A Story Vs. an Informational Piece

What is the difference between a story and a presentation that’s just a business narrative?

What Defines a Story?

Many business presentations sound like: “We have a fabulous product. Here’s what our customers say about it. You should buy it.” This is not a story. There’s no beautiful language that stimulates the senses, there’s no conflict to be resolved, there are no interesting characters, and there’s no core or universal message.

1. Core Elements of a Story:

(a) Plot

A story always contains a fleshed-out plot with conflict. A business story should focus on one named character. It’s best to avoid fairy tales or Aesop’s fables in business storytelling. Use real people in real stories for the best impact.

(b) Inner and Outer Dialogue

Stories frequently convey both the inner and outer dialogue of their main characters.

(c) Sensory Details and Emotion

A well-crafted story provides a lot of sensory detail. Stories convey emotion and help the audience feel the ups and downs of the character’s emotions.

(d) Drama and Conflict

Stories get the audience interested by providing lots of drama and conflict. The hero or heroine overcomes obstacles.

(e) Key Message/Layers of Meaning

A well-thought-out story contains a key message and often contains layers of meaning throughout.

2. Describing a Situation Versus Telling a Story

Describing a situation is not the same as telling a story. Here is a description of a

situation: “For nine months I struggled with my office colleague. His way of working didn’t mesh with mine. Then by accident we discovered something that changed our views of each other’s working styles.” This is just a description but could be changed into an engaging business story with the proper embellishments.

3. Other Narrative Forms/Not Stories

There are nine different narrative forms that are not stories. These narrative forms are valuable in business as well, however they are generally not as effective as stories are. Most of them can provide the basis for a story/stories. The elements they most commonly exclude are dialogue, sensory details, and a core message.

Anecdotes, Case Studies:

What are they? How do they differ from stories? When should

you use them?

• Definition: An anecdote is a short, personal account; A case study is an analysis of a situation that is used to draw conclusions

• How Do They Difer from Stories: An anecdote differs from a story because it

doesn’t provide sensory info, dialogue, context, or setting. Even though a case study frequently has a beginning, middle, and end, it isn’t a story. Case studies are broken into situation, solution to problem/s, summary of results, and analysis of results.

• When Should You Use: Anecdotes can be shared quickly to spark conversations orcto underscore a point. However, they are not a good replacement for a fuller, richer storyline. Case studies are good for teaching critical thinking skills and for lending credibility to a process you want to employ in the future. They provide models for business practices.

Descriptions, Examples:

What are they? How do they difer from stories? When should

you use them?

• Definition: A description is an explanation of a situation written in third person. An example is focused on an event or incident that illustrates a particular point.

• How Do They Difer from Stories: Descriptions and examples are both used when “talking about” a story instead of telling one.

• When Should You Use: You can use a description of a story to find out whether

someone wants to hear the full-blown story. Descriptions are frequently used to

provide the executive summary for a more detailed report. Examples work well when there isn’t enough time to tell a story or not enough print space allocated for a more complete story. Examples are a concise way to add validity to the point/s you’re making.

News Reports, Profiles:

What are they? How do they difer from stories? When should

you use them?

• Definition: A news report is an account of recent events. A profile is a concise

biographical sketch of a notable person or company.

• How Do They Difer from Stories: A news report summarizes the ending at the

very beginning. Its most important details are front loaded and its ending has the least important details so that editors can cut them. Profiles are descriptions and don’t include conflict resolution or emotional connection. They are short

biographies.

• When Should You Use: News reports work well when you’re conveying information about current events. They also work well in press releases and annual reports. Profiles are effective as part of internal project proposals or as part of an RFP (request for proposal).

Scenarios, Testimonials, Vignettes:

What are they? How do they differ from stories? When should

you use them?

• Definition: A scenario is an imagined sequence of events designed to bring forth new ideas. A testimonial is a favorable report from an internal or external customer.

A vignette captures a revealing slice of life. Vignettes can sometimes be strung

together to create an effective story.

• How Do They Differ: Scenarios are generally descriptions not stories. Testimonials are recommendations and not complete stories. Vignettes are generally episodes within a larger story framework.

• When Should You Use: Scenarios work for future planning and to stimulate

creativity. Testimonials are great for building credibility in print and online. Vignettes are best to capture interest quickly or as the individual pearls on a longer, more detailed story necklace.