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Storytelling as a business communication

Why storytelling in business?

1. Storytelling is an ancient art that has not changed in several thousand years.2. The effective use of storytelling in organizations involves crafting and performing a well made

story with a hero or heroine, a plot, a turning point, and a resolution.3. A storyteller catches and holds attention of an audience by evoking the sights and sounds and

smells of the context in which the story took place.

4. A compelling, well made story is regardless of the purpose for which the story is being told.5. Storytelling is a rare skill in which relatively few human beings excel.

Eight different corporate narrative archetypes

If the objective is You will need a storythat

In telling it, you willneed to

Your story will inspiresuch phrases as

Sparking action Describes how asuccessful change wasimplemented in thepast, but allowslisteners to imaginehow it might work intheir situation.

Avoid excessive detailthat will take theaudiences mind off itsown challenge.

Just imagine what if

Communicating whoyou are

Provides audienceengaging drama andreveals some strengthor vulnerability fromyour past.

Provide meaningfuldetails but also makesure that the audiencehas the time andinclination to hear yourstory.

I do not know thatabout him. Now I seewhat she is driving at

Transmitting values. Feels familiar to theaudience and willprompt discussionabout the issues raisedby the value beingpromoted.

Use believablecharacters andsituations, and neverforget that the storymust be consistent withyour own actions.

That is so right why

do not we do that allthe time?

Communicating who thefirm is- branding

Is usually told by theproduct or serviceitself, or by thecustomer word ormouth or by a crediblethird party.

Be sure that the firm isactually delivering onthe brand promise.

Wow! I am going totell my friends aboutthis.

Fostering collaboration Movingly recounts asituation that listeners

have also experiencedand that prompts themto share their ownstories about the topic

Ensure that a setagenda does not

squelch this swappingof stories- and that youhave an action planready to tap the energyunleashed by thisnarrative chainreaction.

That reminds me ofthe time that I I

have got a story likethis

Taming the grapevine Highlights often the useof gentle humour ,

Avoid the temptation tobe mean spirited. Be

I had never thoughtabout it like that

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some aspects of arumour that reveals itto be untrue orunreasonable.

sure that the rumour isindeed false.

before

Sharing knowledge Focuses on problemsand shows, in some

detail, how they werecorrected with anexplanation of why thesolution worked.

Solicit alternative andpossibly better

solutions.

We would betterwatch out for that in

future

Leading people into thefuture

Evokes the future youwant to create withoutproviding excessivedetail that will onlyturn out to be wrong.

Be sure of your storytelling skills.

when do we start? let us do it.

Template for crafting a Future story

1.

Be clear about the type of future story you are crafting: informal account, plan, pre-mortem,business model, strategy, scenario, or vision.

2. To the extent possible, bring together the people who will be involved in implementing thefuture story and involve them in crafting the story, if appropriate, use role playing.

3. Understand, as much as possible, about the present situation, particularly the driving forcesthat have led to it and the relative importance of those forces.

4. Consider bringing in outsiders to deepen understanding of the current situation and broadenthe horizons concerning alternative futures.

5. Where possible, set the story in the near future, and use examples where the future hasalready happened.

6. Keep the story simple and evocative, and avoid clichs.7. Consider a combination of working backwards from an image of the future state and working

forward from the present to the future state.8. Make the future story as positive in tone as circumstances permit.9. Link the future stories to your listeners current mind set.10.Exemplify the future stories in your own conduct.