3 Good Reasons to Use Storytelling for Problem Solving
Whether you're aware of it or not, storytelling is a tremendous part of our everyday lives. We use it to make sense of the world around us and connect with others — and when used correctly, it can be a powerful tool to help solve problems in business. By thinking of a real-world scenario and working backward to turn that situation into a story, you can come up with creative solutions to common business problems.
While we use the term “storytelling,” the “telling” portion is only part of the story. Great storytelling is story-showing, in that we show and communicate life’s complexities in a way that is clear and easy to understand. It is how we comprehend each other, and the world around us.
There are countless benefits to using storytelling in business, including:
Gaining a better understanding of your customers and their needs
Communicating complex ideas in a simple way
Building a rapport and establishing trust with clients and customers
If you're looking for a way to solve problems in business, storytelling may be the answer. Here's how you can use this powerful tool to your advantage.
Storytelling helps you better understand your customers and their needs.
Where do most business problems start? Typically, they begin with a potential customer, their needs (pains, wants, desires), and a need for a solution that fulfills those needs.
Think about a time when you had to call customer service for a product you were using — maybe it was a new phone and the battery life didn't live up to the advertisement. After spending an hour on the phone with customer service, did they solve your problem? If not, why? More than likely, it's because they didn't listen to your story, and therefore, didn’t understand your problem.
I recently faced this exact issue when dealing with the automotive company Audi. For two years, I’ve dealt with over 100 logged issues with my car, made six trips to the dealer for bug-squashing, and, in one incident, my wife was stranded in a dark abandoned car park in the middle of the night because the car’s charging cable wouldn't release. It was an owner's nightmare, and Audi seemed to fail to understand how big of a role they played in my story.
Looking at this example, it's clear that solving problems in business requires listening to the stories of your customers experiencing issues. Only then will you be able to truly understand their problem and come up with a solution that meets their needs.
An easy place to begin drafting a story is by starting with the “what” and the “how” of a problem — which we’ll go more in-depth on later. You know your product (or service), its benefits, and the problems it's meant to solve. Now, focus on what happened and how the customer tried to solve the problem.
Storytelling can be used to communicate complex ideas in a simple way.
One problem businesses often face is determining how to get their message across to their audience, particularly when dealing with complex concepts and ideas.
Consider this quote by leadership expert John C. Maxwell: “A leader is one who knows the way, goes the way, and shows the way.” Maxwell defines the process a storyteller should take when sharing a story — present the way to your audience, show them the journey you’re taking, and take listeners along with you.
Similarly, when communicating the complexities of a product to consumers, storytelling comes into play. By breaking down information into smaller, more digestible pieces and then sharing stories about each piece, storytellers can simplify concepts and make information more approachable and easier to understand, particularly for those hearing it for the first time.
We have all heard of "My five best friends and how" — who, what, when, where, why, and how. Often cited as the elements for breaking down and explaining a problem, they’re also key components of effective and engaging storytelling.
For example, let's say you're launching a new software program that is designed to help businesses manage their finances. You could break down the information into smaller stories that reveal (not just explain) how the software works and what it can do for those who use it. Or, you could tell (show) a story about a business owner who was struggling to keep track of their expenses and how the software helped them to get their finances under control.
Our friends “when,” “who,” and “where” will be easily understood as you continue in this direction. Ponder questions like: “When did this happen?”, “Who was involved?”, and “Where did it happen?” A sprinkle of context will go a long way, but — like salt — make sure you don’t overdo it.
Storytelling can help you build rapport and trust with clients and customers.
When you think about the times you've received outstanding customer service, it's likely that the individual who assisted you took his or her time to listen to your story. They didn't simply try to solve the problem; they tried to understand where you were coming from and why the situation was so important for you. This is because building rapport and trust requires effective communication — and one of the best ways to communicate is through storytelling.
By taking the time to learn about customers’ needs and desires for a product or service, you can tailor your offerings to better meet their demands, while building stronger relationships with your clients and customers along the way. Not surprisingly, when customers feel like you understand them and are invested in their success, they're more likely to trust you and do business with you — this is the “why” of our five best friends.
The “why” is ultimately the keystone of your story. Without it — or, without a purpose — you will be set adrift and lost at sea.
In conclusion…
The next time you're trying to solve a business problem, don't forget to incorporate storytelling as a way to effectively convey your message. By understanding your customers and their needs, you can come up with creative solutions that exceed their expectations, while also building trust and loyalty.
Do you want to harness the power of storytelling to effectively solve problems, both personally and professionally? If so, book a complimentary consultation with Go Narrative. This no-strings-attached call will allow you to take an in-depth look at solutions and frameworks which make storytelling a great tool for problem-solving.