Storytelling That's More Bite Than Bark
Ever discover a restaurant for the first time and, mid-meal, instantly make another reservation two days later? Last week, while speaking at a conference in Nashville, we noticed an intriguing spot called Etch on the walk back to our hotel and made a snap decision to pop in. By the time our entrees arrived we knew this was a find. Here was that rare kitchen, staff, and execution that surpassed "good food" and demonstrated genuine culinary storytelling. One visit simply would not be enough.
My palate is seasoned and I'm hard to impress. So when a caesar salad slaps, it's an occasion. When cauliflower wows, I take notice. And it's not often I say, "Amazing dry rub on that rack of lamb!" Pretentious? Perhaps. I prefer to call it appreciative. Chefs tell stories, not just with their performance, but with their creativity and a deep desire to dazzle. Usually such stories fall short and arrive with more bark than bite. But, oh my, when they do bite... It's a memorable and lasting experience.
Storytelling nuance and flavor
Crafting a successful message for our teams or audiences is like planning and preparing a fine meal. Quality of ingredients count. As do combination of color and texture, attention to detail, and coherent flow from one moment to the next. These make our content soar. Without them our content sinks.
The right menu is varied and constantly intriguing. We’re excited for what comes next. Same with the right meeting or presentation. But average communications don’t intrigue or excite because they never delve beyond the basics. Speakers always have a point – an expectation, an ask, a pitch – but by failing to add flavor or nuance to their corporate message it comes out bland and typical. We sit there mindlessly consuming what’s in front of us, but we’re totally tuned out.
Story is spice
Like the best executive chefs, successful leaders blend story into their content in order to personalize both the information and the connective experience. Story is what gives a vague number it’s real human impact and tangible individual value.
There’s an old saying that statistics only matter to statisticians. Numbers on their own are cold and disconnected. It's not enough to drop a percentage and expect the listener to lap it up. If we can also show that listener precisely how that cold number or random statistic directly impacts their life and day-to-day reality, suddenly the metric has meat on it.
Telling someone what to do or how to do it leaves a bad taste in their mouth. If we want an audience or employee to think, behave, or work differently, we have to pepper the ask with a vision of how they'll win, why they'll thrive, and what they should look forward to by changing course.
Bottom Line
Etch is led by award-winning Deb Paquette and her brilliant team of artists, behind the grills and cold stations and across the dining room floor. Nashville is fortunate for such clever culinary #corporatestorytelling excellence in their front yard. I happily swallowed every concept, creation, and crumb – twice – and remain hungry for more.
This should be the goal of every talk we deliver and every project we lead. It's not enough to just take our marching orders, throw together the simplest talking points and slides, and expect our listener to gobble them up. We have to excite and inspire our audience, to make them lean in and salivate over the value our topic offers. Add the story and they won't just pop in, they'll instantly make another reservation for more.
