I often write about neuroscience and its affects on project management. So I spend a lot of time scouring academic research, trade journals and even LinkedIn for new information on the topic. That’s how I came across this recent Business Insider article about what makes a good speaker.
Neuroscience is the very first thing mentioned in the piece, which makes the cognitive case for storytelling. It argues that understanding how our brains work can make us better speakers.
According to the article, you have about 15 seconds to grab your audience—and the average attention span is about 5 minutes. So how do you keep people engaged?
By using stories, says Princeton University researcher Uri Hasson. Mr. Hasson and his colleagues used fMRI machines to measure blood flow to regions of the brain of a speaker and the audience while a story was being told.
This research “found that the brains of a speaker and his or her listeners ‘exhibited joint, temporally coupled, response patterns.’ Simply put, the listeners' brains mirrored the speaker's brain—only when the speaker was telling the listeners a story.” The implication? Our brains are wired for story.
While I was in the Navy, stories were often used as a learning tool. And as a university professor, I’ve seen this approach work with students, as well. But what does this mean for people working in project management?
Relate and Resonate
Project professionals need to be storytellers. We may not all be on a large stage speaking to a big audience, but we’re always presenting, whether it be to stakeholders, sponsors, senior executives, etc. And think about the mundane information we often have to report.
An effective presenter is able to tell a story that will resonate with his or her audience and make mundane information more interesting.
Recently, I was a speaker for the Human Capital Institute (HCI). I used stories to make neuroscience resonate with the audience. I was delighted with the feedback I received. Each person that approached me remembered one of my stories that stuck with them and even resurfaced previous memories.
So when it’s your turn to talk to the C-suite, interject stories. You will be remembered by your ability to relay the information well—and that may serve you well when the next difficult assignment comes up.
What’s one of the best presentations you’ve ever heard? Did the speaker use stories to illustrate his or her presentation?
Originally posted on PMI's www.projectmanagement.com