The Story Factor (2nd Revised Edition) [Paperback]

Annette Simmons (Author), Doug Lipman (Foreword)

Book Description

Publication Date: April 4, 2006

The new material for this revised edition offers an expanded case study of storytelling in action that focuses on one of Simmons’s success stories. Over one hundred stories drawn from the front lines of business and government, as well as myths, fables, and parables from around the world, illustrate how story can be used to persuade, motivate, and inspire in ways that cold facts, bullet points, and directives can’t. These stories, combined with practical storytelling techniques show anyone how to become a more effective communicator. From “who I am” to “I-know-what-you’re thinking,” Simmons identifies the six stories you need to know how to tell and demonstrates how they can be applied. This revised edition offers a guide to using storytelling in specific business circumstances, including corporate reorganizations, layoffs, and diversity issues.

Editorial Reviews

Amazon.com Review

Nearly everyone responds to a good yarn, and that's precisely the point behind The Story Factor by Annette Simmons. A "collaborative behavior" consultant to public and private organizations, Simmons argues that storytelling may just be the best management tool available to modern business leaders because it exerts influence in ways that other techniques cannot. And she doesn't suggest that stories be exclusively reserved for formal presentations, either; on the contrary, Simmons shows how they can be used effectively in small group settings and even one-on-one situations. She begins by describing six basic types that can be adapted to any circumstance (Who I Am, Why I Am Here, The Vision, Teaching, Values-In-Action, and I Know What You Are Thinking). She then offers pointers for finding them and advises that ideas be jotted down whenever they appear, built upon consistently, and practiced in private until the telling comes naturally. To that end, she includes helpful tips on presentation, noting that the words are only part of a package that includes body language, clothing, tone, and other components. Follow her lead and you'll likely never relate to any individual or group in the same way again. --Howard Rothman --This text refers to an out of print or unavailable edition of this title.

From Library Journal

In this highly readable book, business communications consultant and author Simmons (Territorial Games) pitches storytelling as the modus operandi for business success. Identifying six stories one must learn how to tell "Who Am I," "Why I Am Here," "The Vision," "Teaching," "Values in Action," and "I Know What You Are Thinking" Simmons illustrates how they can be applied under any circumstance. A successor to Dale Carnegie's classic How To Win Friends and Influence People, this work follows the format of a traditional textbook, mirroring a PowerPoint presentation with minimal text and maximum graphics, bullet-pointing, etc. Potentially useful as a communications text, this is a viable selection for public libraries looking to strengthen their business communications collection. Robert Moore, Itworld.com, Southboro, MA
Copyright 2001 Reed Business Information, Inc. --This text refers to an out of print or unavailable edition of this title.

See all Editorial Reviews

Product Details

• Paperback: 320 pages
• Publisher: Basic Books; 2nd edition (April 4, 2006)
• Language: English
• ISBN-10: 0465078079
• ISBN-13: 978-0465078073
• Product Dimensions: 5.4 x 0.8 x 8.3 inches
• Shipping Weight: 12.8 ounces (View shipping rates and policies)
• Average Customer Review: 4.1 out of 5 stars  See all reviews (92 customer reviews)
• Amazon Best Sellers Rank: #7,383 in Books (See Top 100 in Books)
  • #4 in Books > Literature & Fiction > Mythology & Folk Tales > Mythology
  • #12 in Books > Business & Investing > Skills > Running Meetings & Presentations
  • #62 in Books > Business & Investing > Skills > Communications

More About the Author

Annette Simmons is a vibrant keynote speaker, consultant and author of four books: The Story Factor named as one of The 100 Best Business Books of All Time, Whoever Tells the Best Story Wins , A Safe Place for Dangerous Truth (AMACOM, 1998), and Territorial Games: Understanding and Ending Turf Wars at Work.

Annette started with a business degree from Louisiana State University in 1983, spent ten years in Australia in international business, attained a M.Ed. from NC State in 1994 and started Group Process Consulting in 1996. Annette is surprisingly honest, ferrets out hidden opportunities, joyfully takes risks and tells a good story.

Most Helpful Customer Reviews

176 of 186 people found the following review helpful

5.0 out of 5 stars Well written book - Bravo June 29, 2003

By Harold McFarland HALL OF FAMEVINE™ VOICE

Format:Paperback

Although I read about three books a week (over 120 per year) it is only once a year on average that I find one against which to lodge the following complaint. This book throws my reading schedule completely off track. When you find one that is so well written and so full of useful information you tend to slow down your reading speed to make sure that you don't miss anything important. What should have been a couple of hours to read ended up taking over a week as I read one part, digested it, then went back to read another one.

The text covers the most important story types to tell in order to exercise influence over others, gain credibility, etc. It also defines a story and how it can influence in ways that bare facts cannot, provides information on the psychology of how a story influences, and the important "dos and don'ts" of a storyteller. Annette Simmons provides multiple examples throughout the text so the reader understands how to apply the principles right away.

If you are studying storytelling, how to inspire others, how to influence others, how to change corporate culture, or any other aspect of change on a personal or organizational level then your education will be lacking if it does not include the information in this book. "The Story Factor" receives the highest recommendation that I can give.

73 of 78 people found the following review helpful

5.0 out of 5 stars How "truth well-told" can inspire, influence, and persuade July 6, 2005

By Robert Morris HALL OF FAMETOP 100 REVIEWERVINE™ VOICE

Format:Paperback

As Simmons explains in her Introduction, "This book [shares] what I have learned over the last eight years about story and about the power of story to persuade and influence. My personal story is to learn, share everything I have learned, and earn the right to learn more. You will find here [in The Story Factor] everything I know about using story to influence others."

