Storytelling is not a new phenomenon—it’s an ancient form of human connection that has resurfaced as a critical skill in today’s communication-driven world. As Mikki Williams, Hall of Fame speaker and master storyteller, notes, “Neuroscience and cultural anthropology have brought storytelling back to the spotlight because it connects to a different part of the brain that releases endorphins.” We are wired to connect emotionally before we connect logically.
A well-told story can engage an audience more deeply than a list of facts or a PowerPoint deck. Stories allow listeners to project their own emotions onto what they hear, creating empathy, understanding, and connection. All cultures have told stories and some of the earliest evidence of stories comes from the cave drawings in Lascaux and Chavaux, France. The drawings depict animals, humans and other objects.
While my husband and I were in South Africa, we saw drawings on rocks that were a depiction of hunters and animals. It was a way to tell a story. As societies developed writing systems, storytelling evolved from speaking to writing, to visual, and more. Whether in business presentations, classrooms, or keynote stages, storytelling remains powerful because it engages both the head and the heart. In this article, we cover how to tell a good story, skill and structure, craft and resources of where to find good stories.
How to Tell a Good Story
A flawless script doesn’t always convey genuine emotion or feeling. A compelling story may capture attention right away, but it gains lasting impact and meaning when it carries a clear purpose and central message.
William’s own life story is a testament to that principle. Widowed at 29 with a two-year-old son and no job, she used storytelling to rebuild her life and career. “That moment was my defining one,” she says. “When you share your story authentically, people don’t relate to your exact circumstances—they relate to the emotion.”
Telling a good story begins with clarity of message. The storyteller must know what they want the audience to feel or do by the end. The content should follow a simple arc: a beginning that sets the scene, a middle that introduces tension or challenge, and an ending that offers resolution or takeaway.
But it’s also about pacing—the rhythm that keeps people listening. There are different tones, volumes, and speed: Fast, slow, loud and soft. Then there is the ability to use pauses effectively. When writing a script for a play or musical, writing in “beats,” or effective pauses, helps to create emotion and impact. I learned this in rewriting the scripts for my musicals. It gives the actors a clue on the emotion of the scene. Just like a musician balances tempo and dynamics, a storyteller balances emotional highs and quiet reflection.
Skill and Structure for a Good Story
Most all of us have been around those who continue talking…and talking leaving the listener confused and even bored. I remember fondly as my father called those people “motormouths.” Speaking as a craft is distinctly different than just talking. Just as a musician practices scales or an athlete trains daily, storytellers must refine their skills: timing, body language, vocal modulation, and structure.
I could really relate to Mikki’s emphasis on the importance of structure because structure frees up creativity. You use less brain power for the very basics that should be in place. This also applies to identifying your ideal lifestyle and work with a workable system that is structured within a desired schedule while achieving measurable goals. Without structure, even talented communicators can lose focus or drift into tangents.
One of my biggest takeaways from our interview was the focus on using keywords rather than full manuscripts. Rote memorization can sound canned and scripted. With the importance and emphasis on authenticity, the last thing many of us want to sound is inauthentic, stilted and memorized. The trigger of a main keyword or even a small group of keywords will sound fresh and natural. I had never labeled the brief notes I have taken for years on index cards I always carry, but they serve as keywords to prompt a story.
Williams also encourages her clients to use first-person storytelling, speaking as though the event is happening in real time. This creates immediacy and intimacy. “Real learning doesn’t happen head-to-head—it happens heart-to-heart,” she says. That’s why storytellers must move beyond delivering information to delivering impact. Even humor is a learned skill but it comes from authenticity. And using self-depreciation is a way to instantly connect with vulnerability.
The foundation of great storytelling is this: authenticity, structure, pacing, and emotional truth.
The Craft of Storytelling
Craft is the skillful practice of creating something with intention, precision, and artistry developed through experience and dedication. It can be applied to many fields in multiple areas. Most people are not savants with an extraordinary skill or brilliance in a specific area, such as music or art, thus need to spend the time learning and developing their craft.
Developing most any area that is worth developing takes a certain amount of discipline and commitment. Storytelling also includes an artistic element that is developed with intentional practice. The craft involves integrating technical, emotional, and structural elements:
Voice and tone – mastering volume, inflection, and pauses to match emotional beats. Video is a great tool for evaluation and study.
Movement – using gestures, stance, and stage presence to support—not distract from—the story. If there’s too much movement, you may make those listening and watching nervous or distracted from the main message.
Pacing – knowing when to speed up or slow down to create tension and release. This includes inserting pauses and beats for emphasis.
Emotion – leading with authenticity and heart rather than memorized perfection. A well-placed pause or an unexpected humorous line applicable to the message can serve to draw an audience in for a memorable outcome.
