Gather ‘round for a quick story about storytelling.

Through observation and practice, I’ve come to realize that the art of effective storytelling is one of the most interesting, underrated, and overlooked skills a person can possess. That’s right – storytelling is both an art and a skill. But I don’t just mean the ability to accurately or enthusiastically recount tales from the past. No – to me, storytelling is a technique used not only to describe the past, but also to communicate both the present and future.

Because: a story is simply a narrative… hence why storytelling is not strictly reserved for literary publication. Every industry and organization is a constantly evolving ecosystem of stories. When deconstructing the ecosystem’s web, it’s in stories that we find recognizable patterns, and in those patterns we find meaning. Whether the goal is to inspire employees, excite partners, attract customers, or engage influencers, it’s stories that help to make sense of the world around us – they are the understanding within the noise.

Stories told well stick with the audience. They connect – by being compelling, concrete, credible, and comprehensive, yet still cultivate room to grow through natural momentum. What’s often forgotten is that storytelling is universal; it traverses all walks of our collective society. Business, politics, education, entertainment… you name it – all use stories to help shape and guide decisions, or, more powerfully, convey entire sets of cultural ideals.

It’s refreshing to recognize that in a digital world, driven by increasing automation and artificial intelligence, storytelling remains an essential human component to everyday life. Human beings communicate stories, because we’re built on the foundation of common language. Ergo, while it’s clear that effective storytelling is a necessary skill needed to successfully market an organization, it’s also an essential skill needed to successfully market yourself.

“So – what’s your story?”

Easy to ask, difficult to answer. Many people struggle to describe their own story for a simple and obvious reason – the content isn’t understood well enough. That’s because it takes a tremendous amount of time and effort to deconstruct your own web. How well do you really understand yourself, and your life? You can’t explain what you don’t understand. Your journey: past, present, and future? Strengths and weaknesses, fears and ambitions? A small subset of questions that need answers, because they’re all a part of your personal story. By mastering the content first, your story will automatically exude more passion and energy when shared with the world.

Now, when you know what to say, how to say it is the easy part. Use descriptive and expressive words to boost charm and charisma. Fluctuate the tone and pace of your voice to captivate and engage the audience. Stand tall, hold your head high, make eye contact, and if all else fails… smile, it’s contagious!

Telling your own story well leads to greater inner confidence, and also proves to the world that you truly understand who you are as a person. Take the time to learn and communicate your story. You need it, and the world needs to hear it.

And, more often than not, whoever tells the best story, wins.

Therefore, remember: you narrate the story.

Tell it well.