The -foot ( m ) diameter granite CIA seal in the lobby of the Original Headquarters Building.Image via WikipediaOne of the best forms of business communication is the story. Whether it’s a case study or a parable, people respond to stories intellectually and emotionally. We love to hear them, and we remember them.

Singer/songwriter/musician Warren Zevon was a master story teller. Let’s take a look at his classic Roland The Headless Thompson Gunner and see what we can learn.

Establish an irresistible character

Roland was a warrior from the Land of the Midnight Sun
With a Thompson gun for hire, fighting to be done

Every story needs a captivating focal point. Here we’ve got a mercenary from Sweden (I think), quite exotic. He’s already got you wondering where the story is going, giving it a dash of mystery which makes us curious, draws us in.

Introduce conflict

His comrades fought beside him – Van Owen and the rest
But of all the Thompson gunners, Roland was the best
So the CIA decided they wanted Roland dead
That son-of-a-bitch Van Owen blew off Roland’s head

Zevon certainly doesn’t waste any time setting up the conflict. What kind of conflict is best? That’s a post unto itself, but Zevon chooses the always reliable mano-a-mano struggle, with a little government conspiracy thrown in. With proven winners like these, you could write with two left feet and still sweep the audience off theirs. Here though, Zevon appears to set up and resolve his conflict in a single stanza. However, this is only a diversion, because we’re about to see another powerful storytelling technique …

Twist that plot

They can still see his headless body stalking through the night
In the muzzle flash of Roland’s Thompson gun

Our hero lives! The unexpected turn of events draws us further in. We can’t help but wonder, what next? Notice also how Zevon uses details and vivid imagery to paint a picture and liven up his story. Now for the next critical element …

Resolve the conflict

Roland searched the continent for the man who’d done him in
He found him in Mombassa in a barroom drinking gin
Roland aimed his Thompson gun – he didn’t say a word
But he blew Van Owen’s body from there to Johannesburg

Life is good, for Roland at least. Zevon’s brings his revenge theme to an unambiguous conclusion, which is the probably the best option for business storytelling. Business loathes ambiguity and uncertainty.

Have a point

The eternal Thompson gunner
still wandering through the night
Now it’s ten years later but he still keeps up the fight
In Ireland, in Lebanon, in Palestine and Berkely …

Aha! We have a bloody story with a non-violent moral. In fiction, a moral often goes unstated. In this case, Zevon may have wanted to make his purpose clear, given the violent language of his narrative. In business, where clarity is king, I recommend not leaving too much to the imagination. Odds are good you’ll be misinterpreted.

How do you use stories to promote your business and communicate with customers?

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