{"id":18334,"date":"2017-05-11T16:24:08","date_gmt":"2017-05-11T14:24:08","guid":{"rendered":"https:\/\/www.igmanagement.it\/?p=18334"},"modified":"2023-06-27T10:45:13","modified_gmt":"2023-06-27T08:45:13","slug":"storytelling-for-leaders-persuasive-communication","status":"publish","type":"post","link":"https:\/\/www.igmanagement.it\/en\/2017\/05\/11\/storytelling-for-leaders-persuasive-communication\/","title":{"rendered":"Storytelling for Leaders: Persuasive Communication"},"content":{"rendered":"

Article by Diego Ingrassia – “Storytelling for Leaders: Persuasive Communication” – MAY 2017_ LEADERSHIP & MANAGEMENT<\/a><\/p>\n

Stories are ‘user manuals’ for our lives. They guide us, with concrete examples, on our way. Telling stories works, and this happens in a wide variety of contexts. The words of our stories can raise awareness, motivate, create desire and inspiration.<\/p>\n

Each of us wants to influence, involve and inspire others so that our ideas are heard and remembered. A well-communicated idea can create sharing and enthusiasm for a common goal.<\/p>\n

Managers want to be effective leaders, recognised as well as recognisable, i.e. they want to be able to influence others through their communication, without needing to appeal to hierarchical rank in order to be followed. But charisma or the intuition of the moment are not always enough to achieve this. Instead, the solution often lies in the skilful and strategic use of communication: knowing how to say the right thing at the right time in order to be able to remove obstacles and resistance.<\/p>\n

However, a fine line divides those who use narratives in an appropriate manner and those who, despite knowing some communication techniques, appear less than spontaneous and contrived when expounding. This happens because people, when using anecdotes or examples to try to be persuasive, often overdo it. Attempting to juggle highly sophisticated and detailed storylines, or overusing unfamiliar voice modulation techniques, can lead to grotesque results.<\/p>\n

The use of storytelling for professional purposes never falls into a kind of ‘Once upon a time …’ fairy tale told to children, just as it should never become a self-aggrandising form of storytelling. It is a technique that, if known and mastered, improves our expressive skills and involvement without making us abandon our personal style and natural spontaneity.<\/p>\n

Persona GLOBAL\u00ae, a multinational company that provides specialised certification programmes to professionals and managers committed to developing their relational and management skills, has conducted rigorous research over a period of 20 years, during which it has studied the communication of the world’s top managers in depth and with precision. The results of this research inspired the creation of a true methodology: ‘Storytelling for Leaders’.<\/p>\n

The methodology is perfectly applicable in the business world precisely because it is inspired by the communication styles of the world’s greatest international business leaders. The strengths of the methodology cover different areas and objectives:<\/p>\n