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Unlocking the Hidden Power of Storytelling: Matthew Dicks Reveals How Stories Drive Action
Matthew Dicks is an award-winning bestselling author, speaker, and marketing consultant to some of the world’s biggest companies including Amazon, Slack, and Salesforce. As a record 58-time Moth StorySLAM winner and 9-time GrandSLAM champion, he is widely regarded as one of the best storytellers in the world.
For more than a decade, Matthew has been advising C-suite executives and their teams. Whether it’s a product launch, sales deck, or keynote, he surfaces the real stories behind the spreadsheets – stories that resonate and connect on a meaningful level. He has taught at multiple universities including Yale, MIT, and Harvard, and his work has been featured on Lenny’s Podcast, TEDx Talks, Newsweek, and many more.
His latest book, ‘Stories Sell: Storyworthy Strategies to Grow Your Business and Brand’, reveals the ingredients of a compelling story and demonstrates how they can be incorporated into persuasive marketing copy, productive face-to-face conversations, and presentations that people actually want to hear. It gives readers permission to be themselves, take risks, and make a splash in a sea of empty corporate jargon, helping readers find their voice and share their stories with the world.
Summary
05:18 How do you mine for stories from your past?
- Matthew explains the “Story Mining Technique” using common categories like “first,” “last,” “best,” and “worst.”
- He shares an example where recalling instances of hats triggered a new story idea for him.
- The technique helps unearth meaningful narratives often overlooked in daily life.
- Categorisation offers a structured process to identify and recollect potential stories.
12:45 The ‘321 Game’ used in Matthew’s workshops
- The ‘321 Game’ involves selecting one of three random objects.
- You craft a story in one minute and then tell it in two minutes.
- It’s a useful exercise for discovering anecdotes and honing storytelling skills.
- Encourages quick thinking and creativity under time constraints.
18:32 What’s your approach to keeping an audience engaged?
- Suggests condensing the story to retain listener interest.
- Incorporating humour can also effectively re-engage the audience.
- Emphasises understanding the audience’s perspective to avoid self-centred storytelling.
23:07 The ‘Homework for Life’ database?
- Daily moments are recorded in an Excel spreadsheet.
- Only a small percentage of these moments are developed into full stories
- Helps maintain a detailed account of daily experiences, preserving both significant and mundane events.
- Reflects on the importance of capturing both positive and negative moments.
37:15 The impact of AI on storytelling
- AI standardises communication, making true storytellers stand out more.
- AI-generated content is seen as forgettable and boring.
- Skilled storytellers have the opportunity to shine amidst AI-generated content.
- Individuals with average storytelling abilities may struggle as AI can match their quality.
48:05 Why does Matthew advise against memorising stories?
- Advocates for remembering key scenes or elements, not verbatim memorisation.
- This approach keeps storytelling fluid and genuine.
- Suggests comic book panels or outlines for a structure without rigid memorisation.
- Emphasises that minor mistakes or imperfections enhance authenticity.
52:34 The importance of stakes in storytelling
- Stakes create reasons for the audience to care and invest in the outcome.
- Establishing stakes quickly (within the first 30 seconds) is crucial.
- Stakes can include ambitions, fears, or challenges.
- They differentiate a story from a simple anecdote by providing narrative tension.
1:05:10 Matthew’s opinion on gratitude journals
- Matthew is sceptical of focusing solely on gratitude.
- Argues for valuing both happiness and struggle in daily reflections.
- Highlights the importance of recording both positive and negative experiences.
- Believes acknowledging struggles contributes to a more balanced and realistic perspective.
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