Using Lessons from Storytelling to Design Your Presentation

February 6, 2023
Man in orange shirt speaking to a crowd with outstretched arms.

If your last presentation had information overload, disorganization, a lack of vision or just didn’t land with your audience, one of the most powerful things you can do is use lessons from storytelling to improve it.


Recently we were hired by an organization to prepare their leaders for an internal conference. The leaders came to us and said, “Hey, so here’s what’s in my deck. I have to talk about A, then B, then C.” Oh, and by the way, A, then B, then C is about 50 dense slides that lack a compelling story arc.



A presentation is not a story, they are not interchangeable, but you can certainly use lessons from storytelling to make sure that your presentation has an organized narrative and leaves them with the takeaway(s) you want them to hold onto.


Here’s the advice we shared with those leaders:


Have a Key Theme and Message


Storytelling Lesson - Pick One Theme: Pick One Theme is one of our storytelling super powers. Influential Stories should have one main point in order to be focused and memorable.


Even if you feel like you know exactly what should go into your presentation, take a moment to step back and look at it from the 50,000 foot level. What do you want your audience to know, feel and do as a result of your presentation? Just as we recommend when crafting a story, getting crystal clear on the message or piece of information your audience absolutely must remember is crucial. A single-sentence takeaway can be an incredible filter for the stack of content you included in your presentation while on auto-pilot. It’s possible you’re spending 80% of the time on something that’s only 10% of the point, or that your main message is buried underneath 10 other pieces of less-important information.


Structure with Intention


Storytelling Lesson - Block out your story using building blocks: In our Influential Storytelling workshops, we provide participants with a set of building blocks (basic story structure) they can use to flesh out the content of their story. This helps storytellers resist the urge to give too much context, and ensures the inclusion of critical elements like an inciting incident and turning point.


Just like in a story, structure in your presentation is important because it will help you organize the flow of information, making it more digestible for your audience. Common structures are Introduction → Agenda → Details → Conclusion, Why → What → How or Problem Statement → Options → Recommended Solution. You can also leverage a story structure to design your presentation… Context → Challenge/Decision-making → Resolution..

There’s not one right structure for your presentation - the key is making sure it’s not just stacked content.


Your presentation structure or outline should serve as a set of landmarks for your audience, so they can follow along and aren’t overwhelmed.

Structure also helps ensure you take your audience on a journey because you’re going from place A to place B along an intentionally crafted path. 


Open Powerfully


Storytelling Lesson - Start with a hook: Your opening statement is your first impression and should capture your listeners immediately.

We rarely advocate for memorization of any script, whether it be a story or presentation voiceover. That said, we strongly recommend a (mostly) scripted opening to ensure that you’re hooking your audience right away and showing up with presence. Having a planned opening will enable you to begin confidently, be sure of your words, and welcome people into the presentation while hitting all of your intended notes. A powerful opening may include a story, a question, or a tee-up of the “why” for the presentation. A powerful opening is NOT an introduction of yourself… have someone else do that for you before you begin, or save it for after your opening, if you must include it. Whatever you choose, have a plan, write it down and practice it.


These are just three key lessons from storytelling that we apply to delivering powerful presentations. How do you make sure your presentations aren’t just information overload?

Summary of Takeaways

A presentation should not be a static transfer of information; it should be a narrative journey. By applying the fundamental principles of storytelling to your presentation design, you move from "reporting" to "influencing." Here is how to use storytelling lessons to build a better deck:

  • Structure Your Presentation Like a Story Arc: Every great story has a beginning, a middle, and an end.
  • The Beginning: Establish the status quo and introduce the "inciting incident" or the problem that needs solving.
  • The Middle: Explore the journey, the obstacles, and the data, building tension and curiosity.
  • The End: Provide the resolution—your solution—and a clear vision of the "new normal."
  • The Hero Isn't You; It’s the Audience: In storytelling, the audience needs to see themselves in the narrative. Design your presentation so the audience is the protagonist facing a challenge, and you (and your product/idea) are the "mentor" or the "guide" helping them succeed.
  • Identify the "Villain": Every story needs a source of conflict. In a business presentation, the villain is often a specific pain point, an inefficient process, or a market threat. By clearly naming the villain, you create a shared enemy that your audience is motivated to defeat.
  • Use "Scenes" to Bring Data to Life: Don't just show a chart; tell the story of the moment that data point was captured. Describe the "scene" where a customer struggled or where a breakthrough happened. These specific, cinematic moments make the abstract data feel real and urgent.
  • Prioritize Emotional Resonance Over Logical Overload: People make decisions based on emotion and justify them with logic. Use storytelling techniques—like vulnerability, humor, or suspense—to make the audience feel the importance of your message. Once they are emotionally invested, they will be much more receptive to your logical arguments.
  • The "So What?" Bridge: A story without a point is just an anecdote. Ensure every narrative element in your presentation bridges back to your core "KNOW, FEEL, DO" objectives. Every slide should answer the audience's internal question: "Why does this matter to me right now?"


The Bottom Line:

When you design your presentation as a story, you aren't just giving a speech; you are creating an experience. This narrative approach captures attention, builds trust, and makes your call to action feel like the natural conclusion to a shared journey.

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