USE EMOTION TO IMPROVE
BY DOUG STEVENSON
hy do you think Malcolm Gladwell’s
books are so successful? All three of his
books, The Tipping Point, Blink and most
recently, Outliers – The Story of Success, are best-sell-
ers. I believe the answer lies in the subtitle of his most
recent book: The Story of Success.
Gladwell is a synthesizer, a pattern recognizer. After
he’s done his research and compiled lots of examples
to illustrate the points he wants to make, he writes his
books by telling stories. He’s a good storyteller.
Daniel Pink, the author of A Whole New Mind,
states, “Story represents a pathway to understanding
that doesn’t run through the left side of the brain.” It
is his belief that people who can recognize patterns
and make meaning from seemingly non-related events
and information will succeed, while the purely logical
left-brain thinkers will struggle. In his view, the future
belongs to the big-picture thinkers—the storytellers.
That’s good news for professional speakers!
THE POWER OF STORYTELLING
How many times have people approached you after a
speech and said, “I was right there with you in your
story”? Then they go on to describe not only what
they saw, but what they felt and experienced during