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This is a presentation about organizational storytelling – how we all are storytelling creatures and how that affect organizations. You’ll find hands-on tips for different stories for different occasions, and also a brief description of a method of how to elicit stories, to eventually set them free. Please contact me if you have any questions. Enjoy!
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© Acando AB 2009-11-110
Release the Stories
in Your Organization
Robert Stjernström
© Acando AB
Let me introduce you to YOU
© Acando AB
YOU were born some years ago
© Acando AB
like everyone else – YOU have
your ORIGIN
© Acando AB
YOUR stories
© Acando AB
YOUR stories
0
10
20
30
40
50
60
70
80
90
100 range from
here
Age
Joy
© Acando AB
YOUR stories
0
10
20
30
40
50
60
70
80
90
100
to here
Age
Joy
© Acando AB
YOUR stories
0
10
20
30
40
50
60
70
80
90
100
over time
Age
Joy
© Acando AB
YOUR stories
childhood and all the
experiences that made you
WHO YOU ARE TODAY
© Acando AB
YOUR stories
and as of today and YOUR
DAILY EXPERIENCES
© Acando AB
YOUR stories
and YOUR DREAMS ABOUT
THE FUTURE
© Acando AB 2009-11-1111
this might be true
but what does it
have to do with
organizational storytelling?
© Acando AB
a corporation is an individual consisting of individuals
© Acando AB
with a past, present and dreams about the future
© Acando AB
with stories everywhere: individual, collective, conscious,
unconscious, contemporary, historical, future
© Acando AB
and what the corporation creates
Annual reports
Branding
Products and services
© Acando AB 2009-11-1116
Branding
Annual reports
Products and services
© Acando AB 2009-11-1117
so a corporation is a story
© Acando AB 2009-11-1118
so a corporation is a story
that creates nothing but
© Acando AB 2009-11-1119
so a corporation is a story
that creates nothing but
stories
© Acando AB 2009-11-1120
yeah,
but WHY should I
BOTHER?
© Acando AB
#1 information overflow and rapid social
change makes us crave for meaning
© Acando AB
#1 information overflow and rapid social
change makes us crave for meaning
#2 facts convince the rational mind, not
our emotions
30 %
3 years
200 M$
100 M€10 %
3 months
1 year
© Acando AB
#1 information overflow and rapid social
change makes us crave for meaning
#2 facts convince the rational mind, not
our emotions
#3 while facts are dots on a screen –
story connects facts to something
meaningful
30 %
3 years
we must save
in
200 M$
100 M€10 %
3 months
1 year
we must increase
in order to survive
increased market share
© Acando AB
#1 information overflow and rapid social
change makes us crave for meaning
#2 facts convince the rational mind, not
our emotions
#3 while facts are dots on a screen –
story connects facts to something
meaningful
#4 when the naked truth walk through
town everyone shut their windows
incompetent employees
lousy leadership
inefficiency
high
spending
low
value
better
competitors
© Acando AB
#1 information overflow and rapid social
change makes us crave for meaning
#2 facts convince the rational mind, not
our emotions
#3 while facts are dots on a screen –
story connects facts to something
meaningful
#4 when the naked truth walk through
town everyone shut their windows
#5 stories transcends us to an alternate
state of mind, a sort of hypnosis
once upon a time …
imagine
picture
yourself
what if?
© Acando AB
© Acando AB
70 % of change initiatives fail (Kotter)
managers talk 78 % of the time (Mintzberg)
storytelling is the most important
success factor (McKinsey)
no large investment
immediate
result
we are already
storytellers
we can all be better storytellers
inclusive - invites to
collaboration
makes people
remember
makes sense of sequences of events
no technology required
© Acando AB 2009-11-1128
I get it
now show me
HOW!
© Acando AB 2009-11-1129
Me!Me!
© Acando AB 2009-11-1130
unexpected, credible / true, human
The Me Story
Communicate traits and experiences to
make a lasting first impression and
increase trustYou!You!
You!You!
You!You!
You!You!
You!You!
You!You!
You!You!
You!You!
You!You!
You!You!
© Acando AB
move the audience, unexpected, credible / true, human, emotional, simple
The Success Story
An example of a successful activity
to create a feeling of possibility,
increase trust and communicate
values.
