The Big Secret
1 . Nothing works 100% of the time. A machine can have a motor replaced but a sales manager can’t have a personality transplant. Maybe a new story about who he is and why customers need him will mean he sells more, but maybe it won’t. Successes of 70% or higher are good. Expect more and you kill good ideas as heartlessly as killing imperfect children.
2 . Tiny details can deliver great power and huge gestures can mean nothing. One plus one doesn’t equal two anymore.
3 . Since the situation, emotional state, and time context are unpredictable the outcome is always unpredictable.
Use the New Rules Sparingly
Objective thinking is still important so decisions involving people need two sequential conversations using numbers logic and people logic (emotional connection to product/decisions) UNDERSTAND, the two results may create mutually exclusive conclusions. That’s why you get paid the big bucks – find the balance. But don’t hug the numbers and belittle the emotions. When you want to tell a story:
1 . Embrace risk. Creativity means deviation from the norm. Any story that
deeply taps into emotions that change behavior are outside the lines. Relax.
It won’t work 20 to 30% of the time, but you aren’t locked in.
2 . All stories are specific. Yes, there are archetypes: hero, warrior princess,
mother and child, voyage home, humble savior. But humble savior is
nothing like the movie, “The Matrix.” To make a story produce emotion
you have to be specific. It is hellish to abandon the safety of generalization
for one story in order to stimulate details of sound, image, taste, touch, and
smell. But generalities can’t create goosebumps or passion or desire.
3 . Once you step off into uncertainly, your only sense of balance comes
from tracking the response of your audience, customers, or employees. It
is the most intense listening you’ve ever done. When we crave certainty
we use objective measurements against pre-stated goals as a defense
against real connection and true communication. If you want better
communication anywhere in your life, uncertainty is a great place to start.
-
“Okay, on three, everyone take two steps to the right.”
“If they can’t tell us apart, no one gets in trouble.” If you’re afraid to stand alone, you’ll never stand out. A cohesive team can move quickly, but a scared team isn’t going anywhere fast.
-
“Concrete wall.. Dam.”
Ahhh, the frustration of working in large organizations. If you don’t have a sense of humor you’re miserable and chances are you just make everyone else miserable.
-
“What do you mean I’m not approachable? I AM smiling.”
Your face tells employees a story. They wonder do I tell the truth? Or do I let some other sucker do it…later?
-
“Have I ever told you the one about the time I grew back from just one arm?”
There are some stories that get old. Yes, they were amazing the first time we heard them. Fifteen years later, not so much.
-
“Personal space? What do you mean I’m in your personal space?”
Revisiting the original vision story can soothe petty frustrations brought on my late hours, too much caffeine and purported refrigerator thefts.
-
“So I know I’m the new guy, but I have some really great ideas. Seriously, they are great ideas!”
Enthusiasm is often viewed as naivete’. Slow down! Tell a story that builds your credibility. Let your ideas reveal themselves to your listeners.
-
“What I could teach you, my dear. Come closer and sit awhile.”
Wasps match some human behaviors: dominance, deceipt, and opportunism. All queens start alone, and manage the hive as a hierarchy. Everyone has a story, don’t be afraid to ask.
-
“Call in the sharks. That new fish is getting on my nerves.”
People (and fish apparently) will “kill the messenger.” Wrap the truth in story and avoid the sharks.
-
Most. Boring. Powerpoint. Ever.
No one will ever complain if you replace a powerpoint slide with a good story.
-
“Here are the chocolate candy samples. Maybe a lighter brown?”
Not flattering, but we remember “ick” details. Disgust is one of the original emotions. Just don’t overdo it.
-
“When they talked about transferring us I really expected we’d have a desk and everything.”
If you want to improve morale it takes more than telling a new story. The story needs to be true.
“When they talked about transferring us I really expected we’d have a desk and everything.” -
“HQ promoted me to be team leader. Correct me if I’m wrong…but do you see a team here?”
Before you get mad, consider explaining your frustration with a story to put your listener in your chair and see what you see.
-
Please just look at the new budget. Pretty please?
Some stories last a day. If you asked for too much money, you could plaster this little guy’s face all over the office. Do your own campaign on frugality. Wear old clothes. Tell a story.
-
“Fine. I’ll go to your two day retreat. But I’m not hugging anybody!”
Story feels too touchy-feely for some. Don’t force it. They might cry and get snot on your shoulder.
-
You want me to what? I don’t know any stories!
Most everyone says this when you ask them to tell a story. Keep prompting, what happened when…? Last big crisis…?
-
“I’ve heard it all before, you little monkey. Try again.”
New. Original. Unique. Products? Yes. Human needs? Nope. You can still use old stories to understand human needs.
“Yeah right, like a guy with a blue and red nose could possibly get promoted around here.”
Turf wars are just another form of discrimination. Whether people discriminate on the basis of status, occupation, geography, or industry the ten territorial games are the same. The idea is to fight all forms of discrimination.
-
“We didn’t have any problems until you arrived. A little sand in our faces, but no problems.”
Big stories rewrite reality. Welcome fear, it means people care.
-
WILL YOU PLEASE SHUT UP?
Keep yelling…or ask to hear the story behind that constant suggestion? Listen it out of them and they will see the error in their thinking or you learn something.
-
“Hey, you can implement any policy you like….it doesn’t mean it’s going to happen.”
There are ten territorial games people can play to block implementation. All are driven by the story they tell themselves.
-
“I’m your new boss. Allow me to demonstrate the parade rest I expect when I enter the room.”
Military style management can alienate staff and kill creativity. Obedience is the lowest form of cooperation.
-
“One more bite and we won’t ask again….promise”
Some people are never happy no matter how much you give them. The trick is to teach them to fly and find answers by themselves.
-
“Tony, give up already. If they really wanted us to fly…they would have given us wings that work.”
Doing more with less makes sense as long as you give staff the tools they need. Give your staff the tools of self awareness, storytelling, and dialogue.
-
“Having a positive attitude won’t make you more successful…but it will irritate your enemies enough to make it worthwhile.”
Sometimes the most valuable thing a group can do is lighten up a little. Creativity is more accessible when people are relaxed and having fun.
-
“Statistics say one in every four people suffer from mental illness. Look around. If the three people closest to you seem okay, it’s you.”
Sometimes a work group needs some good ol’ fashioned therapy. Telling the truth, hearing the truth, venting emotion. Afterwards everyone is exhausted, incredibly relieved that it’s over, and ready to get back to work.
-
“The entire team had our hair done just like the boss’s. It’s your turn.”
There is more than one right way to accomplish goals. Diversity isn’t just driven from the top down. All staff play a part in rewarding diversity.

Want to receive periodic updates from Annette? Sign up to be added to our e-mail list!