How many books on the subject of leadership does Amazon now offer? I just checked. The current total is 16,159. Who were history's greatest leaders? (My own list includes Alexander, Jesus, Abraham Lincoln, Franklin Delano Roosevelt, Winston Churchill, and Mohandas Gandhi.) What do all of them share in common? Each was a great storyteller. Each used one or more of the six types of stories which Simmons brilliantly explains in her book:

Who I Am
Why I Am Here
The Vision
Teaching
Values-in-Action
I Know What You Are Thinking

To these six I presume to add I Know What You Care About. Point is, great leaders have a clear identity as well as a clear purpose and a compelling vision, use relevant information effectively to educate others and use a narrative effectively to anchor a necessary course of action within a human context because they thoroughly understand the given audience. As Simmons correctly asserts, persuasion must begin with trust and immediately fails without it. Hence the importance of credibility. Persuasion then requires that the "message" resonate with what is of greatest importance to the given audience. Hence the imperative need for relevance as when Roosevelt (during his "fireside chats") and Churchill (during his speeches in Parliament) told their listeners what they must understand, not necessarily what they wanted to hear.

Throughout her brilliant book, Simmons rigorously examines the basic components of effective storytelling. She explains what a story is and what it can do that facts alone cannot. She suggests how to tell "a good story," in process explaining the psychology of an effective story's influence. She offers excellent advice on how to influence the unwilling, the unconcerned, and the unmotivated. Simmons also devotes an entire chapter to "Storylistening as a Tool of Influence," then in the next chapter identifies a number of storyteller Dos and Don'ts. She concludes her book with insights which have their greatest value only if considered within the context created by the previous chapters.

For whom will this book be of greatest value? Certainly to those who must regularly communicate with others and currently lack the skills to do so effectively. Also to those who are required to make a major presentation of some kind such as when attempting to persuade a supervisor to approve a significant course of action or persuading a customer to make a major purchase. In fact, there are countless other situations in which the skills which Simmons explains and the tools which she provides can also give those who master them a decisive advantage.

Keep in mind, however, that "story" is but one of several factors in communication. Long ago, John Wiley Hill (founder of Hill & Knowlton) defined public relations worthy of the name as "truth well-told." Simmons leaves absolutely no doubt whatsoever about the importance of a truthful "message" communicated by a trusted "messenger." Credibility is absolutely essential and can only be earned by a combination of trust and expertise. What I also appreciate about Simmons' approach throughout this book is the conversational tone she establishes and then sustains. There is a refreshing absence of preaching. She is convinced (and I totally agree) that each person has her or his own "story" to tell. It remains for each person to select the most appropriate style was well as the most effective tools to tell that story well. Who are you? Why are you here? What do you REALLY care about? It remains for each reader to answer questions such as these and, obviously, the answers will vary significantly. Whatever the answers may be at any given time, Simmons urges that they be celebrated...and cherished.

Those who share my high regard for this book are urged to check others such as Doug Lipman's Improving Your Storytelling (he wrote the Foreword to The Story Factor), Stephen Denning's The Leader's Guide to Storytelling, and Storytelling in Organizations co-authored by John Seely Brown, Denning, Katarina Groh, and Laurence Prusak.

38 of 41 people found the following review helpful

5.0 out of 5 stars Essential Book for Leaders and Writers November 2, 2005

By Donald Mitchell HALL OF FAMETOP 100 REVIEWERVINE™ VOICE

Format:Paperback

Having loved stories as a youngster (especially the Greek myths as related by my mother), I lost sight of the power of stories until I became a management consultant. I realized that the sales and education process both relied on simple, powerful stories rather than rational evidence. I again forgot about stories until I heard Howard Gardner talking about their primary significance for leaders. I then made a point to write all of my books by using as many complex, nuanced and persuasive stories as possible. Many people have praised me as a natural story teller, so I thought was done with the subject. Then, just last month, I heard Steve Denning talk about his experience in using stories to launch knowledge management at the World Bank. Oops! Here were new story ideas for me.

I ordered Denning's excellent book, The Leader's Guide to Storytelling . . . and decided to check out Amazon.com to see who else had written highly rated books on the subject. Annette Simmons' The Story Factor jumped out at me. When I examined both books, I realized that The Story Factor should be read first. It provides the overview that we all need on this subject as speakers and writers.

Ms. Simmons begins by describing six archetypal stories that we need to know how to tell: Who I Am; Why I Am Here; Vision; Teaching; Values-in-Action; and I Know What You're Thinking.

I was impressed to see these categories in print. As a consultant, I have been coaching leaders for over 30 years on how to fill in their repertoire of stories from categories that they usually ignore (especially, I Know What You're Thinking).

Having laid out that agenda, the rest of the chapters focus on "what" and "how to" elements:

What Is Story?

What Story Can Do that Facts Can't

How to Tell a Good Story

The Psychology of Story's Influence

Sound Bite or Epic?

Influencing the Unwilling, Unconcerned, or Unmotivated

Storylistening as a Tool of Influence

Storyteller Dos and Don'ts

The Life of a Storyteller

The book also contains a valuable bibliography that is worth the price of this volume.

Having read this book, I think I've finally gotten the point that I need to work on my stories . . . and not just every 15 years or so.

Give this book to those you love . . . and keep a copy for yourself!