Video is a great training tool. It can be very humbling to watch yourself but it’s so very valuable. I have built into both my sound and video studio to gain practice and have ended up using both professionally with the technology they provide. However, at some point it’s important to get in front of people. There’s a different energy and even nervousness that occurs with eyeballs focused on you! Training and repetition are key.
My music instructors understood this as they provided consistent opportunity to not only perform but compete. Nervous energy, sweaty hands and even a few sleepless nights were all a part of the process that paid off in droves!
Trusted Resources on the Craft
For those eager to learn beyond her Speaker School, Williams points to a few foundational resources:
- Nancy Duarte’s “Resonate” – a practical guide to story-driven presentations.
- Carmine Gallo’s “Talk Like TED” – insights into how top communicators use stories to inspire.
- Robert McKee’s “Story” – a classic on narrative structure, applicable to speaking, writing, and film.
- Annette Simmons’ “Whoever Tells the Best Story Wins” – exploring how storytelling shapes influence in business.
These works emphasize that mastery comes not from theory but practice. Storytelling is a muscle; it strengthens with use.
Where to Find Stories
Stories come from everywhere. People love to hear about “life.” However, it takes listening, and paying attention to gain insight on what could be a great story with an applicable takeaway. I mentioned index cards—I keep a few with me at all times because it helps me recall little details of events or conversations, especially as it’s so easy to forget what I was thinking even hours ago!
Discover you own areas to find stories. The office, getting your coffee, the gym or neighborhood walks. You don’t have to travel the world. There are stories everywhere if we just pay attention. I have found this to be so true and have started to be even more intentional about writing them down. When drawing life principles from stories, if you speak your story into your AI tool, such as Chat GPT and provide a small prompt for application, you’ll be amazed at the outcome.
Human connection provides so many opportunities for stories, but you have to notice them. Recently I met a new neighbor walking his dog while walking our little Amelia. How did I keep a conversation going? Asking questions! Then listening. You never know when a great story will show up.”
Just like AI works best with prompts, so does storytelling. To help Mikki’s clients find stories, she provides a list of prompts:
- The funniest thing that ever happened to you
- Your proudest or most humbling moment
- A lesson you learned from failure
- A mentor or influence who shaped your life
- A business or family moment you’ll never forget
Once you’ve found these stories, capture them immediately. I talk about creating folders and files on Google Drive for social media, articles and notes. (See the book Power of After) Whatever your system, start creating a story file. Then organize it so you can easily distinguish and find your stories. I think the focus on keywords also works well for organizing stories in folders and subfolders. The main principle is to create a system that will work for you.
The Transformational Power of Storytelling
Storytelling isn’t just about communication—it’s about transformation. For Williams, stories aren’t simply told; they’re lived, healed, and reshaped. “When I share my widowhood story,” she says, “people don’t focus on the tragedy. They focus on what came after—the resilience, the strength, the possibility. That’s the transformation.”
Transformation happens when stories shift from being about us to being for others. That is the application that needs to occur. It’s not just about the story, but it’s about the takeaway and application principle.
For years, I have subscribed to Reader’s Digest, first published in February 1922 by DeWitt and Lila Wallace, who launched the magazine from their New York City apartment. Its mission was to inform, uplift, and entertain everyday readers through concise storytelling that highlighted real-life experiences and practical wisdom. Over the decades, Reader’s Digest became one of the world’s most widely read magazines—reaching global audiences in more than 70 countries—by emphasizing short, relatable stories about ordinary people doing extraordinary things. Its trusted tone and focus on authenticity helped it become a household staple and a model for effective, human-centered storytelling.
Storytelling has the power to heal, teach, inspire, and persuade. Whether it’s a keynote, a classroom lesson, a magazine or a simple conversation, every story holds the potential to bridge the gap between hearts and minds.
Final Thoughts
In a world saturated with information, stories remain timeless. They cut through data overload and reach the emotional core of human experience. You don’t have to be perfect and polished to tell an impactful story. It’s all about connection. And that, in the end, is the power of transformational storytelling.
Additional Resources
https://education.nationalgeographic.org/resource/storytelling
https://www.deanfrancispress.com/index.php/hc/article/view/1528
Power of After: What’s Next Can Be Your Most Purposeful Chapter by Deborah Johnson
Stop Circling: Steps to Escape Endless Roundabouts by Deborah Johnson.
- about MIKKI WILLIAMS
Prior to her speaking career, Mikki Williams had nine careers, including owning a dance business and a catering company in Westport, Connecticut. While there, she was a dance student of Martha Stewart and they even began a catering business together in the late 1970s. Chosen as one of the best speakers in the country by Meetings and Convention Magazine along with Tony Robbins, Bill Gates, Colin Powell, Lou Holtz, Zig Ziglar, Mike Ditka, Jay Leno.
Storytelling remains powerful because it engages both the head and the heart.
deborah johnson
Thought Leader, Keynote Speaker, Author
If you are interested in growing and learning, check out our online courses here: Online Learning
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