Storytelling in business is powerful. It’s a natural motivator, and can help build relationships, and make old content new and interesting. Doug Stevenson, a master storyteller and highly successful keynote speaker, trainer and author, shares his nine steps to creating inspirational stories for business. These simple building blocks will help you craft your own compelling stories.

How to tell a great business story in 9 steps

1. Set the scene

Think back to when the event actually took place. Create the context within which this event took place. Consider which of the following is relevant to setting the scene for your story:

  • Time: year, month, day, time, season, holiday...

  • Place: city, state, country, home, school, office, bedroom, market, beach...

  • Atmosphere: sunny, rainy, gloomy, tense, joyous, comfortable, uncomfortable...

  • Event: board meeting, wedding, vacation, dinner, soccer game, seminar, movie...

  • Relationship: sister, boss, spouse, son, supervisor, teacher, friend, tour guide...

  • Data/Statistics: relevant trends and facts...

2. Introduce the characters (not always step 2)

Describe the main characters visually. Start with physical characteristics, age and clothing. Next, describe their personality and style. Describe anything pertinent about your relationship with that person. Introduce characters in the natural sequence that they arrive in your story.

3. Begin the journey

The journey is the task, objective or activity to be accomplished. It is what you are attempting to do before something goes wrong or you encounter an obstacle.

4. Encounter the obstacle

The obstacle is the challenge. It is a problem, dilemma or question. It may be a person, something to be overcome, or something to be learned. It's who or what gets in the way of achieving your goals. Define the obstacle in your story.

5. Overcome the obstacle: Using step five to teach

This is the ‘how-to’ step. It is the most critical step because it teaches the lesson on a subliminal level.

There are two ways in which the story can teach:

  • You overcame the obstacle correctly, thereby teaching the correct behavior.

  • You overcame the obstacle incorrectly – made mistakes. You can show people through 

  • your thoughts and behavior what you don't want them to do. Then, use the story as a springboard to discuss the correct or desired behavior.

In crafting this step, describe, in a linear sequence, each step in overcoming the obstacle. Think incrementally in little steps, not broad strokes. What came first: a thought or an emotion? Then what? Did you go into avoidance mode or take immediate action? Tell the truth.

The magic is in the details.

Because this step is so critical to the lesson of the story, do not take shortcuts and leave out important details. Each action, reaction and decision is critical to the lesson you want to teach. Share your thought process as well as the actions you took.

Write it out. By writing it you will be forced to recall, in a logical and linear sequence, exactly what you did. Later you can then edit it down to the most important steps.

6. Resolve the story

This step is relatively easy. Go back through your story script and look for details that need to be resolved. Ask yourself, "What will my audience be wondering about if I don't tell them? How did things work out in the end?"

7. Make the point

There are two steps to making a point in your story:

  1. “Bridge Statement” leading into the point after resolving the story, for example, "What I learned from that experience was..." or "What that experience taught me was...".

  2. Consider the ONE point that your story makes above all other possible points. State the point as a “Phrase That Pays” call to action.

8. Ask "the question"

“The question” formally transfers the learning point to each audience member. It asks them to take personal accountability in relation to a specific question. It is a “YOU” question that forces them to consider how the lesson of the story applies to them.  Example: "How about you? What do you need to do to lead by example?"

9. Repeat the point

Re-state or repeat the point verbatim. Use the exact same words you used the first time you made the point. Memorise the sentence or “Phrase That Pays”.

Now is the time for you to become a wisdom sharer – a storyteller. Simply “getting through the content” is not only ineffective, it wastes everyone’s time. It has to be the right story, crafted strategically to make the right point, delivered at the right time, and in a compelling way.  

Doug is a former US actor who has brought lessons from the theatre and the power of inspirational stories for businesses to lead, engage and sell to the corporate world. He has translated these techniques into what he calls The Story Theater Method for Strategic Storytelling in Business and has successfully taught the skills to a wide range of salespeople across diverse companies and industries.