STORYTELLING
Changing Culture Through Story Telling
By Dr . Wale Akinyemi
When I was young , my mother made it clear that no woman in the family was allowed to eat the gizzard of a chicken because it was the exclusive reserve of the man of the house . I discovered that this story was not only told in my household . Even when I relocated to Kenya , I heard the same story in some quarters . I searched for the origins of this story but could not find it . Where did it come from ?
In similar fashion I was told that whistling at night attracted snakes and evil spirits . Again I searched for the origins of the story but found nothing and no scientific backing for the claim . What I did discover however was that different societies had their own variation of the same story .
In some parts of rural Greece , it is believed that whistling is the recognized language of evil spirits , so when someone whistles at night , those spirits haunt and punish the one doing the whistling . Even worse , one can even lose their voice or ability to speak as a consequence ! In Turkey it is widely believed that whistling at night is calling for the devil . According to Chinese and Korean beliefs , whistling at night will attract wandering ghosts who will follow you home .
How did these beliefs cross oceans and transcend generations ? They started as a story somewhere and then as it was passed from person to person , it gained traction and each community where it landed added its own unique flavour to it . The key thing however is that it started as a story .
Stories rule the world . Whether you are making a sales pitch , a pitch to your board , a pitch to get approval from your boss or a pitch to potential investors or donors , the ability to tell the right stories with the right hook is one of the most desired skills in today ’ s saturated market . If the right stories are not told , we are bound to repeat the mistakes of the past .
Stories shape perceptions , preserve traditions , and serve as a warning against past mistakes ; without them , society risks repeating history ’ s mistakes .
In the new world in which we find ourselves - a world of volatility , uncertainty , complexity , and ambiguity , your ability to tell your story the right way remains one of
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Leadership needs to identify all the great things happening in different departments and subsidiaries and then package these stories for specially targeted audiences which will include all stakeholders . Staff need to get regular updates and stories about the progress being made by the company . the ways in which brands can differentiate themselves and build their value . It remains one of the ways that organizations can get the right support from donors and even one of the ways entrepreneurs can attract the funding they need .
Storytelling has been a part of human culture for thousands of years . From oral traditions to written stories , people have always been drawn to narratives that entertain , inspire , and educate . In recent years , businesses have started to recognize the power of storytelling in growing their brands . By telling compelling stories , companies can create emotional connections with their audience , differentiate themselves from their competitors , and drive brand loyalty .
The power of storytelling lies in its ability to engage people on an emotional level . Stories have the power to make us laugh , cry , feel inspired , and even angry . By telling stories that resonate with their audience , businesses can create a stronger connection with their customers . This emotional connection can lead to greater brand loyalty and advocacy , which can ultimately result in increased sales and profits .
Not telling the right stories can disconnect customers from a brand . If the stories don ’ t resonate , customers may feel misunderstood and lose trust , leading to decreased engagement . It ’ s crucial for businesses to understand their audience and craft resonant stories .
One example of a brand that has successfully used storytelling to grow its business is Nike . Nike ’ s “ Just Do It ” campaign , launched in 1988 , is one of the most successful marketing campaigns of all time . The campaign was built around the idea that anyone can be an athlete if they have the courage to try . Nike ’ s ads featured real
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