The speech was picked up by the Washington Post and the Guardian.

Instead of the usual dry fact-filled lecture, Mr Swan told a story of how his beliefs were formed.

It started off predictably enough,

"when are ordinary people - the people who get up in the morning, work hard and look after their families - going to get a fair go? Nothing has fuelled my own public life more than this question."

But he then departed from the normal insomnia-curing monologue,

"For instance, the song The River was based directly on the collapse of the New Jersey construction industry in the late 70s and the disastrous effect it had on his sister who was married to a building worker."

Now I've been looking for a job, but it's hard to find

Down here it's just winners and losers and don't get caught on the wrong side of that line…

These were lyrics by Bruce Springsteen, about events in Australia's antipodes.

It was seen as an attempt to distance the Labor party from accusations of Class Warfare by casting the Boss as the protagonist in a story of inequality.

The jury's out on whether this will have influenced voters who have deserted the governing Labor party in droves. But in terms of engaging the media, Wayne's a winner.

Click here to see the youtube video.

Most people nod in agreement at my workshops and go away fired up to change their ways of communicating.

But how, exactly, do you tell your story?

I was told by a legendary screenwriter that telling compelling stories is part craft, part art.

"You can learn craft skills but, alas, only your God can give you talent", she would (all too often) say.

She was equally scathing of talented artists who had not done a craft apprenticeship,

"You have the learn the rules before you have earned the right to break them".

In modern movies and much literature the classic three act structure is the basis of the craft:

1.) The Setup, 2) the Confrontation and 3) the Resolution.

This is a useful starting point for aspiring storytellers.

One useful tool to aid effective storytelling is story boarding. Walt Disney is credited with developing the technique in the 1930s and it became the standard medium for pre-visualisation of movies.

In her blog Tweak your slides Chiara Ojeda provides some insights into what she calls 'organising persuation'.

She says that "Most audiences respond to arguments that are structured around them and those that adapt based on context and situation."

Absolutely.

What if you're not wanting the persuade, you're just trying to inform?

I'd argue that you have to persuade your audience to pay attention. Remember school assembly? How many of the kids present were engaged by the Head?

The same applies to all audiences. What's in it for them and what should they listen to you?

So if persuasion is an essential quality of a presentation, how is this achieved?

It's often the case that business leaders resort to logic. Beyond the "facts" they may try to reason with the audience, but they rarely make the emotional connection required to move an audience through engagement to action.

Members of the audience - your listeners - have to emotionally identify with the actors in the story. They will mentally ask who, what, when, why and how. It is this process that engages an audience, since it positions them within the story. The story becomes their journey, and they are hooked.

Lastly,  the storyteller should exude personal credibility, since the storyteller represents the wisdom of ages.

I've left my board shorts at home since my destination is not Florida, it's Cincinnati.

I was expecting 3 or 4C, but it's a balmy 11C.

As you know, as business travellers it's hard to get a feel for many cities. The terminals look the same, then there are generic rental car desks and generic hotels.

I have a friend who is a very cautious traveller. She is proud to boast that she's been to 32 countries. Dig a little deeper and you'll discover that she's actually been to 32 variants of the Sheraton.

So, what's the Cincinnati story?

I'm only here overnight, so the city has to sell to me why I should like it enough to return.

In my room, there's a city guide. This too is generic. Produced in LA, with mainly US-wide ads. A few pages are customised.

According to Cincinnati USA Regional Tourism Network, it's all about "living in the 'CIN' ".

Hmmm, thought that was Las Vegas. Under this heading, there are a range of activities that start with the three characters C-I-N. For example, the region is apparently famous for adding cinnamon to savoury dishes.

How do these kinds of "clever" (aka meaningless) slogans get past the Tourism CEOs?

Digging deeper and I find an introduction from Linda Antus, President & CEO of the Cincinnati USA Regional Tourism Network and the person likely responsible for encouraging cin-ful pursuits.

She says that Cincinnati Zoo & Botanical Garden has been nicknamed the “World’s Sexiest Zoo".

I realise I have jet lag, but that conjures up some very odd (no not cin-ful) images in my mind's eye.

I look out of my window and see a generic city from my generic hotel room. There's a generic movie on HBO. I'm getting tired now and early tomorrow I'll be heading back home.

Cincinnati's story has not revealed itself and while I've looked for it, it's not being told anywhere.

It was in this place that Mr Proctor and Mr Gamble started a business empire. I'd like to hear that story, but it's too late.

"Does it really have to be that brief?"

In her experience a typical pitch could be a couple of hundred words and not (as I'd indicated) several hundred characters.

We agreed that the answer is: it depends.

Obviously very few pitches take place in an elevator and provided you get, and can maintain, the attention of your audience then a longer pitch may allow you to make your story more compelling.

Your audience will be judge and jury, and if you don't hold their attention and get to the point you will witness the glaze-over effect.

