Abstract
Carmine Gallo celebrates the efficacy of storytelling in The Storyteller’s Secret: From TED Speakers to Business Legends, Why Some Ideas Catch On and Others Don’t. This well-written volume provides further evidence that, while facts and figures serve an important function in business communication, stories are the hallmark of its success. As expected, Gallo fills his book with stories, sharing captivating anecdotes from Apple icon Steve Jobs, TV producer Mark Burnett, Pakistani activist Malala Yousafzai, to evangelist Joel Osteen, to name only a few. In fact, one can best describe The Storyteller’s Secret as a collection of tales reminding readers of a story’s ability to connect with listeners, make ideas actionable, celebrate purpose, and motivate change.
The Storyteller’s Secret initially does not provide a prescriptive approach to storytelling. The volume is presented in five parts, each delivering ample stories to hold reader attention while highlighting the effectiveness of storytelling and sharing suggestions for crafting powerful tales. Each part of the book is developed in approximately seven short chapters that include a quote, story, discussion of relevant elements of storytelling, more story, and summary. The book concludes with summary and checklist sections that provide readers/budding storytellers with a helpful and practical toolkit. The resulting work is engaging and easy to absorb.
Part I—“Storytellers Who Ignite Our Inner Fire”—thoroughly establishes the impressive power of skilled storytellers. Starting with a tale from Sir Richard Branson, founder of The Virgin Group, Gallo makes the point that humans’ brains are wired for stories. Through references to historic and scientific support highlighting the importance of storytelling in purposeful communication, subsequent chapters in Part I explore the powerful role played by stories as well as the characteristics of effective storytellers. Interestingly, Gallo does not provide a storytelling “how-to” manual in these early pages. Instead, he devotes considerable attention to the relationship between personality, adversity, and success. Gallo rightfully acknowledges that inspiring storytellers are not necessarily born, but often are made: “Experts believe it requires about 10,000 hours of practice to be world class in a skill. . . . This concept directly applies to storytelling and public speaking.” Good stories, Gallo acknowledges, take practice. The first part of the book concludes by providing concrete and helpful story-building advice.
Part II—“Storytellers Who Educate”—appropriately acknowledges business speakers’ needs to incorporate facts and data in persuasive campaigns. Gallo is quick to remind readers, however, that audience willingness to accept and act on “concrete” proof is more likely to occur after speakers have used stories to connect with audience members. This section provides additional advice to budding storytellers, such as incorporating a “wow” moment to grab attention, using literary devices, and enabling listeners to visualize themselves as the story’s hero. Finally, Gallo makes a point often overlooked by business speakers: “Business, like life, is all about how you make people feel. Stories help people feel more deeply and help to internalize” ideas (p. 108).
Part III—“Storytellers Who Simplify”—provides specific storytelling guidance. Brevity, simplicity, and use of the well-known “rule-of-three” adage are effectively illustrated via the author’s clear prose and engaging use of stories. Gallo discusses rhetorical devices in layperson’s terms, stressing their relevance not only to politicians but also to all presenters. The author rightfully acknowledges that speakers often augment the spoken word with images, stating, “Analogy makes the complex relatable, but a simple photograph stamps the analogy into the mind’s eye” (p. 125).
Part IV—“Storytellers Who Motivate”—stresses the importance of creating stories that balance tension and triumph to motivate listeners. The chapters highlight the power of stories to go beyond motivating specific action to framing and reinforcing company culture, stressing “culture is not something that a committee brainstorms once and moves on. Instead culture is a story that must be shared every day” (p. 165). Stories, Gallo notes, are successful because they generate powerful feelings in listeners. Readers are reminded that the emotional response is remembered long after specific facts and figures are forgotten.
The title of the book’s final section, “Storytellers Who Launch Movements,” may initially worry readers with its suggestion of grandiose intent. These final chapters, however, continue to provide practical advice for both the business professional as well as student. Offering concrete suggestions for connecting with audiences, the text references scientific proof for the physical effects of hearing stories. It concludes with a nod to current business-speaking trends to use tools like PowerPoint, Prezi, or Keynote, but ultimately reminds us “the story, the tension and triumph—must always come first” (p. 227).
Overall, The Storyteller’s Secret reflects a conversational writing style. Gallo’s consistent inclusion of interesting anecdotes from a multitude of sources along with his practical advice make it an engaging addition to more prescriptive storytelling texts. The book will motivate business students to move from dry and overly data-driven talks to engaging, story-laden presentations. Upon completing the book, readers undoubtedly will feel inspired to successfully share their own stories.