The 3-minute storytelling lesson you won’t forget

I was working recently with a team of executives on storytelling and delivery, and in one exercise I pressed them to present their pitches faster and in a more compressed style. The world is impatient, and you must hook your listeners quickly.

The executives struggled—mostly succeeded—to tell their stories in two or three minutes. They gave me a little pushback, saying that I was asking too much.

They wanted more time.

My response was, “Yes, this is difficult, but important to be able to do.” No one is as interested in your story as you are; you’ve got to be able to get it done. Then I saw this video.

Too late for my executive seminar, but not too late for you, this three-minute ad from Thailand packs a powerful wallop in a very short space, and it holds several lessons for good storytelling.