I’ve media trained three-star generals, triple board-certified physicians, federal executives, and severely wounded enlisted combat veterans for appearances on 60 Minutes; The Today Show; Wall Street Journal; and various trade publications and local newscasts. But the room I walked into mid-November as a keynote speaker on “The Story of Your Business” made me the most nervous.
To try to balance my nerves, I armored up: comfy consultant black attire, bedazzled rhinestone-covered penny loafers, matte red lipstick, Chanel #5, and new speckled readers… and a lot of deep breathes.
In I walked to face 70 powerhouse women. As I later joked to workshop participants, it was a room full of Beth Duttons… and I better have my content tight and my game on.
The women, from all over the United States, owned and ran ranches and farms – entrepreneurs whose products relied on the most fickle of women to succeed, Mother Nature. They attended the National Farmers Union’s conference to learn and share in an effort to make a hard but rewarding business better.
My goal was to help them understand, define, and share their story effectively – from visuals to voice – to more easily break through the clutter of content and reach the hearts and heads of customers, business leaders, and legislators. Simply put, to communicate more intentionally to accomplish their business goals.
Between my slides and anecdotes, the participants learned about and practiced:
- Mindfulness to clarify your story
- Brain science behind visuals and content consumption
- The data of communications … the challenge to break through the information clutter
- Message development frameworks
- Use of your body and voice (with a side of improv)
- Media relations
- 3 types of introductions
Storytelling
One woman business owner shared her story of firsts which included the first in her family in the U.S., that she first grew something in the window box of her apartment, the first to move to Minnesota, and first to own a farm. Talk about bold! Another woman shared she wrangles elementary school kids by day and on the side owns a ranch of miniature cows—about 36” tall. These cuddly cute cows offer comfort in therapy sessions to children and adults alike. Another female farmer spoke of her business, Wild Horse Lavendar, which I could practically smell as she spoke. Her worn leather square-toed boots, Stetson, and jeans spoke volumes to me – grounded, tenacious, and full of spunk.
Over the course of two hours, these women shared parts of their story. The ever present threat of weather. The bone-tired state of “being” as most had two jobs plus a family. The business and marketing challenges. Their compelling business goals. Additionally, we shared a side chat about my favorite cow – the Belted Galloway, or Oreo cow. Their stories showed these women ranchers and farmers were compelling, boisterous, thoughtful, hardworking, supportive, creative, and dedicated business owners. Simply put, impressive and inspiring.
This time in conversation with these ranchers and farmers – sharing knowledge and experiences – reminded me of the power of storytelling. Stories bring the unknown to life… build connections with others quickly… bring compassion into the equation… and bolster what is possible. But most importantly, it gave me greater respect for what’s on my plate and what it took to get there.
What’s your story?
