Defeating Story Fatigue

Recently, I was working with a client who is the CTO (Chief Technology Officer) of his organisation. He was struggling to come up with a way to open his next presentation.

The presentation was for the whole organisation, and the message was simple: everyone needs to be much more aware of cybersecurity incursion risks. He was on the right track, but he was getting bogged down with technical detail.

“Why don’t you start with a real story from a similar organisation that shows what could happen?” I offered.

He laughed and rolled his eyes. “Yeah, everyone starts cybersecurity talks with those stories.”

“Yes, but has this audience heard them before?”

Story fatigue is real, but it all depends on context

Story fatigue is what happens when you become tired of hearing (or using) the same stories and anecdotes.  When we encounter the same story many times, its emotional impact tends to diminish. It can also become predictable, and boredom-inducing, since it’s no longer surprising.

Let’s avoid that!

Story fatigue may be real, but a great story always has the potential to win over an audience. 

Just because you find a story fatiguing doesn’t mean your audience will

With the CTO, he had heard these types of 'lesson stories' many times at professional conferences, but the people at his organisation had not. 

So here’s what you need to do: Think less about what you're going to say and more about what your audience needs to hear. Remember that you’re there to provide value to them, and help them from their Point A (where they are currently) to your Point B (where you want to take them).  As a leader, a great repertoire of powerful stories, told at the right time, to the right audience, is one of the most powerful tools of persuasion you have.

This is a natural continuation of my last email, where I talked about the need to prepare by asking questions about your audience. You should get a gauge of their demographics and psychographics, their issues and concerns, their levels of knowledge, and what’s in it for them. Nail that, and you’ll know whether your story is going to hit the mark.

And remember, the stuff that you consider a bit of a cliché in your industry might be totally exciting and innovative to newcomers and those with limited subject knowledge.

There are always new ways to surprise and delight with presentations. You just have to ask the right questions.