英語長文章：The Story Factor 說故事的力量

作者：Annette Simmons

出版社：Basic Books

• 事實與數據不見得能說服人，一個好故事反而能大大提高可信度。
• 書中提出各種具影響力的故事類型、時機、細節，會有效改變你的溝通方式。

預估閱讀時間：02:35
文章難度： ★★☆☆☆

“Usually, influence means persuading people to believe what they currently do not believe. They do not believe they need to cooperate with you, that they should change their behavior, or that they should support your goals until they “see” it. 

影響，通常意味說服人相信他們目前不相信的東西。他們不會相信需要與你合作、不相信應該改變行為、或者應該支持你的目標，除非能夠「看見、理解」。

Facts don’t help them “see.” The unbelievable (whether it is difficult or unpleasant to see) only becomes believable after they can “see” it through personal experience or a simulation of personal experience—via story.”

事實並不能幫助他們看見。只有在透過故事，了解個人經驗後，不可信的（不論是有難度或令人不愉快的事情）才會轉變為可信。

Is truth convincing? facts and information do not necessarily convince us. A person who speaks the truth, on the other hand, is who we would like to follow. In this book, Annette Simmons indicates that one’s decision making is based on feelings more than rationality, and how a good story allows people to relive your experience. People come to the conclusion that they can trust you and your messages.

真相就能令人信服嗎？各種事實與資訊，不一定說服得了我們。但一個說真話的人，就令我們想追隨了。本書中，Annette Simmons指出，人作決定的依據，經常是感覺而非理性，一個好故事使人體驗你的經歷，自行得出結論，相信你的為人與傳遞的訊息。

The author describes methods of influence like persuasion, bribery or charismatic appeal as push strategies, while a good story is a pull strategy. There are six types of stories to create influence:

作者認為，說服，賄賂，以魅力吸引等影響方式，屬於推動策略；好故事則屬於牽引策略。
能創造影響的故事分為六種類型：

“Who I Am” Stories「我是誰」故事 

To tell the audience what makes you who you are today.
告訴聽眾哪些經歷造就今天的你

“Why I Am Here” Stories「我為什麼在這裡」故事

To tell what you want. Reasonable self-interest is acceptable. People just need to know that you are not hiding anything.
說出你想獲得什麼。人們能夠接受合理的自利，他們只是想確定你沒有隱瞞。

“The Vision” Stories 「願景」故事

To tell what you can bring them. To make the setbacks meaningful.
說出你能為他們帶來什麼。讓挫折變得有意義。

“Teaching” Stories「教誨」故事 

To inspire people to think about the best way of doing something.
使人思考一件事最好的進行方式。

“Values-in-Action” Stories「現行價值」故事

To demonstrate your values, instead of telling people what they should do.
展現出你的價值觀，而不只告訴人應該怎麼做。

“I Know What You Are Thinking” 「我知道你在想什麼」故事 

To intercept the doubts and eliminate the fear.
攔截疑慮、消除恐懼。

The stories don’t have to be all about you. They can be history, fable, news, or what you heard from a friend. Human craves for inspiration. Through hundreds of the stories and the communication strategies, you’ll find out how to make a good story a tool to link you and others, and to create influence.

不見得只能訴說自身經歷，故事可以是歷史，寓言，新聞，從朋友那兒聽來的故事。人天生渴望受到激勵，從上百個故事與溝通策略中，你會了解到如何運用好故事作為工具，連結他人，創造影響。

文/ Nikki Lu

本文收錄於英語島English Island 2018年7月號
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