Reach People With Your Impact Stories
Recently, I spoke with someone who said “I need to tell a better story about my impact in the organization.” As a response to that need, I shared in a previous article how you can start to become a better storyteller by just noticing the stories you tell family and friends and paying attention to your motivation for telling those stories. Then, notice the stories you tell to complete strangers you meet. Usually, in this situation, you are responding to a question like “What do you do?”
But let’s go back to the original need: Someone who wants to tell stories about their impact.
What is an Impact Story?
Did you ever notice a problem that no one else noticed? Maybe you noticed a “mess” in your neighborhood or at work that you felt needed cleaning up. It could have been fallen branches (in your neighborhood) or a pile of random data (at work). You saw it, and you immediately could picture how to clean it up or even make it useful.
Or do people come to you to solve certain kinds of problems because they have seen or heard you have a “knack for it?’ Maybe you can facilitate difficult conversations. Perhaps you can help guide explorations of different strategies and get the group to focus on the best one for the current situation. Or maybe you have a way of helping people feel included where previously they felt isolated. What is it that people come to you for?
These are all the seeds of impact stories. It starts with problems you notice or people find and bring to you. You have a “way” of solving these problems that not only provides a solution but makes those involved feel better. That’s a powerful form of impact.
You can use these impact stories for marketing, for job interviews, or possibly to persuade a group of volunteers to organize around a problem they’ve never tackled before. I’ve used impact stories in all of these cases. If you were counting, I left seeds of five impact stories in the last few paragraphs.
A good impact story typically has these elements:
How did the problem show up?
How did you get involved? (Did you notice the problem or did someone ask you for help)
Where did the spark of inspiration come from? (Hint: sometimes, it’s from another story)
How did you initiate the solution? (You may not execute the whole solution, but did you come up with the basic idea? How did you complete the solution or enlist others to contribute?)
What was the impact to the people and the organization?
Here’s an example impact story. If you’ve been reading my newsletter from two years ago, you probably saw the picture below.
Once Hurricane Ian blew through Florida and the winds had died down, my daughter walked our dog through the neighborhood. She came back to tell us that a large tree was down across the only road through our neighborhood. Our youngest son immediately sprang into action, grabbed some tools and our chainsaw, and drove down the road in his vintage Volvo station wagon. By the time I got there, several neighbors had gathered, some with chainsaws and hand saws. Others were helping remove smaller branches as they were cut from the tree. Eventually, the trunk was cut into smaller sections, and my son pulled those sections out of the way and cleared the road with the help of the other neighbors and my daughter, helping him navigate between the debris. We could now get out of our neighborhood.
Now, go through those five questions above and consider your answers. You might also ask another question: Who had the impact? Spoiler alert: It was all us. The entire neighborhood worked together to clear the road in under an hour. By the time the police came by to check on different neighborhoods, we had our clear path.
But what about people you want to reach?
How Do You Reach The People You Need to Impact?
How do you share these impact stories with people you don’t know yet, but you feel you can help them? This is definitely where impact stories come into play and usually requires the following elements:
Can I find people similar to the ones I already help? Yes, keep telling your impact stories to different people and in different channels — talks, articles, newsletters, and perhaps even interviews and podcasts.
Can I understand a bit about where they struggle? Yes, as people connect with your story, they will reach out with comments or questions. Don’t just say “thanks.” Be curious. Ask them what resonated for them or what triggered their question. Sometimes, a friend of a friend will hear the story and remember a similar problem their friend had. In all these instances, listen for the need.
Can I anchor the start of my story in a similar struggle? Yes. Once you hear the need, focus on the parts of your impact story that are similar. Or share a different impact story that is closer to the need.
Can I tell the part of the story where I can help? Yes, you are the author. You are telling the “hero’s journey” and you should make it clear what the struggle was and how you worked with others to overcome that struggle.
Can I encourage them to create a new story with me? (That is, will they hire you or buy your service or product?). Yes, and that is for a future story.
I hope this article and the last inspires you to start crafting and praticing your own impact stories. If you need help, let me know.
Stay Human My Friends,
Mark
Footnote - I’m considering putting together a mini-course on gathering and practicing your impact stories to promote yourself in your own organization or to help you find a new role. If that’s of interest, feel free to reply to this email or connect with me on LinkedIn and message me.