Robert McKee on the power of story

Why should a CEO or manager pay attention to a screen writer?

"A big part of a CEO's job is to motivate people to reach certain goals. To do that she must engage their emotions, and the key to their hearts is story." The most common way to persuade people, says McKee, is with conventional rhetoric and an intellectual process that in the business world "...usually consists of a PowerPoint presentation" in which leaders build their case with statistics and quotes, etc. McKee says rhetoric is problematic because while we are making our case others are arguing with us in their heads using their own statistics and sources. Even if you do persuade through argument, says McKee, this is not good enough because "...people are not inspired to act on reason alone." The key, then, is to aim to unite an idea with an emotion, which is best done through story. "In a story, you not only weave a lot of information into the telling but you also arouse your listener's emotion and energy."

What is a story?
At it's core, story is about a "...fundamental conflict between subjective expectation and cruel reality," says McKee. Story is about an imbalance and opposing forces (a problem that must be worked out, etc.). A good storyteller describes what it's like to deal with these opposing forces "...calling on the protagonist to dig deeper, work with scarce resources, make difficult decisions...and ultimately discover the truth." Can not a presentation on a technical or scientific topic be a story — with plenty of data and information along the way — about a long journey of discovery, of trial and error, and so on?

How can executives/leaders learn to tell stories?
We tend to forget lists and bullet points, McKee says, but stories come naturally to us; it's how we've always attempted to understand and remember the bits and pieces of experience. McKee's point is that you should not fight your natural inclination to frame experiences into a story but should instead embrace this and tell "the story" of your experience/topic to your audience.

What makes a good story?
It's not what you think—the beginning-to-end tale about how results meet expectations is boring and banal, McKee says. Avoid this. Instead, it's better to illustrate the "struggle between expectation and reality in all its nastiness." So, what's wrong with painting a positive picture? McKee says that spin and a glossy, rosy picture actually works against you because everyone knows it can't be exactly true. What makes life interesting is "the dark side" and the struggle to overcome the negatives — struggling against the negative powers is what forces us to live more deeply, says McKee. Overcoming the negative powers is interesting, engaging, and memorable. Stories like this are more convincing.

Isn't this just exaggeration and manipulation?
McKee admits than business leaders are often skeptical of story. But "the fact is," he says, "statistics are used to tell lies...while accounting reports are often BS in a ball gown — witness Enron and WorldCom." When McKee helps executives turn their dull presentations into stories, he starts by looking for the dramas and the difficulties, the antagonists and the struggles, and even the dirty laundry. People prefer to present only the rosy (and boring) picture. "But as a storyteller, you want to position the problems in the foreground and then show how you've overcome them." If you tell the story of how you struggled with the antagonists, says McKee, the audience is engaged with you and your material.