{"id":5599,"date":"2018-06-06T13:12:38","date_gmt":"2018-06-06T13:12:38","guid":{"rendered":"https:\/\/greatdemo.com\/?p=5599"},"modified":"2026-09-15T19:48:36","modified_gmt":"2026-09-15T19:48:36","slug":"story-telling-in-demos","status":"publish","type":"post","link":"https:\/\/greatdemo.com\/story-telling-in-demos\/","title":{"rendered":"Storytelling in Demos"},"content":{"rendered":"

Storytelling in Demos<\/strong><\/span><\/p>\n

Stories can be one of the most effective mechanisms in demos to help your customers remember \u2013 and re-communicate \u2013 the use cases and value of your offerings.<\/span><\/p>\n

Stories engage, illustrate and are remembered in ways that facts and features cannot.\u00a0 We are wired <\/em>for stories \u2013 most people can retell<\/em> stories that resonate with them days, weeks or even months after initially hearing the story.<\/span><\/p>\n

Immortality for the Boring?<\/strong><\/span><\/p>\n

Contemplate the following punchline:\u00a0 \u201cSlow and steady wins the race.\u201d<\/span><\/p>\n

What is the name of this story and who first told it \u2013 and when did the author live?<\/span><\/p>\n

\u201cThe Tortoise and the Hare1<\/sup>\u201d, one of Aesop\u2019s Fables, was first captured by Aesop in 600 BC.\u00a0 Let me say that again:\u00a0 that story is now 2600 years old.<\/span><\/p>\n

And what is the take-away message from the story?\u00a0 \u201cIf you simply persevere, my son\/daughter, you will do well\u2026\u201d<\/span><\/p>\n

Frankly, this message is boring<\/em>.\u00a0 By itself, that message would not last (do the experiment:\u00a0 tell a teenager that \u201cif you simply work hard and persevere, you will do well in life\u201d \u2013 and watch the reaction, \u201cYeah, right, whatever\u2026\u201d).\u00a0 The message would disappear and be forgotten in moments.<\/span><\/p>\n

However, when you wrap this boring message inside a story that includes several key storytelling elements, that message gets told and retold \u2013 and in the case of Aesop, for 2600 years (so far!).<\/span><\/p>\n

\u201cTell me<\/em>\u00a0the<\/em>\u00a0facts<\/em>\u00a0and<\/em>\u00a0I’ll learn<\/em>.\u00a0Tell me<\/em>\u00a0the<\/em>\u00a0truth<\/em>\u00a0and<\/em>\u00a0I’ll believe<\/em>.\u00a0But tell me<\/em>\u00a0a\u00a0story<\/em>\u00a0and it<\/em>\u00a0will live<\/em>\u00a0in my<\/em> heart forever<\/em>.\u201d \u2013 Native American Proverb<\/span><\/p>\n

Storytelling in Demos<\/strong><\/span><\/p>\n

It is fascinating to watch an audience\u2019s reaction when you offer to tell a story.\u00a0 When you ask, \u201cAre<\/span><\/p>\n

you interested in the true story of how this happened?\u201d people lean forward in their seats and their attention level rises markedly.<\/span><\/p>\n

So how do you use stories in software demonstrations?<\/span><\/p>\n

Use stories to underscore and illustrate key ideas and important concepts.<\/span><\/p>\n

During a demo, you present a capability \u2013 you describe what it does and outline the business value for the customer.\u00a0 You may also use a metaphor or analogy to develop the ideas further \u2013 that helps.<\/span><\/p>\n

But to make it truly memorable, wrap a story around <\/em>that capability\u2013 and make it live for millennia\u2026!<\/span><\/p>\n

What Makes a Good Story?<\/strong><\/span><\/p>\n

Good stories get retold; others don\u2019t.\u00a0 If stories you relate in demos aren\u2019t retold by your audiences then they weren\u2019t successful.\u00a0 Similarly, if your audience is not actively engaged while you are relating your story, it is not getting the job done.<\/span><\/p>\n

