Use Story to Bend Reality to Your Favor
The SFB narrative methodology to craft your undeniable story.
Michael Margolis is the CEO of Storied, Inc., a Silicon Valley storyteller, best-selling author and innovation expert. He’s a go-to advisor for top executives at Google, Meta, Salesforce, Uber, and NASA. His narrative frameworks are regularly used by those who want to influence at scale – whether you need to get investment, buy-in, or alignment.
My biggest takeaway is that the data he has gathered in over two decades of storytelling work still tells him that this is crucial for the betterment of humanity.
So when he shares his frameworks and techniques, my ears are wide open.
“Storytelling is fortune telling. Choose wisely.”
Michael Margolis
If you ever need to win anyone over, your boss, a prospective customer, a potential lead investor, here are the key lessons from Michael 👇🏽
❤️ Heartset: The messenger is part of the message
The story and the one who tells the story cannot be separated. In other words, the messenger is part of the message. So whatever story you are telling, you have to believe it 100%. If it’s a story to get people to take the leap, you need to leap as well.
“The heart of the storyteller becomes the heart of the story”
Michael Margolis
🧠 Mindset: People don’t buy the thing you are selling. People buy the story attached to it.
Here’s a quick example:
Ordinary Zippo metal lighter - $20
A Zippo lighter that was used by a WWII soldier - $200
A monogrammed WWI Zippo lighter once owned by General George Patton - Priceless
Stories can bend reality. Story = magic.
“Every great leader is both a storyteller and a magician… they make magical things happen with their words.”
Michael Margolis
🧰 Skillset: The SFB narrative framework
Researchers have found that while 90% of people say that a strong narrative in a presentation is critical for them to feel engaged by it, 46% of presenters say the hardest part of creating a successful presentation is crafting a compelling story.
Here is the framework to create an undeniable story.
The SFB framework:
Step 1: See It - The Context for Change
The first step is to present the future in aspirational terms - how change leads to opportunity.
The key thing in this first part of the story is to connect with the audience. Get them to nod their heads instead of rejecting the premise. Avoid the fight or flight (cortisol) state. Frame the future in inevitable terms, a future where they want to be apart of. How?
Present a convergence of forces in the context of your future.
Technological forces: hardware, software, cloud, AI etc.
Economic forces: lower costs, greater access, supply/demand etc.
Cultural forces: new social values, emergent trends, redefined norms etc.
This clear vision of the future is exciting, AND it’s real and inevitable. Help your audience embrace it and the opportunities that come with being out in front of that change.
NOTE: Keep it simple, capture attention right from the start.
Step 2: Feel It - The Emotional Dilemma
The second step is to build empathy, describing the gap between desire and dilemma.
This is where you introduce the protagonist of the story. Every story has a main character whom you feel for. Consider these questions:
Who are you serving and who will your audience most relate to?
Who is the protagonist and hero? Consider the customer.
Who are the other characters in the story? (2 or 3 total)
Whose vantage point are you using to tell this story?
What do they desire?
What is their dilemma?
What’s at stake?
How do they see themselves?
How does the world see them?
When you’ve laid out this future vision and now you’ve made it compelling why we need to be leading the charge because of the characters involved, it’s time for the last step.
Step 3: Believe It - The Evidence of Truth
The last step is to provide the supporting data that legitimizes the promise of your big idea.
This is where humans rationalize their emotional decision, so give them what they need to say yes to logically.
Here are 15 different types of evidence you can use:
Performance metrics
Personal story
User research
Scientific proof
Pilot projects
Historical precedent
Product demos
Customers
Testimonials
Third-party endorsements
Case studies
Explainer video
Communities
Events and experiences
Thought leadership
NOTE: If you’re a startup, use historical precedents. Use metaphors where relevant (We are Tinder for pets.)
Story is extremely powerful, the problem is it’s a skill most people don’t have and it’s difficult to create. Your opportunity? Use story in your work and become one of those who can bend reality and create magic.
Howie Chan
Creator of Influence Anyone
Don’t miss:
The Influence Anyone Podcast
Hear Michael recount his journey in storytelling and why selling everything he owned was the best move he made for his life and career.
🎧 Listen to it on Apple, Spotify, the web or wherever you get your podcasts.