You don’t have to be an Oscar winner to tell a great story. Chances are you do it all the time – at work, home, in your community. What are your favorite storytelling techniques? Share a storytelling success with us in the comments, and read on for tips from Andrew’s talk.

The creator and master storyteller of Finding Nemo, Toy Story, and Wall-E gives us a playbook that’s chock-full of what we should (and can!) do to tell great stories – at work and at home. Here are the top four rules to live by:

1. Begin with the end in mind. “Storytelling is joke telling. It’s knowing your punch line, your ending. Knowing that everything you’re saying from the first sentence to the last is leading to a singular goal.”

(Note: Stanton dropped an f-bomb in his opener, but I’m pretty sure that’s optional for the rest of us.)

So here’s the question: when’s the last time that you built your presentation, meeting agenda or sales pitch on a punch line? Did you begin with the end in mind? Did you pre-plan the one thing you wanted everyone in the room to leave with?

It’s absurd not to plan a punch line. Why should that happen in our work messages? Even the worst joke tellers have a punch line in mind. Their problem is in the execution. Plenty of those examples in politics, business, and there’s always that slightly off uncle who manages to do it every Thanksgiving.

Do not pass Go, do not collect $200 until you create the punch line, or as we call it, the Point Of View. It’s the big idea, the lead of your story, and most importantly, the phrase that signifies the biggest change in how you want your listener to think or act about your topic.

Your punch line should not be “Buy my product.” That’s a “you” focused message. Instead, frame it with them (your listener) in mind. How and why should your listener think or act differently about technology, an issue, their priorities. What problem are you trying to solve?

This is probably the single most difficult part of creating a message. Not only do we have to be ruthless in prioritizing the most important “So what?” thing, but we also have to frame it in a way that matters to them. But when you do create that crystal clear POV, it will lead the way, and all of the supporting content, claims and evidence that you need to gain buy-in will come easy.

2. Heed the Greatest Story Commandment: “Make me care.”

“Logic makes you think, emotion makes you act.” It’s not just about facts, figures, stats and studies. How can you get someone to care so much about your message that they’ll take that action? Hint: it ain’t in the logical argument.

That new composting program in the office might be really important to you, but how do you get someone to prioritize the gazillion things that are important to them and put your initiative above it. And even more difficult is to actually change their behavior.

The best story I’ve ever heard was from an IT Director who wanted his organization to adopt a new set of technical standards. We blogged about it a while back. His story about the Baltimore fire engenders the right emotions – in this case, fear and uncertainty coupled with urgency – can be incredibly powerful in driving change. It’s important for logic to be present as well, but emotion is the primary motivator.

3. Make the audience work for their meal. “Don’t give them four. Give them two plus two.”

Stanton noted that we’re wired for this. As humans we desperately try to bridge the gap between what we know and what we don’t. It’s so automatic for many of us that we try to complete each other’s sentences. Chip and Dan Heath wrote about creating a Curiosity Gap (check out this great video about sparking curiosity).

Instead of laying all your information out there, good storytelling is the well organized absence of information – that absence draws us in and makes us want to know more. Give your audience some credit – they’re natural problem solvers who like to deduce and figure things out. Lead them down a path, revealing kernels as you go.

Here’s a recent example. A VP of Sales Enablement gave a presentation at an industry conference. He was invited to talk about how he overhauled the organization. Rather than just laying out each of the steps of the transformation, he began by drawing out the problems of the inefficient organization that he started with, and then stated, “but this all changed in less than 18 months.” That audience wanted more.

Stanton cited a great quote from playwright William Archer, “Drama is anticipation mingled with uncertainty.” Add some drama to your message by playing on what the audience does not know, and create a curiosity gap that they can’t wait to fill.

4. Make it personal. “Use what you know. Draw from it. [Capture] a truth from your experience. [Express] values that you personally feel deep down to your core.”

Using your personal experiences will allow your passion and authenticity to shine. We as listeners trust, believe, and follow those who are authentic. Authenticity is established with consistent messages. That is, the content of your message must match how you come across in your delivery. For example, if you’re delivering good news, smile! If you were to watch a video of yourself, you should be able to mute it and know whether or not you were speaking about good news or bad news, just by watching your behavior.

