A Guide to Storytelling


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Storytelling is the use of stories or narratives as a communication tool to capitalize on the knowledge of individuals for collective benefit.

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A Guide to Storytelling

  1. 1. The views expressed in this presentation are the views of the author/s and do not necessarily reflect the views or policies of the Asian Development Bank, or its Board of Governors, or the governments they represent. ADB does not guarantee the accuracy of the data included in this presentation and accepts no responsibility for any consequence of their use. The countries listed in this presentation do not imply any view on ADB's part as to sovereignty or independent status or necessarily conform to ADB's terminology. A Guide to Storytelling Olivier Serrat 2013
  2. 2. Conveying Events Naturally … The age-old practice of storytelling is the vivid description of ideas, beliefs, personal experiences, and life- lessons through stories or narratives that evoke powerful emotions and insights. Storytelling is one of the most effective communication tools: analysis may excite the mind but it does not gladden the heart, which is where one must go to motivate people. Sometimes reality is too complex. Stories give it form. —Jean-Luc Godard
  3. 3. … With Ripping Yarns Purposeful storytelling delivers results. • By providing the context from which knowledge springs, stories increase the potential for knowledge-sharing. • By grounding facts in a narrative structure, stories boost the likelihood that learning will take place and be passed on. • By articulating emotional aspects as well as factual content, stories express tacit knowledge, always difficult to convey. … For the story—from Rumpelstiltskin to War and Peace—is one of the basic tools invented by the mind of man, for the purpose of gaining understanding. There have been great societies that did not use the wheel, but there have been no societies that did not tell stories. —Ursula K. Le Guin
  4. 4. Spot The Difference: Version A In our evaluation of a project in Bangladesh, we noted a wide variance in the competence of individual villages to develop sustainable and effective solutions to problems encountered, for example in replacing broken parts or developing low-cost products such as new latrines. The lessons to be learned from this evaluation are that we should: • work against over-dependence on development partners, • note and encourage entrepreneurial approaches to problems, • identify existing and repeatable good practices, • build and strengthen communication between villages to assist cross-fertilization of ideas at the grassroots level.
  5. 5. Spot The Difference: Version B Bangladesh is a really impressive place … in a positive sense. I was in a village last year working in water and sanitation. We were trying to promote the use of improved latrines, but could not produce concrete slabs and rings locally for a low cost. Somebody told me to visit the latrines of a lady in the village, so I went along and said, "Can I see your latrines?" She had made a latrine out of a clay pot with the bottom cut off. Then, with a potter from the area, she developed a small local production of bottomless pots, and they became the latrines. Ingenious. A few weeks later I was in another village and saw a hand pump; it was broken, just a small piece missing. So I said to the villagers, "Why don't you repair your pump?" And they said, "Oh, we just wait for another donor to bring a new pump." So I said, "Why don't you visit the lady in the village over there? She finds ways of getting things done for herself."
  6. 6. What Stories Are Good At • Make abstract concepts meaningful • Help connect people and ideas • Inspire imagination and motivate action • Give breathing space and allow different perspectives to emerge • Create sense, coherence, and meaning • Develop valuable descriptions of the situations in which knowledge is applied and solutions are found • Examine organizational values and culture • Communicate complex messages simply • Operate effectively in networks • Drive change Working with stories is one of the best ways to
  7. 7. Elements of a Good Story Good stories are interesting, unusual, provocative, serious, controversial, surprising, intriguing, or inspiring. They • Respond to demand. • Exploit a specific opportunity. • Include personal and human elements of experience. • Present the point of view of someone who has been directly involved. • Use a variety of narrative patterns for different aims. • Achieve a balance between words from persons and statements from organizations. • Recount a successful intervention. • Describe an unsuccessful intervention. • Provide a solution to both immediate and broader problems. • Play to what is already in people's minds. • Target people with the authority to make decisions and change things.
