Storytelling speaks to the craft of composing and presenting a story to an audience.

Mark Lovett

Why Storytelling Matters via Patrick Moreau

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“Why storytelling?” It’s a question I’ve been asked many times, often preceded by the phrase, “Out of all the career paths you could have pursued.” The standard answer has always been, “Because it matters, because it expresses our humanity, because it can change the world.”

For me, it’s something that I have witnessed in my own life, and in the lives of many others. An accumulation of experiences over many years that led to a profound understanding, built like the pyramids, one block at a time. Though it’s a reality constantly evolving, never finished.

I would venture to say that Patrick Moreau‘s experience is similar in that he has spent many years honing his own craft of storytelling as the founder of Muse Storytelling, but in his case there was a pivotal moment when the telling of stories took on new meaning and purpose.

Every story is the opportunity of a lifetime and we just rarely realize it.

Many personal stories involve tragic events or circumstances that cause a shift in perspective about the world and our place in it. We come away changed, as well as conflicted and confused, yet clarity can also manifest. Take a few minutes to watch this video about Patrick’s journey, then reflect on your desire, and maybe reluctance, to share your story with others.

Transcript (with minor edits for readability)

Amina Moreau: So, I just came back from interviewing Patrick for our launch film, and I’ve got to say, we had a really great plan going into this thing. We knew exactly what we wanted our story to be. But every so often, when you’re in an interview, something so amazing, or so unexpected happens that you know you’ve got to pivot your story.

Here’s what happened:

Why does it matter to you so much that you live a life of purpose?

Patrick Moreau: That was my mom. She took her own life, and my sister and I had to go back to Midland and pack up her apartment.

I mean, for over a decade my mom struggled with bipolar, which means she’d have these manic phases where she’d fly to places like Turkey, Lebanon or Jordan and then would often come crashing down into a depression and somebody’d have to go and try and bring her back.

I went to Lebanon to try and bring her back when she became depressed, and I’ve sat on an airplane next to her for eight hours and she pretends to read, you know, because then it looks like you’re normal.

I can’t imagine the reality of somebody going through their life trying to hide their pain so that people don’t try and bother them, you know? And so, it just came to a point where she felt like she was more of a burden.

A lot of people would probably tell you that the depression killed her, but it was not having purpose anymore. It was not being able to follow her purpose. It was not being able to find it in herself to do anything that she felt would really make a difference for anybody.

It’s incredibly hard to lose somebody you’re that close to, but what allowed me to survive was having a purpose, was believing that what we’re actually doing really does matter and makes a difference.

So it’s a very deep-seated sense that purpose not only matters, it not only drives you forward, but it also keeps you going, and it also will help see you through, and it is one of the most fulfilling things that you can have. You know?

I don’t think a lot of us realize that being a storyteller truly is the greatest job out there, because not only do we get to do something, it can really make a positive difference, that we can really take things and share them with people in a way that’s gonna open their minds, let them see something different. But that we are also changed by those things.

If I have the ability to extract something from our experience and to bring together an incredible team of people who can come up with a repeatable way that different people, wherever they are in the world, can use this structure and these ideas to do what they do better and to love it more, I mean, it feels like a crime not to.

How do you not share that? How do you not take the opportunity to try and do that? I don’t know, I guess it seems bizarre ‘cuz people come up to you all the time and they go, like, why are you sharing this?

Like, why do you just give away everything you know? And I have such a hard time understanding that question. Why would I keep it? Are you gonna go and tell your best story and then go lock it in your bedroom and go, “No, no, this is for me!”

No, you share it with people. You want it to make an impact. Well, you know what? Muse is my story. It is something that I believe in that deeply, that it can be your journey, that can help you actually make a difference and that’s all it is. And so of course, I want to share that with as many people as I can. And I want them to be able to use it and take it and take whatever works for you and just do what you do a little bit better and I’m happy.

Every story is the opportunity of a lifetime and we just rarely realize it. You rarely realize that we have an opportunity to really let somebody be heard, to allow them to see themselves in a different way, and to share something with other people that could make a difference for them.

One of the last things that my mom really wanted was to share her story. It was to have it matter to somebody else other than her. For people to take her pain in her experience with bipolar and to learn something from it, to be able to live their own lives a little bit better.

And I will one day tell that story in a bigger way. And when I do, I want it to be the best damn story I’ve ever told. You know, I want to make sure that I’m not missing anything, I haven’t left anything on the table, and that’s why we’re building this. You know? Because that’s what matters to me, this story.

