When humans listen to a story something amazing happens. each individual in a crowd reaches into their own personal memories to create and complete the scenes in which the action takes place. In other words, they source the props from their own mental inventory. When this happens, they tag the story to be more easily recalled. why? Because they had something to do with its telling. They were interacting by embellishing the scenes with their imagination, they were involved in a process of co-creation.
Pre-literate indigenous people would hand down their history and the principles they had learned about survival, the environment, medicine, and even virtues through story. Fast forward 8,000 years, we are rediscovering the power of story to convey principles. We, the audience, hear the story and draw out the take-aways, principles, and lessons. Through using our imagination to complete the scenes, and even identify with the characters, we can recall and use the lessons in our own businesses and life! This is a type of experiential learning.
Without story, business books, especially, can seem one dimensional, prescriptive, and even patronizing. The principles are all laid out for you in a logical construct-like outline. “Here are the 3 things to do, the 5 things never to do, and the 15 things your customer wants from you.” Even if the points are made using examples, the mind glazes over by the end of chapter two. And the retention and application of the principles being shared is questionable.
With the renaissance of story, we are reconnecting with what our ancient ancestors instinctively knew all along: if you want your listeners to remember and use the message, wrap a convincing story around it with compelling characters overcoming challenges using the principles you wish to convey.
Michael Houlihan and Bonnie Harvey co-authored the New York Times bestselling business book, The Barefoot Spirit: How Hardship, Hustle, and Heart Built America’s #1 Wine Brand. The book has been selected as recommended reading in the CEO Library for CEO Forum, the C-Suite Book Club, and numerous university classes on business and entrepreneurship. It chronicles their humble beginnings from the laundry room of a rented Sonoma County farmhouse to the board room of E&J Gallo, who ultimately acquired their brand and engaged them as brand consultants. Barefoot is now the world’s largest wine brand.
Beginning with virtually no money and no wine industry experience, they employed innovative ideas to overcome obstacles, create new markets and forge strategic alliances. They pioneered Worthy Cause Marketing and performance-based compensation. They built an internationally bestselling brand and received their industry’s “Hot Brand” award for several consecutive years.
They offer their Guiding Principles for Success (GPS) to help entrepreneurs become successful. Their book, The Entrepreneurial Culture: 23 Ways To Engage and Empower Your People, helps corporations maximize the value of their human resources.
Currently they travel the world leading workshops, trainings, & keynoting at business schools, corporations, conferences. They are regular media guests and contributors to international publications and professional journals. They are C-Suite Network Advisors & Contributing Editors. Visit their popular brand building site at www.consumerbrandbuilders.com.
To make inquiries for keynote speaking, trainings or consulting, please contact sales@thebarefootspirit.com.
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