🚅 Double E Bullet — Sept 14 2023

👋 Hey there!

🚅 Welcome to the 54th edition of the Double E Bullet where I deliver two impactful insights to support your journey from being a full-time founder to becoming a part-time CEO in your business.

The theme for this month of the Double E Bullet newsletter centers around storytelling. In the previous edition, I introduced my favourite storytelling framework known as Problem, Pain, Solution, and Proof, or PPSP for short. While delving into this framework, I stumbled upon a quote that has kept me pondering…

“The most powerful person in the world is the story teller. The storyteller sets the vision, values and agenda.” – Steve Jobs

As founders, the roles we take on within our businesses can seem as vast as the countless stars in the night sky. From hiring a team to managing finances, from crafting effective marketing campaigns to providing top-notch customer support, our to-do lists appear infinite. Yet, amidst this whirlwind of responsibilities, there exists one paramount duty that serves as the very cornerstone of our success: storytelling.

We’d all agree Steve Jobs was an extraordinary storyteller which is why I truly believe that our primary role as founders revolves around the art of storytelling. Whether we’re communicating with our employees, engaging with our customers, or presenting our vision to potential investors, being able to tell a story is what binds these interactions. It’s a responsibility that underscores the essence of entrepreneurship, and it’s one that, despite its fundamental importance, often goes overlooked.


🧠 At its core, storytelling isn’t merely an aspect of our journey; it’s the very spirit of it.

It’s the art of crafting a narrative that breathes life into our business idea or project, infusing it with purpose, and propelling it forward. Without a story, pitches and presentations become boring very quickly and easy to forget. So how does one get to tell a good story? By first understanding the reasons why stories work

1. Stories cause a neuro-chemical reaction

Ever wonder why charities looking to raise money share heartfelt stories on TV that tug at your heart? Because it causes a neuro-chemical reaction and releases a hormone called oxytocin aka the love hormone. Studies have shown that Oxytocin is released in response to trust and kindness, driving cooperation and heightening our empathy—our ability to connect with others emotionally. Studies also showed that character-driven stories captured the viewer’s attention and triggered the synthesis of oxytocin, causing viewers to not only share the emotions of the characters within the story but also continue to mimic the feelings and behaviors of those characters even after the story concluded.

2. Stories make us curious

Personal and emotionally resonant stories possess a remarkable power to not only capture our attention but also etch themselves into our memories. They do this in a way that surpasses the capabilities of a dry list of facts or a barrage of statistics. Imagine it as experiencing the “car accident effect.” While no one desires to witness accidents or harm, there’s an undeniable urge to steal a glimpse when passing by an accident scene. It’s as if the intricate mechanisms of our brains send signals that there might be something profoundly significant to glean from this relatively rare occurrence, especially given that most of us seldom encounter accidents in our daily lives. This innate curiosity is what compels you to momentarily shift your focus, akin to rubbernecking, as you navigate the road of information in today’s world.

3. Stories grab our attention

In today’s fast-paced and information-saturated world, we are inundated with a constant stream of repetitive content, leading to mindless scrolling on social media. However, a compelling story possesses the remarkable ability to break through this cycle of “doomscrolling.” This is because our attention is like a spotlight and we use it sparingly. We are only able to shine it on a narrow area at a given time. If that area seems less interesting than some other area, the attention spotlight dims, and our attention wanders. This is why we can drive along a busy highway like the Sheikh Zayed Road in Dubai while talking on the phone and listening to music while being able to absorb multiple streams of information; until the car in front jams its brakes and our attention spotlight turns on fully, in time to help us hit our brakes and avoid an accident.

Having explored the power of storytelling, brace yourselves for an intriguing tale in our next edition. We’ll delve into the story of Jay-Z, the renowned rapper who nearly lost it all by breaking the fundamental rule of storytelling.

Stay tuned for the upcoming edition! 📖🎤


📚 Why storytelling is crucial for leaders

I loved watching this TEDx talk from Karen Eber. Karen is a leadership consultant and in her talk, she demystifies what makes for effective storytelling and explains how anyone can harness it to create empathy and inspire action. She places a strong emphasis on how leaders who master the art of storytelling can forge deeper connections with their teams, effectively communicate their vision and values, and ultimately, drive impactful leadership.

If you’re feeling like you’d want to amp up your impact as a leader, here’s the link for you to watch this short video

Watch the video here

That’s all for this edition! What was your favorite bullet?

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