Forbes (New York, NY), April 15, 2012
by August Turak
Authentic power arises from compelling communication. Every great leader is a powerful communicator. It worked for Steve Jobs. Here’s how to make it work for you.
The primary job of leadership is to “communicate a vision.” A leader must be able to tell such a rattling good story that others are inspired to follow his lead. A business story is just another name for organizational mission and purpose. But while mission statements are often rightly associated with static, boring, and lifeless platitudes, a great story must be dynamic and most importantly it must move people.
I still get goose bumps when I recall the story that a young Steve Jobs used in the early 80s to lure John Scully away from his heir apparent position at Pepsi: “It all comes down to this. Do you want to spend the rest of your life peddling sugar water to little kids or come to Apple and change the world?” This two sentence story isn’t a business case. It turns Jobs into a prophet offering Scully a mission from God.
If every great leader like Jobs is a great storyteller, what are the secrets to telling great stories?
- Know Your Story.
- Stories are Subliminal.
- Use Emotion. Don’t lecture people. Move people.
- Learn from the Masters.
- Use Symbols.
- Never Forget Your Roots.
- Demonstrate, Don’t Pontificate.
- Be Sincere.
- Serve A Higher Purpose. Your story must tap into every human being’s longing for something that transcends business: something bigger than our selfish concerns that finds its expression through your story.