Here’s terrific insight from global travelling Newsnight anchor, the talented Gavin Esler.
Taken from his experiences interviewing the world’s ruling classes, he’s recently penned a tome about what makes a great leader.
His conclusion? They all tell very good stories.
His favourite story surrounds the driving force of Maggie Thatcher;
I’m the grocer’s daughter from Grantham
This tells the listener that she’s a daughter, not a son. A grocer’s daughter so not posh and to be feared as such. And from the backwaters of Grantham, so not part of the scary elite.
He reckons that leaders tell stories well – in fact, better than everyone else – because they do it in a more organised way. (Even if that nowadays means a spin doctor stirring the cauldron).
There are three types of stories they tell too;
Who am I?
Who are we as a group?
What’s our common purpose?
(& this last one he also frames as, ‘where will my leadership take us?’)
If you have all three of these, then you are ready to persuade anybody.
I read something recently that suggested;
a good story beats a good stat every time
The inference being, people remember the story more. Probably due to the emotional connection they can make with it that they cannot with a number.
So, why not start with ‘who am I?’ What do you want to get across to your potential customers? And can you do it in a way that both shows how you stand out as different, and would be their perfect partner?