What makes a good (very) short story?

The reception your story gets will be influenced by your audiences' perceptions, expectations, experiences and demeanour.

There's no magic bullet.

What is a judged a great story by one person, may be considered stale, hackneyed or just plain boring by another.

Writing critic Bernardine Evaristo says this of stories that turn her off:

Boredom, exasperation, dull prose, the feeling I’ve heard/read it all before, when the writer does not have a unique voice or anything interesting to say.

So, your story must be of interest to your target audience and provide enough of a hook to draw them into your personal space.

It must be well-crafted and well-delivered.

Let's get back to the task: a compelling pitch in a couple of hundred words (about a 1000 characters).

Personally I draw my inspiration from the written word.

For example, there's a movement that writes very short stories called "ficlets" (small works of fiction).

There are some links below to the work of over 45,000 contributors.

This is a good place to start in crafting your story. While they are works of fiction, they should provide inspiration and ideas for structure and tone of voice.

Used in conjunction with the Harvard "Pichcraft" tool, you will figure out how to wrap facts in a story.

Because, as Jerome Bruner discovered, we are 22 times more likely to remember a story than a set of facts.

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Ficlets - examples of very short stories
Ficlets - index of 45,000 stories

I'll provide some tips and a very useful Harvard Business School tool shortly, and finally I'll give you a perfect example.

But what comes before the pitch?

In any business interaction, you've got just a few seconds to make a good impression.

As with all communications, the non-verbal signals are as important as what's actually said.

Non-verbal signal #1: Make sure you're dressed and groomed appropriately.

What happens next is vital for any interaction with a prospective client, investor or interviewer; the receptionist or gatekeeper or anyone else you are hoping to do business with.

And that is what you say will be interpreted by how you say it (non-verbal signal #2).

I can recall one colleague in my very first job. You could tell EXACTLY how she was feeling by the answer to the question "good morning, how are you?" Sometimes I wished I had never asked as she slumped in through the door, unconvincingly uttering the words  "good thank you ...."

Part of charisma is the perception of optimism and friendliness, and this is conveyed in your tone of voice, eye contact and body language.

Next time you are at an industry event, or going into a business meeting with a client, spend some time watching the interactions. It can be fascinating.

What I have observed over the years is this - we are drawn to people who have a story to tell.

These storytellers don't have one story to tell, they have many. And each is selected to be relevant to whomever they are addressing.

So, how do you craft the perfect elevator pitch?

• While you are unlikely to actually be pitching in an elevator, the principle is that you have seconds to make an impression.
• The purpose of the pitch is to provide enough of a hook to leave the audience wanting more.
• Give your pitch a beginning, middle and an end by making it a story.
• Practice so it doesn't sound like you are reading from a cue card.
• Practice some more; try doing your pitch to that person you see everyday in the mirror. Can you take yourself seriously if your hands are wind-milling about or you look like a used car salesman?
• One to two minutes IS long enough for a story and a hook. Think TV commercials that run for 15 or 30 seconds.

And here's the link I promised to the Harvard Business School "Art of Pitchcraft" generator. Enjoy! And please share your examples with me.

And finally, an example.

I was in Australia, and actually in an lift! I recall this pitch to this day.

As the doors opened, I saw a man dressed like the dearly-departed Steve Irwin. Aussie hat and khaki shirt and shorts. This was in the centre of the city and while he looked out of place, this was part of his story.

"G'day", he said, with a broad smile.

"Hello ...did you get lost?", I said trying to make some amusing small talk.

"Just got a big contract", he said.

"Oh... what do you do", I replied.

Then came the elevator pitch (paraphrased from memory).

"Well, Australia's water problem isn't going away anytime soon. Lawns are getting brown and dying as cities cut water consumption. Our native plant landscaping uses 90 percent less water than traditional gardens while looking beaut.".

He handed me his business card, tipped his hat and we went about our business.

Sold.

Here's one on storytelling by PR outfit the Hoffman Co.  It's a nice attempt to reduce a complex subject into a few well-chosen alternative outcomes.

Who would choose to be dull rather than compelling; robotic versus heroic?

Not sure about 'captivate' - might be a bridge too far for many leaders, but substitute this with 'engage' and that perhaps paints a more realistic picture.

Storytelling Techniques For Effective Business Communications » Infographic: Storytelling Vs. Corporate Speak

Visual storytelling demands a place in any organization’s business communications.

I was sent a link to another interesting article (see below), written as a promotional piece by Morgan Smith - a firm that 'helps lawyers present their cases in the most clear, compelling and tactical way to achieve maximum results.'  They advocate (obviously in their self interest) presenting a case like a drama documentary.

Any good story doesn’t just tell a mediator or judge that the other side is wrong; it shows, with vivid detail and images, the facts and circumstances involved, which evokes the desire to right a wrong. Let the attorneys provide the words, and let any visuals show the jury or mediator what happened, why it was wrong and why your side should prevail.

