Your Story Is Your Strategy: How to capture attention and inspire action
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Every great speech tells a story. So does every political campaign, every product launch, and every successful communications strategy. Sometimes you define your own story. Other times it's written for you. But every time, it's narrative—much more than stats, metrics, or evidence—that truly captures the public's attention. Audiences like stories because they make a speech more entertaining. Speakers like them because when they're properly deployed, they're the most effective way to convey your message and inspire action.
- Why it's important for every leader to define her or his own story
- The essential elements of every story
- How to adapt a narrative to fit any audience or event
- How to use stories to entertain while you advance a broader strategy
Michael Flynn is a principal at West Wing Writers, a speechwriting and strategic communications firm with offices in Washington, New York, and San Francisco. He was Vice President Biden's deputy director of speechwriting, writing speeches in the West Wing, on Air Force Two, and on Amtrak trains. At West Wing Writers, Mike hones communications strategy for Fortune 50 CEOs, Silicon Valley startups, and global foundations. His work spans issues and industries—from hundred-year-old firms navigating disruption to hundred-day-old businesses establishing their place in the national conversation. Before the White House, Mike was a speechwriter and press advisor to Senator John Kerry. A native of North Attleboro, Mass., Mike lives in San Francisco. @WestWingWriters