Three approaches on how to incorporate storytelling in business presentation
February 28, 2025 | 3 min read
Ever notice that the best business presentations are like a secret cocktail? They mix data, design, and – surprisingly – a good story.
In our world of endless bullet points and pie charts, a solid narrative is the unexpected twist that keeps the audience awake.
And trust me, nothing beats a room full of sleepy execs suddenly leaning forward as if they’ve just heard the punchline of a really smart joke.
The hero’s journey: Making your audience the real stars (No cape required)
Imagine if every time you stepped onto a stage, you told your audience: “You, yes you, are the hero of this epic tale!” Instead of slaying dragons, they’re battling quarterly reports and market fluctuations.
- Call to Adventure: That moment when you nonchalantly reveal a challenge that makes them think, “Hmm, my life has been missing a villain to defeat.”
- The Struggle: Here, you detail the obstacles – those pesky hurdles of bureaucracy and endless meetings – that make the journey as treacherous as a Monday morning.
- The Resolution: And finally, you swoop in with your solution like a wise guide handing over the magic smartphone that fixes everything.
By casting your audience as the hero, you’re not just selling a product – you’re offering them a starring role in the next big success story.
The cave you fear to enter holds the treasure you seek.
– Joseph Campbell
Problem-Agitate-Solution (PAS): Because pain is the best motivator
Let’s be honest: a little pain can be a surprisingly effective motivator. It’s like reminding someone how much they hate bad coffee before offering them the perfect brew.
- Problem: Start by identifying that one nagging issue – like realizing your budget is tighter than your jeans after the holidays.
- Agitate: Amplify the discomfort. Describe it in vivid detail, making the problem seem as unavoidable as a pop quiz on Monday morning.
- Solution: Then, like a breath of fresh air (or a well-timed joke), you present the solution that promises relief. Suddenly, that dreadful pain becomes a distant memory, and the room is buzzing with anticipation.
There is no greater agony than bearing an untold story inside you.
– Maya Angelou
The Three-Act structure: Even presentations deserve a plot twist
What’s better than a business presentation that feels like a dry lecture? One that unfolds like your favorite TV drama.
- Act 1 – Setup: Introduce your scene with a little intrigue. Set the stage with context, sprinkle in some relatable challenges, and leave your audience wondering, “Where is this going?”
- Act 2 – Confrontation: Dive into the complications. Think of it as the part where the protagonist faces a setback, and the tension builds faster than the line at a coffee shop on a Monday morning.
- Act 3 – Resolution: Finally, deliver the twist, the brilliant solution, and a call to action that ties everything together. Your presentation becomes a mini epic – one where every slide is a scene, and every data point is a clue leading to a happily ever after.
Choosing the right storytelling structure for your presentation
Each storytelling approach serves a different purpose, making it essential to choose the right one based on your presentation’s goal:
- The Hero’s Journey works best when you want to inspire and emotionally connect with your audience, especially in visionary talks, motivational speeches, or transformational business ideas.
- Problem-Agitate-Solution (PAS) is ideal for persuasive sales pitches, marketing presentations, and investor decks where you need to highlight pain points before presenting a compelling solution.
- The Three-Act Structure is perfect for structured narratives, such as business case studies, research presentations, or thought leadership talks, ensuring clarity and logical progression.
The conclusion: Structure turns information into persuasion
No matter how valuable your insights are, without a clear structure, your message risks getting lost.
The hero’s journey makes your audience the protagonist, the PAS framework amplifies urgency, and the three-act structure ensures a logical flow.
By incorporating these storytelling techniques, you can transform your presentations into persuasive narratives that captivate, engage, and inspire action.
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