Luhn will be the closing keynote speaker at IMA's Annual Conference & Expo, coming to San Diego on June 15-19, with a session titled “Storytelling for Business.” (Register now before on-site rates begin on June 1.)
| Q: | Your animation and story credits include some of the most groundbreaking shows and movies of the last 30 years. How does your success as a story builder translate to how to be successful as a leader? |
| A: | The same techniques that go into creating successful protagonists in storytelling can be used in becoming a better leader. When designing a protagonist in a film, I want my hero to possess a clear vision, be likable, compassionate, persistent, and use storytelling to inspire others. These five hero traits also make great leaders in the business world. |
| Q: | In many instances, telling a brand’s story is critical to its appeal factor with its customers. How can companies go about telling their stories? |
| A: |
Storytelling is not just for the movie screen but also for business and beyond. When only data and statistics are shared, 10 minutes later we retain about 5% of the information. But when a story is wrapped around the data and statistics, we retain 65% of the information! Companies can tell stories around their products, their employees, their customers, and their founders. These stories can be told using metaphors or reflections that will make the information more memorable. |
| Q: |
How can storytelling bridge the gap between the business and the personal and in turn fuel creativity and innovation? |
| A: |
Storytelling is the best way to inspire creativity and innovation in the workplace. Less than 15% of the world’s population likes to take chances or try something new, but when people hear, see, or experience others try something new – having a good or bad experience – they’re inspired to change. These experiences are most effective when shared as stories. Studies show that people are also more creative when they understand and feel invested in their company’s story. We also feel more creative and at ease when a story is told that releases endorphins and make us laugh. |
| Q: |
How should business communication work? How can storytelling help with business communication? |
| A: |
Business communication should be authentic. Bring your whole self to work and speak from the heart. Storytelling can improve our business communication at work because we can share personal and professional stories with our peers and customers that are memorable, impactful and personal. |