The Steller Storytelling MethodA Study of the Key Components that Make a Story Stick

2 Welcome

Welcome 3

Welcome to the Steller Storytelling Method™

At the Steller Collective, we believe that strategic storytelling is a critical, often misunderstood and underutilized

skill in business. Since the early 1990s I have been passionate about the power of a story to captivate audiences,

influence behavior and ultimately transform business. Today we inspire and educate individuals and brands to

harness the power of their stories through keynote presentations and intensive workshops.

While storytelling has become a business buzzword, the commercialization of the word has tainted the

understanding of what a story is in its purest and most effective form. Storytelling is now acknowledged as an

important strategy for increasing brand recognition, connecting to customers and building camaraderie within

teams. However, not all stories are created equal and many storytelling efforts fail as a result of not understanding

what makes a story great.

Our storytelling method at the Steller Collective, the Steller Storytelling Method™, is not rooted in passing marketing

and media trends but rather is based on a rich, traditional storytelling approach used by classic storytellers. I spent

many years attending storytelling festivals, telling in story competitions, and serving on the board of the National

Storytelling Network. It was through these experiences that I identified common traits and specific components

the best stories shared.

In the end, and as you might have guessed, not all stories are created equal. This national study examines the four

components of the Steller Storytelling Method™ and their impact on the effectiveness of a message. The results

and subsequent discussion offer a practical, systematic approach to drastically improving business messaging by

applying the Steller Storytelling Method™ into daily messaging practices.

This is just the beginning of what is possible for you and your stories. To learn more about our keynotes, workshops

and trainings, please read Ways We Can Work Together at the end of this report.

Thank you for your interest in learning more about the power of strategic storytelling. Though technological

advancements will continue to change the way we do business and interact with customers, as long as you are

working with, or selling and marketing to humans, effective storytelling will always be an integral part of creating

meaningful relationships. Stories will always be what connects us in a chaotic world.

We look forward to hearing from you and the stories you’ll tell.

Kindra Hall, President and Chief Storytelling Officer

Steller Collective

Stellercollective.com

Welcome from the Author

4 State of Business Storytelling

State of Business Storytelling

Not all stories are created equal.

There’s a lot of buzz about the power of storytelling. Celebrities, authors,

and gurus like Richard Branson, Tony Robbins, and Maya Angelou talk

about the impact storytelling can have on your life and your business.

The unlimited opportunities for sharing content and engaging with

customers, combined with the growing desire of employees to work

for individuals who are purpose-driven and authentic, it’s no wonder

storytelling has received more attention the last five years than in the

previous thirty. When done right, storytelling can solve even the toughest

business challenges. Relationships become easier to build, sales become

easier to close and complex concepts become easier to convey.

However, more awareness around storytelling has not resulted in better

storytelling, or even good storytelling. Storytelling efforts frequently fall

short – for both brands and leaders alike.

Truth:

State of Business Storytelling 5

Using storytelling in business is not about talent or charisma. It doesn’t require a marketing

degree and isn’t “unavailable” for accountants, attorneys, CFOs or any of the other

traditionally technically-minded teams members. Storytelling is a skill and a system that

can be taught and applied regardless of personality or how well you did in creative

writing classes.

The Steller Storytelling Method™ is simple and accessible for everyone. There is no

complicated hero’s journey. There is no nine-phase plot. The Steller Storytelling Method™ is

based on the following research and requires only the inclusion of four key components.

Using the research-based, time-tested Steller Storytelling Method™, anyone in an

organization, in any role and with any level of experience can successfully and reliably tell

stories that are compelling, engaging and persuasive.

Truth: Anyone can craft an effective story.

The components are:

An identifiable character: A Steller Story™ includes a specific person or persons the audience can identify and

connect with.

Authentic emotion: A Steller Story™ includes the emotions the character experiences.

A particular moment: A Steller Story™ happens at a specific moment in time and place.

A Specific detail: A Steller Story™ includes specific details the audience can visualize.

Like football teams have winning plays and restaurateurs have

winning strategies, there is a formula to crafting great stories.

Through decades of experience, analysis and field work, four story

components stood out as being part of the winning story formula.

What Makes a Great Story?Story is art, yes. But it is also science.

6 Steller Stories are More Entertaining

According to our research, the more of the components the story includes, the more effective the story will be. Including all four components yields the most positive results.

