The Story Factor

Annette Simmons’ The Story Factor is particularly interesting because it brings the significance of storytelling in the business environment. Simmons explains that “story is your path to creating faith” (3). In other words, telling a story can inspire listeners to trust you. Inspiring trust is an important skill in the business world, especially for managers, because people are defensive when it comes to money, power, authority, and political advantage. People have a tendency to distrust those in authority. This distrust may be due to a belief that one can perform better than the authority figure or the distrust may result from the fact that the authority figure holds the jobs and livelihoods of people in his/her hands. According to Simmons, the way you can overcome this distrust is telling a meaningful story which sustains listeners’ faith in your character and capabilities. Simmons discusses in detail the six types of stories which will serve businesspeople well in their efforts to influence others.

1. “Who I Am” Stories
2. “Why I Am Here” Stories
3. “The Vision” Stories
4. “Teaching” Stories
5. “Values-in-Action” Stories
6. “I Know What You Are Thinking” Stories

I completely buy Simmons’ premise that storytelling is a significant method for cultivating influence in the business world. At this point in time, I do not think I have the capability to develop such stories. My life experience is rather limited, and I do not think I categorize all of my life experiences according to lessons learned. There is also a moral concern with using such tactics. While Simmons differentiates storytelling from manipulation, I find that using stories for the purpose of inspiring trust is manipulative. Using such tactics may be effective and even necessary for success in business, but I am uncomfortable with consciously utilizing storytelling tactics.

The class discussion over the excerpt from Simmons’ book was rather heated. While I agree that purposely telling stories to gain people’s faith is manipulative, I find some of my classmates’ surprised anger at the strategy to be a little naive. I think it is pretty obvious that the world, and the business world in particular, requires adept maneuvering to get ahead. Simmons is absolutely correct in her observation that working smoothly with people requires winning their trust. Of course, maybe I had an easier time accepting The Story Factor because I am currently taking a management course. Furthermore, my special libraries course has also required mostly business reading, including an article about when it is appropriate to lie.

Simmons, Annette. The Story Factor: Secrets of Influence from the Art of Storytelling. New York: Basic Books, 2001. xv-81.