It’s also about connection. Pay attention to how you engage with your listener. Do you make extended eye communication (versus darting eyes)? Is your tone conversational? Stanton’s delivery is fantastic example of this, and he was near spot-on. (Have to knock him a bit for reading too much from the teleprompter/confidence monitors – it was just enough to break some engagement with the audience.)

Again – you, too, are a storyteller! What are your favorite techniques? Share a storytelling success with us below.

We have seen the fall of giants, as well as the sleaze of some we have never heard of. Just put these names together: Sandusky, Paterno, McQueary, Cain, Bialek, White, Fine, Boeheim, Sheen, Weiner and the list could go on and on to include CEO’s, politicians, Trustees, and celebrities. We name some of them in our Worst list, but we do not get into those tainted by the many sexual abuse cases that have reared their ugly heads in the last few months. Too much “he said, she said” and outright lying – we really yearn for those we can hear, trust, and follow. So here they are – on the Best list:

The 10 Best

1. Steve Jobs – perhaps the communicator of the decade, or century.

Steve Jobs was the rare one who created and developed vision, communicated it clearly and colorfully, and then led to completion. He has been on our Best list four times, was #1 in 2005, and presented his iconic intro of the iPhone in 2007. He not only transformed technology and the way we live, but he also transformed the way business communicates. Renowned for his Apple product introductions he moved the word “rock star” into the business world. For CEO’s, speaking will never be the same. No more Death by PowerPoint – he just used a few visuals, and then spoke from the heart. Well rehearsed, but real – authentic, and always with a message. Perhaps his greatest “speech” was at the Stanford University commencement in 2005. His message continues to echo and be a model for not only business, but the larger world. We will miss him.

2. Howard Schultz – the all around business leader/communicator.

Schultz uses excellent communications to consistently lead Starbucks to success. He began the Starbucks journey in 1987 when he had to convince people to invest and buy at the start, then inspire with vision to grow. Then in 2008 Schultz had to communicate with firmness tough decisions to fire and close stores in turning around Starbucks when they had lost their way. This year he wrote a best seller, Onward, and also we did a blog post on how he elevated his communications to join in national, political and economic dialogue. Always the innovator, now he is visioning a new juice brand with his purchase of Evolution Fresh. All this is the work of a master leader/communicator.

3. Chris Anderson – elevating speech in the TED format.

Founder of the wildly popular TED Talks, Anderson is a visionary who uses speaking and video communication to contribute to the world around him. His ability to verbalize the essence of TED continues to inspire the best and the brightest to participate, leaving viewers with hours of juicy content to imbibe. People are so inspired by the concept that there are independent mini-TED conferences springing up all over the world – and Anderson continues to speak out to support the movement. His challenge to companies to add value when advertising with Ads Worth Spreading is another mark of Chris Anderson as a leader and innovator in the world of communications.

4. Virginia Rometty – communicating on the fast track.

For the last seven years Fortune named Virginia Rometty as one of the top 50 most influential women (#8 this year) – for good reason. This year she became the first female CEO of IBM. And as bright as she was and is, it was largely her communications that elevated her. Leadership is executed through communications, and ‘Ginni’ is likeable, strong, memorable, and connects with large audiences in a very authentic style. She is a natural at incorporating SHARPs in all her communication, and does it skillfully and naturally.  Their stock is at an all time high – and we doubt that it’s a coincidence.

5. Chris Christie – a political poster child for authenticity.

Although it seems like every year now is a political year, this one is a whopper. With Obama already actively campaigning for 2012, over 30! Republican debates, and allegations flying at many of the candidates – who do we believe? Who is authentic? Chris Christie leads the pack – for even his enemies say that he means what he says and says what he means. His manner is direct, often gruff, more often funny. But few question his sincerity, as he is unique in refusing to run in order to finish his job as Governor. Many Republicans wish he was running in the primary, for it’s no coincidence that his communication skills match his ability to get things done in turning around the economy in New Jersey against all political odds. He can persuade public opinion with the best of them.