Stories that include these components are adhering to the Steller Storytelling

Method and are therefore considered a Steller Story™.

“ “

By definition, compelling is the ability to evoke “interest,

attention or admiration in a powerfully irresistible way.”

When it comes to messaging, the world has never

been noisier. Businesses no longer have the luxury of

creating mediocre content. Consumers are constantly

inundated with videos, images, and text both virtually

and in life. If you want your product or service to stand

out, your message has to stand out. If you want to be

heard among all of the noise, your story must compel

people to listen.

When asked, 63% of the respondents found the

Steller Story™ to be more compelling. This response

is encouraging for those who have struggled to gain

and sustain real attention and engagement from their

audiences, whether in person or via a digital device.

By applying the Steller Storytelling Method™, your

messages are more likely to have the messaging “it”

factor; the thing that draws people in and keeps them

there.

Key Finding: More Compelling

63% of respondents found the Steller Story™ more compelling.

Steller Stories Keep Attention 7

63%

Recent studies reveal that the

average adult, age 18 and older,

spends four hours a day watching

television, with those over 65

watching nearly seven hours a

day* and binge-watching has

become an acceptable hobby.

Humor, action, drama; the desire

to be entertained is as prevalent

today as ever.

With that in mind, businesses

and leaders would be wise to

approach their messages with the

entertainment-element in mind,

creating messages that entertain

AND educate or instruct.

Key Finding: More Entertaining

65% of respondents found the Steller Story™ more entertaining.

65%

By applying the Steller Storytelling

Method™, it is simple to tap into the

consumer’s desire for entertain-

ment without compromising the

quality of your message. There is

no excuse for boring.

*https://www.nielsen.com/us/en/insights/reports/2018/q2-2018-total-audience-report.html

8 Steller Stories are More Entertaining

If a message gets shouted in the forest but no one was

paying attention, does it have an impact?

The importance of attention goes beyond philosophy.

And while it appears as though human attention spans

are shrinking, it is more likely that attention is simply

becoming more selective.

In this age of refined taste, brands and leaders must

pay close attention to what garners the attention

of their desired audience. Fortunately, including the

components of the Steller Storytelling Method passes

the attention test and offers a simple solution for

attentiveness in the proverbial forest.

Key Finding: Kept Attention More

63% of respondents found the Steller Story™ kept their attention.

63%

Steller Stories Keep Attention 9

When it comes to advertising, “Frequency is the price you pay for not being interesting.” Think

for a moment about the money spent on getting a message out to the marketplace. Most

companies overpay for their exposure to the marketplace as a result of their ineffective

messaging.

Forgettable is expensive. What would marketing look like if the messages lasted beyond one

ad spend cycle? What would it mean for brand loyalty if messages stuck with people.

The four components of the Steller Storytelling Method™ were able to dramatically improve

the memorability of the message. Instead of paying for repetition, companies could be

building real equity in the ever-elusive customer subconscious by layering in many memorable

messages.

Key Finding: More Memorable

63% of respondents found the Steller Story™ more memorable.

63%

10 Steller Stories are More Memorable

In our study, 63% of respondents found the Steller Story™ more

persuasive than the standard message that was void of the the 4

Steller Story™ components.

Influence is an essential element of successfully growing revenue.

Sales efforts live and die on the ability to persuade customers and

stakeholders to say yes to the product or service you offer.

The components of the Steller Storytelling Method™ tap into the use

of storytelling across cultures and over millennia to bring people

together and see the world from the same point of view. A Steller

Story™ transforms a one-dimensional message into one where

potential customers can see themselves experiencing your product.

This immersion gives the Steller Storytelling Method™ its persuasive

edge.

Key Finding: More Persuasive

Steller Stories are More Persusavie 11

63% of respondents found the Steller Story™ more persuasive.

63%

In addition to the five key findings, our research revealed that including the four Steller Story™ components resulted in a variety of other fascinating benefits.

More people in our study felt confident they could retell the Steller Story™. They felt personally connected to the story, knew the details, and could engage their listeners.

The Steller Storytelling Method™ is powerful and effective. It will engage, persuade, and

inform your audience. In short, it can help you transform your brand’s messaging and help

you achieve all of your business goals.

