EPISODE 10

Paul Smith on The Ten Stories You Need To Tell

What’s the one thing you should never say when telling a story? Tune in to today’s episode where Andy Murray talks to Paul Smith, best-selling author and business storytelling coach, about crafting 10 powerful stories to effectively communicate your mission, vision and values, and how to overcome the fear that goes along with this right brain method of leading and earning buy-in.

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3 Insights From Paul

1. There are 10 key stories that will powerfully impact the direction of your endeavor or Quest.

There are specific genres of stories for different kinds of occasions, and Paul’s resources at www.leadwithastory.com share specifically when each type of story is best utilized. For instance, if a leader is creating buy-in or helping a team overcome a barrier, a Case For Change story will be more powerful than analytics and data.

2. Leaders will experience the biggest impact when they incorporate stories into 10% - 15% of their communication.

When done correctly, these powerful stories will impact listeners — staff, stakeholders and customers — in a way that data and analytics can’t.

“If you want to influence people's opinions, decisions, and behavior, you need to influence both parts of the brain. Storytelling is uniquely suited to reach the subconscious, emotional processing part of the brain, whereas logical facts and arguments and data just don't.” Paul Smith analytics and data.

3. The story is more important than the delivery

Counter to what most leaders would assume, the delivery is second to the story. Listeners will forgive an imperfect delivery when their time was honored with a valuable, moving story. Focus on the story first.

Download the Transcript (PDF)

PAUL SMITH:

Episode Links

www.bigQUEST.com
Andy Murray- LinkedIn
Andy Murray- Twitter
bigQUEST- Twitter
bigQUEST- LinkedIn
bigQUEST- Instagram
Procter & Gamble - https://www.pg.com
Saatchi & Saatchi X - http://saatchix.net
Merck Pharmaceuticals - https://www.merck.com
VMLYR (referenced as Y&R) - https://www.vmlyr.com
James Watt And The Steam Engine by H. W. Dickinson & Rhys Jenkins
Walmart - https://www.walmart.com

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About Your Host

Andy Murray

CEO and Founder of bigQUEST

Andy is a highly effective senior leader with a passion for growth, creating cultures that unleash talent, and building capabilities through collaboration across functions. He has held leadership roles across retail (Walmart), CPG (P&G), start-ups (Mercury 11, Saatchi X) and global organizations (Asda U.K.). A creative problem solver, innovator, and marketer, he is known for building high-performing teams and delivering results.

Andy is a lifetime Honorary Board member of the University of Arkansas's Center for Retail Excellence where he helped developed the Center's presence and Innovation conferences. He is also an Early Board Member for the Soderquist Center for Leadership and Ethics college. Andy was inducted into the Shopper Marketing Hall of Fame in 2013 for his pioneering work in developing best practices and industry leadership in the emerging field of Shopper Marketing. He currently serves as Chairman of Asda Foundation.

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