6. Lady Gaga – speaking out with multi-dimensional creativity.

She’s full of surprises and loves to shock us, but what’s even more surprising is her communication ability. Although Lady Gaga projects a character that’s pretty out there (think meat dress, rotary telephone sticking out of her head, and her new groundbreaking 14’ music video) we can all learn from her creativity. She personifies originality and pushing the edge, and we all need to do a little more of that. Yet when she speaks, she’s articulate. Gaga comes across well beyond her years – poised, confident, and sincere. When interviewed, especially about her Little Monsters (aka fans), her genuine adoration for them is clear, and she becomes again, surprisingly, human. Gaga can own a stage not only with her songs, but also with her goosebump-inducing cadence when delivering a speech.

7. Warren Buffett – years of consistent communications.

It’s been a long time coming – Buffett lands himself on the list for his consistently strong communications over the years. While he is an investor and businessman, the way he speaks and conveys his ideas have made him an icon. He even has spoken on the importance of getting training in speaking! People look to him for wisdom and sage advice. He’s a trusted leader, and known to say what he thinks, even if it’s unexpected and potentially unpopular. Most notably this year, Buffett raised eyebrows with his call for more taxes on the wealthy. And his credibility is supreme, as he was the leader who corralled a bunch of other billionaires to give away their $$$ to charity – leading off with personally donating the largest charitable donation in U.S. history of $31 billion. He puts his money where his mouth is. Although he doesn’t often give long speeches, he’s authentic and powerful when he does, contributing to his long-cultivated reputation as a respected thought-leader.

8. Christine Lagarde – speaking powerfully from the top of the financial world.

She is elegant, stylish and stately – and tough as nails. It’s not a wonder that Christine Lagarde was elected head of the IMF after the Dominick Strauss Kahn scandal. She was the one who could handle the turmoil, and bring direction to this large and important agency. She speaks with clarity and firmness, and in so doing, marks herself as one of the top communicators in the world. She is articulate yet pointed. She knows the facts yet summarizes the key points. She is calm, knowledgeable, measured, and yet forceful in IMF policy in Italy. With one of her most charming and powerful qualities being candor she speaks with firmness and grace, and handles interviews well. She communicates as the leader she is, and if Strauss hadn’t vacated the post she would have ended up leading some other major organization.

9. Morgan Spurlock – high energy and a distinctive style puts him in his own films.

Whether he’s stuffing his face with Big Macs or recruiting sponsors for his own 2011 TED Talk Spurlock’s high energy and distinctive style continues to capture our attention. He puts himself in the middle of his documentaries, like his Academy Award nominated “Super Size Me” where he skillfully walks the line between outlandish and down to earth. Most recently his camera shined a light on movie product placement with “The Greatest Movie Ever Sold.” It’s Spurlock’s pervasive curiosity, grab-a-beer-with-me approachability, and passion that keep us watching and waiting for his next expose.

10. Andy Rooney – a tribute to creating a unique communications experience.

This cranky, prickly mainstay communicator of 60 Minutes was 92 in age, but young in heart and vitality. Andy Rooney continued until his death stating it like it was – as he saw it. In all, he delivered 1,097 commentaries. You might have disagreed, but you would laugh along with him. His energy, forward lean, facial mannerisms and bushy eyebrows made him someone we enjoyed watching and listening to. He made every time we saw and heard him a unique communication experience, and we will miss his witty insights.

The 10 Worst

1. Anthony Weiner – poster child for deceptive communications.

There is a poster child for this year’s theme of deception and evasion that is so pervasive in so many of the worst communicators of 2011. Anthony Weiner was a respected congressman – elected as much by his communications as his deeds. Using that same confident style, he was filled with puffed up outrage when claiming his Twitter account was hacked by someone else showing his lewd photos. Turns out we were the ones to be deceived by his lies, and when he fessed up that it was him who tweeted, he continued to obfuscate, trying to hang on to his office. But he had to hang it up, as his communications this time did him in. He had no apology, in both substance and style. He ultimately resigned in disgrace – because of the photos sure, but just as much because of communications that lacked any degree of humility, credibility and above all leadership. We don’t follow liars very well.