We know good stories when we hear them \u2013 they often cause us, as audience members, to respond with a \u201cWow\u2026!\u201d or \u201cHmmmm\u2026!\u201d reaction. \u00a0A good story often triggers us to tell one of our own stories in response.<\/span><\/p>\n

Here are five key elements of a good story as a starting point for analysis:<\/span><\/p>\n

Simple Message:\u00a0 \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 The concept or message needs to be clear and easy to understand<\/span><\/p>\n

Real Experience:\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 It has to be believable and perceived as being true<\/span><\/p>\n

Element of Surprise:\u00a0 \u00a0 \u00a0 \u00a0An unexpected twist, event or outcome generates interest and tension<\/span><\/p>\n

Evokes Emotion:\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 The best stories are those that generate an emotional response<\/span><\/p>\n

Relevant:\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 Good stories relate directly to the subject or key point<\/span><\/p>\n

[Note:\u00a0 Read Made to Stick:\u00a0 Why Some Ideas Survive and Others Die<\/em> by Chip and Dan Heath \u2013 this terrific book outlines the elements above and develops other important principles of storytelling.]<\/span><\/p>\n

Simple Message<\/strong><\/span><\/p>\n

In Great Demo! Workshops, we use stories to illustrate the concept of the Specific Capabilities<\/em> needed by a customer to solve a business problem.\u00a0 There are typically tons of features and functions available in most software offerings, but it is just the few Specific Capabilities<\/em> the customer actually needs to complete the desired tasks.\u00a0 The idea of Specific Capabilities<\/em> is a simple one.<\/span><\/p>\n

Unfortunately, if we simply said, \u201cRemember, it is only the Specific Capabilities<\/em> that the customer needs\u2026\u201d our Workshop participants would likely not<\/em> remember this idea very well.\u00a0 However, by wrapping it inside one or more stories2<\/sup> \u00a0we give the idea of Specific Capabilities <\/em>greater longevity.<\/span><\/p>\n

Real Experience<\/strong><\/span><\/p>\n

Why do customers go to users\u2019 group meetings?\u00a0 (In addition to the free drinks, of course\u2026!)\u00a0 They go to hear how other<\/em> customers have addressed challenges or solved problems using the software.\u00a0\u00a0<\/sup><\/span><\/p>\n

The stories shared by other customers are perceived as real, based on actual experiences, and are therefore highly valuable and believable.<\/span><\/p>\n

Along the same lines, stories presented by vendors need to be perceived as real to have solid impact in a demo meeting.\u00a0 Often, the best stories are (therefore) those about how other<\/em> customers solved problems that are the same or similar to what the current customer is facing.<\/span><\/p>\n

Accordingly, some of the best<\/em> stories to use when presenting software demonstrations are customer success stories.\u00a0 These are often shared anecdotally in typical use, \u201cOh, I remember working with another<\/em> customer who had the same problem\u2026\u201d<\/span><\/p>\n

The skill here is to capture and plan<\/em> to reuse that success story when delivering demos for other, similar customers.<\/span><\/p>\n

Element of Surprise<\/strong><\/span><\/p>\n

Memorable movies have numerous plot twists and turns \u2013 stories that offer one or more non-obvious surprises tend to engage and are more effectively remembered.\u00a0 Stories that are too predictable may be less interesting.<\/span><\/p>\n

In Aesop\u2019s The Tortoise and the Hare<\/em>, we all expect the rabbit to win the race (with ease).\u00a0 But because he takes a nap and oversleeps, the turtle is able to beat that bunny.\u00a0 (Note:\u00a0 in the Warner Bros. Bugs Bunny version of the story, the careful observer will note that the turtle is cheating at the start of the race \u2013 with his feet beyond the starting line.\u00a0 This is an additional element of surprise \u2013 we didn\u2019t expect that terrapin to cheat\u2026!).<\/span><\/p>\n

Elements of surprise can come from a range of possibilities:<\/span><\/p>\n