Avionics News August 2014 - 46
series
BUSINESS BASICS
B Y
G R E G
L A S L O
Tell me a story
How to use narrative persuasion to better your business
E
veryone loves stories. This is good, because
stories aren't all created equal; some aren't engaging,
they're everywhere.
some earn a laugh without any real meaning, and
Sit at the dinner table tonight, and you'll get
others just ramble along, never reaching a point. So
a recap of your clan's day. At Sunday school, you'll
there's some craft to it, and done right, stories can
hear parables, and on Monday
morning, cautionary tales from your
co-workers' weekend. Ask a customer
why he became a pilot, and you'll get
... Done right, stories can humanize your
his "creation" tale. When he asks how
you ended in the avionics world, he'll
business, help customers and employees
hear your story in return.
understand complex ideas, and even
Before you answer, continue
reading. If you're speaking to your
reinforce your repair shop's expertise.
avionics repair shop's success, this
may be one of the most important
tales you ever tell.
Storytelling can be a blockbuster business tool, and
humanize your business, help customers and employees
research suggests narratives that use character, conflict
understand complex ideas, and even reinforce your
and resolution to engage customers. Employees more
repair shop's expertise. To help, consider why we tell
strongly motivate listeners to act than PowerPoint
stories, how they fit into your bag of business tricks and
decks, data-driven reports or bullet-pointed sales
how to tell one well. No doubt you've got one to share,
presentations. In fact, the likes of Microsoft and SAP
so it's time to put it to use.
now employ "chief storytellers" to explain not only the
who, where and what those companies do, but also the
LISTENING LESSONS
why and how for exactly this reason.
Think about your last few conversations. Chances
are good that at some point, someone shared a story.
Whatever you make of the job title, you only need
Researchers say about two-thirds of what we say
a few minutes around the water cooler to know that
46
avionics news
*
august
2014
Avionics News August 2014
Table of Contents for the Digital Edition of Avionics News August 2014
Point of Communication
AEA Now
The View From Washington
International News and Regulatory Updates
Beltway Briefing
Advancing Cordless Cockpits
Member Profile
Building from the Baseline
A Conversation With...
Member Profile
Choosing a shcool
Digital Data
Business Basics
Industry Professionalism
Safety product prospects
Garmin introduces Connext Cockpit Connectivity
AEA announces scholarship winners for 2014-15
AEA Educational Foundation scholarship list for the 2015-16
What's New
Marketplace Classifieds
Avionics News August 2014 - Intro
Avionics News August 2014 - Cover1
Avionics News August 2014 - Cover2
Avionics News August 2014 - 1
Avionics News August 2014 - 2
Avionics News August 2014 - 3
Avionics News August 2014 - Point of Communication
Avionics News August 2014 - 5
Avionics News August 2014 - AEA Now
Avionics News August 2014 - 7
Avionics News August 2014 - 8
Avionics News August 2014 - 9
Avionics News August 2014 - 10
Avionics News August 2014 - 11
Avionics News August 2014 - 12
Avionics News August 2014 - 13
Avionics News August 2014 - The View From Washington
Avionics News August 2014 - 15
Avionics News August 2014 - International News and Regulatory Updates
Avionics News August 2014 - 17
Avionics News August 2014 - 18
Avionics News August 2014 - Beltway Briefing
Avionics News August 2014 - Advancing Cordless Cockpits
Avionics News August 2014 - 21
Avionics News August 2014 - 22
Avionics News August 2014 - 23
Avionics News August 2014 - Member Profile
Avionics News August 2014 - 25
Avionics News August 2014 - 26
Avionics News August 2014 - 27
Avionics News August 2014 - Building from the Baseline
Avionics News August 2014 - 29
Avionics News August 2014 - 30
Avionics News August 2014 - 31
Avionics News August 2014 - A Conversation With...
Avionics News August 2014 - 33
Avionics News August 2014 - Member Profile
Avionics News August 2014 - 35
Avionics News August 2014 - 36
Avionics News August 2014 - 37
Avionics News August 2014 - Choosing a shcool
Avionics News August 2014 - 39
Avionics News August 2014 - 40
Avionics News August 2014 - 41
Avionics News August 2014 - Digital Data
Avionics News August 2014 - 43
Avionics News August 2014 - 44
Avionics News August 2014 - 45
Avionics News August 2014 - Business Basics
Avionics News August 2014 - 47
Avionics News August 2014 - 48
Avionics News August 2014 - 49
Avionics News August 2014 - Industry Professionalism
Avionics News August 2014 - 51
Avionics News August 2014 - Safety product prospects
Avionics News August 2014 - 53
Avionics News August 2014 - 54
Avionics News August 2014 - 55
Avionics News August 2014 - Garmin introduces Connext Cockpit Connectivity
Avionics News August 2014 - 57
Avionics News August 2014 - AEA announces scholarship winners for 2014-15
Avionics News August 2014 - 59
Avionics News August 2014 - 60
Avionics News August 2014 - 61
Avionics News August 2014 - 62
Avionics News August 2014 - 63
Avionics News August 2014 - AEA Educational Foundation scholarship list for the 2015-16
Avionics News August 2014 - 65
Avionics News August 2014 - What's New
Avionics News August 2014 - 67
Avionics News August 2014 - 68
Avionics News August 2014 - 69
Avionics News August 2014 - Marketplace Classifieds
Avionics News August 2014 - 71
Avionics News August 2014 - 72
Avionics News August 2014 - Cover3
Avionics News August 2014 - Cover4
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