Narrative

Tom Peters, management trainer and business writer, is quoted as saying "The best leaders…almost without exception and at every level are master users of stories and symbols." Of course, he is absolutely right. Using stories (narratives) in business is common - they are one of the six inferences used in argumentation. Narratives are tricky, though, in that they are not considered very strong when used as an inference. They pale in comparison to a hard example, or a strongly correlated relationship. Why? Correlations and examples have roots in the real world, whereas narratives are inexact and usually illustrative. They tend to address the way something "could be" and can seem divorced from the way things "are" unless they are well crafted.

So how does one go about crafting a strong narrative? First, as one always does for an inference, think about the warrant. For a narrative, the warrant is that the story line will play out as described, allowing us to predict an outcome. Given that, here are some thoughts on using narratives.

• Use them! Use them to inspire and call groups to action. While they aren't among the strongest inference types, they are essential for influence and inspiration. That's why the quote from Tom Peters is right…master storytellers often hold influence because their stories inspire people.


• A good narrative has a beginning, middle, and an end. It has an arc that the listener can follow. Twists in this kind of story are small or humorous - they don't change direction. The story is coherent; it holds together and is realistic.


• A thoughtfully prepared narrative has a central conflict and a resolution of that conflict. The conflict is something that the listener can relate to, and is eager to see resolved.


• A good narrative uses language to which the listener can relate. Not many of us can relate to the inside moves of politics, so it is common that political stories use terms like those in sports (the two teams arrayed in opposition, ready to face off; the handicap that one team may have, but overcomes just in time).


• It has characters that the listener can easily picture or imagine. Their actions are plausible and consistent. The kindly grandmother character doesn't slay the dragon - that's what the knight does. Otherwise, you're engaged in creative writing, not the inspiration of imagination.


• Lastly, does it resonate? Can the listener see and imagine it playing out just as you have told it? Dr. David Zarefsky of Northwestern University pointed out in a lecture on this topic that he was reading a couple of novels set in a town with which he was quite familiar. When the novel made reference to places he had been, it had great resonance because he could actually imagine himself there. Steven King, Dean Koontz, and Robert B. Parker are famous for writing about specific geographic areas.

Click here for an example - one of the most inspirational narratives of all times, written as a speech. Also, note the great use of a figure of speech called anaphora (repetition of "we will fight"). All the elements of a great narrative are here and you can feel the effect.

Recap -

• Best use for a narrative is a vivid, vibrant, inspirational call-to-action


• Keep it Coherent


• Promote Plausibility


• Cultivate Consistent Characterizations


• Resounding Resonance

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