The Power of a Good Story

Storytelling is one of the most powerful tools we, as leaders, have to educate and inspire our teams toward a shared goal. But, do you know how to harness its potential, or where to find an example of effective storytelling in action?
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History best remembers Bertha Benz as the daring wife of Carl Benz, the inventor of the world’s first automobile. Debuting in 1886 in Germany, the Benz-Patent Motorwagen was met with skepticism and widespread public disinterest. After nearly two years of dismal sales and a complete failure to attract investors, Bertha loaded her two teenage sons into the family prototype and set off on the first long-distance automobile trip from their home in Mannheim to her mother’s house in Pforzheim. The 66 mile journey was widely publicized and was groundbreaking—both for the mode of transportation, and because it was a woman undertaking this unproven method of travel. As sensational as this journey was, however, and as much as it piqued the public’s curiosity, it would not have been enough to convert interest to action without Benz’s masterful storytelling blueprint.

1. Identify Your Audience and Purpose.  Benz knew that while her husband’s company needed to attract investors, her real audience was potential buyers. Rather than hire an engineer to drive the vehicle, which would send the message the Motorwagen was difficult to operate, Benz knew the sight of a mother and her children successfully navigating the road alone would communicate that Benz-Patent Motorwagen could be operated by everyone.  
2. Choose the Right Story.  While Benz and her sons encountered numerous difficulties on their journey—the Motorwagen had to be pushed up hills; the brakes failed before they reached their destination; the fuel line was prone to clogs—Benz focused her storytelling on the pain point her audience most wanted solved: travel took too long. The 66 mile trip to her mother’s house, which entirely consumed two days via horse and carriage, took just twelve hours in her husband’s new invention.
3. Craft Your Story and Practice Its Delivery.  Working with her sons, Benz wrote out the story of their journey in letter format, creating several copies and including different details in each. She sent these letters to her closest friends and family, asking them for feedback. She also asked them to share her letters with others, reporting back to her how the story was received.
4. Share Your Story.  Once Benz understood which parts of her story most resonated with her target audiences, she began writing letters to newspapers, sharing her story with the public. She made herself available for interviews, and even answered questions from readers, creating temporary columns, of sorts, in several national newspapers. Locally she drove the Motorwagen to hotels and restaurants, parking in front, and shared the story of her road trip with interested passersby.  
5. Follow Up.  As public interest in the Benz-Patent Motorwagen grew, Benz worked with journalists to interview customers who had purchased a vehicle, documenting and sharing their stories, and listening for ways to serve them better. Their customer base exploded, creating with it a culture of adventure-minded people bonded by a new common passion and excited to bring others into the fold. 

Harnessing the power of effective storytelling allows us, as leaders, to connect with our teams, to inspire those we lead toward action, and to create a shared sense of purpose. A good story captivates the human mind, long after dry facts and figures have been forgotten, giving us the perfect vehicle to communicate our vision in a way our teams will remember. Bertha Benz changed the course of an entire industry with a well-told story, and we have that same power within our leadership toolboxes.

Let us equip you with effective leadership strategies from the world’s most successful leaders. You bring the team members, and we’ll create an immersive program, linking real-life examples with your individual workplace issues.