There’s an often-overlooked yet powerful aspect to storytelling which, if done well, can do wonders for your own business narrative.

Simply put, successful story-writing and storytelling are as much about what words or content the writer leaves out – effectively, leaving it to their audience's imagination – as much as it is the choice of words they commit to paper.

Imagine the best stories you’ve ever heard, in any context: business; domestic; a challenging personal experience; children’s bedtime tales.

Now think about what you found yourself doing: You began imagining the scenes. Filling in gaps. Making up elements and virtually co-authoring episodes of your own.

To further the point, consider what Ernest Hemingway is said to have claimed was his best ever work.

Challenged by friends to write a complete story in just six words, Hemingway penned:

“For Sale: Baby shoes, never used.”

Talk about impact, not to mention ownership. That is, ownership of the narrative by YOU, the reader.

Now, put yourself in your audience's shoes (no pun intended) and think about how you would approach the business of building your brand story, knowing how it may be received.

Think about how your customers will read and even claim ownership of your organisation's narrative.

Are you giving your customers the opportunity to become your brand advocates, creating the opportunity for them to fill in key details, add extra characters, even become a part of your brand story?

As for brevity and shared ownership of message, Australian state government agency VicRoads used a stand-out line in its Unlock the Grid campaign to reduce traffic congestion; a story summarised in eight powerful words:

We’re not stuck in traffic. We ARE traffic.”

Spot on.

What we’re talking about here is certainly nothing new; just often-overlooked. Not many would think to write a story by leaving as much detail out than in.

So, where to begin? For starters, can you tell your tale as a headline? What about squeezing your story into 140 characters on Twitter?

Challenge yourself today to craft a business narrative in a handful of words.

Have you seen any good examples of other business stories of brevity? Please share them by posting in comments, and if you found this article helpful, please socially share.