But everybody else, they have something that matters to them, and it’s just about creating something that allows us all to make the most of every story we tell.

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Mark Lovett

250 Filmmakers Tell 1 Pandemic Story

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The depth of storytelling is without limits, which is why I often tap into the brilliance of other individuals and organizations to expand my own wisdom and perspective on the art. And that would explain why I’m a big fan of Muse Storytelling. As masters of video production they not only produce world-class film, but they are world-class givers, sharing their expertise with the film industry at large, as well as the global community.

Amid the crisis we now know as COVID-19, they decided to send the world a message of hope based on the poem Lockdown by Brother Richard Hendrick, as read by spoken word artist, Marshall Davis Jones, with the stunning visual representation by a global team of filmmakers.

Born from a feeling of isolation and a fierce desire to find purpose in the face of helplessness, #ChooseHopeStory is the collective effort of over 250 filmmakers across the globe to share stories of compassion and unity amidst the COVID-19 Pandemic.

A global team of filmmakers came together over the course of just ten days to develop the creative, bring together footage, and edit the four-minute video while filming up until the last day on several continents around the world.

Each filmmaker brought in their own unique perspective of the pandemic in the film creation – from an expectant mother who is 33 weeks pregnant to a therapist and filmmaker who is struggling with the anger that the uncertainty has caused him.

To continue sharing the stories of these incredible moments amidst the COVID-19 pandemic, Muse and their community are challenging people from around the world to continue to come together with stories of hope, sharing their inspiring moments on social media with the #choosehopestory.

A heartfelt thanks to Founder Patrick Moreau, CEO Rebecca Rapple, and the incredible team at Muse Storytelling for producing this message of hope and human resiliency.

Lockdown

Yes there is fear.
Yes there is isolation.
Yes there is panic buying.
Yes there is sickness.
Yes there is even death.
But,
They say that in Wuhan after so many years of noise
You can hear the birds again.
They say that after just a few weeks of quiet
The sky is no longer thick with fumes
But blue and grey and clear.
They say that in the streets of Assisi
People are singing to each other
across the empty squares,
keeping their windows open
so that those who are alone
may hear the sounds of family around them.
They say that a hotel in the West of Ireland
Is offering free meals and delivery to the housebound.
Today a young woman I know
is busy spreading fliers with her number
through the neighbourhood
So that the elders may have someone to call on.
Today Churches, Synagogues, Mosques and Temples
are preparing to welcome
and shelter the homeless, the sick, the weary
All over the world people are slowing down and reflecting
All over the world people are looking at their neighbours in a new way
All over the world people are waking up to a new reality
To how big we really are.
To how little control we really have.
To what really matters.
To Love.
So we pray and we remember that
Yes there is fear.
But there does not have to be hate.
Yes there is isolation.
But there does not have to be loneliness.
Yes there is panic buying.
But there does not have to be meanness.
Yes there is sickness.
But there does not have to be disease of the soul
Yes there is even death.
But there can always be a rebirth of love.
Wake to the choices you make as to how to live now.
Today, breathe.
Listen, behind the factory noises of your panic
The birds are singing again
The sky is clearing,
Spring is coming,
And we are always encompassed by Love.
Open the windows of your soul
And though you may not be able
to touch across the empty square,
Sing.

Brother Richard Hendrick

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Mark Lovett

You Matter – Your Story Matters

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Over the years I’ve talked to thousands of people about storytelling, especially the impactful niche of personal storytelling, and the most common reason many folks are reluctant to tell their story is that they don’t feel their story matters much, that their experiences and lessons learned over the years wouldn’t be of interest to others. When I hear such explanations it can sound as though they’re saying they don’t matter, so why would anyone listen to them.

When I mention this view they quickly counter that they do, in fact, matter to their inner circle of family and friends, that they are loved and listened to. But in the grand scheme of things, to society as a whole, they don’t feel they have much wisdom to offer. That’s a belief I have never subscribed to, which is why I enjoy the process of working with these individuals to uncover the pearls of wisdom they have to share, and to build a narrative around them.

Working with entrepreneurs and business leaders, students and academics, immigrants and refugees, inmates and military personnel, I’ve seen how powerful these personal stories can be once they understand and believe that their story can positively affect the lives of others.

Which brings me to an insightful book that preaches the gospel of recognizing how much we matter and the benefits which can be derived at the individual level, and within our society. You Matter: Learning to Love Who You Really Are by Matthew Emerzian offers insights into the topic of why each of us matters, how acknowledging that fact empowers us, and why that newfound understanding and perspective ultimately benefits the world around us.

