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GEORGE C. MARSHALL CENTER
College of International Security Studies
Garmisch – Partenkirchen, Germany
LTC ULRICH M. JANSSE...
Lieutenant Colonel Ulrich (“Uli”) M. JANSSEN (DEU Army)
1-Jul-13 2
Operating Environment
 53 winters
 1 daughter (23)
 ...
Introduction to Narratives as Influence Factor
NARRATIVES
Workshop Agenda & Aim
Introduction to Narratives as Influence Factor
 What‟s a narrative?
 The power of a good story
 W...
What’s a Narrative
Dictionary
1. a story or account of events, experiences, or the like, whether
true or fictitious.
2. a ...
Narratives and Stories
Wikipedia
The word "story" may be used as a synonym of "narrative".
It can also be used to refer to...
…worth more than 1000 words
1-Jul-13 7
War
Image
Legitimacy
…telling a story
1-Jul-13 8
…telling a story
1-Jul-13 9
The power of a good story
1-Jul-13 10
UNCLASSIFIED
“For to win one hundred
victories in one hundred
battles is not the acm...
Narratives in modern context
 Narrating stories / listening takes time
 A picture is worth more than thousand words
 Fa...
The brutal simplicity of thought
 Six fundamental principles for SUCCESs-ful
messaging
 Simple
 Unexpected
 Concrete
...
1-Jul-13 13
CAPABILITIES
DO
Motivation… based on perceived legitimacy
1-Jul-13 14
UNDERSTANDING
WILL
Information
Knowledge
Attitudes
V...
Perception of Legitimacy
1-Jul-13 15
1-Jul-13 16
Legitimacy
1-Jul-13 17
Story Story Story
Archetypes Forms
Standard patterns on which
stories may be based, defining
typical characters, actions,
...
Constructing a narrative
(1) Rich Pictures
1-Jul-13 19
1-Jul-13 20
Constructing a narrative
(2) Mindmap: “Ensuring C5”
Master Narrative / Branding Model
1-Jul-13 21
© Braithwaite Communications
An example
1-Jul-13 22
Individual,
Group, National
Narratives
Guidance,
Strategy &
Plans
Coalition
Narrative
Mandate
Coalition building
Developin...
Narrative Applications… fit the purpose
1-Jul-13 24
29th Organisational Development World Congress, Pretoria, 2009
Building narratives in the military context
1-Jul-13 25
Grand Strategy
Institutional (NATO’s) Narrative
Theatre 2 Narrativ...
Stakeholder Analysis
1-Jul-13 26
8 different stakeholder groups:
1. Dormant stakeholders (Power,
no legitimacy and no urge...
Ingredients of the NATO Narrative
1-Jul-13 27
Our history
Common values
and beliefs
Our vision, mission,
aims, objectives
...
NATO’s Narrative
The Washington Treaty
“Keep the Germans down, the Americans in, and the Russians
out.” (Lord Ismay, 4 Apr...
Narrative Arc … to be consistent
1-Jul-13 29
Prof Steven R. Corman
CSC – Center for Strategic Communication
1-Jul-13 30
What’s the story?
Conflict Desire Satisfaction
1-Jul-13 31
1-Jul-13 32
Hamas party rally in Gaza City Mahmud Hams, AFP/Getty, 2005
Narrative Building Elements
Guiding Strategy and Vision
 Common values and beliefs … coalition building
 Projection of y...
Telling our story  listening to their stories
1-Jul-13 34
1-Jul-13 35
Taken from: Steven R. Corman: Narrating the Exit from Afghanistan
Final Reading Recommendations
1-Jul-13 36
Introduction to Narratives as Influence Factor
NARRATIVES
Table Discussions / Practical Exercise
Common to all: The situation
 Re-deployment of NATO forces from AFG
 Enduring com...
Table Discussions
Audiences
 Table 1: The people in European troop contributing nations
 Table 2: The Afghan Government ...
1-Jul-13 40
“If you don’t
engage with others,
others will not
engage with you.”
Maria-Rosa Moroso, Information Analyst, NC...
