Dianna Booher

If you know how to persuade somebody and you know how to build their confidence in you, then you don't make those mistakes starting out.

That's counterintuitive than what most people would do.

Most people would say, let me throw the whole truck of information at you.

Let me throw everything I can possibly tell you at you.

Yes.

The reason for that, again, is because we already have information available at our fingertips.

Anybody that wants information on anything, from health care to Medicare to how to feed your baby, they can find it on the Internet.

So they no longer need you just to give them information.

Whatever line of business you're in, whatever industry, whatever role you play, your job today...

When you're trying to persuade somebody is to entope it, to translate, to make it stick in somebody's brain and to think it into their psyche.

And to do that, you have to make it memorable.

The way to make it memorable is to tell a story.

And what I found when I coach executives is that most of the time, they don't know what a story is.

When I'm talking to CEOs, they are narrating.

In other words, they're taking an incident that happened to them or a conversation they heard, and they're narrating that rather than telling a story.

And they don't know the difference.

I had a major top 10 company taught while I was coaching the CEO.

I could tell a story.

Let's work on storytelling.

And he got up to do this in front of the camera.