Page 164 - The Voice of Authority

helping them to achieve their personal goals, particularly
in times of crisis.
She walked away with 92 percent of the employee ac-
counts; Perry, 8 percent. He attributed the loss solely to his
competitor’s use of stories to make her points memorable.
Two years ago I heard Colin Powell address an audience
in Chicago, where he captivated the crowd—not with plat-
itudes, statistics, and studies about leadership—but with
stories of leadership and what makes America great. He
ended with a story about a Chicago restaurant owner and
a group of foreign exchange students who couldn’t pay
their dinner bill for the evening. Powell’s point was that the
generosity of America
would best be demon-
strated to the world individ- Never use a $100 story
ual by individual rather in a three-minute time
than through acts of gov- slot to make a nickel
ernment. point.
Drive your point home
with a well-chosen story.
On the other hand, never use a $100 story in a three-
minute time slot to make a nickel point. Make sure the
point deserves a story. Consider carefully as you develop
your message. Is your goal that of retention and impact? If
so, create, shape, and deliver accordingly.

Use Analogies and Metaphors to Drive Emotion
and Deepen Understanding

Analogies lead to a conclusion based on a specific com-
parison. Jeff Bezos, founder and CEO of Amazon.com,
used this analogy in a recent report to shareholders:
“Long-term thinking is both a requirement and an out-
come of true ownership. Owners are different from ten-

152 The Voice of Authority