These words captured the imagination of a whole country and helped shape its future! Such powerful are these words that even after six decades they create goose bumps.These words having a separate entry in Wikipedia, catapulted Martin Luther King Jr. into the ranks of Churchill and Lincoln as an orator. One of the black singers from the crowd shouted at King-“Tell them about the dream, Martin.” that King made these famous improvisation in the speech. The rest as they say, is history!
Story-telling has always been the integral part of human interactions across societies and generations. We all have our fond memories of story-telling by our grannies and parents. But, never ever in corporate history, had story-telling assumed such critical importance as it is now!
Stories connect people at emotional level much beyond the logic. In the triad of Logos, Ethos and Pathos- It’s the Pathos that drives the strongest connect among human species. Great leaders are master story-tellers -Churchill, Gandhi , Mandela were legendary leaders who would weave stories in human psyche that would drive them to action. In more contemporary business settings, Walt Disney and Steve Jobs were known for their compelling story-telling prowess. It’s often said that when logic fails in driving home the point, emotion does the trick. Stories build and capture emotions.
Modern day enterprises are trying to leverage the power of story-telling in building credible leadership. Narratives are part of competencies that leaders of today more than ever, must possess and apply. Narratives help build 3-Es: Envisioning, Empowering and Enacting.
Envisioning: Creating big picture is at the heart of story-telling. They serve as powerful anchors and imagery. What logic can’t make us see, pathos tie us to the underlying emotions that paint the big canvass. The Taj Mahal was built twice- once in imagination and the one that we see in reality. Leaders successfully paint these big pictures through narratives. Howard Scultz, CEO of Starbucks didn’t build the coffee brand on superior coffee brewing but by painting a space of the third place between home and office! As a leader, what envisioning do you do to drive the organisational goals?
Empowering: ‘I have a dream!’ this quadruplet of words liberated an entire generation.‘Swaraj Hamara Janam Sidh Adhikar Hai’ (Sovereignty is our fundamental right) was the war-cry in Indian freedom movement given by Tilak. These are the words that moved nations. A profound story, however, is more than just rhetoric! It calls into action. As a leader, do your corporate stories empower your employees?
Enacting: Great stories are naturally relating to people’s mind as much as to their hearts. People find themselves as playing various characters in such stories. Take Jobs’ famous product launch speeches of i-phones. He created a villain out of other smartphones and then introduced i-phone as the hero that tackled and won over such ‘bad’ elements. Again, a masterly act of story telling that coaxed buyers to action. Do your corporate presentations (yes, there are some good power-point stories despite of the established fact of ‘death-by-power-point’ line) compel your teams to act?
Successful leaders are waking up to the importance of narratives and actively promoting a culture of story-telling throughout their organisations across levels. They are making smart use of technologies (read, social media such as Enterprise Social Networks-ESNs) to propagate their compelling stories at a regular interval. Most of the forward looking CEOs and leaders connect through their twitter, FB and other ESN platforms. Tech-savvy political leaders are good examples of this growing tribe.
As a leader ask yourself these questions-
Are you an effective story-teller? Do you tell your side of the story often and convincingly? Are you creating a culture of story-telling across the hierarchies? Are your front-line employees narrating compelling stories to the customers?
Answers to these questions will determine your and your organisation’s ability to win over the heart and mind-share of your customers and stakeholders much beyond the market-share!




