Powered by Storytelling

Excavate, Craft, and Present Stories to Transform Business

Communication

Murray Nossel
McGraw-Hill © 2018
256 pages
[@] getab.li/34188
Book:

Rating Take-Aways

8
9 Applicability • The ancient art of storytelling is the most effective way to communicate because stories
connect people with each other.
6 Innovation
8 Style • The “Narativ Method of Listening and Storytelling” rests on six principles:
• First, your brain is hardwired for storytelling.
  • Second, “everyone has a story.” Place your audience directly in your story’s action by
Focus asking, “What happened?”

• Third, you can become a great storyteller. Offer factual information based on the five
Leadership & Management senses, not on opinions, interpretations or judgments.
Strategy
Sales & Marketing
• Fourth, “everyone’s story will evolve.” As you become a more prolific storyteller, your
stories will improve.
Finance
Human Resources • Fifth, “storytelling is every person’s access to creativity.” To tell a story well, heed the
IT, Production & Logistics details; specificity makes stories interesting.
Career & Self-Development
• Sixth, storytelling is reciprocal. Listening as an audience member and telling the story
Small Business as the narrator are shared experiences.
Economics & Politics
Industries
• Your story needs three elements: a compelling beginning, an “emotional turning point”
and a meaningful conclusion.
Global Business
Concepts & Trends • The Narativ Method has three phases: “excavating” to develop your story, “crafting” to
organize it, and then ”presenting” it to others. Don’t just tell your story. Perform it.

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getabstract

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Relevance
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What You Will Learn
In this summary, you will learn:r1) Why storytelling is such a powerful communication technique, 2) How to use
the three phases – “excavating, crafting and presenting”– of the “Narativ Method of Listening and Storytelling,”
and 3) How to put its six basic principles into action to tell great stories.
getabstract
Recommendation
The ancient art of storytelling is not just for authors, entertainers and schoolteachers. Storytelling is a powerful
tool for businesspeople who must communicate with their clients or colleagues about their work. Academician
Murray Nossel teaches people in business how to harness the near-magical power of storytelling. He has spent 30
years helping people tell stories using his “Narativ Method of Listening and Storytelling,” a specialized system
he developed to help businesspeople communicate effectively. Nossel explains that to be a good storyteller, you must
listen with care to other people when they share their stories. He focuses on the communication facet of storytelling,
not the script, and that’s part of what makes his hands-on manual so helpful. Businesspeople, teachers, students, those
pitching ideas and anyone who ever feels shy speaking in public can benefit from Nossel’s lessons. He understands
that the least-productive conversations occur when one person does all the talking. According to his system, listening
and speaking fuel one another to build genuine connection.
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getabstract
Summary
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Tell Stories
Millions of messages, commercial and otherwise, blast at you constantly. How can anyone
who must communicate break through this endless din? One simple way: Tell stories. The
getabstract concept that explains the power of storytelling is simple and straightforward: Stories
“Storytelling has the
power to transform… connect people with each other. Storytelling enables you to penetrate the noise and make a
it restructures our strong impression on any audience. Even if you’re not a natural storyteller, with practice you
communication through
our becoming aware can become proficient enough to enthrall any audience, no matter the size, on any occasion.
of the reciprocal
relationship between
listening and telling.”
The “Narativ Method of Listening and Storytelling” teaches that active listening matters
getabstract every bit as much as engaging speaking and storytelling. For effective
communication, listening well may turn out to be even more vital than relating your story.
Listening with care inspires others to listen to you. Listening is an act of generosity.
So few people feel listened to that you will immediately establish connection and
stir gratitude when you listen. No communication can occur without listening. The
Narativ Method follows six storytelling principles:

getabstract 1. “Humans Are Hardwired for Story”

“We, your listeners, will
follow you wherever As early humans emerged, primitive language and basic storytelling became essential
your story takes us. tools for communication. Prehistoric humans had valuable information to communicate,
Take the lead, know
where you’re going and including, most importantly, teaching their children how to stay alive. Early humans
we’ll go with you. In told stories designed to save their listeners’ lives. Stories helped ancient people assign
fact, we’ll want to go
with you.”
meaning to and make sense of a hostile, chaotic, dangerous and predator-filled environment.
getabstract
Storytelling has been central to the human experience for so many millennia it has become
hardwired in the brain. Research makes it clear that storytelling is now a basic human
“neurobiological function.” Certain networks of cells in the brain are associated directly