2. Brian Harrison and Bill Stover – Solyndra execs just do not communicate.

It’s never a good idea to NOT communicate when you are under fire, in business as well as in politics and sex scandals. Brevity and effective diversion is one thing, stonewalling is something else. When you take the 5th, you are shoving your communications right slap in the face of the public – unless you perhaps can do it with a smile, or sense of regret. No regret here, as both Harrison and Stover show how closed communications will not further the cause – but will doom it. Such performance reminds us of a few other Worst Communicators we featured here, like Mark McGuire in 2005. Communicating effectively is most critical under the toughest pressure – best to practice before. And it helps to not be guilty…

3. Charlie Sheen – erratic does not pay.

This can’t be a huge surprise for anyone who has watched TV or read the news in the last year. Charlie Sheen lost control and went on a rampage not once, twice, but for a significant portion of 2011. While Sheen has come out saying it was “one weird phase,” his sustained communication faux pas was much more – it was the start of his fall. Following the example of Mel Gibson (#5 on 2010 Worst List), Sheen lost his television role after unleashing a furious rant about his Two and a Half Men producer, and then spun off to rant across the country on a failed tour . As Sheen preached about winning, he was actually failing by becoming a joke. He may be attempting a comeback, but Sheen is a painfully clear example of how erratic communication can destroy a reputation, and perhaps a career.

4. The Murdochs & Ms. Brooks – followers communicate like their leaders.

This motley crew went on the defensive in the wake of their cell phone hacking scandal this year, communicating elusively and trying to get away with as much as possible. Father Rupert’s history of aloofness and arrogance caught up with him this year, especially as he brushed off his apologies to those affected by the hackings. Son Jim spoke most during their parliamentary hearings and found himself hissing like a cornered animal, only further highlighting his deception. To top it off, News Corp staff Rebekah Brooks, when announcing to her News of the World team that they’re jobless due to her mismanagement, spent most of the time talking about her own feelings – unsurprisingly, her staff pushed back on her arrogance. Guilty of bad journalism practices isn’t the only question here – these three are guilty of poor communication.

5. Rick Perry – it’s not just the one miscue, but the overall experience.

Rick Perry had the most publicized communication failure of the year with his brain freeze in remembering his third point in a very public setting. The Rule of Three is good, but you don’t want to say “There are three things…” in advance in a very public forum such as a Presidential Debate unless you know you will remember them. Or have them in your notes. So he could have topped the Worst list with that faux pax along with his early amateurish debate performances, marked by halting mannerisms, jerky style and hostile attacks. But he’s here in the middle because he recovered pretty well, mostly by poking fun at himself. So at least there’s a positive learning point here – the power of humor.

6. Brian Moynihan – not ready for primetime.

Bank of America CEO Moynihan has had several missteps in his first year handling the $billion behemoth, from the $5 debit surcharge to the foreclosure fiasco. And at a time when clear communications and leadership was required, he stumbled, most notably when causing an uproar over his excuse that BofA has a “right to make a profit.” You know you’re in trouble when you’re on a list of CEOs who need to be fired. Business leaders can’t ‘talk’ transparency – they have to live it, and communicate it. Although the returns aren’t in yet, Brian Moynihan has a long way to go to talk straight to re-establish trust with his customers and right the bank that so many feel wronged by.

7. Greg Mortensen – Three Cups of Deceit.

Communications built up the reputation and wallet of this author of the best selling “Three Cups of Tea”. He leveraged that success and began receiving high priced fees for keynote speaking. He actually wasn’t bad – and had a great message to tell about his humanitarian aid for Pakistan women. But that confidence and forward lean style disappeared when he was exposed by “60 Minutes” –  to have lied, and possibly misused charitable funds. Nowhere is guilt more apparent in communicating style than in this clip where he is confronted by a 60 minutes reporter – it’s not just that he is caught off guard, it is his lack of eye communication, hesitation as well as subsequent behavior that shouts “guilty.” He was asked to resign, and this was followed up by an acquaintance writing the book “Three Cups of Deceit” that is outselling the best seller. Character and integrity are the base for the tripod of good communications.

