Storytelling Pieces

Many of my team members ask me about how to effectively tell their story and the elements involved in doing so. The key here is to discuss how to set up the story you will use in your presentation. Good stories help the audience make important connections and foster engagement. They create emotional connections that make your pitch relatable and memorable, especially for judges in case competitions or case-solving situations.

It's crucial to remember that many teams present throughout the day, and judges need to recall what each presentation was about during their final deliberations. By telling a compelling story, you can lead judges to connect with your message, resulting in stronger engagement, loyalty, and advocacy during discussions. I've witnessed this firsthand; one team I mentored a few years ago crafted an exceptional story that resonated deeply with one judge, who then advocated for them after all the presentations.

Differentiation is essential; you must stand out from other teams to avoid being perceived as just another presentation in a sea of sameness. Building trust is key—your story must convey authenticity and relatability. This connection can demonstrate how well you understand the product or service and the context of the solution better than your competitors.

So, what are the essential elements of a compelling story? First, you need to identify the story and ensure it aligns with the organisation's mission and values—what makes the organisation unique. Understanding your audience is also important. Research who your judges are, what their values, needs, and aspirations are, and align your story accordingly. In case competitions, you might find out who the judges are and their backgrounds, so take the time to learn what they are looking for.

This understanding is especially relevant when the judges are roleplaying characters from the case itself. Ideally, they would have done their homework to understand how the characters might react to your solution. In cases involving live companies, recognising their perspectives is crucial.

It's worth noting that case competitions often provide limited information, which can be a challenge. However, you can overcome this by creating a more compelling narrative that resonates with the audience and highlights the organisation's unique selling points. Ultimately, reflect on your own experiences as a customer or consumer and think about what you would want to hear if you were in the audience.

When you're taking on the role of a character that the judge represents, it's important to consider what they want to hear. Maintaining a consistent brand voice and message across all your storytelling efforts is vital. This is particularly helpful in team-based case-solving competitions, where creating a unified brand message can enhance teamwork, strengthen connections, and improve the delivery of your message.

To successfully engage your audience, including the judges, you should focus on creating authenticity and relatability. This involves crafting a genuine story that reflects the organisation's values and establishes an emotional connection with your audience. It's essential to demonstrate to the judges that you understand their perspective.

In today's landscape, it's also crucial to illustrate how your solution addresses customer problems, helps them achieve their goals, and alleviates their pain points. Relate this back to the judges' roles as listeners in a case-solving competition.

To make your storytelling more engaging, incorporate visual aids like images and videos. Minimise the amount of text on your slides and use them merely as cues for your narrative. Remember, the judges are there to hear you discuss your solution, not to read about it on the slides.

The goal is for your slides to serve as visual prompts that guide you through your story. Hopefully, this gives you a clearer understanding of how to create a story that is relatable, authentic, and engaging for your audience as you present your solutions.