  8. 8. Thematic Applications If Your Objective Is To Spark action Communicate who you are You Will Need A Story That Describes how a successful change was implemented in the past, but allows listeners to imagine how it might work in their situation Provides audience- engaging drama and reveals some strength or vulnerability from your past In Telling It, You Will Need To Avoid excessive detail that will take the audience's mind off its own challenge Include meaningful details, but also make sure the audience has the time and inclination to hear your story Your Story Will Inspire Such Responses As "Just imagine …"; "What if …" "I didn't know that about him!"; "Now I see what she's driving at."
  9. 9. Thematic Applications If Your Objective Is To Transmit values Foster collaboration You Will Need A Story That Feels familiar to the audience and will prompt discussion about the issues raised by the values being promoted Movingly recounts a situation that listeners have also experienced and that prompts them to share stories about the topic In Telling It, You Will Need To Use believable characters and situations and never forget that the story must be consistent with your own actions Ensure that a set agenda does not squelch the swapping of stories and that you are ready to tap the energy unleashed by the reactions Your Story Will Inspire Such Responses As "That's so right!"; "Why don't we do that all the time?" "That reminds me of the time that I …"; "Hey, I've got a story like that."
  10. 10. Thematic Applications If Your Objective Is To Tame the grapevine Share knowledge You Will Need A Story That Highlights, often through the use of gentle humor, some aspect of a rumor that reveals it to be untrue or unlikely Focuses on mistakes made and shows in some detail how they were corrected, with an explanation of why the solution worked In Telling It, You Will Need To Avoid the temptation to be mean-spirited, and be sure that the rumor is indeed false Solicit alternative—and possibly better— solutions Your Story Will Inspire Such Responses As "No kidding!"; "I'd never thought about it like that before!" "There but for the grace of God …"; "Wow! We'd better watch that from now on."
  11. 11. Thematic Applications If Your Objective Is To Lead people into the future You Will Need A Story That Evokes the future you want to create without providing excessive detail that will only turn out to be wrong In Telling It, You Will Need To Be sure of your storytelling skills (otherwise, use a story in which the past can serve as a springboard to the future) Your Story Will Inspire Such Responses As "When do we start?"; "Let's do it!" The most erroneous stories are those we think we know best—and therefore never scrutinize or question. —Stephen Jay Gould The universe is made of stories, not of atoms. —Muriel Rukeyser
  12. 12. Day-to-Day Applications Storytelling can be a more compelling and effective way to explain reasoning processes, deliver information, and convince others than conventional modes of communications, e.g., electronic mail, reports, formal speeches, etc. In organizations, potential applications of stories include • Oral histories • Team or community-building exercises • Workshop warm-ups • Back-to-office reports • Activity or project reviews • Monitoring and evaluation systems • Recreation
  13. 13. Evaluative Applications In the field of knowledge management and learning, storytelling has found expression through tools such as • Appreciative inquiry • Exit interviews • Learning histories • The Most Significant Change technique • Social reminiscing
  14. 14. Further Reading • ADB. 2008. Conducting Exit Interviews. Manila. www.adb.org/publications/conducting-exit-interviews • ——. 2008. Storytelling. Manila. www.adb.org/publications/storytelling • ——. 2008. Appreciative Inquiry. Manila. www.adb.org/publications/appreciative-inquiry • ——. 2009. The Most Significant Change Technique. Manila. www.adb.org/publications/most-significant-change-technique • ——. 2010. ADB: Reflections and Beyond. Manila. www.adb.org/publications/adb-reflections-and-beyond
  15. 15. Further Reading • ADB. 2010. Building Narrative Capacity at ADB. Manila. www.adb.org/publications/building-narrative-capacity-adb • ——. 2011. On Second Thought. Manila. www.adb.org/publications/second-thought • ——. 2011. Learning Histories. Manila. www.adb.org/publications/learning-histories • ——. 2012. Interactive Stories of Sustainable Development. Manila. www.adb.org/publications/interactive-stories- sustainable-development
  16. 16. Further Reading • ADB. 2012. The Long Reach of Short Tales. Manila. www.scribd.com/doc/102329913/the-long-reach-of-short- tales • Stephen Denning. 2004. Telling Tales. Harvard Business Review. May. • Swiss Agency for Development and Cooperation. 2005. Story Guide: Building Bridges Using Narrative Techniques. Berne.
  17. 17. Video • ADB. 2012. Harvesting Knowledge. Manila. vimeo.com/67185512
  18. 18. Quick Response Codes @ADB @ADB Sustainable Development Timeline @Academia.edu @LinkedIn @ResearchGate @Scholar @SlideShare @Twitter