Achieving Story Equality
Equality doesn’t always mean equity
In a story, equality means ensuring all characters are treated the same, regardless of their individual differences or circumstances. This means giving each member of the story group a balanced set of opportunities, rights, or resources.
But equality doesn't always mean equity; Some characters require different types of resources or varied levels of support to achieve their intended outcome. An equality/equity balance is often the determining measure of strong #CorporateStorytelling.
As speakers, our goal is to honor each person in our audience or on our organizational team with value and respect, empowering them to do their job to the best of their individual ability. A good story will guide them to that outcome, while a weak story will undermine their confidence and erode trust.
Workplace Respect
Workplace respect has grown to become a highly popular keynote and publisher topic, addressed in thousands of easily searchable talks and articles. Indeed , a global online job search engine and employment hiring platform, recently discussed core leadership goals of workplace respect as “giving coworkers at every level your attention, listening to their opinions, and conversing with kindness.”
Extrapolating those goals to the breakout room or mainstage plenary session asks us to assess us how our session or meeting content makes attendees our chief priority, and how we strive to focus on their needs and wants through an inspiring story that maximizes potential for achievement.
Argument vs. Excitement
Most communication exists to convince, avoiding the personal while promoting data in order to sell or impress. That's not a story. When we rely strictly on argument to make our position clear, we're effectively telling others what to think and do. Which is why they turn away. If we instead excite others about what's available to them through our communication, and how they can leverage their expertise to get to the gold we offer, they’ll lean in.
The DiSC profile assessment is built on an acronym for our four main collective personality profiles of (D)ominance, (i)nfluence, (S)teadiness and (C)onscientiousness. Every audience we speak to or internal team we lead is made up of some blend across these four “types”. Each deserves equal focus and equitable messaging from us to give the individuals within their profile spectrum exactly what they need for inspiration and motivation.
Four Personality Types
Ds are action-oriented, driven, and independent. They see themselves in control, ahead of the curve, capable of making their own decisions rather than being told what to do or how to do it. If our story attempts to push them toward our perspective or goal, we lose their interest. Maybe even turn them against us.
is are relationship-driven, energetic, and enthusiastic. They look for joy, optimism, and energy in a message and a chance to hop on board for the ride. If our story is overly serious, impersonal, or mired in explanations and minutiae, they check out. Then move on to something more compelling.
Ss are highly collaborative, reliable, and supportive. Teamwork is their drug of choice, and partnership is valued over direct leadership. If we command them to change their methods, force them against the grain, take away their sense of community, or drive them into a silo with our story, it falls on deaf ears.
Cs take pride in being realistic, logical, and totally objective. Hype doesn't work with them; they prefer clear-eyed thinking from a non-nonsense straight shooter. If our story can't connect the possible with the practical, we become useless.
As speakers, our content should treat each member of our audience as equally important co-characters in our #CorporateStorytelling. A well-crafted message delivers equality – a balanced set of opportunities, rights, or resources, regardless of individual differences or circumstances – and equity – offering different types of resources and varied levels of support to help every individual achieve their unique desired outcomes.
Bottom Line
We can't be all things to all people. But we can evolve our story in a way that honors each person we ask to commit their valuable time and attention to what we have to say. Speak for your driven, independent listeners looking to glean value then take the action they think best. Speak for your energetic and enthusiastic team members seeking that new, exciting partner to walk by their side toward the next big success. Speak for your collaborative and supportive employees who prioritize the power of the group and its combined ability to achieve maximum performance. And speak for your realistic, logical customer hungry for a practical win built on absolute clarity and objectivity.
All things being equal is a great way to craft our best stories. An equitable approach is the key to accessible, memorable, value-driven communication. Combine equality and equity and your next keynote will be unstoppable – and unforgettable.
