the leaders guide to storytelling - …stevedenning.com/documents/basicpresentation.pdfthe leaders...

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THE LEADERS GUIDE TO STORYTELLINGMASTERING THE ART OFBUSINESS NARRATIVE

www.stevedenning.com

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WARNINGWhat you are about to hear may seem:

• Contrary to most of what you learned in college

• At odds with the way most organizations are saidto be run.

• Challenging the basic premises of the Westernintellectual tradition, ever since Plato’s Republic.

• Disturbing, because it may raise issues with some of thedeepest beliefs of your life

Feelings of disorientation are normal!

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Problem

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Analysis

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Solution!

?

The Western Intellectual tradition…

Get theirattention

Stimulatedesire

Reinforcewith

reasons

Effective presentation to get action

Inspiring inattentive, difficult audiences

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Howdo you getpeople

to buy intostrange new ideas?

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4 5 6 7

4 5 6 7

4 5 6 712 3 89 `

12 3 89 `12 3 89 `

12 3 89 `

12 3 89 `

12 3 8 9 `

12 3 8 9 `

12 3 89 `

1 2 3 8 9 `

4 5 6 7

12 3 8 9 `

“Go and look intoinformation”

February 1996

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Why don’twe share

our knowledge?

“Go and look into information”February 1996

We’re a bank,

remember?

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Persuasion method Efficacy

How does one person persuade many?

Charts with boxesand arrows

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Chart

Socialization

Externalization

CombinationInternalization

Tacit

Tacit

Tacit

Tacit

Explicit

Explicit

ExplicitExplicit

Nonaka: The KnowledgeCreating Organization

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A managercontemplatestheknowledgespiral

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Charts (boxes, arrows) Zero

Rational argument

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Knowledge Management caters to thecritical issues of organizationaladaptation, survival and competence inface of increasingly discontinuouschange.

www.brint.com

What is knowledge management?

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FACTIn June 1995, a health

worker in Kamana, Zambialogged on to the CDCweb-site in Atlanta andgot the answer to a

question on how to treatmalaria

June 1995, not June 2015A small remote town, not the capital

Zambia, not a middle income country

CDC, not the World Bank

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We need to invest in the necessarysystems, in Washington andworldwide, that will enhance ourability to gather developmentinformation and experience, andshare it with our clients…

President WolfensohnOctober 1, 1996

Announcement at the Annual Meeting 1996

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Charts (boxes, arrows) Zero

Zero

ImpracticalDialogue

Rational argument

HighStorytelling

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It was September 1998…The financial world was in ashambles…- The Asian miracle had crumbled

- Japan was mired in endless recession.

- Russia had come unstuck in mid-August

- Brazil was teetering on the brink.

- Europe was struggling with the Euro.

- The dollar and the Stock Exchange weregyrating wildly.

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I was askedto make apresentation

It was September 1998…

Define

knowledge

management

or die!!!

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August 20, 1998Pakistan Government seeksurgent advice on premature

pavement failure and wantsto try

a different technology

In the past

the Bank would not havebeen able to providevaluable input by the

tight deadline

Now

Bank staff in fieldoffice contacts theRoad Network for

urgent help

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In-house response;task manager inJordan gives

promising experiencein Jordan

Same day

Argentina field officeOverview of

experience in Asia,Australia and Africa,

Same day

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External response;CEO, South Africannational roads agency

cites significantexperience

with the technology

Client gets theglobal experience,

just enough,just in time,Just for you

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SouthAfrica,Jordanotherexperience

Knowledgebase

The experience willbe edited for re-use

and enteredinto the knowledge base

Jordan,SouthAfrica,otherexperience

KMS

In future

The client will be ableto get this material

from the Web

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Field office,Pakistan

TaskmanagerJordan

TransportThematicgroup

Head,SA HighwayAuthority

While technology is a facilitator

Sharing depends on community

ArgentinaFieldoffice

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Let metell youaboutPakistan

September 1998

That’sremarkablehow quicklywe couldrespond

Imagine ifwe could hadthis kind ofcapability todeal with ourproblems…

The springboard story

This is thekind of

organizationwe are going

to be

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Stories can….

…. Entertain

…. Convey information

…. Preserve cultures

…. Build relationships and communities

…. Change organizations

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It’s notevery story

that’s useful!

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We are not talking about this….

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We are not talking about this….

Let’s all gather roundthe corporate campfire

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Using story as atool requiresunderstandingthe pattern

underlying thenarrative

32Story tospark action True

Truth Positive DetailPurpose Outcome

ActionPositive Minimalist

Springboard story

1. Springboard storytelling

Storytelling that cancommunicate a complex ideaand spark action.

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November 19, 2000THE RIGHT THING

Storytelling Only Works if Tales Are TrueBy JEFFREY L. SEGLIN

…. “One of my rules is: Never lie…”Robert Metcalfe3Com Corporation

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What is a true story?

Not just a story without inaccuracy….

e.g. 700 happy passengersreach new york after thetitanic’s maiden voyage!

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Would you like togive me your frank,honest and possibly

career-ending opinions?

Corporate world




Springboard story



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The findings of neuroscience

Human brainCortex

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Human brainCortex

Mammal BrainLimbic system

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Human brainCortex


Reptile Brain

Not smartbut quick

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Story with an unhappy ending

Human brainCortex


Reptile Brain

Fight orflight!

Reactionis fasterthanconsciousthought!

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Story with a happy ending

Human brainCortex

Mammal Brain

Reptile Brain

“Warm floatyfeeling”

Endogenousopiate reward




Springboard story



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The Littlevoice inthe head


There are two listeners…

TheListenerthat I see

Just think ofthe emails

building up inmy office!

Let metell youaboutZambia

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You tell a story in a waythat elicits a second story…

How do you stimulatethe little voice in the head?

(You give the littlevoice something to do…)

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Let metell you

about whathappened in

Zambia

What if wetried thisin roads?

Maybethis couldwork infinance?

Could thishelp us inRussia?

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Imagine if I hada website

like that….

Of course, wewould need

to get organized

We would needbudgets ….

We would needto get peopleinvolved ….Why don’t

we do it?


Everybodyloves their

own creation!

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Springboard story



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Who can be a springboard storyteller?

Everyone!

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u

Dogs sniffeach other

Human beingstell stories

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1. Sparking action

2. Communicating who you are

3. Communicating the brand

4. Fostering collaboration

5. Transmitting values

6. Knowledge sharing story

7. Taming the grapevine

8. Future stories

kinds of stories

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