What's happening vs. Why it matters.

Have you ever used facts in a presentation or meeting in the hopes of convincing someone of something? 

Most of us do.. 

But there’s a better way to communicate effectively.

But first, let’s talk about facts

They’re logical. They tell us what’s happening. 

You might say “72% of customers will ditch you for a competitor after just one bad experience.”

But, there’s something else that works much better than simply stating that fact.

It’s telling us why that matters.

When you only give people facts, their brains don’t really engage.

It’s the difference between learning facts about the Great Depression in a middle school history book vs. reading the book “The Four Winds” by Kristin Hannah. No comparison.

Facts are easy to forget. Stories are not.

And it’s the same in workplace communication. 

You can tell your team that poor customer service accounts for lost business, but they may not know what you mean….exactly.

But what if you talked about customer service like this…

“For eight years, Sarah’s been a walking billboard for her favorite nail salon. Her nails are tiny canvases. Every two weeks, she'd have a new masterpiece created. It’s how she expresses herself. They’re a conversation starter.

People often ask her where she gets them done and she always has the same answer, “Polished Perfection. Just ask for the owner, Tammy.”

Sarah sent dozens of new customers through their doors over the years. She was fiercely loyal.

And then, one day, Sarah arrived for an appointment with a coupon she’d tucked away in her purse, 10% off a set of gel nails. It had expired a week prior.

"I'm so sorry, but we can't honor this," said Tammy.

Sarah didn’t know what to say. So she got her nails done, then left. She knew she’d never go back. Truth be told, she was a little hurt.

It wasn't about the few dollars she would’ve saved. It was about the lame refusal after so many years of being their biggest cheerleader. It was like her decade-long relationship with the salon meant nothing. She couldn’t believe Tammy risked their relationship over a measly $5.

The impact? Sarah went to a new salon and started referring people there instead. Over the course of time, it meant lost money for Tammy. And a disheartened former customer.

And the lesson? 

Facts tell you what is happening. 

Stories show you why it matters. 

While spreadsheets and data are essential, they don’t inspire action or build loyalty. 

Only using facts is like trying to get your kids to eat vegetables by showing them a nutritional chart. It’s logical, but it won’t work.

This is where the power of storytelling comes in. 

Stories make things stick in the brain because they:

• engage our emotions

• activate multiple parts of the brain

• cause our brains to release hormones that help us empathize with the characters and remember the plot

• connect events, causes, and effects in a way our brains are wired to process

• make the info easier to recall later

So the next time you find yourself ready to give a bunch of facts, take a minute to think of why they matter. And then tell a short story that illustrates that impact.

If you’re interested in having your own storytelling workshop, reach out to me at TheGreatStoryWorkshop@gmail.com