The Power of Storytelling
I worked for many years as a climbing ranger in Grand Teton National Park. The old joke was that superintendents come and go, but the rangers stay forever. One of the more memorable superintendents was David Vela. Vela was a large man with an even larger personality. He had a wide smile, a firm handshake, and a talent for working the room. And he loved to tell the following story:
I remember riding in the back of our station wagon as a ten year old - a working class hispanic family seeing the national parks. Grand Teton was etched in my memory and I was taken not only by the grandeur of the landscape but the professionalism of the park rangers I met while I was there. I said, “One day, I will be superintendent of Grand Teton National Park.”
It wasn’t so much of a rags-to-riches story but one of the American dream. Heartwarming, to be sure. After about the tenth time hearing this story, I turned to another climbing ranger next to me and said, “You know, that’s a pretty good story.” Marty nodded.
“I wonder if it’s true.”
Pause.
“Does it matter?"
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(photo Doug Wewer, desertsnowphotography)My good friend Terry O’Connor reminded me of the story of the Syrian refugees from a couple of years ago when the many NGOs were trying to fundraise for the humanitarian efforts there.
When they went door to door with spreadsheets, no one opened their wallets.
When they went door to door with a photo of the drowned toddler on the beach, everyone wanted to help.
When they went door to door with a photo of the drowned toddler on the beach, everyone opened their wallets. Then when they pulled out the spreadsheets, people put their wallets back into their pockets.
There are lessons to be learned here.
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I tell you these stories because of my great fascination with the power of storytelling and how effective it can be as a source of inspiration, influence, and/or behavior change. If you can make a connection with people, evoke visceral images, and allow people to draw (rather than be told) a(n) (intended) conclusion, it can be way more powerful than anything, even fact or truth. Stories can change the world.
As an avalanche forecaster, I find this hugely important. How best to convey information to the public? Not long ago, I met up with Ian McCammon. He reminded me that - regarding influence - it is easy to manipulate people….but once they find out they are being manipulated, they don’t like it very much. (Hmmn...back to the drawing board). He recommended a couple of books - Whoever Tells the Best Story Wins, by Annette Simmons and Words That Work, by the Republican pollster and strategist Frank Luntz.
Two of my favorite UAC podcasts look more deeply into these matters. One has Alex Hamlin as a guest.. Alex was in the marketing department of Black Diamond and was the producer of the BDTV series. My central question was How do I get people to buy what I’m selling if what I’m selling is safety? The other is with state epidemiologist Dr. Angela Dunn. They are two of my favorite conversations.
