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Tech & Innovation
JAN 10, 2017

Storytelling Trumps AI

By Darren Menabney

In 2016, an Artificial Intelligence taught me how storytelling is moving from a “nice-to-have” to a “must-have” skill in the workplace.

A few months ago, a TEDx talk I gave was analyzed by a deep learning system, an AI, developed at the University of Tokyo. The feedback and insights I got from the AI system were really interesting (it benchmarked and evaluated my talk against the database of all publicly-rated TED talks), but it also made me think about how tools like this AI could help make us all better public speakers and presenters. 

And it’s not just speech feedback where AI is helping out. In my previous article, which was also published in Fast Company, I described how startups are already selling services which use AI to create presentation slides for us, and they’re getting better at it all the time.

What struck me about technologies like these is the implications for us as business professionals.

In a world where machine learning systems and AI assistants can help everyone to create professional, polished content, how do we differentiate ourselves? How do we each stand out and how do we compete with what machines can do, better?

Automation will affect all jobs, not just manufacturing. While AI is not likely to replace entire jobs, it will replace specific skills and activities. There are many activities and skills which knowledge workers base their careers on, but which can be done better, cheaper, and more quickly by machines.

So if some parts of our work can be replaced by AI, our skill-set needs to shift.

We need to get better at doing what machines can’t do, at what humans are uniquely good at. One thing that we excel at, and which machines cannot replicate, is telling emotion-driven stories. What we can do, and AI can’t (anytime soon) is to be able to communicate with an audience and resonate with them based on our understanding of the audience, based on our ability to read them and pivot and deliver presentations in real time. In short, storytelling.

Why Storytelling Matters

Storytelling is the ability to use narratives, to deliver our personal experiences or the stories of others, delivered with emotion and with passion, in a way which will resonate with your audience. It is wrapping data with emotion, it leads to better recollection, empathy, connection to the speaker, what you need to inspire others to action. 

It’s something that is already a necessary skill for business professionals, and what distinguishes great leaders from good leaders. Story-driven presentations which merge fact and emotion are what drive TED talks—it is why TED curator Chris Anderson calls presentation literacy a “superpower” and a “core skill for the 21st century.”

Why is storytelling so powerful? It’s because humans have evolved for it, we are wired for it. We’ve been sitting around campfires telling stories for tens of thousands of years.

Those stories told around long-ago campfires taught us lessons which our lives depended on (which plants are safe to eat, which animals are dangerous, how to craft tools), they entertained us, they build connections and communities.

There’s a lot of science behind this and why storytelling is so powerful. Studies using MRI and sampling hormone levels have shown how the brain is impacted when we listen to a story.

Hormones such as cortisol, oxytocin, and dopamine are released in our brains and boost memory, trust, and empathy towards the storyteller. As our brains listen to a story, they also try to relate it to our own experiences by running a kind of simulation of the story we are hearing. That causes the same parts of our brains to be used as the speaker is using, so our brains and the speakers light up in the same way in what is called “neural coupling”, which sounds almost like the Vulcan mind-meld from Star Trek, but it is fact, not fiction. Storytelling is what makes fiction like Star Trek and the Vulcan mind-meld so effective, it’s why marketing campaigns which rely on storytelling are far more effective. It is our superpower. Storytelling is a must-have skill now, and it will be even more so in the future

It is also a skill we need to get better at.

The Skills Gap

Multiple studies looking at the skills gap between what is in most demand by US employers and what candidates possess routinely show communication skills as one of those which are most lacking in new graduates and current professionals. This is true in the manufacturing sector but it hits knowledge workers too. The Bloomberg Job Skills Report of 2016, a survey of 1,251 recruiters, identified communication skills as both the most important and as one of the hardest to find skills in new MBA graduates.

And these are the gaps now, even before AI has made a significant impact on knowledge workers. Looking ahead, the World Economic Forum forecasts that future workers will need more soft skills like empathy and communication skills to persuade others, to be good at what machines cannot do. 

So storytelling matters, but is storytelling enough to give us the edge over AI? We need to go beyond just storytelling, we need to be able to really focus on what machines will never be able to do. We need to show empathy for our listeners when we present or give a speech. We need to read the mood in a room, understand how the audience is reacting to our words. Is our message resonating? Are the audience members engaged? How do we need to change our words, tones, and body language to make it mere effective?

We need to show Narrative Intelligence. 

Narrative Intelligence

Think about Emotional Intelligence. It’s not enough to just be able to express your feelings to others honestly, you need to be able to read others and you need to be able to react to others’ emotional states. Emotional Intelligence is two-way, and Narrative Intelligence is the same.

Being able to turn on a dime, being able to pivot into a new direction, based on understanding how the audience is feeling, is what narrative intelligence is all about. It’s being able to use storytelling more effectively by reacting and adjusting your message in real-time to better engage your audience. It’s two way storytelling, rather than just one way. 

“The ability to think narratively—that is, narrative intelligence—reflects a recognition that the narrative aspects of the world matter because human goals matter, and narratives encapsulate human goals.” – Steve Denning

Great storytellers are the ones who know how to react and adjust to their audience, they know how to guide the audience, adapt to their mood, pivot as needed. Great storytellers are the ones who show Narrative Intelligence

Narrative Intelligence will always give us the edge over Artificial Intelligence, it’s one skill that is immune to automation. It is the one skill which you can develop to help future-proof your career.

It is a skill, so it is also something that can be learned. I teach a full-semester course on Business Presentation as part of an MBA curriculum, and I have seen how teaching Storytelling and Narrative Intelligence leads to success. It helps my MBA students become better presenters, and it helps them become better communicators and leaders, by focusing on empathy, and understanding their audience before and during a presentation. It’s even helped a few of them get new jobs and promotions! Narrative Intelligence is something that anyone can learn.

Learn Narrative Intelligence to future-proof your career

Want to make you career more secure from automation? Boost your Narrative Intelligence. AI cannot empathize with an audience, cannot react to how they are feeling, cannot put together the rights words, images, tones of voice, body language that will persuade, motivate, and inspire others. Only we can do that. All humans are natural storytellers, so get better at applying it in your work.

Start now and make 2017 the year when you give yourself that edge over AI.

This article originally appeared on LinkedInPhoto by Mike Erskine