????故事還能：

????? 利用吸引人的隱喻，迅速傳遞原本復雜的理念。

????? 使信息更為可信。

????? 激發所有利益相關者群體參與其中，并增加其信任感。

????? 傳遞價值、理念和熱情，并使聽者能內化于心

????? 隨著聽者欣然接受故事所要傳達的信息，它還能減少阻力

????案例研究：最后，讓我們再說一個真實的故事，有一家公司主要做寵物護理，幫助客戶有效地照顧他們的寵物。該公司的一個重要價值是“不惜一切幫助顧客”。

????一天下午，該公司一家門店迎來了一群小學生，他們年齡只有5到9歲。孩子們抱著一只紙箱，里面有好幾只剛出生的小貓。這些小貓是他們從林子里撿來的，可能是被它們的母親遺棄了。孩子們沒有錢，也沒有經驗，只是非常想照顧好這些小貓。其中一個孩子懇求道：“你能幫我們救救這些小貓嗎？如果我們不救它們，它們就會死的。”

????這家門店的經理沒有任何猶豫，立即給了他們兩個大的貓籠子，足夠吃一個月的貓糧，以及水盆、碎布等一應物品。然后她耐心地向孩子們講解怎樣照顧小貓，確保他們充分理解自己的新責任。她還鼓勵孩子們一有問題就來找她。孩子們帶著小貓回家了，他們的臉上掛著快樂和自信的笑容。

????第二天，一些孩子的父母來到店里，衷心感謝了這名經理，并且高興地付清了她贈送的那些物品所需要的款項。此外，他們還購買了很多養貓所需的其它物品。更重要的是，他們贊揚了經理的做法，并且把這個故事告訴了所有朋友和鄰居。這家店“真正關心顧客、在行動中展示價值”的理念由此深入人心，迅速獲得了競爭優勢。

????這個故事也迅速在該公司內部流傳開來，并在社交網絡上走紅。甚至連該公司的CEO也樂于與人分享這個故事，作為在組織內各個級別傳遞公司價值，尤其是“采取行動”這一訊息的一種手段。

????一旦你決心成為一名會講故事的領導者，以下幾個步驟可以幫助你：

????? 基于個人經歷，想想過去的經歷中，哪些事可以成為一個好故事的基礎，養成撰寫“個人故事筆記”的好習慣。

????? 當你分享故事時，你總會獲得另一個故事作為回報……人們習慣于用一個故事匹配另一個故事。最重要的是，注意他人的故事中反映的價值、問題和熱情，并且把它們整合到你自己的故事里。當你的故事反映了聽者自身的價值時，注意觀察他們的反應。

????? 對故事進行研究，讀一些關于講故事的書，注意收集和提煉你的故事，最重要的是：

????? 開始講故事！故事可以改變你與人的關系，使你成為一名杰出的領導者。所以開始講故事吧。

????正如技藝精湛的脫口秀女王奧普拉?溫弗瑞在每個故事的結尾處所言：“這就是我的故事，我堅持這一點！”（財富中文網）

????*延伸閱讀：Lori Silverman的新書《講完數據之后再叫醒我：企業如何利用故事催生結果》(Wake Me Up When the Data is Over: How Organizations Use Stories to Drive Results)已經在亞馬遜上有售。

????譯者：樸成奎

????審校：任文科

????Stories can also:

????? Rapidly communicate complex concepts using compelling metaphors

????? Make information more believable

????? Stimulate engagement and trust across all key stakeholder groups

????? Convey values, ideas, and passion that listeners will internalize

????? Eliminate resistance as listeners willingly take ownership of a story’s message

????Case Study:Let me close with a true story that went viral in a company that was focused on pet care and helping customers effectively care for their pets. One of importantly the values in the company was “Do whatever it takes to help the customer.”

????One afternoon, a group of school children, aged 5-9 years, came into one of the company’s many stores, carrying a cardboard box full of newly born kittens they had found in the woods, abandoned by the mother. They had no money, and no experience, only a strong commitment to take care of the kittens, no matter what. In a pleading voice, one of the children asked, “Can you help us save these kittens? They’ll die if we don’t help them.”

????The store manager, without hesitation, immediately gave them two large kitten cages, a month’s supply of food, water dishes and some comfortable rags for the kittens to sleep in. She then coached them on how to care for young kittens and made sure they understood their new responsibilities. She also encouraged to ‘come back anytime if you need more help.’ With happy faces, and new confidence, the kids proudly took their kittens home.

????The next day, some of the parents came to the store, profusely thanked the manager, and happily paid for all the items that she had given to the children the day before. In addition, they bought a lot of other products that growing kittens would need. Most importantly, they praised the manager for taking initiative and they told the story to all their friends and neighbors. As a result, the store immediately gained a competitive advantage as “a business that truly cares for customers and demonstrates its values in action.”

????This story also went viral within the pet care company’s own organization and was proliferated on social media. Even the company’s CEO loves to share this story as a way of communicating their values and especially the message “take initiative” across all levels of the organization.

????Here’s a few action steps for you, once you decide to lead with stories:

????? Think back to situations in your own personal experience that could be the basis for a good story and keep a Personal Story Notebook

????? When you share a story, notice that almost always, you will get a story in return…it’s human nature to match a story with a story. Most important, notice the values, issues, passions reflected in other’s stories and integrate those into your stories. Watch how people resonate as their own values are reflected back to them via your stories.

????? Make a study of stories, read books about storytelling*, keep collecting and fine tuning your stories, and, most important:

????? Start telling stories! Stories can transform your relationships with people and make you a stand-out leader. So go for it.

????As Oprah Winfrey, a masterful entertainer and storyteller says at the end of every story, “That’s my story, and I’m sticking to it!”

????*See:“Wake Me Up When the Data is Over: How Organizations Use Stories to Drive Results,” a new book by Lori Silverman, available on Amazon.com