Teaching business owners how to tell their story

Jason Gunn is one of New Zealand’s most well known and loved faces.  With more than 30 years broadcast experience, he is now using his knowledge to teach others to speak with confidence and clarity. 

His programme “Easily Said” offers online learning via an easy to use programme, and coaching directly with organisations and individuals.  Over the past few months Jason has worked with many businesses looking to improve the strength of their storytelling – be it through video or in person! 

NZBusiness talked to supermarket owner Tim Wilson about his recent coaching experience through Jason Gunn. The dad of three was busy tackling the chaos of the latest Covid19 outbreak.

As owner of New World in Pukekohe, just south of Auckland, Tim was working in the thick of the lockdown, helping New Zealand communities with access to food and safe shopping practices. 

Part of owning a big company like the New World store he purchased at 32 years old is tackling any problems face on. It also means implementing effective solutions and ensuring his community and the 110 staff he employs are cared for.  

While all of that comes naturally for Tim, who first bought into the Foodstuff’s co-operative at just 24, another major factor of business ownership is less up his alley: public speaking. 

“Getting up to do a speech is something that really scares me and I was recently offered the chance to share my story at an event,” Tim admits.

“But I agreed because I wanted to step outside my comfort zone, knowing I’d need someone to help me develop my skills.” His presentation was about his personal journey of business ownership so far and his time with corporate giant Foodstuffs.

“It was very personal content and so it was fairly easy to talk about, but I knew I needed someone engaging like Jason Gunn to help me become as good as I could. I wanted to make sure that when I stand up in front of a room of 500-odd, I don’t sound like a boring person not worth listening to!” 

Storytelling with impact

When Tim met Easily Said with the speech he had written, Jason began by constructively pulling it all apart, asking questions to help develop important points further and discussing where Tim’s story could create the most impact. 

“I think getting concise points out and making it more interesting, without giving people every granular detail, was the thing I struggled with,” Tim recalls. “I realised how much I’d added into my piece that wasn’t relevant and Jason helped me cut it down, break it up and find areas with the most punch. It gave me a whole new appreciation for what I was missing prior to his coaching session.” 

Former telly and radio star Jason put Tim at ease with his familiarity and bubbly nature.

“I’ve grown up seeing Jason in all his different forms and he’s very animated and of course, a great orator,” Tim says. “There was also that trust for me because it felt like I knew him. It was a very easy relationship to kick off with and it didn’t take me long to get in the groove.”  

For Tim, even understanding the key points of his own story more greatly has made speech delivery easier. 

“The difference in what I turned up to Jason with, versus what I ended up presenting was chalk and cheese. I was like, ‘Wow, I couldn’t have done that myself even with more time to prepare’,” he enthuses. “The experience was extremely worthwhile and I don’t think anyone would walk away from Jason without feeling confident to tell their story.” 

Jason is thrilled with the reaction from those who have completed Easily Said – “helping New Zealanders find their voice and create deeper connections – both personally and professionally is what it’s all about for me!” 

With Easily Said Jason is effectively a new small business owner himself and has had to face business challenges in 2020 along with most businesses. 

“We didn’t plan to launch a new business through a pandemic, it has required us to pivot also – with increasing interest in how to present comfortably via video and Zoom.

“This comes with a whole set of unique challenges for people so is now a key part of our programme – keeping teams connected whilst working remotely and teaching individuals how to ensure they still get their points across effectively with that loss of physical presence.”

To remember the basics of great communication and connection Jason recommends the use of his HEART acronym:

H – HEART. Speak from the HEART not just the head. People don’t care how much you know until they know how much you care. So speak passionate words passionately – your job is to make your audience/buyer FEEL what you FEEL.

E – EMPATHY. Really know where your audience/buyer is at. See it all through THEIR eyes. What do they need? What do they need? How could you help?

A – AUTHENTICITY. Be real. Be you.  It’s your one massive point of difference. You have stories, feelings and experiences that are truly unique.

R – REASSURANCE. You have the answer to their problem!

T – TELL A STORY. Your audience/buyer is ten times more likely to remember what you say if you stick away from facts, figures and flow charts and tell more stories.  

For more information go to https://www.easilysaid.co.nz/ 

Enter the promo code NZBUSINESS15 to score a 15 percent discount off the Easily Said online programme. Valid only for September 2020.