Lessons from the courtroom.

SHOW don’t TELL.

I’m a true crime junkie. I recently listened to a podcast that followed a court trial. It made me realise how important persuasive storytelling is for the lawyers on both sides. They need to present stories that the jury emotionally connects with and remember by the end of the trial. People relate to stories. They don’t like to be told how to feel or act, instead they like to come to their own conclusions and decisions. Fundamentally, stories show, and don’t tell.

Lawyers are expert storytellers so let’s use some of their techniques when presenting compelling stories in business:
- Define the core message which runs through your story
- Don’t convey complex (often boring) information outside a narrative
- Embrace obvious issues - good ideas are complex so be prepared to address challenges with solutions and data
- Stories are based on facts - take time to walk your audience through them
- Guide your audience to find their own solution to their problem