When to tell a story and when to stick with the facts.

You’ve probably heard this before:

“Storytelling is essential to effective communication.”

And it is.

But telling stories in the wrong moment or to the wrong audience can backfire. It can feel unclear, off-topic or even annoying.

Effective communication is clear and impactful.

Storytelling can be part of it or not.

How do you know when to tell a story and when to skip it?

Here are three quick ways to adapt:

Skip the story if you’re presenting to executives or anyone who wants the essential information.

Start with what matters to them. Try this format:

This is what you need to know

This is why it matters

Here’s what we need to do next

Be ready to follow up with a story if there’s time.

If time is short, know your audience. Would a story persuade or annoy them?

A quick, good story might be exactly what gets them to care.

Just make sure it starts and ends with what’s in it for them, not for you.

If you are not comfortable telling stories, don’t force it.

A clear, authentic message that plays to your strengths goes farther than feeling awkward telling a story.

Instead, use a structure like:

ABT: And, But, Therefore

ACT: Attention, Challenge, Transformation

These frameworks shapes a message with clarity and impact.

Adapt to your audience.

Adapt to the moment.

Adapt to yourself.

Tell stories when you want to inspire.

Hold off when you need to inform.

And always stay true to your style.

After all, stakeholders need to believe in you.

Resources:

ACT framework

Attention, challenge, Transformation. Works for anything, try it. 💙