But the Narrative! WTF Is One & How to Use to Your Advantage.

Yes, but the narrative!

We hear it so often now. The term and the concept of ‘narrative’ has migrated from the realm of politics and media to that of everyday life and, of course, the digital domain.

Things either ‘fit’ or ‘don’t fit’ the narrative. The narrative is either one that pisses some of us off or inspires others of us. In the so-called cultural wars, people either support a particular narrative — say a ‘woke’ one — or are contrarians to it.

But WTF are we actually talking about? What do we mean by ‘narrative’?

And once we’ve established that, what makes for a compelling narrative — as opposed to the millions of messages that drift meaninglessly in metaphorical bottles on endless seas?

Definitions about for ‘narrative’ are plentiful, but my cut is this: a unifying story about a combination of facts, events, people and issues. Or, at another level, a thread that ties together and weaves through a complex reality.

Narrative has always existed in human society as story-telling — myths, fables, children’s rhymes, religious histories etc — which helps us figure out what has come before us, what’s happening now and what is probable in the future. Or, what’s right or wrong. Or, some other aspect of attitude and behaviour that transcends seemingly random events.

The difference in the 21st century is that ‘narrative’ often also suggests a particular worldview, PoV, bias or agenda on the part of those proffering it.

So, whether used for good or for evil, what are those who are ‘constructing a narrative’ technically doing?

There are different structures and forms of narrative that you hear elements of from your politicians and other societal talking heads on a daily basis. Here’s a few that have been found to have been compelling in my experience — and that of others — and that can help you decipher what you’re hearing:

The Problem-Solver.

Narrative Part 1: Here is the issue that we are facing.

Narrative Part 2: Our recommended solution.

Narrative Part 3: How we will make it happen.

Narrative Part 4: Your role in the solution.

Notice that this structure — and that of many other narratives — seeks to establish both a shared commonality and a personal responsibility. The latter is often referred to as a “call to action”. Such calls have featured very heavily in the behavioural communications around COVID where we are told / asked to: socially distance, test ourselves, self-isolate ourselves, listen to the experts etc.

The Journey.

Narrative Part 1: This is where we were.

Narrative Part 2: This is where we are now.

Narrative Part 3: This is where we need to be.

Narrative Part 4: This is how we can work together to get there.

From the time of sitting around fires in caves, story-tellers have known that people love both context and movement. Eg, our past, our present and our future.

This structure also appeals to our hard-wired ‘hunter and gatherer’ instinct which is continuously scanning for threats/risks and planning how to overcome them — those from before, those around us now and those ahead of us.

The Simon Sinek.

Narrative Part 1: The Why.

Narrative Part 2: The What.

Narrative Part 3: The How.

Narrative Part 4: The WIIFM (What’s In It For Me).

He’s virtually the intellectual spokesman for the Millennium Generation, and Sinek is spot-on on insisting that everything starts with ‘why’. It’s increasingly true in a society that’s well-educated, well-informed and has access to multiple sources of information that behaviour can only be motivated if people know why they are being asked to undertake it — whether that’s a purchase, a vote, a decision to switch to solar panels or otherwise. Check out his YouTube talk at the link.

The Aristotle.

As my friend, Cormac Smith, a very senior strategic communicator in the UK shared with me during our mutual time advising Government Ministers in Ukraine, Aristotle actually had the best answer to ‘what narrative works?’.

Several thousands of years ago, our Greek toga pal taught the world that the most persuasive stories or arguments have three core ‘appeals’ or elements: logos (the evidence), pathos (the feelings), and ethos (the credibility of the messenger).

They make for a great checklist when you’re writing or delivering that next email, presentation, media conference etc. Or, when you’re listening to someone who’s trying to get you on-side to something.

It’s a brilliant insight that also addresses the fact that humans (read: audiences) learn in a variety of ways — through rationality, through emotion and through trust. Here’s a tidy little video.