Mastering the Art of Storytelling

It was Thanksgiving my freshman year of college. I had come home to celebrate what, in our family, was a most tradition-laden holiday. At our home there was one thing we always knew we were going to run out of — chairs. There were never enough chairs.

My father was a preacher, and my mother worked for a well-known charity, but their real passion was filling our house with people, especially on the holidays. This particular Thanksgiving turned out to be life-changing for me.

My father always told me that if I could become a masterful storyteller, the world would open up for me. He regularly shared how the best storytellers were tops in their fields — salespeople, business leaders, teachers, politicians — but I’d filed that wisdom where most teens file wisdom from a parent — until that Thanksgiving.

As the aroma of turkey and dressing wafted through the air, my father rose, cleared his throat, and started telling a story. It was a simple story of connection framed around a chance encounter he’d had two weeks earlier with a young man at a coffee shop. The story had great detail, solid dialogue, and mild drama about the man’s circumstances. Just as he brought the story to a close, my father pointed to a back table and welcomed the story’s central character to our meal.

That day was different because I didn’t simply watch my father tell a story; I watched the rest of the room watch my father tell a story, leaning forward, hanging on every word — and I was hooked. That day I began a 30-year journey studying, learning from, and ultimately partnering with the greatest storytellers of our generation, from sport icons like Walter Payton, Deion Sanders, and Michael Jordan to top speakers like John Maxwell and Simon Sinek who sought my support when crafting a story that sticks. Many of those were featured in the 13 New York Times best-selling books I would author, selling more than 7 million copies.

As business leaders we typically commit the cardinal sin of speaking — showing before we tell. We’re excited to show people what our results or framework is, failing to tell them why it matters. Then we’re surprised when we get no response. A great storyteller captivates before revealing what’s significant. Take my father, for example. He captivated the room by telling us the story of an inspiring young man whom he kept anonymous until revealing the main character at the very end — an emphasis that left an impression on me forever.

Just by switching the order, your next speech, book, or article can make a mark on your audience for years to come. I’m showing the Real Leaders community how to tell better stories at no charge at verified.real-leaders.com/donyaeger.

About the Author

Don Yaeger

A Hall of Fame keynote speaker, business leadership coach, 13-time New York Times best-selling author, host of the top-rated Corporate Competitor Podcast, National Geographic’s “Storyteller in Residence,” and longtime associate editor for Sports Illustrated.