Building a great experience starts with identifying the people you want to serve and a story they want to participate in. Then, you have to communicate that story in way that others can understand and want to help build – to persuade others. I think to be involved in creating experiences, you have to be a storyteller. The job of a user or customer experience professional involves envisioning the story that you want to experience. A big part of the job is persuading others to share that vision.
“If you can help people better understand what is going on, understand the plot (a plot, any plot) and their role in it, they will follow you. Once they believe in your story, they may even start to lead the way. A story can transform the impotent and hopeless into a band of evangelists ready to spread the word.”
I have been looking for a useful resource to help me improve my storytelling. I really enjoyed The Story Factor: Inspiration, Influence, and Persuasion Though the Art of Storytelling by Annette Simmons. Annette shares examples of why stories work to bring a shared understanding to a group and why they can work to influence others.
“Story: a narrated sequence of words and other triggers in a way that a simulated experience is created in the mind of a person.”
This book lays out six types of stories that can help influence others:
- “Who Am I” Stories
- “Why Am I Here” Stories
- “The Vision” Story
- “Teaching” Stories
- “Values-in-Action” Stories
- “I Know What You are Thinking” Stories
The book provides many great story examples along with the context in which they where used, why they worked. There are some useful storyteller dos and don’ts.
“Never tell a story to someone you don’t respect. The only message they will receive is your lack of respect.”
“Before you attempt to influence anyone, you need to establish enough trust to successfully deliver your message.”
User experience is often thought of as a circle where the end of one release feeds the beginning of the next. Each cycle includes understanding users, designing products and experiences, and then validating and improving the designs.
“Story favors a circular model of power where influence is passed back and forth and where beginnings are endings and endings are beginnings.”
I found The Story Factor to be a useful book and I recommend it for all user and customer experience professionals.