Storytelling is the essence of communication. The elements of storytelling are like letters of the alphabet. When you know how to use them, you can tell your best story.
Element 13: Accessibility
Stories are most effective when they are accessible. Don’t confuse your audience with florid language or complexity for its own sake.
Case study: Vino y Co
What it is:
A wine shop in Ibiza run by father-daughter team Jeroen and Rosa Hamersma. The unpretentious oenophile sanctuary is as much an wine-education centre as it is a shop, thanks to its proprietors’ delight in sharing their knowledge. This makes it a magnet for chefs, sommeliers, locals and travelling wine buffs alike.
Why it matters:
Wine is often swathed in mystery, or at least pretension, and many shops actively perpetuate this elitism. Rosa and Jeroen take an opposite tack. The believe in making wine simple so everyone can enjoy and appreciate it. Jeroen taught himself about wine by buying almanacs in the ’80s in his native Amsterdam and drinking his way through vintages and varietals. He has a couple decades head start on Rosa, but she is catching up fast, laptop on the shop counter to answer any questions.
Rather than emphasise the arcane or technical, they focus on the communal, practical aspects of wine culture. Information about grapes, regions, winemakers and techniques are woven into stories, reinforced by generous samples of the wines in question.
Vino y Co grows its business year on year, and has fanatically loyal customers, all thanks to its dedication to making wine accessible.
In their own words:
Wine is all about taste. And about tasting. It’s not difficult.
Who said that wine shops should be boring? Wine is fun! So shopping for wine is fun!
Practice: “From time to time, all of us make the mistake of sending an email, turning in a paper, or handing a report to the boss without rereading what we’ve written. Raise your right hand and say this aloud: “I promise to reread my writing at least once before I consider it finished. If possible, I’ll read it aloud.” Now that you’ve made the pledge, your ears can help you simplify any unnecessary complexity in your writing.” Ann Edwards via Grammarly
Remember: “Making the simple complicated is commonplace; making the complicated simple, awesomely simple, that’s creativity.” ~Charles Mingus