The Power of Stories

By: Jeff West

“Story, as it turns out, was crucial to our evolution -- more so than opposable thumbs. Opposable thumbs let us hang on; story told us what to hang on to.”

- Lisa Cron, Story and writing coach

For millennia before the written word our ancestors passed along what they’d learned by telling stories. It was an oral culture. Stories are the way we understand life and our place in it. Stories have a tremendous influence on how we shape our lives. We learn ideas such as good and bad. We learn the difference between right and wrong. We learn about love and loyalty and much more.

Even after they began to be written down, look at the stories by the ancient Greeks as one example. Their pantheon of gods told stories about them in ways that had an incalculable influence on what the Greeks believed and their culture that sprang from it. The stories were the way they made sense of their world. It gave them something to ‘hang on to’ as the opening quote states. Every culture has their stories that define who they are.

To this day we get stories from books, movies, songs and from our friends and family. We get stories from advertisers and politicians, who long ago figured out, stories are the way to influence who we are and what we want. When you look at it this way, think about the effect stories have had on who you are.

In Man’s Search for Meaning, Victor Frankl states, “The striving to find meaning is the primary motivational force in man and stories are the way we construct and find meaning in our lives.” We should not, he says, “Be hesitant about challenging man with a potential meaning for him to fulfill.”

As a leader of your organization how good are you at telling a compelling story about why you exist? Your purpose. All great organization are born from this.

Let’s take an example. The United States Marine Corp. While I have no intention of getting into the always fun discussion of which branch of the military is best, have you ever met an ex-Marine who wasn’t proud to be a Marine? As a matter of fact, they’ll tell you there’s no such thing as an ex-Marine. Once a Marine always a Marine. The Few the Proud. Semper Fidelis. Do you think this happens by accident generation after generation? It’s the stories they tell. It’s how they understand who they are and what they’re out to accomplish.

Now, not everyone can or wants to be a Marine. Just as not everyone can or wants to be part of your organization. But you’d be hard pressed to find a more dedicated and passionate group of people for those whom your story resonates with. Can you begin to see the power of stories? Stories create meaning and understanding that binds groups together. A great story creates the values that the group lives by.

So how do you find your great story? Answer the question, “What’s our purpose?” Why does your organization exist? It can take some time for get to the core of what it is. Keep asking yourself, “Why is that important?” When you come up with the next answer to that question ask yourself again, “Why is that important?” You’ll know when you hit bedrock. The feeling will be visceral.

Once you’re clear on your purpose the stories will appear. You’ll know “why” you’re doing what you’re doing. The story paints a picture of what the future looks like. Steve Jobs was famous for this. He wanted to, “Put a dent in the universe.” When he rejoined Apple, they were a small fraction of the computer market compared to Microsoft. How did he attract top talent when the company looked to be in decline? He asked them, “Do you want to join the Navy or be a pirate?” From the people that resonated with he built a great team that went on to bring the world all the technology they’re famous for and to grow them into the largest company the world has ever seen.

So, if you’re the CEO of a company, the head of an organization, a manager within either of these or even the parent coach of a local youth sports team, what’s your story? What are you giving others; to hang on to?