When considering the most inspiring speech from a leader in history, many people, particularly Americans, might think of the Gettysburg Address. Although it is over 160 years old, Abraham Lincoln’s famous Civil War speech is consistently ranked among the top 10 greatest speeches of all time.
In just three paragraphs, Lincoln managed to inspire an army of exhausted troops and families to continue fighting for their country despite the hardships and loss they had experienced. He reminded them that the cause was greater than any individual, and that the sacrifices they had made were worth it. Achieving this level of inspiration in such a short speech was no small feat.
What makes the Gettysburg Address such an effective speech? Upon re-reading it, I was reminded that in under 300 words, Lincoln masterfully employs several storytelling principles that are common to great leadership throughout history.
As a leadership storytelling workshop instructor to executives during the pandemic, I taught a half-dozen storytelling heuristics for leaders. Interestingly, it turns out that in the Gettysburg Address, Lincoln employs the top three. So, I thought it would be worthwhile to share those three principles here today.
Leadership Storytelling Rule Of Thumb #3: Before You Seek To Inspire A Group To Change, First Tell The Story Of The Group’s Shared History
When leaders try to introduce change to their team, they often make the mistake of using strong language to convince their team of the benefits of the change, or to assert their own intelligence and persuade others to follow them. However, if the team has invested a lot of time and effort into getting to their current position, they may resist the change, especially if it’s presented this way. Even if team members want to follow the leader, there is often an unconscious need to acknowledge the value of the work that came before. Effective leaders recognize the need for progress and change, while still acknowledging and respecting the contributions that brought them to the current point.
A good example of this approach can be found in Lincoln’s famous address, which begins with the words, “Four score and seven years ago our fathers brought forth on this continent, a new nation, conceived in Liberty, and dedicated to the proposition that all men are created equal. Now we are engaged in a great civil war, testing whether that nation, or any nation so conceived and so dedicated, can long endure. We are met on a great battle-field of that war.” By connecting with his audience’s shared history, regardless of their views on the war, Lincoln was able to begin a difficult conversation in a way that was respectful and inclusive.
Leadership Storytelling Rule Of Thumb #2: Don’t Say You Believe Something, Tell A Story That Illustrates That You Actually Believe It
Leadership mistakes are common, and one such mistake is to state that you believe in a particular value or set of values without actually demonstrating them. Many leaders claim to value accountability, for example, but fail to provide insights into their own actions or create a culture of accountability on their team. Merely invoking the value without backing it up with action or resources is not enough. As a leader, you need to show that you are willing to invest valuable resources, even if it is just time and attention, into the things that you claim to value. You can also share stories of others who have demonstrated these values to inspire and motivate your team.
Lincoln’s famous address is an excellent example of this principle. He didn’t merely claim to value personal sacrifice for the greater good; he demonstrated it by honoring the soldiers who had given their lives in the Civil War. He didn’t just say that we should dedicate a portion of the field; he explained why it was fitting and proper to do so. He also acknowledged that the sacrifice of the soldiers was far greater than anything he or anyone else could add or detract from it. By telling these stories, Lincoln was able to demonstrate his values and inspire others to follow his lead.
Leadership Storytelling Rule Of Thumb #1: Paint Your Vision As A Story About Its Effects On Real People
One of the common mistakes leaders make is to present the outcome of their vision in a way that only serves their personal interests or the company’s metrics, without considering the motivations of their team. For example, if the CEO of a company says “We’ll be a billion-dollar company,” it may not inspire a regular employee as much as it inspires the CEO, who may own 10 percent of the company. This kind of vision can backfire, especially if employees feel they are not being fairly compensated.
Effective leaders understand that the best motivation for most people is one that helps others, especially their friends and loved ones. In his speech at Gettysburg, Lincoln appealed to his exhausted soldiers to keep fighting by framing his ask in a way that honored the fallen soldiers and their cause. He said, “It is rather for us to be here dedicated to the great task remaining before us — that from these honored dead we take increased devotion to that cause for which they gave the last full measure of devotion — that we here highly resolve that these dead shall not have died in vain — that this nation, under God, shall have a new birth of freedom — and that government of the people, by the people, for the people, shall not perish from the earth.”