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Narrative Workshop June 2013

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  1. 1. GEORGE C. MARSHALL CENTER College of International Security Studies Garmisch – Partenkirchen, Germany LTC ULRICH M. JANSSEN Email: ulrich.janssen@marshallcenter.org LinkedIn: Ulrich Janßen Twitter: @UliJanOgau Phone: +49-8821-750-2658
  2. 2. Lieutenant Colonel Ulrich (“Uli”) M. JANSSEN (DEU Army) 1-Jul-13 2 Operating Environment  53 winters  1 daughter (23)  Engaged  Rhineland  Oberammergau Education  Hamburg University, Masters in Economics  Graduate of George C. Marshall European Center for Security Studies, PASS 08-7  Information Operations Post-Graduate Course in GBR  Strategic Communications Master Class, University of Cambridge > 32 years of military service  Command functions  Staff functions  Training & Education Next to Military  Sports  Reading  Good food, red wine Last appointments:  5 years Arms Control & Verification  CFE-Treaty, Vienna Document, Dayton Peace Agreement  4 years JFC Brunssum  J5/9 Joint Plans - Force Planning  J2/CI - INFOSEC  2 years structure / PE review  4 years Joint Info Ops Branch  Concept Development, Plans, Requirements, Education, Training & Exercise  1993-2007 supporting speaker  various courses  Mar 2008 Course Director / Instructor  CD EW, INFO OPS, PSYOPS, STRATCOM  Instructor OPC, EW, PAO, CIMIC, CM, Orientation Courses  Lecturer BDCOL, DEU General Staff College, UK NDA / Cranfield University, AUT NDA, SWE NDC, BGR NDA, George C. Marshall Center  International conferences  June 2013  George C. Marshall Center
  3. 3. Introduction to Narratives as Influence Factor NARRATIVES
  4. 4. Workshop Agenda & Aim Introduction to Narratives as Influence Factor  What‟s a narrative?  The power of a good story  War, image and legitimacy  Narratives in modern context  Constructing a narrative  Narratives in the military context Practical exercise 1-Jul-13 4
  5. 5. What’s a Narrative Dictionary 1. a story or account of events, experiences, or the like, whether true or fictitious. 2. a book, literary work, etc., containing such a story. 3. the art, technique, or process of narrating stories.  “Somerset Maugham was a master of narrative.” Wikipedia A narrative is a constructive format (…) that describes a sequence of non-fictional or fictional events. The word derives from the Latin verb narrare, "to tell", and is related to the adjective gnarus, "knowing" or "skilled“ 1-Jul-13 5
  6. 6. Narratives and Stories Wikipedia The word "story" may be used as a synonym of "narrative". It can also be used to refer to the sequence of events described in a (larger) narrative.  The history of NATO … an (institutional) narrative  The story of my life … my (individual) narrative  What had happened to them … Their narrative A narrative might be told by a character within a larger narrative.  What a story tells … how a story is told – Robinson Crusoe, Perry Rhodan, Mr. Bean  Never underestimate the power of a good story! Heath Brothers: Made to Stick  Stories make people act! 1-Jul-13 6
  7. 7. …worth more than 1000 words 1-Jul-13 7 War Image Legitimacy
  8. 8. …telling a story 1-Jul-13 8
  9. 9. …telling a story 1-Jul-13 9
  10. 10. The power of a good story 1-Jul-13 10 UNCLASSIFIED “For to win one hundred victories in one hundred battles is not the acme of skill. To subdue the enemy without fighting is the acme of skill.”
  11. 11. Narratives in modern context  Narrating stories / listening takes time  A picture is worth more than thousand words  Facts & figures speak for themselves  KISS  Commanders, Planners, Units crash too often. 1-Jul-13 11 UNCLASSIFIED
  12. 12. The brutal simplicity of thought  Six fundamental principles for SUCCESs-ful messaging  Simple  Unexpected  Concrete  Credible  Emotional  Stories  Building a better airline, not just a bigger one.  Communication demands 1-Jul-13 12  Fit the purpose (vision / end-state)  Help … to crash less often  By better considering people’s perceptions, motivations and behaviour They’ve got the watches, we’ve got the time! You’re out – we’re in!
