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Influence throughstorytelling                          Joyce Hostyn    Senior Director, Experience Design                 ...
amount of evidence of       sabotage or treasonagainst Japanese-American                   citizens
The very fact that no sabotage has taken   place is a disturbing and confirmingindication that such action will be taken. ...
problem with facts       power of storyusing story to effect change
but before I start, I have a   confession to make
I’m not a natural born      storyteller
can’t draw
BUT
I believe powerfully
in the power of story
in visual thinking
I have never given a singlepresentation on “why we need  to do experience design”
have never bothered cost    justifying usability
nevertheless
I’ve built successful experience           design teams
and I’m on a mission to effectchange through storytelling &           design
What I’ve learnedfrom my experience
You can use stories
and visual thinking
to influence people
and effect change
A health worker in Zambia, wasstruggling to find a solution for treatingmalaria. In this tiny and remote ruraltown, the he...
What I’ll cover Three brain theory Some basics of storytelling The art of possibility
but first
Draw your life                  2 wants                   (hopes for                     future)                   4 you  ...
three brain    theory
we need to rethink a few     assumptions
the assumptions beingOur model of the world is realityWe are aware of what we doWe know why we do what we doWe remember th...
in other words, ourassumption that people are        rational
recent brain research       tells us   unconscious mind controls up to 95% of behavior
We have three brains
unconsciousmind controls      95% of   behaviour
Lizard brain
fight flightfreeze
can’t distinguishimagined reality from      actuality
Is itsafe?
Mammal brain               emotions               memories                 habits
tacit or embodied (know-how)
confidence is built on the experience of                                 success
When we leap to a decision or have ahunch, our unconscious is... sifting    through the situation in front of us,throwing ...
Human brainreasonsrationalizes
becameprized duringage ofenlightenment
explicit or theoretical                     (know-why)10 steps for organizational change          4 components for a balan...
mammal brain makes    decisions
human brain rationalizes        them
we buy on emotion and justify          with fact
They come to act             like rewards, and salad of      the rest of theperfectly    brain adapts itself  grilled     ...
logic       emotions,  memories, habits
We think ourmodels of the worldare reality
Meet Harry         example from Roger Martin, The Opposable Mind
Bill
Sally
I really like Innovate  Corporation. It’s been an innovative   leader for a long      time. But I’m     coming under incre...
Customers value                   leadership and                     innovation.Customers arefeeling intense cost pressure.
Customers will                  stick with us if we                      continue to                 innovate and lead.Cus...
Innovation and                leadership are the                    most critical                avenues to pursue.We’ve g...
I really like Innovate  Corporation. It’s been an innovative   leader for a long      time. But I’m     coming under incre...
"A way ofseeing is also a    way of not       seeing."        Kenneth Burke
We often dont    see what’s   before our         eyes.  We see our   concept of  what reality  should be…   …what weexpect...
our reality illusion is in         place
and our experiences will tend to reinforce our     initial stance
as we weave thoseexperiences into the story that already exists in our           minds
Rarely pausing to consciouslyinspect the state & activity ofour unconscious mind
we makesense of the      world    through     stories
story is the emotional     experience
the insight, the wisdom, the thing one has come to say
Just the facts,mam
Too often communicating like this • 981 people died in alcohol-related crashes in 2000 • Out of 420 pedestrian fatalities,...
Expecting listeners to accept the facts  Everyone knows the   media exaggerates                You pulled those           ...
Instead of telling stories                     http://www.texasdwi.org/jacqui.html
Facts aremeaningless  without a contextual      story
War is evil. It’s always evil. It represents a massive human failure and never truly             resolves anything.
Evil exists in the world.If left unchecked, it can spread like a deadly                   disease.
.    AP     AP
We are all capable of believing things which weknow to be untrue, and then, when we are finally proved wrong, impudently  ...
Facts are, "likefish in theOcean," that wemay only happento catch a few,only anindication ofwhat is belowthe surface.E. H....
Fact is notdialog
Faced with the choice between changing ones mind and proving theres no needto do so, almost everyone gets busy on the     ...
using facts kicks           in the   confirmation             bias
People dont need new facts.They need a new           story.       Annette Simmons        The Story Factor
three aspects of story Listening Thinking Telling
Listening forstories
WHOis your who?
Conversations at the water cooler
use the 5 whys to get to       the real story
Collect and capture stories
Using emotional words   frustrated elated angry exhausted awed timid disappointed   kindness honored   stressed excited jo...
Practice empathy, seek to understandfirst, and assume the best motives inothers
Who needs to change? Map their current ecosystem    Wants    Motivators    Influencers    Environment/context Tell a story...
learn to see                  the               stories               around                  you
Thinking withstories
http://www.reason.com/images/07cf533ddb1d06350cf1ddb5942ef5ad.jpg
use stories              to think
Telling stories
Draw a timeline of  •   Key dates  •   Incidents  •   Experiences that shaped you  •   Trials and turning points that test...
