Excerpts from the Book

The Story Theater Method
For Strategic Storytelling In Business
Author: Doug Stevenson

“The techniques you’re about to learn are like dance steps and they’re the same steps for everybody. All you have to do is follow the directions.”

“But when I said those magic words, “let me tell you a story about a customer that I had…” and I began telling a personal story, they all looked up and paid attention. They were right there with me hanging on every word. The only thing I can relate it to is a school of fish. You know how an entire school of fish turns left and then right and then left again at the same time as if they all have one brain? Like they are all one? Well the minute I started telling my story, it was as if we were all one. All of a sudden and without warning - we were connected.”

“Strategic storytelling is just that – strategic. Business stories are verbal tools designed to be used in a specific situation for a specific purpose. Their utility is dependent on making a point that is congruent with the story and the audience’s needs. If the point of the story does not address the issue the audience is facing, what’s the point?”

“An imbroglio is defined as an acutely painful misunderstanding or embarrassing situation. Think of a time when you unwittingly found yourself in deep trouble, and you have the makings for an intriguing imbroglio story. Ironically, some of your funniest stories will come from your most humiliating moments. Imbroglio stories allow us all to be comedians.”

“A principle requirement of connection is our willingness to be vulnerable. Stories let us let our guard down. They let people in the room know we are willing to self-reveal. Wisdom is the accumulated knowledge of our life. It is by sharing this wisdom through first-person stories that people relate to us.”

“Stories move people from their head to their heart and back again. If you can connect emotion
to information, you can motivate your listeners to change their behavior.”

“Story Theater is a synthesis of the practical and theatrical. It is a methodology that allows you to teach without seeming preachy, entertain without being artificial, and inspire without being evangelistic.”

“When training people, a story is the best way to help employees “grasp” an abstract concept. It helps them “buy into” a new idea or initiative. The story brings an intellectual idea into the “real world” so they “get” it. Listeners “see” what you’re saying and visualize it - which means they internalize it instead of just hearing it.”

“I believe that the messenger is as important as the message. The messenger is the vehicle through which the communication is transmitted to the audience. If the messenger is not confident and comfortable with his or her genuine self, the transmission of the message will not be successful.”

“Drama is about telling the truth. It requires that we remove the mask of superficiality and appropriately reserved social behavior and let people see and feel our most intimate private behavior. It is about giving voice to the inner world of thoughts and feelings.”

“Speakers that are compelling and memorable use four types of language. They are:

• Verbal - the words and language that you use to communicate your message
• Vocal - changes in tone, tempo, volume and inflection
• Physical - body language, movement and eye contact
• Emotional - true emotion felt within the context of the story you are telling”

“Emotional language is a wordless form of communication that everyone, regardless of gender, race, or nationality, understands and responds to. Is it possible for the heart to see and hear? Does it speak a language like no other? I believe it does. In this chapter we’ll explore seven forms of emotional language.”

“When you “embody” a story and immerse yourself in re-living it, you bring everyone in the room along. Instead of being preoccupied, distracted, or bored, people can’t help but listen with every fiber of their being. They are caught up in the spell of the story and are “one” with the speaker.”

“In short, Strategic Storytelling using The Story Theater Method^TM is a recipe for ‘communication charisma.’ You take a pint of important information, add a dash of organization and logic, include a cup of genuine emotion, provide two chances for meaningful participation, and Viola!, you’ve created a concoction of longed-for connection that engages everyone in the room.”

“There is a diamond within you waiting to be polished and I’m calling on you to stop showing up in your life looking like a rhinestone. Story Theater is about polishing the diamond that is already there.”