Florian Mueck: Aristotle’s Seven Golden Rules of Storytelling

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Florian Mueck from Germany, based in Barcelona, worked as a consultant and business development manager for almost a decade for KPMG, the global advisory firm. Since 2009 he has dedicated himself to helping companies improve their team performances and staff retention by teaching them the power of persuasive communication and memorable presentations. His specialty is moving people to action in a fun, pragmatic, energetic way. Florian is the co-creator of the world’s first public speaking board game RHETORIC. A collaborator of IESE Business School Barcelona and author of three books, Florian offers transformational communication seminars, keynote speeches and presentation coaching, in English, German and Spanish mainly to international brands like Banco Santander, Panasonic or King.com.

Aristotle’s Seven Golden Rules of Storytelling

Florian likes Aristotle’s Seven Golden Rules of Storytelling, which can be applied to business in the 21st century.

1. Plot. Stories need a plot. One of the best plots for any type of presentation is the hero’s journey, which was illustrated by Joseph Campbell in his book “The Hero with a Thousand Faces.” The hero’s journey can be simplified in three steps: CSI (Challenge, Struggle, Introspection). Other elements of a great plot are: the Mentor, appealing to all senses, and having twists. Mark Hunter’s speech “A Sink Full of Green Tomatoes” at the World Championship of Public Speaking has an excellent twist.
2. Characters. Remember that all characters must have a name, a very defined look and a personality.
3. Dialog. Don’t tell stories, re-live stories. As Craig Valentine said: go into your re-living room.
4. Theme. Choose a theme: Christmas, love, perseverance, etc. Your story will be framed into that theme.
5. Decor. It’s the stage design, which comes from old Greek theater. Good examples are: flying E.T. in front of the the huge moon, holograms, and Hans Rosling‘s props.
6. Chorus. Every time someone sings a fragment of a song, the audience always perceives it as super positive.
7. Spectacle. In Hollywood movies, spectacle is the technical special effects. Use your body for the special effects: clapping, vocal variety, twists, enthusiasm, etc. It’s bringing your story into life.

If there is one thing you must remember from the seven golden rules of storytelling is: CSI (Challenge, Struggle, Introspection)

Related: Sharing Your Failure Stories

Favorite quotation

“Where there is no hook you cannot hang a jacket .” — Florian’s mum

Recommended book

The Art of Worldly Wisdom by Baltasar Gracián

Routine to Shine

First, create a playlist with 6-7 songs from a wide range (e.g. Mozart followed by Metallica).  Practice your speech while hearing the playlist, and each time the next song comes, use your voice to tell your story with the exact emotional world of that song. This forces you to train your vocal variety and to improve your musicality.

Links

Rhetoric – The Public Speaking Game

 

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