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> “Storytelling That Moves People”
By Robert McKee
Published in Harvard Business Review, June 2003
Reprint R0306B
Abstract: Why is persuasion so difficult? Why does a direct, intellectual appeal often fall sort of the mark? Screenwriting professor and lecturer Robert McKee, who was portrayed in the film Adaptations, addresses this question.
McKee believes that executives need to engage listeners on a whole new level by eliminating slide presentations and learning to tell good stories. McKee argues that stories “fulfill a profound human need to grasp the patterns of living – not merely as an intellectual exercise, but within a very personal, emotional experience.” As defined by McKee, “a story expresses how and why life changes.”
From a CEOs perspective, the key to effective leadership is in motivating his or her people to reach certain goals. McKee explains that this task is more effectively achieved by engaging emotions rather than simply appealing to intellect. Through storytelling information is interwoven with emotion and energy and when done right, the outcome is quite persuasive.
In this article McKee outlines the elements of a story and how business people can adapt their messages to this storytelling format.
To read “Storytelling That Moves People” contact: The Harvard Business Review and enter the reprint number, R0306B in the search field.