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Joseph Riggio – TRANSFORMATIONAL STORYTELLING: Organizational Metaphor for Change and Transformation 2012
Organizational metaphor for Change and Transformation It’s almost impossible to find a great leader in business, in government, in social organizations … well, anywhere that isn’t a great storyteller. However, there is a major difference to people who tell stories to entertain others and those who tell stories to persuade and influence others, to shape a culture and improve performance. The same thing is true of those who tell stories to sell their ideas, their position, their products and their services … they do things differently.
Six kinds of stories you must know how to tell if you want to be as effective as possible in using stories in business and organizational settings …
1) Who Am I?
– your audience needs to know who you are to connect with you on a personal level and so you can develop the credibility required for anything else you intend to communicate – this is critical if you expect to move your audience to action
2) Why Are We Here?
– you need to make what your saying relevant to your audience, what’s in it for them and why should they care about what you are communicating with them
– and remember, they need some evidence … give them an example they can relate to and believe in
3) What’s Working?
– there are two states the human brain operates in A) excitatory
– open to receiving new information, and B) inhibitory
– closed to any new information, you need to remind them about what’s working so you can frame where you’re going in the excitatory bias and keep them open to receiving new information
4) Where Are We Going?
– most people want to jump ahead and start here, but you can only move your audience forward to where you intend to take them once you’ve established a connection, built credibility, made them care about what you’ll be presenting and gotten them into a positive, excitatory frame of mind … now you can lay out a possible direction that you want them to move forward with you towards
5) How Are We Going To Get There
– this is where you give them the details in step by step fashion, not via some boring PowerPoint presentation or in a linear manner that turns people off and shuts them down in meeting after meeting … instead, tell them a story that lays it out for them, a great model where you take them down the path you’ll be asking them to travel with you
6) The Future
– the most important story you’ll tell … the one about what hasn’t happened yet, but you only have permission to tell this one once you’ve earned it by successfully telling the first five stories above
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