It was 1994. Sandwiched between my brother and sister in the back seat of a teal blue rental car, I could not put down Hemingway’s A Farewell to Arms. We drove past rugged, snow-capped mountains on a road trip through western Canada, and much to my parents’ dismay, I missed it all because I.could.not.put.that.book.down.

We all have our favorite authors, and as communicators, we think about telling compelling stories every day. But do you consider taking a storytelling approach when you’re presenting to execs or pitching an idea to your team? I admit that I probably don’t. That’s why I recently attended an SF-IABC event with presenter, Nancy Duarte. She has conducted extensive research and written books about visual storytelling and developing compelling presentations. Here are some tips that she shared to approach your next presentation as a story:

• Show ‘em the stakes: Draw in your audience by describing what will change as a result of adopting your idea. When we understand what is at stake for our hero (e.g. the company, employees), we become more invested.
• Spoil the ending: Now that your audience knows what is possible with your idea, help them envision the future. Let’s say you want to simplify your company’s article submission process. Paint a picture for your audience so they can imagine themselves using your faster, more efficient process. Do this early in your presentation, and you’ll have them hooked for the rest of your pitch.
• Unique point of view: Every story needs a point of view. Clarify what perspective you’re taking and demonstrate why you have an expert opinion on the topic.
• Don’t shy away from tension: Without conflict, stories would be a snooze. Be sure to address the potential pitfalls or stumbling blocks that could arise through the process and offer some solutions.

So, next time you have a brilliant idea (and we know you have lots of them!), think about your cannot-tear-yourself-away place and let it inspire you -- and your audience.