I was reading this interesting book last week and one point in particular caught my interest. The author, Dan Pink, says ‘story’ is one of six factors that are becoming increasingly important in our modern world.
How? It’s a product of information availability. At this point in history, there is so much information at our fingertips that for every point, a counter-point is usually available. So persuasiveness is not just based on the facts any more – the facts are now rarely decisive in and of themselves.
What does decide it is the best story – the most persuasive narrative around the facts.
Daniel Pink suggests that this is not a traditional skill of the type we expect to learn at school. In fact, this particular skill requires us to create rather than remember, to explore rather than choose, to challenge rules rather than obey.
How do you learn to do this? Pink doesn’t say so in his book, but it may surprise you to know that the skill-set for creating persuasive narrative is based on hypnosis.
Not just any hypnosis though. What I’m talking about here is the incorporation of hypnotic language into normal conversation. This is a completely separate skill-set from therapeutic hypnosis and stage hypnosis. Yet at its heart, it is still hypnosis.
My upcoming book will provide simple, practical ways of creating persuasive narrative of this type. For now, read the taster for some broad hints and clues to how you might learn to do this.
In the meanwhile, get Dan Pink’s book to find out more about ‘story’ and the other five factors.