  13. 13. 1-Jul-13 13
  14. 14. CAPABILITIES DO Motivation… based on perceived legitimacy 1-Jul-13 14 UNDERSTANDING WILL Information Knowledge Attitudes Values Norms Beliefs Culture Traditions Action Behaviour Adapted from Jeff French: Strategic Social Marketing Tools Means Technology Organization Social consequences Otherinfluencingfactors
  15. 15. Perception of Legitimacy 1-Jul-13 15
  16. 16. 1-Jul-13 16
  17. 17. Legitimacy 1-Jul-13 17
  18. 18. Story Story Story Archetypes Forms Standard patterns on which stories may be based, defining typical characters, actions, sequences Standard characters expected in stories, with given motives and in particular situations Constructing a narrative 1-Jul-13 18
  19. 19. Constructing a narrative (1) Rich Pictures 1-Jul-13 19
  20. 20. 1-Jul-13 20 Constructing a narrative (2) Mindmap: “Ensuring C5”
  21. 21. Master Narrative / Branding Model 1-Jul-13 21 © Braithwaite Communications
  22. 22. An example 1-Jul-13 22
  23. 23. Individual, Group, National Narratives Guidance, Strategy & Plans Coalition Narrative Mandate Coalition building Developing a coalition narrative 1-Jul-13 23
  24. 24. Narrative Applications… fit the purpose 1-Jul-13 24 29th Organisational Development World Congress, Pretoria, 2009
  25. 25. Building narratives in the military context 1-Jul-13 25 Grand Strategy Institutional (NATO’s) Narrative Theatre 2 Narrative support support inform inform StoriesMotive Motive action/events actions/events Stories Stakeholder & Audience Analysis Theatre Strategies Theatre 1 Narrative C2(t) © MNIOE 2013
  26. 26. Stakeholder Analysis 1-Jul-13 26 8 different stakeholder groups: 1. Dormant stakeholders (Power, no legitimacy and no urgency) 2. Discretionary stakeholders (Legitimacy, but no power and no urgency) 3. Demanding stakeholders (Urgency, but no legitimacy and no power) 4. Dominant stakeholders (Power and legitimacy, but no urgency) 5. Dangerous stakeholders (Power and urgency, but no legitimacy) 6. Dependent stakeholders (Legitimacy and urgency, but no power) 7. Definite stakeholders (Power, legitimacy and urgency) 8. Nonstakeholders (No power, no legitimacy and no urgency)http://dev.change-management-toolbook.com/mod/book/view.php?id=74 http://dev.change-management-toolbook.com/mod/book/print.php?id=74&chapterid=68
  27. 27. Ingredients of the NATO Narrative 1-Jul-13 27 Our history Common values and beliefs Our vision, mission, aims, objectives Policy Doctrine Plans Concepts Organization Responsibilities
  28. 28. NATO’s Narrative The Washington Treaty “Keep the Germans down, the Americans in, and the Russians out.” (Lord Ismay, 4 Apr 1949)  Collective Defence  Shared responsibility for security  Burden sharing  Strengthen the transatlantic link Strategic Concept 2010  Active Engagement, Modern Defence NATO Summit, Chicago, May 2012 5 declarations  Partnership  Smart Defence & Development of Defence Capabilities  Countering Terrorism  Commitment in AFG post 2014 Mission specific 1-Jul-13 28
  29. 29. Narrative Arc … to be consistent 1-Jul-13 29 Prof Steven R. Corman CSC – Center for Strategic Communication
  30. 30. 1-Jul-13 30 What’s the story? Conflict Desire Satisfaction
  31. 31. 1-Jul-13 31
  32. 32. 1-Jul-13 32 Hamas party rally in Gaza City Mahmud Hams, AFP/Getty, 2005
  33. 33. Narrative Building Elements Guiding Strategy and Vision  Common values and beliefs … coalition building  Projection of your story into the future … trajectory Meme … a sticky message  Prioritize, remember, agree  story-telling enablers to make people care and motivate to act Stories that link the strategic vision to a particular audience (stakeholders)  A common issue… common desire  Joint activities … stories  „official‟ story, „core‟ story (Adam & Eve) vs. „individual‟ stories  “Using the local narrative rather than countering it!” (Tony Quinlan, Founder & CEO Narrate Ltd, UK) 1-Jul-13 33
  34. 34. Telling our story  listening to their stories 1-Jul-13 34
  35. 35. 1-Jul-13 35 Taken from: Steven R. Corman: Narrating the Exit from Afghanistan
  36. 36. Final Reading Recommendations 1-Jul-13 36
  37. 37. Introduction to Narratives as Influence Factor NARRATIVES
  38. 38. Table Discussions / Practical Exercise Common to all: The situation  Re-deployment of NATO forces from AFG  Enduring commitment to AFG security beyond 2014  Pick-up points – Strategic Concept 2010 “Active Engagement, Modern Defence” – Chicago Summit 2012 Declaration on enduring commitment in AFG post 2014 Different: The Perspectives / Audiences 1-Jul-13 38
  39. 39. Table Discussions Audiences  Table 1: The people in European troop contributing nations  Table 2: The Afghan Government and Key Afghan Leaders  Table 3: Taleban Senior Leaders  Table 4: Local Afghan populace Mission/task: Discuss narrative building elements Backbrief @ time (3-5 mins per table) on  Audience(s) / stakeholders  Your group‟s sticky core message  Key themes  Supporting story lines (bullets, rich picture, mindmap)  Activities / events supporting the narrative 1-Jul-13 39
  40. 40. 1-Jul-13 40 “If you don’t engage with others, others will not engage with you.” Maria-Rosa Moroso, Information Analyst, NCIA
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