“Making an Impact through Storytelling in Business” with Edie Lush
Part Two of Edie Lush Series
Edie Lush is a communications specialist. Born in California, she has worked as a political analyst for UBS, as a host for Bloomberg Television, as a podcaster and is a trainer for on screen speakers.
Edie recommends storytelling as a structure as it allows you to build a message around a particular point. The most important factor when telling a story is the storyteller. Edie notes you should be careful not to build a screen between you and the audience. Telling a story with “I” and using specific names of the team for example helps build characters and make it personal. When preparing a story for a presentation, consider the beginning, middle, and end. Ask yourself what is the one message you need to get across and if you have time to elaborate on a message, telling an anecdote or analogy can help create a picture in the audience’s brain and make it memorable.
If using facts, find statistics that are surprising and different from the ones you have heard before. An audience will also be more likely to remember a fact if you attach an opinion or emotion to them: “I am worried about…” or “I am proud of the work on this project…”.
Plain language can also help communicate your message. A lot of professional sectors, including the art world, have their own jargon and this can become a problem if not everyone understands it. Edie states that 80% of the words used in the Financial Times can be understood by 16-year-olds.
Why are stories important?
Edie explains the flexibility of using a story - “stories can do what you want them to do.” This can include using emotion to persuade an audience to understand your perspective or communicate a complicated message.