Back in July 2017 I was working on relaunching Aqua Libra as an infused sparkling water, 100% natural and no additives.

But at points, getting some key decision-makers on board felt like pushing water uphill - literally!

"Who on earth would want to drink water from a can, Louise?!"

I'd been here many times before, launching other innovations so I knew I needed to find a way to meet them where they were so we could understand each other better.

So this week, I'm going to share my tried and tested communication secrets as I think you'll find them useful too.

It started by pinpointing the EMOTION that was blocking our connection.

In this case, FEAR.

Fear that it wouldn't work and fear of wasting time and effort on a small project.

It wasn't that I didn't have these concerns, I did, the only difference was that I'd moved on, moved through the doubt, beyond that stage and was standing on the other side of the canyon.

So it was my job to help them feel safe in coming with me and understand why I'd decided to make the leap.

For that I needed a story. In fact I used two...

First, I got them to imagine a future where they had killed the project but competitors had made a success of it, helping them experience the risk and regret of NOT launching.

Second, I shared the story of how big paradigm shifts towards naturalness and sustainable packaging had already taken place in the milk, yoghurt and cereals aisles, starting small and then exploding.

This reframed small not as something to fear but as an inevitable starting point to be embraced.

It now felt safer and exciting!

My story ended well - they joined me on the other side of the canyon that day.

​Aqua Libra launched and it remains a pioneering brand that Britvic use to this day to spearhead growth in healthier, more sustainable formats.

But I know these types of struggles continue day in, day out in businesses across the land!

Ideas are Worthless Without Execution

You know the cycle well I'm sure.

You've got the vision, maybe you've even got the strategy but then comes the hard part - EXECUTION!

How do you get them off the excel sheets and PowerPoint decks and into people's hearts & minds?
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How do you get people "on board", engaged and inspired to act in line with your vision?
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"Engagement" stems from 1640s, meaning to "attract and occupy attention" and was originally used to describe "mobilising the troops" in battle.

We know we need to MOVE people and as I demonstrated in the above example, the secret to this is stirring people's EMOTIONS.

The Power of Story

Stories are your biggest ally because humans are wired for emotion and, told well, a good story has this in abundance!

Storytelling sometimes conjures up thoughts of fairy tales and Disney or at least it can be viewed as a medium that's unsuitable for use in the workplace.
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But you only need to check out what happens in the brain to see that this couldn't be further from the truth!

When humans share stories, it synchronises the brain activity of the teller and the listener!

Uri Hasson, Professor of Psychology & Neuroscience at Princeton University studied this phenomenon and found, "Your brain responses, while listening, become coupled to my brain responses, and slowly they become more similar to my brain responses."

Amazing, right?! And it doesn't stop there.

Beyond the connection between storyteller and listener, creating stories sparks brain regions involved in social interactions.

These brain regions that guide our motivations, emotions, and beliefs are activated by telling a story.

Hence why stories can shift peoples' motivations and beliefs and their whole mindset about something or someone.

This is why we combine storytelling with art-making at Art After Dark.

It's a potent combination that can transform people's perspectives.

It's the leaders that lean into this type of emotional upgrade that successfully manage to get their teams to execute brilliantly!
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Stories combined with experiences can really make the difference and get them back on track, feeling energised and united as a team, giving them all the emotional tools they need for brilliant EXECUTION!

This Week's Drawing🖼️

This week I'm about to embark on the Yorkshire Three Peaks Challenge!

This is why you've received this email much earlier than usual as I've had to hit the road early to begin the 6 hour drive from mine.

I'll be honest that whilst I'm excited, I'm also a little nervous.

Since nothing calms me like drawing, that's what I've created a for you this week.

This woman with her back to you is wearing a colourful gown that symbolises the tapestry of her emotions and yet the bird looks and listens, showing a willingness to change.

I love the simplicity of drawing - the soft, whispers of the graphite on the page is a rhythmic, almost soothing sound.

A comforting "shhh, shhh" that's uniquely meditative.

I hope you've enjoyed learning a bit more about why we use storytelling at Art After Dark and I hope to hear your stories of giving it a go!

Let me know the results!

Have a good one and as always, stay curious!

Warm wishes,