8. The Commissioners: Selig, Goodell and Stern – where leadership requires powerful communicators.

For missing the leadership opportunities in the NBA, NFL and MLB we might dub them the three blind mice – but certainly not the three wise men. Although it wasn’t entirely the fault of David Stern, the NBA Commissioner helped the league lose a couple of months of their multi-billion dollar season this year. Under Bud Selig Major League Baseball lost hundreds of millions in one of the most devastating strikes of any league several years ago. We have no giants at the helm of the big three professional sports leagues  – remember Pete Rozell, Ford Frick, Larry O’brien and Peter Ueberoth, to name a few. They were leaders who communicated, where now we have Roger Goodell of the NFL – he holds himself so meekly we rarely hear of him, but at least he averted a strike. David Stern has been here since 1984 – he’s been around the longest and may be the most offensive communication wise with his arrogance – holds his head high, pompously. Ironically, the healthiest league now is under the worst speaker of the three, Bud Selig, who was #4 on our Worst Communicators list in 2007. He tends to articulate as if his mouth is full of grapes. The Commissioners lead big strong athletes, and they need to be big, strong communicators.

9. Leo Apotheker – a bull in a china shop.

When one of the three key reasons you’re fired as CEO is bad communication, you’re going to make our list. Apotheker was known for going his own way, not communicating a clear vision for HP, not getting consensus and buy-in of his executive board, and standing at the helm as HP’s stock lost nearly half it’s value. The real nail in the coffin may have been his flopped August 18 announcement that HP would kill the Touch Pad and spin off the PC unit, a message that was unclear internally at HP and certainly to customers. Communicating both internally with boards and staff and externally with vision and promise is essential to great leadership. Apotheker fell short and lost a huge opportunity. You can’t be a bull in a china shop without crashing a lot of plates.

10. President Barack Obama – needing to communicate to unite.

The President always appears on the list – sometimes best, sometimes worst – but the bully pulpit is so powerful in America that the communication style and impact of the President has influence far beyond the issues. So it is this year – as Obama, who once led the Best list in 2008, now is the best of the worst. We’ve often blogged on Obama’s failure as a communicator. Here it is not so much deception as evasion – where the promise of Change and Hope was trumpeted from his Bully Pulpit so forcefully that everyone believed. No longer – as leadership from the White House, and from Congress as well, has stalled. Instead of a Presidential vision and message we have political maneuvering and name calling. When we need uniting, we hear dividing. Whether one agrees or disagrees with the politics of the name calling isn’t the point – the learning is that when in a position of power, a leader must trumpet a direction in spite of the circumstances. (And not use a teleprompter to do it.)

As Hans demonstrates, telling a story can deliver your message almost effortlessly through the gatekeeper of the First Brain to the data processor of the New Brain. (More information on First Brain and New Brain is detailed in You’ve Got to Be Believed to Be Heard and a bit in my Compartmentalized Communicating post.)

Bert wrote an excellent post on The Power of Story. It’s spot on. I’d like to add value to it with this complementary post offering a few unique resources, each providing a different perspective on storytelling.

The Moth.  A non-profit organization dedicated to the art of storytelling.  With performances selling out in less than 48 hours with absolutely no advertising other than word of mouth, the demand for storytelling speaks volumes.

“One of the hottest events in town… The Moth is an evening of

unashamedly old-fashioned storytelling…

the performances are enthralling,

funny and moving, with a typical New York intensity.”

- The Times (London)

“The success of The Moth is one example of

the phenomenon of storytelling that is gaining momentum

nationwide. In The Moth’s case, these narrative

sessions are fast becoming an institution.”

- The New York Times

“We celebrate the ability of stories to honor the diversity and commonality of human experience, and to satisfy a vital human need for connection.” – from The Moth’s Mission Statement

Experience Project. The world’s largest living collection of shared experiences, with over 24 experience categories.  Launched in 2007, boasting nearly 3.5 million experiences shared, this is place where individuals share their stories in an anonymous, comfortable and supportive place.  A unique website revealing the human hunger to share and read stories, this website is also a useful tool for communicators to search for stories and ideas from categories such as Education, Entertainment, Politics, Business, Relationships, to name a few.  From confessions to inspirational stories, the Experience Project is an excellent resource for exploring the stories that connect human experience.

