You have an idea, calling, vision, and purpose for what you see your mission in the world to be. As a leader, you have a passion for spreading that mission. Not just to those who are part of your community but also to those who hope to join your community.
Unfortunately, we've all probably learned that it is not enough to say, "Well, because I said so," to effectively bring people along on that mission.
It's just not going to work.
And this may be hard to hear, but it is true. Most people don't think like us. They don't want to be us, don't believe what we believe, or have the same goals as us. Instead, we must learn that our audiences pick us for our ability to tell a story that resonates with them.
And that all starts with our ability to empathize with who they are.
Stories have a unique ability to shape how others see you, see themselves, and see the world. They have the power to bring us from the point of unknown to belonging - belonging to connected - and connected to active. They have the power to engage an audience and build a community with a shared idea of who they are and what they are trying to do.
So, when it comes to launching our visions and sharing our mission, a well-crafted story will draw people in and connect them more profoundly than any facts, studies, or PowerPoint could ever dream. In fact, a London School of Business study found that when people hear statistics alone, "they retain only 5% to 10%" of the information. In comparison, "when stories are used to convey the same information, retention jumps to a remarkable 65% to 75%."
If only we could tell them well.
While there are many approaches to creating an engaging story, we must place three ideas central to the narrative. Because while the power of your story will rest on your ability to empathize with your audience and their needs - these three concepts will make or break whether they are willing to hear you out.
The author, Seth Godin, uses the concept of "people like us, do things like this" to describe how building an authentic story can help influence your audience. And while the word story is often associated with something made up or fake, there is no quicker way to alienate and drive away people than telling an inauthentic story. However, when you have a story rooted in the truth of who you are, people will flock to it, eager to drive that story (your mission) forward.
Do we show up daily - living our mission in a way that shows our commitment to it? The process of using story to move your mission is not a one-time effort. It takes an intentional consistency to continually tell your story in a way that sticks. Right around the time you feel like a broken record is about the time someone will either a) hear you for the first time or b) say to themselves, "hmm, that sounds familiar." You could craft the most remarkable story, but if you aren't telling it - not only is no one listening - they are actively not listening to you.
It's possible that this is just another way to say "authentic," so I could have a three-point takeaway. But more importantly, your credibility (honesty) in telling the story of your mission will go far beyond any other effort you put forth. When you show up daily and live your mission authentically, you bring credibility to it and the story you are telling.
And with that authenticity, consistency, and credibility, you bring rocket fuel to your mission - launching your vision into reality in ways you may have never dreamed possible.