Name: 3 Principles To Master Storytelling
Uploaded: 2018-08-18T05:51:24.000Z
Duration: 14 min 31 s
Description: Thousands of YouTube videos with English-Chinese subtitles! Now you can learn to understand native speakers, expand your vocabulary, and improve your pronunciation...

The ability to tell a story well can literally transform your life.

It can land you a job in a crowded applicant pool, make you stand out on a first

date, or be the difference between your business succeeding and failing.

Today, I have a very special breakdown on storytelling

not just because storytelling is so important to charisma into life but

because I am actually in the breakdown as the interviewer

and the person that I'm interviewing is, without exaggeration, 
one of the people that I most admire on this planet.

His name is Scott Harrison and as the founder of Charity: Water, he's helped raise

over 100 million dollars by telling stories for a good cause. In his own words...

We can't imagine 660 million anything or quantity 
of anything let alone people without clean water.

There's no connection so what we've been intentionally doing, over 11 years now,

is telling stories of individual people — one of 
the 663 million names, faces, hopes, dreams—

So in this video, you are going to learn three of the most important principles

that will help you to tell more engaging stories in any environment.

And I need to warn you beforehand, these stories that are told in this 
video are heavy and they contain really sad but important messages

which is necessary when you're talking about the truth of why Charity: Water exists.

I'm also going to let the clips run a bit longer so that 
you can hear a bigger part of the story uninterrupted

As things had it, I happened to be in a five-dollar-a-night hotel room in Ethiopia,

I was with a few donors — a small group — I was sitting in the kitchen of this hotel

and the hotel owner walks out recognizes me because 
we've been doing work in this region for a while

and just sits down and, unprompted, starts telling me a story

about a woman who lived in his village in a remote area of about 3,000 people

and he said all the women used to walk for water

for eight hours a day and they would have these heavy 
clay pots that they would carry on their back and he said,

"One day, one of the women in my village named Letuc Eris," he had her named,

"walks back into the village and she slips and falls and she breaks 
her clay pots and all the water spills out into the dust,"

and he said, "she hung herself and she didn't go back for more water."

He said, "We found her body swinging from this tree in our village."

And then I remember he kind of paused to watch the story's effect on us

and he said, "The work you're doing is important. Keep it up," 
and he just disappeared back into the kitchen.

So obviously, this story is heartbreaking but 
there's more going on here than just that.

An important principle of storytelling is that when telling a story in the first person —

meaning you're talking about yourself — you want to take the 
listener on the same emotional journey that you experienced.

So Scott tells the story with this pause from the innkeeper at this moment

because that is what you need to absorb what he just said just as he did

in the moment when he heard it. As he continues, he also talks about his emotional

response and mentioned that he doubted the 
truth of this story just as the listener might.

There's a temptation though to jump ahead when you're telling stories —

to tell the listener what you learned by the end 
of the story as you're telling it; do not do that.

If you slow down and you take people on the same winding journey 
that you went on, stories connect much more. Just watch.

And I remember sitting there with a group of five people like, "What?"

You feel like you got hit with a ton of bricks and then you start doubting it,

"Is that story really true? Just tell the international donors a sad story; 
make us feel great about the work that we're doing?"

But I just couldn't really shake the idea, like, that picture of 
a woman who had slipped and fallen like all of us have done

and was in such despair in her living conditions that she tied 
a noose around her neck, climbed a tree, and then jumped.

So I sent our partners out to the village and I said, "Can you go to this village and 
tell me first of all if anyone named Letuc has actually lived there and if it's true."

And, I don't know, a couple weeks later, I got an email from one of our partners

saying, "Yeah, we went to the village and sadly, it's 
a true story. We saw a grave. We met the family."

So then I asked my wife, "Well, I want to go and live there for a week and—"

I want to pause here because there's another big storytelling point going on

which is that — every story needs a near-constant 
element of mystery to keep the listener engaged.

You need to constantly raise questions in the listeners mind

and every time you answer one, a new one needs 
to pop up if you're going to keep their attention.

Scott hits on a bit of mystery right before this by asking, 
"Was this story of Letuc Eris even true?"

And we just found out that it was solving that mystery but

he immediately raises another question in the listeners' mind, specifically — what 
happens when Scott goes to Ethiopia himself? So let's see how it unfolds.

Long story short, I went to the village, I lived there for a week,

I wound up meeting the priest that gave her funeral, I saw the pile 
of rocks behind the church that was her grave, I met her mom,

I met her friend that walked with her that day, I wound up writing 
about it on Medium about the experience, and seeing the tree.

It's kind of this frail tree and I didn't know before I went into the village

that she was 13 so that was a huge shock for me.

I was expecting an old lady and I was kind of imagining this hunched 60-year-old

woman who had walked for water her entire life; it's a 13-year-old girl — a teenager.

And I remember — all these through translators — asking her 
best friend why she thought she actually did it and hang herself

and her best friend said, "She would have been overcome with 
shame because she broken the clay pot and she spilled the water."

So that is the main action of the story but it doesn't end here

because the best stories have lessons at the end.

Kind of like Aesop's fables, there's an overarching 
point which is shared explicitly in the last portion

so you need to know your purpose when sharing a story when you get to 
this point — what is the audience supposed to take away from your story?

Here's what Scott thinks that we should learn from Letuc Eris' story.

It says that this is an emergency like, "Not not on my watch," right?

Something has to be done where 13-year-oldgirls are not hanging themselves on

trees because they didn't have water and because they broke the clay pot.

The first time I heard Scott tell this story, the lessons stuck with me.

It inspired me to donate to Charity: Water and it's 
how I got connected with Scott in the first place.

Point being, at the end of your stories, don't just leave people hanging;

tell them why they just went on that journey with you and 
if there is some action that they might want to take, tell them.

Anyways, this last story is both emotionally moving and a fantastic model

for how to tell the story of a product or a business idea; is the storyof how 
Charity: Water came up with the idea of donating birthdays. Just listen.

We just stumbled upon this idea of asking people to donate their birthdays

and birthdays have become very commercial; a lot of companies profit

when a guy like you turns 30. There's probably a big dollar sign.

And now it's digital like iTunes and Amazon but before, it's wallets, ties, socks...

You still may just get a bunch of crap that you don't want or don't need, really.

Scott begins by setting the frame of the problem and if you're telling stories

for your business or for your product, this is where you must start.

Most people, when they're pitching, want to rush right into what their product does;

this is wrong because if there isn't a problem, we don't need a solution.

So start with the problem that your product solves and how the listener 
can relate to it; in this case, that people waste so much money on birthdays.

With the problem established, Scott will now continue on to his idea for the solution.

We said, "Look. Today, 660 million people don't have clean 
water. What if we could start a movement of birthdays

and instead of asking for gifts — when you're 30 or 
accepting and you're throwing a big party for yourself —

you would turn your birthday into a giving moment and your 
friends and your family would give your age in dollars?"

Now we have the solution — instead of getting a 
bunch of stuff you don't need for your birthday, give.

It sounds awesome but it is still missing something and that is the story of one

person because our brains are not wired to process numbers or abstract ideas

with the same emotional intensity that we process a single person's story.

This is where people are moved and I'm going to go at this next bit run on

uninterrupted to give the full effect of the story.

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3 Principles To Master Storytelling

bunch

awesome

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