“Many of my clients are surprised that their audiences “just don’t get it,” Esther Choi writes in Let the Story Do the Work. 

The reason people don’t get it? As presenters, we aren’t clear about our “call to action”.

Imagine we want to persuade a group of medical professionals to buy a new insurance product. Our pitch shares recent statistics that show the financial risk of not having adequate … continue reading

Imagine a panel discussion or similar event. “Introduce yourself,” the host says.

“Most likely, [our] introduction is full of facts,” writes Esther Choi in Let the Story Do the Work. We follow the basic chronological order of our life. We start with where we’re from, add in something about our education credentials, and then share a bit of our work history. 

1: These types of introductions often fall flat … continue reading

1: When someone asks Esther Choi what she does for a living, she responds with a one-word answer. “Storytelling,” she says.

She’s setting the hook. Raising her audience’s curiosity and desire to know more. “A fishing hook helps you capture fish,” Esther writes in Let the Story Do the Work. “A conversational hook helps you capture the attention and imagination of other people.” A good hook typically involves an … continue reading

1: In the early 1980s, Harley-Davidson, the once-iconic motorcycle company, had hit rock bottom. It was “an operation that looked like it was sinking into the sunset,” wrote an industry analyst at the time. 

“The legendary but antiquated bike had become the laughingstock of the industry,” reporter Scott Bieber noted.  

In 1987, Richard Teerlink became CEO. He initiated a substantial cultural shift and helped rebuild and rebrand Harley. “He understood … continue reading

1: Perhaps you have a friend like Jane.

“She is funny and social, a talker who uses her eyes, face, hands, and voice to pull you in and keep you listening, no matter what the topic,” Esther Choi writes in her book Let the Story do the Work.

Jane is a great talker. Not so much when it comes to listening.

“The rare times when I’m doing more of … continue reading

It is the holiday season. This week many of us will have the opportunity to reconnect with family and friends we don’t get to talk with all that often.

Option one: Have a version of the same conversation we have every year. What’s wrong with the [___] (fill in the name of favorite sports team)? What did you think of [___] (fill in the name of recent TV series)? Tell … continue reading