See a photo of Annette, a link to her bio, and Part 1 of this Q&A and Part 2.

Q&A with Annette Simmons (Question 4):

Q: In your most recent book, Whoever Tells the Best Story Wins, you talk about how organizations need both story and metrics, analysis, and objective thinking. Those of us in the storytelling world have, of course, long accepted that organizations need the emotional dimension of story. We accept that facts, figures, bullet points, and death-by-PowerPoint aren’t always the best way to communicate. But is the mainstream business/organizational world getting these messages? Do you see evidence that more organizations are embracing your message — or are the organizations you consult with still surprised — even shocked — by what you bring to them?

A: If I am giving a keynote I love to say “I think we need more metrics, don’t you?” The room erupts in laughter. Reports steal so much time that EVERYONE thinks we need fewer, not more metrics. Even the top guys - they will say, “We have to edit this pile of measurements down to the vital few.” The problem is that no one can decide which metrics to stop, and no one can get approval for something that doesn’t promise a measurable return on investment. So new projects mean new measurements…or at least continuation of the old ones. Stop a report, and somebody screams bloody murder. So… they are not shocked; they are hungry to cut out metrics. But they can’t seem to decide what to unload from their 50-lb backpack of tools, so they trudge on.

Without a boss who is willing to risk mistakes…everyone keeps measuring everything. To spend significant time on stories, is definitely a lead by example issue. When the CEO or Chief of Staff start using stories and reward acts that are not measurable, but in the spirit of the group’s mission - then everyone else follows suit.

Even in a mechanized organization a storytelling manager can thrive as long as he/she has the important numbers. Like Lincoln responding to complaints of Gen. Grant’s drinking problem - whatever he/she is drinking, send everyone a case of it - a high-performing storyteller gets to keep doing whatever he/she is doing. Nothing succeeds like success.

Anytime someone says, “they won’t let me tell a story - all they want are the facts,” I assume that is their anxiety talking. Few, if any stories in a business setting should last more than 3 minutes. People will happily sit still for a three-minute story and NO ONE will complain that they wished you had added another PowerPoint slide rather than told your story.