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 with storytelling. Neurological research performed using positron emission tomography
(PET) scanners shows that specific brain sections light up when people listen to or tell
stories. As you tell more stories, your brain cells wire together more efficiently. As you
getabstract become a more prolific storyteller, your stories will improve. Your brain is ready to help.
“Storytelling joins
the head to the heart
– it brings to life with 2. “Everyone Has a Story”
emotional power the
data, facts and figures Just about anyone can tell a good story that resonates strongly with an audience. This
embedded in concepts includes you, even if you don’t believe you have a story to tell. Every person has stories to
such as cost-benefit
analysis.” share with others. At some time – multiple times, most likely – something happened in your
getabstract life that definitely bears telling, something that will intrigue and instruct your audience.
Your task is to “excavate” the most promising event from the vast experiences of your
life and figure out the best way to communicate it to others. The right story should
illuminate how you came to be who you are today. Think of this as your “origin story.” You
will be more successful with this exploratory effort if you are in touch with yourself about
the ways that telling your story will help you.

getabstract Recognizing and honing your origin story experience will help you figure out how to “tell
“The Narativ method a business story in a personal way.” The valuable experience of planning, constructing and
of listening and telling
embraces challenging telling your personal story will be a great assist when you later plan, construct and tell
emotions and situations business stories. As you practice telling your personal story – your first story – you’ll learn
with honesty and
bravery.” how to pack emotional power into your business stories.
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3. “Everyone Can Learn to Tell His or Her Story Better”
You can mine good story material from everything you perceive through your senses –
sight, hearing, taste, smell and touch. To connect your listeners to the emotional core
of your story, plan and pattern it to include these sensory elements. Handled adroitly,
storytelling is an art form with numerous components: scenes and characters, voice
modulation, dramatic use of your body – including gesture, posture and movement – and
getabstract the emotional connections you must establish with your audience. Remember: You don’t
“Roll up your sleeves
because stories require just tell your story. You perform your story.
some digging. They
are not ready-made,
a product you pull
4. “Everyone’s Story Will Evolve”
off the shelf. In fact, Audiences love stories. But nobody loves hearing the same story told the same way more
viewing them that than once. Always permit your stories to evolve. Let your story become more complex as
way diminishes their
return.” you mature and accept your own complexity. Add the insights you’ve gained in the time
getabstract that has passed since the most important event in the story happened. Make your increased
knowledge and insight part of your tale. Never keep a story in any one rigid form. Adapt
every story to the particular venue or environment of its telling. Tailor your story and its
message to each particular audience.

5. “Storytelling Is Every Person’s Access to Creativity”

getabstract Creativity is “the bringing together of already existing elements in a novel or surprising
“Storytelling involves
both a critical mind and
way.” By this definition, creativity is not the sole province of writers, musicians, dancers,
a creative mind. The film directors, poets, and other artists. Creativity is an elementary human trait, something
critical mind analyzes, every person can employ to his or her benefit and advantage. Like creativity, storytelling
compares and chooses,
while the creative mind is truly democratic. Everyone can tell a story, and everyone has stories to tell.
visualizes, foresees and
generates ideas.”
getabstract To tell a story well, heed the details. Build your story from its details, using an
accretion of small moments and insights. Keep your story fresh. As you develop it,
you’ll make numerous creative decisions and explore many options. You can take a
panoramic view or zoom in on details. You can focus on one of the five senses or all of them.

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 6. The “Reciprocal Relationship”
Applying the Narativ approach, plan your story with two primary considerations in
mind: Listening as an audience member and telling the story as the narrator are
completely reciprocal. Storytelling and listening nourish one another. Without audiences
to receive them, stories do not exist. They remain mere words on a page or sounds
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“The best way to learn and images on a screen. Since the dawn of language, storytellers need audiences, and
how to present is to do audiences need storytellers. This reciprocity is the core of the Narativ Method: Storytelling
it.”
getabstract influences listening, and listening influences storytelling. Carefully assess your “listening
environment” before you tell your stories. Understand that quality listening depends on
being receptive, attentive and nonjudgmental.

“Opening with What Happened?”

Your story must always answer the question: “What happened?” The Narativ Method calls
for describing the specific events that happened according to what you saw, “heard, smelled,
tasted and touched.” Put your mental “What happened?” camera to work. Remember and
recite what actually occurred. Beginning your story with the actual event immediately
getabstract
“Presentation places your audience directly in your story’s action – but without any context. As
takes practice, your audience grows increasingly curious, add context bit by bit. This building mystery
experimentation,
improvisation and intrigues your audience. Your goal is to earn their neurological responses to storytelling so
some courage. you connect with them.
Presentation…should
take you a little bit out
of your comfort zone.” Keep the opening of your story simple and straightforward. Rely on one or two initial, short
getabstract
sentences to rivet your listeners’ attention. Approach your story’s structure as a succession
of “What happened?” moments, arranged “event by event, slowly but surely.” Your story
should always have three elements:

