As we in the United States (and elsewhere) honor Martin Luther King today, we can appreciate his mastery of the craft of story.
Just three examples from his “I Have A Dream” speech:
(1) An extended metaphor that perfectly captures the frustrations of his followers.
They’re presenting a check, which actually represents a form of contractual promise. They’re asking that the writers of the check keep their promise. The check was returned for insufficient funds — already a betrayal of the promise.
Yet, King goes on to say, there’s an even deeper betrayal. The funds are there. The bank just doesn’t want to pay.
It’s a concept story. In King’s words:
“In a sense we have come to our nation’s capital to cash a check. When the architects of our republic wrote the magnificent words of the Constitution and the Declaration of Independence, they were signing a promissory note to which every American was to fall heir.
“This note was a promise that all men, yes, black men as well as white men, would be guaranteed the unalienable rights of life, liberty, and the pursuit of happiness.
“It is obvious today that America has defaulted on this promissory note insofar as her citizens of color are concerned. Instead of honoring this sacred obligation, America has given the Negro people a bad check, a check which has come back marked ‘insufficient funds.’
“But we refuse to believe that the bank of justice is bankrupt. We refuse to believe that there are insufficient funds in the great vaults of opportunity of this nation. So we have come to cash this check — a check that will give us upon demand the riches of freedom and the security of justice.”
(2) Colorful words that capture the emotions — a story fragment.
This sweltering summer of the Negro’s legitimate discontent will not pass until there is an invigorating autumn of freedom and equality.
The image of “summer” evokes images of “stifling heat” and long, inescapable days. If you’re cold in winter you can put on a coat; if you’re uncomfortably hot in summer you can’t do much about it. In contrast, “autumn” recalls images of energy and harvest.
(3) Knowing his audience: speaking their language.
“I have a dream that one day every valley shall be exalted, and every hill and mountain shall be made low.”
King was a minister and his followers would recognize the biblical source of these words as well as the context
You can find other examples of storytelling in this speech — an exemplar of strategic storytelling by someone who clearly embraced the passionate advocate story archetype.
About the Author:
You’ve probably heard many people say, “Today’s business owners can’t succeed without storytelling.”
I would add, “But it has to be the right story.”
I’m Dr. Cathy Goodwin, a copywriter, storyteller, and strategist. My clients are small business owners, entrepreneurs, independent professionals, and solopreneurs. I help them become more productive by adding storytelling as a marketing tool. If you’d like to strengthen your marketing and your message, you may find the Strategic Intensive extremely valuable.
Learn more about using stories to grow your business in my Amazon kindle book, Grow Your Business One Story At A Time. I have a new book coming out about branding for small businesses. Click here to get notified when it’s ready!
