Friday, December 1

8:00 am–9:00 am

The Power of Storytelling

Consulting Arborists are not just tree experts. Frequently, we also need to be teachers, public speakers, and marketers. Learning to develop and tell stories well can make you more effective in each of these roles. In fact, 70% of ASCA members have told us that their primary marketing tool is giving talks. Research shows that stories are significantly more memorable than facts and statistics alone. They activate more of the listener’s brain, creating greater engagement and comprehension, and they communicate emotion as well as information, making stories far better at inspiring action and changing behavior. During this session, you will learn about the elements of a story, discover principles of effective storytelling, and explore how Consulting Arborists might use stories to become better overall communicators.

Scott Steen, FASAE, CAE, CEO
American Forests
Washington, D.C.

Scott Steen is the president and CEO of American Forests, an organization that advances the conservation of forests through a variety of restoration and protection efforts. He is a frequent speaker on conservation, innovation, and storytelling. Mr. Steen became interested in storytelling when he realized that his fact-based talks and lectures were not having the impact he desired. As a result, he studied storytelling for a year with Patti Digh, a master storyteller in the Southern tradition. Mr. Steen is a Certified Association Executive and a fellow of the American Society of Association Executives (ASAE). He previously served as the executive director of the American Ceramic Society and as chief strategy officer for ASAE.