Investment is Storytelling
Investing in other people's stories more than our own isn’t easy. But it pays great dividends when we set our own ego aside and give someone else the spotlight.
The fastest way to earn someone’s trust and respect is to let them do most of the talking. People just want to tell their story to a kind and engaged ear; Be that ear. Give them a voice and we prove that we care. Investment in the ideas and perspectives of others helps them to invest in us, and in our authority.
As a global speaker, coach, and team trainer, I hear thousands of stories every year. It would be easy to block those stories out or step in with my own, but I don’t. I've always found more gold in the listening mine than in the speaking mine. And the more I listen, the more I learn, and the more value I discover in the person sharing their tale with me.
Turns out there's hard science to back this concept up. The National Institutes of Health reveals how active listening activates the reward system and improves the impression of relevant experiences. In other words, finding value in the stories of others increases the value of our own stories in return.
When we find ourselves in the presence of someone who wants to share a story (invited or not, interesting or not) we have a choice: Lean in or tune out. I recommend the former. Even if we find the story dull or unwarranted, both parties win through active listening.
Active listening is defined as empathic understanding, unconditional positive regard, and congruence behavior (Rogers, 1959) and has been proven in numerous research studies to improve the social behavior of others. The fundamental revelation from these efforts is that when we engage, we improve society, and when we detach, we detract from society. It's a choice.
Investment in active listening has direct correlation to the craft of #CorporateStorytelling. Delivering a winning talk, running a successful internal meeting, or steering the course of a multinational brand requires us to display control, demonstrate confidence, and establish credibility in our leadership role. The focus is on us happens by default. But the best communicator knows how to balance that focus between themselves and their audience. Our story enhances their story and vice versa.
We can literally watch engagement levels shift back and forth in real time during a strong presentation. When we talk about ourselves, we risk losing the listener; when we talk about the listener, we engage their interest through genuine celebration of their innate value. When we stop talking altogether and let the listener contribute, they engage and re-engage, again and again. Investment in others is great storytelling.
Bottom Line
When someone wants to tell you their story, let them. Commit to what they have to say, lean in, and give them the spotlight. They'll feel valued by you, and you may just walk away with a bit of extra value for yourself. You'll also play a small role in creating a nicer, kinder society for all.
