A story is only as good as the way you tell it. Even if storytelling has now become a broad and blurry term, there are still only a few things to keep in mind as a company to tell your story “well”. In an interview, storytelling expert Samuel Röthlisberger didn’t just give me an insight into his work, but also specific tips for winning over the audience with a story.
What is ‘storytelling’ for you? Or to put it another way, how would you summarise this term?
Samuel Röthlisberger: It’s more important today than ever to spark interest in your target group. This is first and foremost achieved through relevance. Storytelling is the ideal tool to create this relevance, as awakening empathy and emotions leads to me being interested in something – even if it doesn’t affect me directly. Telling a story creates relevance.
How can we bring Habegger and our work together with the term ‘storytelling’? Do we tell stories?
As well as finding the story, how we tell it – the dramaturgy – plays a major role. This is exactly where we can support our customers very well with our many years of experience. We don’t just make up a story, but we look for it and find it with the customer, helping to tell the story in a way that keeps it exciting to the end – whether that’s for an hour, an evening or over several months.
How do you and your team approach the search for ‘how’?
First of all, it’s about finding the right story. We ask ourselves: what do the visitors, guests or audience expect? And how can we exceed these expectations? Exceeding your own expectations is the big secret. That’s how we create noteworthy moments and therefore a lasting memory. That’s why we look for a story using these elements; then, how you can package the message and the story’s core in a surprising way.
Why do you think people are so receptive to stories and so eager to be taken in by them?
Because stories let our imaginations take over. The most elegant examples are books. Why are so many books still sold in a digitised world? Our brain likes to imagine things, to be led by emotions. Stories elicit very individual reactions, and every reader, listener or viewer feels spoken to in their own way. Other than that, it’s a wonderful diversion. From my own experience, I can say this: the more personal a story is, the more attentively people will listen.
Do all companies have the potential to tell a story?
Absolutely. But it often takes an outside perspective to even find the stories. What’s everyday and familiar for one person can be very exciting and impressive for another. A change of perspective is very productive here.
We know of storytelling where the company and its employees and products are directly related to the story. Does there have to be this clear connection?
Not necessarily. There’s another, more subtle form of storytelling that we also like to use. It draws on well-known symbols and related associations. One example is the model train set. It evokes emotions in many people. We don’t know exactly why this is. But here in Switzerland, ‘iisäbähnlä’ mostly come with a positive memory. So if I use a model train set in my story, to present a product for example, then I automatically trigger these positive memories/feelings.
So that’s how we use a story without telling it.
Do you have any other specific storytelling tips?
Who had the idea for a product, why, and what were the circumstances? How difficult was it to get from the prototype to the end product? What hurdles were overcome to satisfy what needs in other people? It’s about showing the passion. No matter how unimportant something seems, there is an idea, a vision and people behind each and every detail of a product or project.
There are well-known storytelling structures that you can use. I enjoy using that of the opera, which is split up into three acts. In the opening act, the situation is outlined. In the second act, we find out the problem. In the third, we have the solution. This structure is very prevalent in storytelling for good reason.
Do you think that storytelling is becoming more important?
It’s always been important. Today, we have more opportunities and better access to other stories. Even the way in which children are told stories nowadays: many watch videos on YouTube, some of which involve someone simply reading or sitting in front of the camera and telling tales. The variety and the offerings are staggering, as the threshold for producing your own content is getting lower and lower. People will always love stories.
What is your favourite story?
I’m a big film fan and I still remember when The Matrix came out in the cinemas very well. That film blew me away. The idea of a parallel world fascinated me. The same goes for Inception and the idea that you can enter dream worlds and move within them.
