We recently held an event at the Salford Innovation Forum “The World is Storytelling – Create & Define your business story” hosted by Ronni Gurwicz
This session took place to help shed some light on why storytelling is so important especially for your business, and what you could include.
“Storytelling has the power to make your brand memorable and stand out in a crowded marketplace. By crafting compelling narratives that reflect your brand’s values, personality, and unique selling points. You create a distinct identity that resonates with your target audience” – SoME Education.
We sat down with Ronni after the event to get some insider information about why, what and how about storytelling.
Why Should I care About Storytelling
In the words of the fantastic band Bukahara in their song “Storytelling Animals” (the theme song to Ronni’s podcast – The World is Storytelling). For thousands of years, humans have used stories to share messages with each other. In a way that is less intimidating or intrusive than direct request and demand.
From campfires to TikTok, stories have remained as a way to allow us to imagine. See the lives of others, and learn lessons. Stories are not just a form of entertainment; they’re powerful tools that shape our identities and beliefs. They allow us to communicate complex ideas in a relatable and engaging way, making them an essential part of human connection and understanding.
In this article we are going to break down some of the talking points Ronni spoke about of how to structure your story. We won’t be giving away all of Ronni’s secrets, so for more information please visit his Website
Who is Ronni Gurwicz
Ronni Gurwicz is an Ecosystem Analyst, Author, and Storytelling Coach, as well as being a former farmer. Originally from Salford and now based in Newcastle. He uses his experience in communication and ecology to help clients ‘create, define, and communicate’ their narrative and storytelling. With emphasis on purpose led businesses and NGO’s.
He is co-author of ‘The World is Storytelling’, host of the podcast by the same name and facilitator of storytelling workshops and strategy all over the globe. He is also in the process of having 1000 coffees with a thousand strangers. More information and contact details can be found at https://linktr.ee/ronnigurwicz
How to structure your story?
One of the classic story structures is the Hero’s Journey, which in its simplified version has five points: start and end point, trigger point, helpers, and finally, opposers. This can be a fantastic way of building up a story or a presentation, providing a clear roadmap for your narrative. But I would like to offer an additional option as well. When you receive a package in the post, think of the five elements that are pretty much always there. The product, the box, the address label, the stuffing, and finally, the invoice (packing slip).
I’d like to challenge you reading this to think of your presentations as a package. Make sure you have all the different elements that help it along the way. Just like in a story, each element plays a critical role, contributing to the overall impact and ensuring your message is delivered effectively. Use your creativity to explore how these elements can enhance your storytelling.
The Hero's Story
Think about this structure with other stories, like Star Wars. Luke starts out on a farm at the start of his story on a farm wanting adventure
The Start : This is where the hero’s story begins. The hero exists in their normal world, facing everyday challenges and routines. This stage helps the audience connect with the hero by showcasing their humanity and relatability. – Luke starts out on a farm at the start of his story on a farm wanting adventure
The Trigger Point: The hero is presented with a challenge or problem that requires them to leave their ordinary world. This call is often presented as a new opportunity, a problem, or a threat that the hero must confront. It’s the catalyst for the journey. – Luke’s trigger point is he finds out he has the force and must rescue Princess Leia
The Mentor/Helpers: Before fully committing to the adventure, the hero encounters a mentor or allies who provide guidance, tools, or knowledge. These helpers are crucial in preparing the hero for the trials ahead and often offer wisdom or advice that will prove essential. -Luke seeks mentorship from people like Obi-Wan Kenobi and Yoda to help learn the ways of the force,
The Opposers: The hero faces significant obstacles, enemies, or their darkest fears. This is the most critical part of the journey, where the hero must confront and overcome the primary challenge. It’s often the moment of greatest tension in the story. – The opposers in the story are The Emperor and the Empire
The End: After defeating the opposers and surviving the ordeal, the hero returns to their ordinary world. They bring back something of value, whether it’s knowledge, a physical object, or a renewed sense of purpose. This “elixir” benefits the hero’s world and signifies the hero’s growth and transformation. – Luke defeats the Empire and returns his father to the light side of the Force and saves the Galaxy.
What's your message?
Aside from the methods shared above, I always recommend clients to think of their red thread. Decide on the line that you want to run through everything you say; it may be obvious or perhaps under the surface, either way, it will be there.
Make sure it serves your message! This red thread acts as the backbone of your story, guiding your audience from beginning to end and ensuring your narrative remains cohesive. Whether it’s a key theme, a central question, or a recurring motif, this thread will help your story resonate more deeply with your audience. Making your message more memorable and impactful.
How to close your story
While this very much depends on your audience, the classic thing to do is remember two things.
Call To Action
End with a call to action (CTA) or hook, if they remember the last thing you said, it should be the request you make of them, or one particular point you want them to recall.
Make the Feel
It doesn’t always matter what you say, but how you make your audience feel. This can help you end off in a way that shares the vibe you want to give off during your presentation or story.
Additionally, here are the links to the book (paperback and e-book): https://ronnigurwicz.com/the-world-is-storytelling/ and to listen to the podcast: https://tr.ee/d9DKYwAGzO.
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