Conclusion

12 Conclusion

Men 45%

Women 55%

18-24 1%

25-34 23%

35-44 22%

45-54 17%

>55 37%

White 51%

African-American 18%

Hispanic/Latino 17%

Asian 11%

Other/Refused 3%

Genders

Ages Ethnicities

In this national study, Steller Collective validated the effectiveness of including four key components in a

story – components that, when used, can make the story more compelling, entertaining, memorable,

persuasive and more likely to keep attention. These results are based on a national online survey of 1,648

respondents conducted by Edison Research. All respondents read a generic control message about a children’s

toy product. Respondents also read a message about the same children’s toy, that included one, two, three, or all

four of the Steller Story™ components and the order in which they read the two messages was randomly reversed

to avoid latency bias.

Methodology

Participants

About the Study 13

About the Author

14 About the Author

Kindra Hall is President and Chief Storytelling Officer at Steller

Collective, a consulting firm focused on the strategic application of

storytelling to today’s communication challenges. Kindra is one of

the most sought after keynote speakers trusted by global brands to

deliver presentations and trainings that inspire teams and individuals

to better communicate the value of their company, their products and

their individuality through strategic storytelling.

What began as a storytelling assignment in 5th grade, grew into a

passion for not only telling stories, but a mastery for teaching others

the methods and science of storytelling so they can better tell

their own.

She was a National Champion storyteller (yes, they have those),

member of the Board of Directors of the National Storytelling Network

and has her master’s degree in communications where she conducted

original research studying the role of storytelling in defining and

revealing organizational culture.

Kindra is a former Director of Marketing and VP of Sales. Today,

Kindra’s work can be seen at Inc.com, Entrepreneur.com and as a

contributing editor for SUCCESS magazine. Kindra’s message spans all

industries and her clients include Facebook, Hilton Hotels, Tyson Foods,

Target, Berkshire Hathaway and the Harvard Medical School. Her

much anticipated book, Stories That Stick, will be released by Harper

Leadership in the fall of 2019.

Regardless of the industry, Kindra’s clients leave feeling excited and

equipped to finally put their stories to work in a tangible way.

Kindra lives in Manhattan with her husband, young son and daughter.

When she is not traveling around the world speaking, Kindra can

usually be found at spin class or in Central Park with her family.

Steller Collective is a highly specialized, boutique storytelling firm focused entirely on the education, training and

strategic application of storytelling in business. We work with clients to drive their business outcomes with world-

class keynote speaking, one-of-a-kind revealing original research, and best-in-class story training to grow the

effectiveness and influence of your teams.

Ways we can work together

Keynote Speaking – Kindra Hall has presented this storytelling keynote for audiences around the world and

across industries to equip them with this essential skill for success in a connected economy. Far from jargon

or fluff, Kindra’s approach to storytelling is razor-sharp and immediately actionable. The result: Using Kindra’s

blueprint for effective storytelling, attendees leave empowered and equipped to close more sales, build better

relationships, or build their brands by leveraging the irresistible power of their stories.

Workshops & Training – Our Steller Storytelling Method Workshop™ is designed to give participants a blueprint

they can use any time the communications stakes are highest. They will be prepared to transform any upcoming

message with a compelling story. Kindra will both generate excitement about the power of strategic storytelling

to overcome the greatest communication challenges in business, and give participants an opportunity to practice

the skills necessary for mastering the art of storytelling. Kindra will inspire and educate your team about strategic

storytelling and why a simple shift to telling compelling stories will create massive and measurable results. Then,

Kindra will break down the exact steps necessary to creating a story that is more compelling, entertaining,

memorable and persuasive. Attendees will work through guided storytelling exercises as a whole group, in small

groups and finally individually as they take what they’ve learned and create their own story for an upcoming work

situation. The Steller Storytelling Method™ Workshop can be held on site with your team, or at one of our hosted

events held throughout the year.

About Steller Collective

About Steller Collective 15

Contact Us:

Andrea Belseth

Business Manager

andrea@kindrahall.com

Michael M. Hall

CEO, Steller Collective

michael@stellercollective.com

Copyright and Usage

This document is copyright © 2019 Steller Collective. All rights reserved.

The information in this document can be referenced in the media, in whole or in part, as long as this document is

cited as the source for the information. In no way does this document provide an endorsement of any product,

service, company, or individual.

This document is provided “as-is.” Information and views expressed in this document may change without notice.

The strategies and examples depicted herein are provided for illustration purposes only and are not guarantees of

specific results. You bear the risk of using this document.

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