© Acando AB
credible / true, simple
The Change Story
An example where the change
already has occurred to create
understanding and motivation
Facts may convince executives
Stories ignite action
What’s in it for me, my
colleagues, my organization
Stories about what we do and
are going to do
© Acando AB
credible / true, simple
The Company Value
Story
Communicate the company’s values
through it’s true actions
© Acando AB 2009-11-1134
human, credible / true
The Rumor Anesthetic
The use of facts or irony to decrease
the impact of false rumors and
contra-stories
© Acando AB 2009-11-1135
credible / true / factual, simple
The Knowledge and
Experience Sharing Story
An example of a problem or a
challenge and the methods used to
solve it
© Acando AB
“Everything that exists is
here because someone
dreamed it up”Neil Gaiman
© Acando AB 2009-11-1137
The Vision Story
Envisioning a future state to create
understanding and motivation
move the audience, simple / no details, credible / true, emotional
© Acando AB
simple / short
The Coffee Machine
Story
Quickly communicate your values
and why you and your ideas are
valuable
© Acando AB
simple / short
The Coffee Machine
Story
Quickly communicate your values
and why you and your ideas are
valuable
You speak at a rate of 100 wpm
© Acando AB
simple / short
The Coffee Machine
Story
Quickly communicate your values
and why you and your ideas are
valuable
You speak at a rate of 100 wpm
1 minute = 1/3 of a written page
© Acando AB
simple / short
The Coffee Machine
Story
Quickly communicate your values
and why you and your ideas are
valuable
You speak at a rate of 100 wpm
1 minute = 1/3 of a written page
How much do you prepare?
© Acando AB
“The choice for leaders in business and organizations is
not whether to be involved in storytelling – they can hardly
do otherwise”
Steve Denning
ok,
but where do I use the
stories?
© Acando AB
“Sensemaking consists of attempts to integrate a new
event into a plot”
Barbara Czarniawska
© Acando AB
Change Management
The Me Story, The Success Story, The Change Story, The Rumor Anesthetic, The
Vision Story, The Coffee Machine Story
70% failure
Storytelling most important
success factor
Creates a sense of meaning
Understanding and motivation
© Acando AB 2009-11-1145
Knowledge Management
The Knowledge and Experience Sharing Story
Learning by sharing
Transform tacit knowledge to
explicit
Dramatic stories with vivid
images are easy to remember
Storytelling is not good for
critical skills
© Acando AB
“To start a culture change
all we need to do is two
simple things:
1. Do dramatic story-
worthy things that
represent the culture we
want to create. Then let
other people tell stories
about it.
2. Find other people who
do story-worthy things
that represent the culture
we want to create. Then
tell stories about them”
Peter Bregman, Harvard
Business Review
© Acando AB
Corporate Culture
The Company Value Story, The Rumor Anesthetic, The Knowledge and Experience
Sharing Story
Stories stores the culture
Stories to identify existing
culture
Stories to influence existing
culture
Stories creates counter stories
© Acando AB
Branding
The Company Value Story, The Rumor Anesthetic
True stories to convey value
Made up stories to add value
and entertain
Based on the organization,
product or service
Story most important for the
total experience of the brand
© Acando AB 2009-11-1149
Information Management
The Success Story, The Change Story, The Knowledge and Experience Sharing
Story, The Vision Story
We need to understand the
information at our fingertips
Information leads to knowledge
Leads to decision
Leads to change and new
information
© Acando AB
“The choice for leaders in business and organizations is
not whether to be involved in storytelling – they can hardly
do otherwise”
Steve Denning
wait a minute,
this is overwhelming ...
where do I start as a
co-worker, manager or as a
consultant?
© Acando AB 2009-11-1151
co-worker, manager,
consultant
The Me Story, The Success Story, The Change Story, The Company Value Story,
The Rumor Anesthetic, The Knowledge and Experience Sharing Story, The Vision
Story, The Coffee Machine Story
Understand the power of stories
Know different kind of stories for
different occasions
Tell your and other’s stories,
and let others tell yours
Keep a library of stories
© Acando AB
“The choice for leaders in business and organizations is
not whether to be involved in storytelling – they can hardly
do otherwise”
Steve Denning
fair enough
and where
do I find
the stories?
© Acando AB
“Stories are all around
us, in words and
sounds, in what we see
and in what we feel;
everything is a story,
everything tells a story”
Frank A. Mills
© Acando AB
Identify Stories in Your
Organization
telling a story leads to people opening up and sharing their stories
Stories already exist in your
organization
© Acando AB
Identify Stories in Your
Organization
telling a story leads to people opening up and sharing their stories
Stories already exist in your
organization
Clarify strategic purpose
© Acando AB
Identify Stories in Your
Organization
telling a story leads to people opening up and sharing their stories
Stories already exist in your
organization
Clarify strategic purpose
Elicit through interviews or work
shops
© Acando AB
Identify Stories in Your
Organization
Stories already exist in your
organization
Strengthen, communicate
and…
Clarify strategic purpose
Elicit through interviews or work
shops
© Acando AB 2009-11-1158
if you love someone
© Acando AB 2009-11-1159
set them free
© Acando AB
© Acando AB 2009-11-1161
Thank you!
© Acando AB 2009-11-1162
Robert Stjernströmmanagement consultant that helps organizations
optimize their business using Storytelling and IT
www.enterprisestorytelling.se
robert.stjernstrom@acando.com
twitter.com/rbrtstar
special thanks to Oscar Berg and Lisa Stjernström
for inspiration
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