Why facts alone do not bring about change
“Far too often we sit in a meeting, listen to a specialist lecture or read papers and actually think about something completely different! And yet far too many experts communicate in such a way that they have exactly this effect.” Dr Anne Schreiter opened her keynote speech at the Storytelling Symposium 2024 with this familiar observation. The Managing Director of the German Scholars Organization knows that experts and scientists in particular are deeply convinced that they only need to provide all the facts and then everything will be clear. But the reality is different. I call this the expert paradox.
The expertise trap
As change experts and sustainability pioneers, we know this all too well: we have the data, the analyses and the solutions – but we still often fail to reach people. On the contrary: the more expertise we present, the greater the distance to our audience sometimes becomes.
In his session on digital storytelling, Matthias Leitner impressively demonstrated how important it is to design stories in such a way that they not only convey knowledge, but also arouse emotions and really reach the audience. His award-winning projects demonstrate that the key to success lies in making complex topics accessible and relevant via the appropriate channel.
As Dr. Franz Hütter and Dr. Anja Timmermann pointed out in their session, the challenge lies deep in our human nature: we do not make decisions primarily on the basis of data and facts, but on the basis of emotions and personal relevance. This explains why even the most convincing scientific arguments often fall flat if they are not connected to the audience’s lifeworld.
The “connection-first” revolution
How do we break through this paradox? The answer lies in a fundamental change of perspective: from an “expertise-first” to a “connection-first” approach.
“Successful science communication doesn’t start with facts, but with emotion,” Petra Samme also emphasized. “Only when people are touched by our content do they open up to new ideas.”
This approach does not mean hiding our expertise – on the contrary. It’s about making it accessible through personal stories and concrete examples. Leitner impressively demonstrated what this looks like in practice using the example of the award-winning “Ich, Eisner!” project. Instead of listing historical facts, the project allows people to immerse themselves in history through personal messenger messages. Often enough, it is necessary to take risks and get personal!
Three keys to success
What can we as experts learn from this? Here are my key takeaways from the symposium:
- Start with your mission: Don’t start with facts, start with meaning. What does your topic mean for your life and that of your target group?
- Building bridges: It is important to make a holistic and creative effort to close the “gaps” between what the target groups think now and what should change.
- People before data: Show the human side of your work. Share personal experiences and learnings. Make yourself approachable – even if it sometimes feels a bit tricky.
“My Field is Team Sport” – this sentence was repeated again and again at the symposium. Change is not a lone wolf mission. Goals can be achieved faster and more sustainably in a community. That’s why I created the “Your Act of Change” community – a place where experts and change-makers can grow together and learn from each other.
From knowledge to action
“The good news is that storytelling and captivating presentations are not an innate gift, but a craft that can be learned,” was the unanimous tenor of the symposium. In our community, we share these tools and support each other in becoming even more effective.
As a prelude to your development as a persuader, I will bundle my insights from the symposium into a practical guide. This guide is your introduction to a community of experts who support each other in communicating their messages even more effectively.
Your path to impact
My free “Impact Story Guide” offers you:
- A practical framework for convincing impact stories
- Specific examples and templates
As part of the community, you also receive:
- Storytelling mastery for unforgettable messages
- Gravitas Development for a convincing presence
- Strategies for navigating through complex communication landscapes
- A strong network of changemakers
➡️ Get your free Impact Story Guide now and become part of a community of experts and leaders who stand for real change! Amplify changemakers voices‘!
Special offer: Register today and take part in the exclusive “YAoC Community Check-IN” every first Thursday of the month.
This article is based on findings from the Storytelling Symposium 2024 (12.-15.11.).
