The Value and Power of Corporate Storytelling with Steve Multer.

Welcome to Public Speaking with Peter George. Do you want to be calm, confident, and credible every time you speak in public? Then stay tuned as we discuss public speaking tips, techniques, and tactics that help you increase your impact, influence, and income.

For more than three decades, Steve Multer has helped the world's leading brands communicate with clarity, conviction, and connection. A veteran corporate storyteller, speaker coach, and team trainer, he has guided more than 2,500 professionals at companies including Cisco, HP, Siemens, Bayer, Xerox, and Panasonic. His book, Nothing Gets Sold Until the Story Gets Told, was released in January. Here's my conversation with Steve Multer.

Good Storytelling Is Good Storytelling

Peter: When people hear the word "corporate," they tend to think narrowly. How do you see corporate storytelling applying more broadly?

Steve: Once you understand winning communication — how to create presence, how to use your voice in a unique and impactful way — all of those skills apply equally in your personal life. Good communication, good storytelling, is good storytelling. You can apply it to an audience of one — your spouse, a friend across the table — or you can be standing on a stage talking to 10,000 people. Create value for others through telling a great story, and whether it's personal or corporate does not matter.

The Three Pillars: Value, Passion, and Connection

Steve: The three pillars at the foundation of everything I do — since 1998, in my book, with every client — are value, passion, and connection. My business mantra is: don't tell them what you want to tell them. Tell them what they want to hear. Can you speak for someone else's benefit instead of your own? Can you shine the spotlight on them and what is most valuable to them?

Passion is what you're genuinely excited about. Share that and you inspire others to become passionate themselves. Connection — the third pillar — is established through story, through shared experiences, through commonality that exists before you even walk into the room.

Fear of Negative Evaluation

Steve: One of the biggest blockades to great communication is what's technically known as FNE — fear of negative evaluation. We worry that people are out there judging us, saying we don't have anything valuable to say. This is a learned fear. Think about when we're four or five years old — we cannot wait to perform. The older we get, the more we realize storytelling carries risk. But here's the truth: audiences want speakers to succeed. Everyone in that room is waiting for you to say something they'll find enjoyable, engaging, or valuable. When you deliver that, fear of negative evaluation flies right out the door.

You Don't Need to Be the Greatest Expert

Steve: A writing teacher once told Melissa Manchester that all the stories have already been told — it's the way you tell your story that's the mark of authenticity. If people want the technical details of your subject, they can find them online. The reason they need to be in the room with you — face to face — is you. You are the mark of authenticity. Nobody will tell your story the way you will. It has nothing to do with expertise. It has everything to do with trusting your own personality to create value for the people in front of you.

Human First, Consumer Second, Employee Third

Steve: All humans process information on three levels. First, on a human level — does this resonate, do I like what I'm hearing? Second, as a consumer — is this worth my time and investment? Third, as an employee — is this a smart business decision? That's the correct order for winning communication. Guess what most presenters do? They flip it completely upside down. They start by marketing to the employee and the company, and bury the human connection last. It's exactly the opposite of the way powerful communication actually works.

Three Steps to a Great Call to Action

Steve: Every great interaction should close with a call to action. Three steps make it work. First, make it simple and fast — if it takes five or ten seconds to complete, they can't say no. Second, make it immediate. Get them to do it right there, while they're still in the moment. Third, light the path so they can't get lost. If there's any confusion, or too many options, they'll choose none. Make it quick, immediate, and crystal clear — and your audience will always move forward.

Peter: Steve, where can listeners connect with you?

Steve: You can find me at stevemulter.com or corporatestorytelling.com. For your listeners specifically, go to corporatestorytelling.com/guide and enter the code soldtold23 to download my free e-guide, Five Paths to Passionate Storytelling — a quick read that will immediately up-level the way you tell stories from a stage, on camera, or in a one-on-one conversation.

Thank you for listening to this episode of Public Speaking with Peter George. Are you ready to be calm, confident, and credible every time you speak in public? Then visit petergeorgepublicspeaking.com and let's make it happen. I'll see you next time.