You Matter.: Learning to Love Who You Really Are by Matthew Emerzian

I had the pleasure of meeting Matt in 2012 after he gave his TEDxSanDiego Talk. It was hard to square up the man with a smile that exuded such happiness, positivity and charm, with the narrative he had just shared on stage.

From his perch atop the entertainment world as a senior vice president working on projects for artists such as U2, Coldplay, and Black Eyed Peas, Matt’s world crumbled around him as he fell into a deep abyss of depression and chronic anxiety disorder. A place of darkness and despair that could cripple the best of us.

I believe that self-and social transformation are first cousins and they happen interchangeably at the same time.

But thankfully Matt’s story is one of personal transformation and revelation as he came to understand the principles of living a life that recognizes the value each of us possesses, and the inherent value of service to others. Coming out of his ordeal Matt founded a non-profit, Every Monday Matters, committed to helping individuals and organizations understand how much and why they matter – to themselves, the community, and the world.

If you read his book (please do, it will transform you) you’ll experience a degree of openness and vulnerability that few storytellers dare to share. In doing so he illustrates the fact that the only way a story of change can have impact is for the audience to understand the full extent of the highs and lows, the doubts and rebirth. Such stories can’t be sugar coated, or stay on the surface. Authenticity must be front and center. They need to spend time in your shoes.

Judging is much easier to do than taking the time to invest in others, to learn their stories, and to understand why they might be different from us.

Along the way Matt also came to embrace the need for empathy and compassion, to hear the stories of strangers, as well as his friends and family. To ask questions. To see the value in experiences different than his own. I’m a big proponent of storylistening for just this reason, as our stories become more impactful when we listen to and respect the journey that people we meet have endured. Storytelling wisdom is gained when we listen more than we speak.

We cannot let anything get in the way of serving one another. So always be ready to serve – every day, in every way. Remember, you matter, but it’s not always about you.

The most impactful stories are those crafted with the audience in mind and formulated to resonate in a way that will alter their perception of an important issue. To that end I always tell speakers, It’s your story, but it’s not about you. When change is what matters most, the essence of your story should take the audience on a journey, leading to a new place of understanding, but do so with a sense of service, not with an objective of accomplishment.

When we all show up in a grateful and giving way, we help dreams come true for one another, and that’s a life well lived and a world well served.

As you come to embrace how much you matter, how much we all matter, and how much more we matter when thinking of each other, take a moment to consider how your personal story can exemplify this impactful paradigm of humanity. How it can reveal more of who you are, and create more profound connections. Remember. You Matter. Your Stories Matter.

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Mark Lovett

Is Climate Change the Most Important Story of the 21st Century?

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There will be many world-changing stories throughout the 21st century. Artificial intelligence and genome science are two that will alter the very nature of how humans exist and interact. But it may well be the story of climate change that is the most important of them all, as it’s a story which describes how the nature of our entire planet will be changed in ways that make it much less hospitable to life itself.

It’s difficult to find a metaphor that properly parallels climate change, but there’s one I often use that’s close. Like a car traveling at 100 mph towards a brick wall, when you apply the breaks, and how hard you push on the brake pedal, will determine the outcome. Too little, too late is not an approach that works well in this scenario.

Some say the wall doesn’t exist, others see the wall yet feel we still have plenty of time to react. I’m in the group who believes that no matter how hard we brake, a collision of some sort is inevitable. We have long since passed the point at which a safe stop can be executed. (I truly hope that I’m wrong in my thinking, but many trends are going in the wrong direction)

Hands Earth Climate Change Protection

How that story ultimately plays out is dependent upon all of us, but I have my doubts that the story will have a happy ending without honest and committed leadership. On that front, many leaders have chosen to ignore reality, but others are making heroic efforts to create a different outcome, one that turns the CO2 tide and ensures a vibrant future for humanity.

At the 2016 TED Conference, one of these heros took the stage to tell her story of challenge and of hope on the topic of climate change. Having served as the Executive Secretary of the UN Framework Convention on Climate Change (UNFCCC), Christiana Figueres understood the topic well, having played a pivotal leadership role leading up to the Paris Agreement in 2015.

In her TED Talk, Christiana observes that perspectives and mindsets need to shift if we are to address the critical issues that climate change represents, and uses the shift from failure at the 2009 United Nations Climate Change Conference in Copenhagen to the success achieved six years later in Paris to illustrate what can happen when decisions are based on a shared vision of the future instead of protecting one’s own turf.

