

“She’s dressed like she’s going to church,” he said. “She’s got her church hat on.” The church hat brings the story to life.

I worked with a lawyer who told a story about an emergency hearing held in a judge’s home. He grabbed his listeners by describing the living room where the hearing occurred.

Step 4: Reemphasize the point.

Obama ends by reminding the listeners of the point: “One voice can change the world.” Reemphasis brings finality.

Step 5: Practice

Obama has told the Greenwood story many times, refining it with practice. Great story tellers rehearse a lot. Stories tighten with age.

Learn to tell a story. As Obama knows, it’s a skill that can take you a long way.

Joey Asher is President of Speechworks, a selling and communication skills coaching company in Atlanta. He has worked with thousands of business people in helping them become better communicators. His new book is "How to Win a Pitch: The Five Fundamentals that Will Distinguish You from the Competition."  He is also the author of “Even A Geek Can Speak”, and “Selling and Communication Skills for Lawyers”.  He can be reached at 404-266-0888 or e-mail Joey Asher. His website is www.speechworks.net.