The Importance of Storytelling in Public Speaking

In 1999, in his first major appearance as Commandant of the U.S. Air Force Academy, then-Colonel Mark Welsh delivered a historic speech to the cadet wing. It remains the most impressive speech I've ever witnessed. Copies quickly circulated all over the world, and to this day my former classmates talk about it whenever Welsh's name comes up. The speech was referenced in various news articles when Gen. Welsh was appointed the new Chief of Staff of the Air Force. In retrospect, I am quite grateful that I had the opportunity to be in the room that day.

Yesterday, at the 2012 Airlift/Tanker Association convention, I had my first opportunity to see Gen. Welsh since his time as my USAFA Commandant. Although his speech was not as epic as that first USAFA address, it was still impressive. Welsh has lost none of his talent for holding an audience captive, and for winning the devotion and affection of his subordinates.

What is Gen. Welsh's secret? He is a natural speaker and is extremely charismatic. He seems to genuinely care about the individual people under his command. Those are powerful characteristics, but I've known plenty of charismatic, caring leaders who are also gifted public speakers. None cast the spell that Welsh does. So what sets him apart?

Gen. Welsh resonates because he doesn't just deliver speeches; he is a gifted storyteller. His most powerful speeches are nothing more than masterful storytelling about memorable, sympathetic characters. It is storytelling that lets Gen. Welsh hold an audience spellbound.

Stories are vital. We are creatures who need stories, who live and breathe them and use them to make sense of our life experiences. We have been telling each other stories since our first ancestors gathered around a fire. We can pack endless quantities of information into texts or briefings, but much of that information is soon forgotten; it is stories that change our lives. That is why Jesus told stories instead of merely listing principles. That is why I take the time to read and write fiction, even as a busy military officer. I have forgotten most of the ethics lectures I've ever attended, but I think all the time about my fictional hero Jean val Jean. And I have read countless articles about civilian-military relations, but none of them impacted me so deeply as writing a novel about an anguished general contemplating disobeying orders.

I wish more public speakers would take to heart the importance of stories; too many don't. Most military officers are strong, confident public speakers but I have seen few truly memorable speeches. I have forgotten thousands of statistics, lists of leadership principles, and expositions of DOD buzzwords. But I'll tell you what: thirteen years later, I can remember General Welsh telling a story about a fellow pilot coaxing his wife through a complicated labor via a phone call from the other side of the planet, then strapping on an F-16 to go to war.

 

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