Some leaders can captivate a room when they speak.

The majority, though, struggles to keep attention, even if they're impressive on paper.

I recently coached a founder who illustrated this contrast. He was impressive on paper. But he lacked the human element.

Then, everything changed the moment he described why he had built his company.

His voice softened as he described a personal tragedy that shaped his mission. I wasn't hearing about another startup. I cared about him. The transformation was immediate and powerful.

Today, I'll share the exact framework that helped him make this shift.

Let's dive in.

Step 1: Start with Your "Gift Statement"

Before you speak, write down this simple, but powerful sentence:

For example, my client wanted to attract new hires to his company. So, when I asked him to write down his Gift Statement, he shared:

Notice a few things from his Gift Statement:

• He kept it short. One sentence is all you need.
• His audience isn't everyone because that's not realistic. Know that you just need to appeal to the right people. You don't have to resonate with everyone.
• He leads with a strong emotion: to feel inspired. This is going to influence his approach (see step 2).

Here are the main benefits of your Gift Statement.

• You don't care about impressing others. You care about making them feel something.
• You keep your communication focused.

Step 2: Master the ATAT Storytelling Framework

I then asked him, "Tell me about you and why you founded your company."

Here's what he said. It wasn't great. I call it...

The Resume Rundown:

My eyes glazed as he spoke. Why is it not sticking?

Because it's not tied to his GIFT STATEMENT.

To make your audience feel inspired, they need to connect with you. And the best way to do this is to build empathy for the character you're portraying.

The Story:

Wow! What a difference, right?

If you feel stuck, try to follow this 4-part storytelling framework, ATAT:

1. Answer First: Start with your bottom line up front. "I'm passionate about fixing healthcare because of a personal story."
2. Transition: Say a short phrase that segues you into storytelling mode. "I remember the exact moment that set me on this path."
3. Action: Take your audience to the specific scene. Describe the defining action, emotion, sight, or learning. "I was in my college dorm room when I got the call that my mom had lung cancer."
4. Takeaway: Connect the story to where you are today. --> "I knew right then that fixing healthcare would become my life's mission."

When in doubt, remember that people don't review resumes on their weekends. They watch stories on TV.

So be Netflix, not Indeed.com.

 

Step 3: Build Your Story Rolodex

The best speakers aren't gifted – they're prepared. Here's how to start to build your own story collection:

1. Write down 8 to 10 key stories from your life
2. For each story, note:
   • What happened (one line)
   • Why it matters (one line)
3. Practice telling each story using the ATAT framework.
4. Record yourself: Can you identify where each part of the framework begins and ends?
5. Bonus: keep it growing. At the end of the quarter or year, what stories can you add?

Now, you may be wondering: how do I tell more stories at work? I want to be professional. Telling stories about myself won't always make sense.

I agree with this concern. In ​an older newsletter​, I teach you a framework called PAP to help you be a better storyteller at work.

 

P.S. If you found this helpful, the Impromptu Speakers Academy is my 3-week bootcamp to help you become a clear and confident speaker at work. Reserve your spot today while they're still available.

 

See you next week.

Preston