Storytelling: mes dix conseils à François Hollande

France 2025. Ou comment se projeter vers un destin commun. Inutile d'y revenir, le séminaire gouvernemental qui a accouché d'une souris a été disséqué partout...

Une chose cependant, ces dix conseils, issus d'un article qui a fait un carton sur les réseaux sociaux, ce qui démontre à loisir que le storytelling est bien à la mode et qu'il doit être parfaitement maîtrisé pour avoir un sens...

1. Plan your story starting with the takeaway message. Think about what’s important to the audience. The ending is the most important point of the story. This is the message we want to deliver, and the one that will linger with the audience.
2. Keep your stories short for the workplace. Three to five minutes long is about what people can digest in today’s ADD world.
3. Good stories are about challenge or conflict. Without these elements, stories aren’t very interesting. The compelling part of a story is how people deal with conflict–-so start with the people and the conflict.
4. Think about your story like a movie. Imagine you are screenwriter with a goal to get your message across. The story has to have a beginning, middle, and end.
5. Start with a person and his challenge, and intensify human interest by adding descriptions of time, place, and people with their emotions.
6. Be creative. Create a storyboard; draw it out, while listening to music or reading something for inspiration. A good story always has ups and downs, so "arc" the story. Pull people along, and introduce tension, just like in a fairy tale. (“From out of nowhere, the wolf jumps onto the path…”)
7. Intensify the story with vivid language and intonation. Tap into people’s emotions with language. Use metaphors, idioms, and parables that have emotional associations. (Note: For more on this, see Leo Widrich’s article entitled, “Which Words Matter Most When You Talk” and studies on intonation performed by Ingrid Johnsrude at Cambridge University).
8. When using a story in a PowerPoint presentation, use appropriate graphics/pictures to convey your message. Stay away from text and complicated graphics. A single picture interlaced with emotional language will go a long way to convey your message.
9. Most of us have not told stories in front of an audience since English class in high school. So you will need to practice. Tell your story in front of a friendly audience and get feedback. Gauge your pace, and take note of the story’s length and your use of language. It will be a bit rusty at first, but underneath it all, we are all born storytellers.
10. The most important point is to make the switch within; because once you internalize that today’s "left-brain" communication style doesn’t work very well and you realize that stories are how people really communicate, you will find it a lot easier to proceed…because it’s authentic. And that is what really persuades.

Dix conseils que j'ai honteusement piqués dans cet article.