Here are my thoughts:

• The difference between a leader addressing stakeholders and a lawyer addressing judge and jury is that the lawyer will ultimately get feedback in the form of an absolute judgement. That imposes a discipline on the lawyer that we, as business leaders, may be able to avoid.
• The jury is captive but the jury's attention and interest have to be earned and maintained.
• If each of our key speeches as leaders was judged by stakeholders, how would we fare?
• As leaders, how clear, concise and relevant is our narrative?

Storytelling for Attorneys: How to Build a Great Narrative For Your Case | Cogent Legal - JDSupra

any really good attorney is a masterful storyteller who can shape that evidence and the law into a compelling narrative.

It's the story of the business thus far, told by the founder, Jen Menchaca. She wanted to recreate a treasured garment, which led to her forming a successful enterprise.

Here's what she says on her website:

I didn't grow up telling everyone I wanted to be a fashion designer. In fact, I was encouraged to be an engineer. My dad worked at NASA and tried to lure me into the same business, starting with the cashier position at the official NASA gift shop during the summers. I refused for many reasons; most importantly, I'd have to wear a space suit. I didn't have a huge interest in couture, just didn't want to look like a fool.

I went to U.T. and got a B.S. in advertising, then shipped myself out to New York City (expensive, gleaming portfolio* in hand) and became a professional cocktail waitress, eventually working my way up to weekend bartender. After five years I moved to Los Angeles to work in Hollywood and got my first job with David E. Kelley Productions on the hit T.V. series, Ally McBeal.

Meanwhile, I had always coveted my Dad’s old white v-necks. The problem is if I had worn them in public, people would have offered me spare change to go buy a fresh one. They weren’t pretty, but they were comfy, darn it. So I decided to recreate one without the unsightly paint stains and yellow-ish tint. I came up with the perfect vintage white v-neck t-shirt for women. And people wore it.

I held two jobs as long as I could and eventually Nation LTD became so big that I had to leave "the biz," an industry in which I had spent nine wonderful years.

I never did wear the space suit like Dad wanted... But I’m still reaching for the stars.

The video isn't fancy; self shot and rough edited - but it is authentic and the story is compelling.

Jen has entered a competition to get a share of $75,000 from Dell, Microsoft and Mastercard.

It's good when corporations support small business, even when it's obviously in their self-interest to do so. Here's something from their blurb:

There are over 27 million small businesses in America, and a lot of them are hurting financially. So why not a competition story tell off to determine how and why they would use the money if they won?

I'll be reviewing the entrants with some interest. I'll wager that the winning story will not resemble presenting a business case to a bank ...

Dell wants to find 'America's favorite small business'

Big dollars invested, perhaps,  the fate of your business plan may be determined by your stakeholders.

Unlike the movies, you may not have prepared alternative scenes or plots. Your 'show' will likely have been performed live with no dress rehearsal.

I've often found that leaders practice their speeches in front of a mirror, or record them and check for emphasis, intonation, pace and enunciation.

I've rarely heard that speeches are tested with a 'focus group' of representative stakeholders and/or peers.

Perhaps this is impractical in many situations, but I'd encourage you to think of this:

The most important question a Hollywood producer will ask is 'would you recommend this movie'.

 Kieran Fitzgerald: Queries and Hopes for the Future of Storytelling

... we are consumers of criticism, reviews, and recommendations. We have tastes. We compare and rank and 'like' at a newly ferocious pace. The stories we love, we pass on because we want others to partake in the joy or tragedy or humor we experience. Massive media conglomerates may create many of our stories and influence our choices among them -- but ultimately it's a very personal exchange that occurs with any story, no matter what it's corporate origins.

The single most important question Hollywood producers ask of their focus groups at the end of a screening is: would you recommend this film?

This was Howard Schultz' story, following a trip to Milan in the 1980s, back in a time when Starbucks was little more than a corner shop in Seattle.

It's a story he has recounted many times: during negotiations, funding pitches and stock market briefings.

It was also a founding principle of the business, which lost its way until Schultz   took over operational control  after a period as a non-executive.

Starbucks had become 'a commodity' rather than an experience, said Schultz and a 'entitlement culture' had replaced an ethos based upon customer satisfaction and being at the centre of local communities.

During Schultz' absence, the story had not been passed on: to new managers, new staff and suppliers and - while it looked like Starbucks - it perhaps lacked the soul of Starbucks.

The CEO As Storyteller In Chief - Forbes.com

In the business world, many successful top executives are very good storytellers. They entice us with their stories all the time, telling us how they started their businesses, what they stand for and where they are going. Howard Schultz, the chairman of Starbucks,  tells us the story of his trip to Milan and the passion for fresh, richly brewed espresso he discovered there and carried home with him. From that kind of simple story we - employees, customers, shareholders - derive meanings for everything a company does.