the power of words in your work: writing your land trust's success story
DESCRIPTION
Heron's Eye presented the interactive workshop -- "The Power of Words in Your Work: Writing Your Land Trust’s Success Story" -- at the 2012 PA Land Conservation Conference. We explored the key elements of organizational narrative and played a fun story development game called "Land Trust Alive." We're available to conduct a Zipcast presentation, or to present directly to your organization on this topic.TRANSCRIPT
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Writing Your Land Trust’s
Success Story:
The Power of Words
in Your Work
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HeronsEye.com
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Our Agenda
• Get to Know Each Other
• Find Your Story
• The Power of Story
• Break
• Land Trust Alive
• Share Your Story
• Questions
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Organizational Narrative
“A thriving organization sees its mission
as an ever-emerging story with all the
necessary twists and turns.”
– David Fleming, "Narrative Leadership: Using the Power of Stories”
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What is a Story?
• A narrative account of a real or imagined event or events.
• A specific structure of narrative with a specific style, set of characters, and sense of completeness.
• Conveys wisdom, beliefs and values.
• Explains how things are, why they are, as well as our role and purpose.
– National Storytelling Association
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Find Your Story
•Origin – Where have you been?
• Impact – Where are you now?
•Vision – Where are you going?
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In the beginning…
“An origin story takes you back to a
moment. An instant, when an organization
was born.”
- Joel ben Izzy, Story Consultant
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You wanted something…
•Describe that “instant”
•Make it real
• Use details
• What did it feel like to be in that moment?
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Your actions have impact…
What is your impact?
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Your impact
moves you forward…
“Whatever started you in the beginning,
that „spark‟,
has to be connected to the vision.”
- Joel ben Izzy, Story Consultant
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Types of Story
•The BIG STORY– Used by a broad base of your organization - staff, board, volunteers,
members, etc.
– It gets everyone using the same language.
•The details
– Coveys your smaller messages.
– Focuses on a specific program that runs for a set amount of time, an ad
campaign or fundraising campaign.
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The Power of Story
• Irresistible
•Believable
•Unforgettable– Greg Power
President and General Manager
Weber Shandwick
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What’s in a Game?
• Business Processes = The way we
do things.
• Games = Experiencing processes
from within,
like a customer.
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Land Trust Alive
Based on Product Pinocchio
Gamestorming: A Playbook for
Innovators, Rulebreakers,
and Changemakers
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Describe Your Friend
• What am I like?
• What are my values?
• What is my community?
• What makes me different?
• What is my fight?
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Suspend Your Disbelief
Draw a picture of your friend & givethat persona name.
Dra
win
gs
by E
mm
a K
ay S
ha
ller
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What is Your Friend Like?
Illu
stra
tio
n f
rom
Ga
me
sto
rmin
g: A
Pla
yb
oo
k f
or
Inn
ova
tors
, R
ule
bre
ake
rs,
an
d C
ha
ng
em
ake
rs
•Call out adjectives
and phrases
that describe
your friend.
• Write your responses
around your picture.
• Be creative!
• Don’t self edit.
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What are Your Friend’s Values?
• What would your
friend say or do
in this situation?
Illu
stra
tio
n f
rom
Ga
me
sto
rmin
g: A
Pla
yb
oo
k f
or
Inn
ova
tors
, R
ule
bre
ake
rs,
an
d C
ha
ng
em
ake
rs
• What does this
say about your
friend’s values?
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Who does Your Friend
Hang Out with?
Dra
win
g b
y J
oe
i M
arie
Sh
alle
r
Illu
stra
tio
n f
rom
Ga
me
sto
rmin
g: A
Pla
yb
oo
k f
or
Inn
ova
tors
, R
ule
bre
ake
rs,
an
d C
ha
ng
em
ake
rs
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What Makes
Your Friend Different?
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What is Your Friend’s Fight?
• Motivation?
• What keeps him or her up at night?
• What does he or she do for people?
• What is he or she trying to prove?
• What obstacles are in his or her way?
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Reflect
Then, introduce us to your friend.
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Media Relations
• Be concise and precise
• Get to know your contacts
• Respond promptly
• Make your info easy to access
• Send thank you notes or emails
• Don’t avoid the difficult conversations
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Stories&Social Media
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Thank You!
Heron’s Eye
Communications
HeronsEye.com