Retail Observer

RETAILOBSERVER.COM JULY 2017 14 R esearch shows that when an idea is presented in the context of a story, it is 20 times more likely to be remembered. The neuroscience evidence further suggests that by using stories, you are connecting with your audience on a deep neurological level, creating bonds between you and them. Yet, while we appreciate a good story, most of us aren't so good at creating them. In LET THE STORY DO THE WORK: The Art of Storytelling for Business Success, Esther Choy helps readers create their own compelling stories with a clear, proven, step- by-step process. She shows how you can mine story ideas from your own life and work, refine them into classical story structures, and tell them in everyday business situations. Packed with enlightening examples, the book explains how to find the perfect hook, structure your story, and deliver it at the right time in the right way. And you'll learn how to use stories to: • Capture attention • Engage your audience • Change minds • Inspire action • Bring facts and data to life • Clarify challenging concepts • Sell persuasively The author begins by laying out the core components of a compelling story. All strong stories share the same basic structure of the 3-Act Formula. In Act 1, the story opens with a specific scene, ushering in the main characters and planting a hook. In Act 2, the storytellers take their audiences through the journey of how the main characters overcome their challenges. Then in Act 3, the story reaches the final resolution. This is where you ask yourself, "If my audience remembers nothing else about my story, what would I hope they take away?" How has your story made your audience feel? The author then outlines the 5 basic business plots that anyone can understand and relate to: the Origin or founder's story, Rags to Riches, Rebirth (think Harley–Davidson), Overcoming the Monster, and the Quest. She explains the distinctive emotional appeal of each plot, and provides a template and a real-life illustration. For example, she looks at Air B-n-B as an origin story. Choi encourages you to use these templates to help you to jumpstart your own stories. Never underestimate the power of a great story to turn everyday communications into opportunities to connect and build lasting relationships no matter where you work. B O O K R E V I E W LET THE STORY DO THE WORK: The Art of Storytelling for Business Success Author: Esther Choy lives in Chicago and is the Founder and President of Leadership Story Lab. Since launching the company in 2010, she has coached hundreds of managers at Fortune 500 companies such as Allstate, BP, Baxter Healthcare, the Chicago Mercantile Exchange Groups, and others. Choy has taught storytelling for Kellogg School of Management's Executive Education programs. Publisher: AMACOM Books RO

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