"Hooray for Hollywood" was written by Richard Whiting for the 1937 musical film Hollywood Hotel, paying ironic tribute to Tinseltown.

"Hooray for Hollywood
You may be homely in your neighborhood
But if you think that you can be an actor, see Mr. Factor
He'll make a monkey look good
Within a half an hour, you'll look like Tyrone Power
Hooray for Hollywood"

The storytelling capital of the world has taught us that a great story can capture our hearts or inspire our imagination. Truly great stories can change our minds and change the world.

All of us are storytellers by nature. Through stories, we share our ideas, offers, and help. While most would agree that 'the best story wins,' this isn't the whole picture.

In truth, the best story—accepted—wins.

If all the world's a stage, you are a character telling a story. You are always transacting in hopes that your story is accepted. We chose Hollywood as the location for our 2023 Annual Conference to learn the secrets to telling great stories—and to hone the craft of getting them accepted.

Why does story matter?

Storytelling is essential because of its central role in human experience, culture, and history since the dawn of humankind.

The Harvard Business Review says, “Persuasion is the centerpiece of business activity. Customers must be convinced to buy your company’s products or services, employees and colleagues to go along with a new strategic plan or reorganization, investors to buy (or not to sell) your stock, and partners to sign the next deal. But despite the critical importance of persuasion, most executives struggle to communicate, let alone inspire. Too often, they get lost in the accoutrements of companyspeak: PowerPoint slides, dry memos, and hyperbolic missives from the corporate communications department. Even the most carefully researched and considered efforts are routinely greeted with cynicism, lassitude, or outright dismissal.”

The most powerful way to influence people is through narrative— stories that unite an idea with an emotion. How? By telling a compelling story. In a well-crafted story, you thread a lot of information into the telling and arouse your listener’s emotions and energy. We all tell stories, yet compelling storytelling isn’t effortless. Any ambitious professional can make slides that rattle off features and benefits. Designing a presentation that rattles off descriptions, features, and benefits takes little creativity. But it demands vivid insight and storytelling skills to present an idea that packs enough emotional power to be memorable.

Stories:

• engage your audience
• create a human connection
• are more memorable than numbers
• emotionally connects people to create loyalty
• humanizes a business
• offer a competitive advantage
• create compelling marketing campaigns

If you can harness imagination and the principles of a well-told story, then you get people rising to their feet amid thunderous applause instead of yawning and ignoring you.

John D Patterson is the CEO and senior Faculty Manager of Influential U. He has led programs and conferences for tens of thousands globally. His history includes corporate curriculum design focusing on influence, leadership, and high-performance training and development. LinkedIn