Storyteller: An Interview With Richard Fouts

At the risk of appearing self-serving, here's the transcript from my interview with Communications World, the publication of IABC (International Association of Business Communicators). I struggled with a topic to write about today, and this came to the rescue. Thanks for your indulgence.

What historical figure do you most identify with and why?

I identify with Alexis de Tocqueville, whose travels around the country resulted in his insightful and candid book, Democracy in America. It's a fantastic piece of journalism from a man who always observed, never judged.

He sought to understand the motivations that challenge conventional wisdom. I often find myself looking for the story that explains why something isn’t playing out the way people think it should. It’s the story that’s not being told that is usually the most insightful.

Which word or phrase do you think is overused right now?

Genius. Too many people are credited with genius because they do something clever or pull off a fantastic one-time event. I respect those people. But geniuses sustain their creative obsession over time to truly change the world. Marie Curie. Winston Churchill. Margaret Meade. Robert Jarvik, who invented the artificial heart. These people are geniuses.

How do you explain your profession to a child?

I ask them to tell me why their favorite game is more fun than the other games they play. I explain that other kids might want to play that game too if they just knew about it – or were turned on to something new about how it can be played. Communications tell people something they may not have thought about until you told them.

What did you have to learn the hard way?

Every business interaction doesn’t need to drive the company’s agenda or deliver a result. It’s okay to just have a satisfying conversation. Sometimes the best objective is to not have one.

What do you sing or hum when you’re alone?

I like to harmonize with singers when I’m alone in my car, everything from Mozart arias to Madonna. Finding harmony is like playing a game or doing a puzzle. It can breathe new life into something old and familiar. And there’s a fantastic feeling when you discover a harmonic companion to old and familiar musical phrase. Someone once told me that harmonizing is probably a good defense against Alzheimer’s. That’s cool too.

What talent would you most like to have?

A tenor’s operatic voice. It’s the most expressive instrument I’ve found -- that and the saxophone.

If you could choose another profession, what would it be?

I would direct stage plays. Good plays tell the story while letting their audiences experience the story. People connect emotionally with other three-dimensional live characters.

Film is great at capturing the emotions of its characters with its rich cinematographic tools, but live theatre lets the audience experience what the character is going through and feeling. When done right, a good play generates more empathy than any other medium.

What movie character would you like to portray and why?

Robert Redford’s character in The Horse Whisperer. I’m sure there’s something I could learn from those magnificent creatures. Second choice would be James Bond so I could drive those great cars -- and see what it feels like to save the world.

Is there a book that changed your perspective on life?

The World According to Garp showed me that there are people out there even nuttier than my family. I like the story because it dives underneath the surface to find the real motivations of the characters. The secret emotional drivers behind the choices and decisions we make are what make a story engaging.

What’s the best reward for a job well done?

When the people involved in the job want to talk about it and share it with others. If a job turns out well, it becomes a story people want to re-tell. That’s hugely rewarding.

What is your personal motto?

Marketing is never about you and it never will be. It’s about your audience.