As inspiring as Christiana’s talk was, it left me wanting to know more about her background, passion and motivation. That’s often an issue with developing a short presentation – this was under 15 minutes – as there’s only so much information that can be included. The fact that she worked on the Paris agreement lends credence to her qualifications as a speaker, but I knew there was so much more to the story and was therefore left a bit unsatisfied.

Which is why The TED Interview Podcast is so brilliant. Debuting in 2018, the format allows Chris Anderson an opportunity to get behind the interviewee’s talk as a way to understand more of the speaker’s background, their motivation, and how their talk is playing out in the months or years since.

After you’ve had a chance to watch Christiana’s TED Talk, pour yourself another cup of coffee and listen to the podcast interview. You’ll gain a much better understanding of who she is, why she ended up in such a critical position, and how her desire for a sustainable world continues to feed her passion.

And here’s the challenge: Were there parts of the interview that you felt should have been included in her TED Talk? If so, what parts of the TED Talk would you have pulled out, assuming the length had to be the same? You will face the same issue when trying to determine what events, feelings and insights you want to put into your narrative, and which ones to leave out. Narrative impact will vary greatly based on this selection.

While creating your story blocks you will need to determine how long each one is, and which ones to leave in the final version. If you’re creating multiple versions – 15 minute short talk vs. 45 minute keynote – those decisions will be different, as will also be the case when addressing different audiences. Before speaking, understand who is listening.

TED Countdown Project

p.s. For those of you interested in being part of the climate change solution, check out TED’s bold initiative – Countdown – that is bringing the world’s foremost experts and thought leaders to the table as a way to create impactful solutions while also encouraging grass roots, community-based movements to support the goal of environmental stability.

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Mark Lovett

The Essential Power of a Family Story

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In addition to the many podcasts that I listen to regularly, I stay connected to the art and craft of nonfiction storytelling by keeping tabs on a few sacred sources of story wisdom, one of which is Nieman Storyboard.

Their articles delve into the practice of narrative journalism and highlight some of the best stories from authors and speakers who are making a noteworthy difference in a world that often struggles in that regard.

Nieman Storyboard, a publication of the Nieman Foundation for Journalism at Harvard, showcases exceptional narrative journalism and explores the future of nonfiction storytelling.

A recent Nieman Storyboard article by Ioana Burtea covered a keynote speech by journalist and novelist Tatiana Tîbuleac given during The Power of Storytelling conference in Bucharest. The Needle and the Thread spans three generations and reveals the difficulties that Tatiana encountered in regards to how, and when, to tell a transformational and healing family story.

The Power of Storytelling 2019 Conference

Distilling the essence of a 34 minute story in 1800 words is an art form unto itself and Ioana’s article extracts impactful quotes and narrative elements which take the reader on a guided tour of Tatiana Tibuleac’s talk, including this gem that inspired me to click through and watch.

“It’s amazing how life can go on in a place designed for death.”

While her delivery is akin to an offhand comment, those 13 words carry with them a fateful measure of meaning arranged in layers of joy, sorrow, and hope. They speak about those who survived, who had a life yet to live, and those for whom a Siberian gulag became the last chapter, last sentence, and last word of their story.

“My story is a wound that took three generations to heal.”

I invite you to read Ioana’s article for a glimpse at how she tells a story about a story, and then watch Tatiana’s keynote in its entirety to see how she weaves the essence of her grandmother’s story into her own journey from being a young storylistener to becoming an adult storyteller. And the admission that she’s still a work in progress.

It’s also interesting to note that in this age of dramatic stage presentations, with an emphasis on big body movements and emphatic vocals, Tatiana delivers her talk while sitting. Yet the emotions of her story still come through in her voice and facial expressions, as well as her hands. And the narrative structure itself keeps the viewer engaged throughout, offering us a “what’s next” refrain to maintain the story’s forward momentum.

“I didn’t want to write a book like a gun,
I wanted to write a book like a hug.”

Story length is another aspect to consider. I often work with clients who need to craft a narrative which can be use in a variety of circumstances, from a TED-style talk to conference keynote, and in such cases we’ll build out a 15, 30 and 45 minute version of their talk. As Tatiana’s length hits the middle, think about what you would cut to make it a 15 minute talk, and what topics you would go deeper with in a 45 minute version.

Do you have an essential family story to share, one that transformed you in some way, one you’ve carried with you for a very long time? Is now the right moment to tell that story? If so, capture it on paper, and be sure to include your personal journey from the story’s origin, to the point of understanding its full impact. Future generations will benefit from your wisdom.

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