Problogger.net: Why Stories are an Effective Communication Tool for Your Blog. This popular blog by Darren Rowse (@problogger) highlights for the blogging community what Decker emphasizes for communicators.  In researching the historical data for his blog, Darren learned that story blog posts were among the most popular over the last five years.  His bullet point list of why stories are valuable for bloggers applies to all communicators, aligned with  Bert’s The Power of Story blog post earlier this year.

• Stories engage the imagination of readers [listeners]
• Stories go beyond facts and theories
• Stories reveal something about yourself as a blogger [communicator] (they’re personal)
• Stories trigger emotions and the senses
• Stories are conversational - they stimulate others to react and tell their stories [to you, to others and in their own communications experiences]
• Stories provide hooks for readers [listeners ] to latch onto your blogging [message] (they’re relatable)
• Stories grab and hold the attention of readers [listeners]
• Stories are memorable – while people don’t always latch onto facts and figures – a good story can be remembered for years
• Stories illustrate your points in ways that can be much more convincing (and convicting) than other types of information

The common thread of these three sites is clear.  People love stories; stories connect them to each other in the most basic human way. Stories are bridges between our humanity and the objective of our presentations. Something so significant should be shared.

Photo credit:  zinkwazi

This came from a client in a recent Platinum Session, referring to the commonly-held belief that engaging emotions is an effort we make only for those presentations intended to motivate and inspire. For this client, he viewed the majority of his presentations as just providing information.

It’s human tendency to compartmentalize. We segment ourselves in all sorts of ways, including ideas about how we should communicate. It seems natural to separate motivational and inspirational focused speeches from data delivery presentations. However, what’s “natural” is not always best. A fragmented mindset can backfire when it comes to communication.

I asked this client a couple of questions:

• Do you ever give a presentation in which you’re not presenting data?
• Do you ever give a presentation in which you have no intention of impacting your audience?

By definition, a presentation intends to make an impact by conveying information. You can’t make an impact if your data doesn’t reach its destination (the receptive minds of your listeners). Though we might categorize presentations into different types, communication – by definition – involves both emotion and information.

The key to successful communicating is realizing that all communication is an opportunity to motivate and inspire, and all communication requires emotional connection to make an impact.

Bert wrote about this in You’ve Got to Be Believed to Be Heard. People buy on emotion and justify with fact. You can’t connect with the mind – the New Brain (Cerebral Cortex) – without first getting past the gatekeeper – the First Brain (Brain Stem and Limbic System). The First Brain is the seat of emotion and emotional response. Data destined for the New Brain travels through the filter of the First Brain. The First Brain is where the human connection (likability, credibility and trust) is measured. Without getting past the First Brain, the information intended to reach the New Brain hits a brick wall. No matter what type of presentation you are giving, if you want to produce results, you need to be human.  You need to incorporate your emotions.  You need to connect with the hearts and minds of your audience.

Hans Rosling is a master at bridging the gap between data delivery and human connection. On his Presentation Zen blog, Garr Reynolds wrote an excellent post detailing how Hans does this. You need only watch a minute or two of Hans in action to understand why he’s so esteemed.

Hans takes data, statistics and trends (information that could easily be a “just presenting data/data dump” presentation) and engages the hearts and minds of his listeners, delivering the data right through the heart and into the mind. Through storytelling, humor and an uncanny ability to perceive and respond to the emotional pulse of his audience, Hans glides right through the First Brain and lands extensive amounts of statistical data into the New Brain, making a memorable impact.

It’s easy to get buried in data and compartmentalize communication into different categories – some requiring emotional connection; others not. But when we do this, we fail to recognize the significance of connecting with our listeners. This is when we need to step back and remind ourselves: Communication without emotion is just data dump. It’s disconnected; it doesn’t effect change; it doesn’t make an impact. The data has no value if it doesn’t reach its destination. Successful communication incorporates the whole self – heart and mind – to connect with others in a basic human way. The human connection is the communications experience – not the data.

Photo credits: Café psicologico