"Art is not mirrors held to reality, but hammers that shape it.” ~ Bertolt Brecht
We've all been there. You prepare what you think is a clear, logical presentation, only to see people's eyes glaze over.
The problem usually isn't the facts. It's the story.
In this week’s edition, we unpack the three traps that even good communicators fall into:
The “So What?” Problem: when your story has facts, but no why.
The “Look At Me” Story: when you shine the spotlight on yourself.
The “Everything Was Perfect” Fairytale: when you skip the struggle that makes it real.
And we’ll show you how to escape each with tools you already know.
The Situation: Mira, a Strategy Lead, is pitching a new market entry. She lays out her case: "We piloted in Tier-2 cities. Our conversion cost was 40% lower. We should scale this."
Her logic is perfect. But the room is silent.
What's Really Happening: Mira led with the what before the why. She gave us the answer, but didn't make us feel the question. Without that context, her data points are just floating in space; the board has no reason to grab onto them.
How to Fix It: Give your data a home. Frame it so people understand why it matters before you hit them with the numbers.
Start with the old picture: "Until last year, we all thought Tier-2 cities were the slow lane."
Then, reveal the shift: "Turns out, they're not the slow lane. They're our secret weapon."
Finally, show the stakes: "If we move now, we can build a lead our competitors won't see coming."
The Takeaway: Don't just present the destination. Describe the landscape you left behind and the new territory you've discovered. That’s what turns information into a real insight.
The Situation: Ryan, a Marketing Manager, is sharing a great turnaround story. His deck headline is: "How I Revived a Dead Campaign in Three Weeks." He tells a vivid tale of his hustle and late nights. But halfway through, he's lost the room.
What's Really Happening: Ryan accidentally made himself the superhero. When the storyteller is the all-conquering hero, the audience can only sit back and watch the show. They can't see themselves in the story, so they check out.
How to Fix It: Be the guide, not the hero. Your job is to give the audience the map you used on your journey.
1. Shift from "Here's what I did" to "Here's what we learned that can help you."
2. Unpack the principle behind your success, not just the play-by-play.
3. Talk about "we" and "you" more than "I."
The Takeaway: The best stories feel like a mirror where your audience sees their own challenges and possibilities, not a spotlight shining only on you.
The Situation: Sameer, an Engineering Manager, is wrapping up a project. He says, "It was challenging, but the team came through. The new system is live." People nod and clap. A week later, no one can remember what he said.
What's Really Happening: Sameer edited out the struggle. He gave us the "before" and "after," but skipped the messy, uncertain, and relatable "during." Stories without friction have no pulse. They feel like a corporate fairytale - nice, but hard to believe.
How to Fix It: Dare to be human. The magic is in the mess.
Bring back the tough part: "Honestly, halfway through, we were ready to scrap the whole thing."
Share the turning point: "That moment of doubt forced us to find a better way, and that's where the real breakthrough happened."
Then, land the result. This is the FLAR technique (Friction → Learning → Action → Result) that we shared in Issue #44 of The Storyteller.
The Takeaway: Don't airbrush the struggle. The tension is what makes the resolution meaningful and, ironically, is what makes you and your team look genuinely capable.
TRY THIS WEEK
Pick one story you’ve told recently - a pitch, review, or update. Ask yourself:
Trap | Question | Simple Fix |
So What? | “Did I say what happened before why it mattered?” | Lead with contrast and consequence. |
Look At Me | “Did I make myself the hero?” | Recast your listener as protagonist. |
Everything Was Perfect | “Did I hide the struggle?” | Add one moment of friction and learning. |
STORY SIGNALS
Three ideas worth exploring from across the web this week on why stories move us, how clarity gets lost, and what helps us connect again.
1. The Curse of Knowledge: Why Smart People Struggle to Explain Things
Chip Heath’s classic piece on how expertise blinds clarity and how to regain the beginner’s mind. → Read on Harvard Business Review.
2. The Psychological Comforts of Storytelling
Why the simple act of shaping experience into a story helps us make sense of chaos, find agency, and move forward. → Read in The Atlantic.
3. The Science of Storytelling
How well-told stories synchronize speaker and listener brains, proving that emotion and structure, not data alone, make messages stick. → Read the article.
We don’t own these - we just think they’re worth your time.