What CPAs can learn from storytelling

Posted on December 1st, 2009 by Kindling Spirits and currently 6 commenting.

The following comes from Kathie Conway, Brains on Fire’s CFO/COO:

I was in CPE class on Tuesday, November 24th, learning about “The Administration of Trusts and Estates.”  Yeah…I know I have you on the edge of your seats. CPE stands for “Continuing Professional Education” and as a CPA, I am required to obtain 40 hours a year to maintain my license. Forty HOURS people! Forty hours of sitting in a class taught by other CPA’s. You can only IMAGINE how painful these classes typically can be.

But yesterday, I was enlightened by Erin Cook. I even posted a tweet that Erin was rockin’ our CPE class and Greg Cordell, our Chief Inspiration Officer, posted back in disbelief. What made this class so different? What made me feel compelled to post something on Twitter while I was sitting in class?

It was the stories she told.

The stories she told us about real people. Situations we could relate to. Things we could laugh about. The “EVIL PEOPLE” that tried to steal their aunt’s money with their power of attorney. The people who want to set up trusts or leave people more money than they actually have. Classic.

We talk a lot at Brains on Fire about digging deep and finding the soul of a company. What stories do they have to tell? How do those stories connect us all? While I was sitting in CPE class, I realized that stories are a thread to our lives. They can even make a CPE class come alive. You don’t have to be an identity guru to know that people connect to people. Erin kept inviting us to share our own stories of real life situations with clients. Probate examples, crazy clients, funny stories – whatever we could come up with. She asked us to throw it all out there to keep the class interesting and engaging. So today, when Erin Cook was trying to leave the class, she was bombarded by people who wanted to speak to her. People connected to what she told us. People want to refer clients to her. Seems to me like she has figured something out – maybe without even trying – which made her so very real.

If I know someone that needs a will, estate planning or a probate situation, you know who I will refer them to. I will send them to Erin the storyteller. The real person who has real life situations and knows that people are her business.

Thanks for the class. Refreshing.