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Annette Simmons, The Story Factor: Inspiration, Influence, and Persuasion Through the Art of Storytelling (Perseus Publishing 2002)
Book review by Joe Epstein (Conflict Resolution Services, Inc., joe@crs-adr.com)
I opened Annette Simmons' The Story Factor to gain greater knowledge about public speaking. I closed the book with profound insights into mediation as well as powerful insights about public speaking, Simmons begins by saying trust me" People don't want more information.... They want faith - faith in you, your goals, your success, in the story you tell it is faith that moves mountains, not facts. (p.3) Thus[b]before you try to influence anyone you need to establish enough trust to successfully deliver your message (p.5).
Who are the speakers at mediation? Depending on the case, there are business people, accident victims, and adjusters, as well as litigation counsel, national litigation counsel, and in-house counsel. Letting others know who you are and why you are at the mediation are the very questions that Simmons emphasizes that effective public speakers must address.
Participants in mediation play different roles in the real life drama of conflict and each has a story to tell. A story can give others the space to think for themselves (p.34) and walk in the storyteller's shoes (p.45). Facts won't change another's mind, says Simmons, but a more powerful story will (p.54).
When parties reach an impasse during mediation how do you as a mediator make progress? Simmons' approach suggests that mediators might use a story as a way to lead the parties beyond impasse (p.73). Frequently, I ask parties to tell me a story about how they overcame a similar situation. Then comparing stories we build our own impasse breaker.
As a mediator, I have seen the power of story shine brightly from all sides of the table - even on occasion from the mediator's end of the table. Simmons explains the power involved through a Jewish teaching story:
Truth, naked and cold, had been turned away from every door in the village. Her nakedness frightened the people. When Parable found her she was huddled in a corner, shivering and hungry. Taking pity on her, Parable gathered her up and took her home. There she dressed Truth in story, warmed her and sent her out again. Clothed in story, Truth again knocked at the villagers' doors and was readily welcomed into the people's houses. They invited her to eat at their table and warm herself by their fire.
Since the book is on public speaking, Simmons also discusses preparation, attention getting, use of body, voice, gesture, facial expression, timing and tone (pp.85-104).
Let me close with some comments by Simmons about listening. To listen with respect is to bear witness and validate another's fear, sadness, or anger (p.187). Here, Simmons notes that telling the story may be what is important, for the telling may allow some letting go by the storyteller (pp.186-187). Simmons observes that humans need and crave attention (p.111) and that the emotions of anger and anxiety are best addressed with the salve of "human attention" (p.137).
Elements of this book may be useful to mediators in structuring their mediations. The book may also encourage mediators to elicit more stories...and tell some of their own.
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