1. “Beginning” – Your take-off must be compelling and intriguing. Here you must engage
all of your audience members – right away – and command their attention.
2. “Emotional turning point” – This is a dramatic conflict that the main character of
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“There is a certain your story must solve. At this moment, your protagonist or the story itself transforms
mythology about… and the arc of your story changes.
standing in the front
of the room with little
3. “Ending” – Your story’s finale need not be immediately apparent. Often, the “story
movement. Break free creation process” will determine the ending. It will evolve as you create your narrative.
of that restriction. The And as your story evolves, don’t be surprised if your ending surprises you.
room is yours to use.”
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The Narativ Method’s Three Phases
The Narativ Method of Listening and Storytelling engages through three phases:

1. “Excavating”
Excavating is the process of developing ideas for your stories. During this phase, think of
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yourself as an archeologist. You are exploring the promising dig site of your own overall
“The practice of life experiences. As you excavate, you may discover that something unexpected replaces
identifying your
audience is a shrewd
the bright, shiny object you originally starting digging for – that is, it is better than the
tool for improving main story line you thought you’d feature. At this stage, keep an open mind about selecting
communication. So the best story to present and what its content and themes may be. You might start digging
often we speak from
what we know, but this in search of one story and discover an entirely new one. Your most powerful story may “lie
might not always be just below the surface.” So keep digging.
what our audience
wants to hear.”
getabstract The two essential components of excavation are discovering a “rationale for storytelling and
a call to action.” Some typical business stories could cover why you started your business,
what makes sales calls effective, what your newest project is or what new products your

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 firm will introduce in the near future. Finish your story with a specific task you want your
audience members to perform: to buy something, for example, to click on a site or to
heed the message you impart. Avoid vagueness. Establish specificity as you work toward a
definitive goal in the telling of each story. Answer two important questions: Why are you
telling this particular tale, and why are you telling it now? Possible reasons why you selected
a certain story might be to “inspire change,” “increase collaboration,” “resolve conflict,”
“share learning” or “build culture.”
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“Listening and telling Be wary of obstacles that may prevent people from listening. To succeed as a
never live apart.”
getabstract storyteller, identify and eliminate these obstacles. Some typical obstacles include electronic
devices – ask people to turn off their phones and laptops – “lack of focus” and “goal
misalignment.” To solve a lack of focus, be sure the meeting is necessary and will interest
people. Take a pass if it is not. To address misaligned goals, “create a common language”
and discuss shared objectives. When actors perform in front of live audiences, they work in
environments in which the audience knows they must sit still and pay attention. Actors do
not perform while the people in the audience exercise in a gym, pray in church, line up to
make bank deposits or try to fall sleep in their beds. Pick your spots: Find the right time
and place for your stories.
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“If you want to see an
example of absolute
2. “Crafting”
mastery of the ‘What Crafting means organizing the elements of your stories. As you plan a story, seek
happened?’ approach to capture your audience members’ interest right away. If you seize their attention
to storytelling, look
no further than Steve immediately, you’ll have the best opportunity to hold their interest throughout your
Jobs’s commencement presentation. Confine your content to the reactions of the five senses. Cite only “factual
address at Stanford
University.” details,” no interpretations, commentary or “internal experience.” Answer these questions:
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• “What did you hear?” – “What did you say to someone?” “What did that person say
to you?”
• “What did you see?” – Consider “settings, colors, shapes, clothes.”
• “What did you taste?” – Did you eat or drink something distinctive?
• “What did you smell?” – How did aromas create a context for your story’s events and
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emotions?
“You’ve got to learn • “What did you touch?” – Describe how things felt in a way that lets your audience
your instrument. Then, feel them, too.
you practice, practice,
practice. And then,
when you finally get up 3. “Presenting”
there on the bandstand,
forget all that and just Presenting means communicating your story to your audience and connecting with them.
wail.” (jazz musician When you present, your body becomes “an instrument of telling.” Before getting up in
Charlie Parker)
getabstract front of your audience, relax your body and your mind. Consider the physical space where
you’re presenting. Emotionally embrace the space; fully inhabit it. Make it your own. Stand
relaxed and tall. Don’t be afraid to move around the stage. Your main goal is to command
the attention of your audience. Align every element of the Narrativ Method in service of
this goal. If you listen as you speak, and show the audience how you connect emotionally
to your story, their attention will be yours.
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About the Author
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Murray Nossel, PhD, co-founded Narativ with Dr. Paul Browde in 2000 and has taught storytelling for 25 years
in more than 50 countries.

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