Telling stories Makes the Difference

One of the world's richest men is not only a self-made billionaire--he's also a master storyteller. Coincidence? Not a chance. Warren Buffett, CEO of Berkshire Hathaway, ditches dry facts and replaces them with stories.

Why does the greatest investor whom American has ever produced generate stories? For the same reason that you want to be a better conveyor--to create clarity, not confusion. Buffett purposefully chooses to help people understand via plain and simple stories what he's talking about. That's knowledge management.

Here's an example of how Buffett uses stories to help us "get it." In a recent annual letter to shareholders, he wrote about one of Berkshire's most profitable investments, See's Candies, whose earnings have skyrocketed from $5 million to $82 million. Here's his story: "Just as Adam and Eve kick-started an activity that led to six billion humans, Sees has given birth to multiple new streams of cash for us. The biblical command to 'be fruitful and multiply' is one we take seriously at Berkshire."

I can read your mind. You're thinking, "Connie, I'm not Warren Buffett. I'm not a natural storyteller." That may be true. Up until today, you may have been a humdrum conveyor. So how do you morph into a storyteller? Here are a few quick tips:

· Tell success stories. What successes can you identify in your organization? What did you accomplish? How are people benefiting as a result? This is the heart of a good business story.

· Stories must have significance. Link your tale to concrete outcomes and your story will be a winner. It should ring with optimism for a positive future. Share what has changed significantly for the better.

· Your story should resonate. It must be truthful enough to shake the skeptics and reveal a universal truth that motivates them to act. Aim to strike a chord with your audience, not to merely be a historian.

· It must be distinctive. If it sounds like the same-old same-old, your story will likely be ignored. Copycat versions leave most people feeling cheated. Your story may have a familiar element to it, but it should be distinctive enough that it compels new understanding.

· End on a positive note. Leave your listeners feeling good. Don't ruin it by letting it simply peter out. End your story with a purpose: the lesson learned. This will give your story a long shelf life and produce positive results.