OMG new mom,                       new city, no job                        China                 not a             boss fr...
six story types       Whoever Tells the Best Story Wins, Annette Simmons
People prefer not totrust you
ambitious, greedy,inexperienced, dumb
who I ambreak through the worst case stories they tell           themselves about you        with a story that builds fait...
Mine your timeline for stories                    HavenTree                       OMG pregnant,                       new ...
why I am here   exposes what’s in it for youor people tend to make up ‘rat’ reasons
teaching           combine what with howless about what you want than how you want it done       “What would <insert perso...
vision         what’s in it for themso they can imagine the payoff in the future
values in action       about doing the right thingvalues create culture and culture creates values
I know what you’re thinking  we don’t come into a room with open minds, we already       have a narrative in our head: “th...
good stories      create an experience in       images that evokes an         emotional response
Cartersconfidence,energy andintenselyemotionaldelivery makeher talksthemselves aforce of natureGuy Kawasaki on            ...
To provide food forher family, Sufiyaworked all day in hermuddy yard makingbamboo stools.Yetsomehow her hardwork was unabl...
authenticity
hope
emotionalconnection
visual
stories     let gut feeling         talk to gut             feeling
if what we see is arepresentation of reality
stories are one of the most effective ways in which wecommunicate our view of   reality to others
transporting people to differentpoints of view              reframing what facts                      mean to them
tell stories                    to               connect
People dont believe what you                 tell them   They rarely believe what you show themThey often believe what the...
we     are allstorytellers
Who needs to change? Create a story that speaks to the person you want to change
battle betweentwo wolves
the one you feed
which one are you     feeding?
what storiesare you telling   to yourself,        about     yourself?
Be careful how you interpret the world; it               is like that.                          Erich Heller, British phil...
What’s the biggestthing stopping youfrom effectingchange?
NOT other people
A hint
fear of   judgment
fear of   failure
preoccupation with   status
fear of   uncertainty
aversion to   unpredictability
fear of   choosing
All of us construct narratives about ourselves – where we’ve come from,where we’re going. The kinds of stories we tell mak...
To effect change
you need to take charge of       your story
because it’s the only story you   truly have control over
the art ofpossibility     The most important story you will ever tell              author your own     about yourself is t...
To be authentic is literally to be      yourown author... to discover your nativeenergies and desires, and then find your ...
http://webzoom.freewebs.com/padmeleiajaina/Wallpapers/Luke%20Wallpaper2%20copy.jpg
Kathy Sierrahttp://headrush.typepad.com/creating_passionate_users/2005/02/the_users_journ.html
emotion &imagination canrewire ourbrains
from victim (acted on)
they would never let                  us
nobody around here  could ever do that
there’s no point in        even trying
that’s not possible
to hero (actor)
I will
I can’t
I believe
I choose
I choose not
I have a  dream  Martin Luther        King Jr.
Everyone thinks ofchanging the world,but no one thinksof changing himself.Leo Tolstoy
If you keep doingwhat you’vealways done…    The most important story you will ever tell    about yourself is the story you...
based on assumptions
the bedrock of your     worldview
that you’re not aware you’re           making
you have no control over your            story
Are your beliefs and values helping takeyour story where you   Beliefs and values are not inherited or coded in   the gene...
As long as you’re making     assumptions…
why not make assumptionsthat make you more powerful        and effective
knowing
who you are
what you want to do
what you believe in
what you aspire to
Invent yourfuture reality
Expand your WANTS into avision of your future reality   • Keywords of desired future or change you     want to implement  ...
Paint a vivid picture of your                 future story
rich with emotion & visuals
tell your future story to         others
create a new language
visiongap      reality
To get   you to do things, youre got to create a purpose        and a story socompelling that you are moved to make those ...
gives you
courage
focus
energy
and you WILL effect  change if you
believe it
are authentic
persistent
and live it
learn to see
The real     voyage of     discoveryconsists not in   making newlandscapes but in having new          eyes.      Marcel Pr...
yourself
others
the whole system
seek to understand
the language that binds you
how the situation occurs to      you & others
stories you tell yourself
stories you tell others
stories you tell ABOUT         others
EMBRACE the dark side
not being picked a captain of     the school patrol
boss from hell
discovering I’m not a key       employee
start tellingstories
be yourself
with passion
using stories
to effect change
in yourself
your organization
your community
the world
because it’s all     invented
Influencethroughstorytelling 090307153427-phpapp01
Influencethroughstorytelling 090307153427-phpapp01
Influencethroughstorytelling 090307153427-phpapp01
Influencethroughstorytelling 090307153427-phpapp01
Influencethroughstorytelling 090307153427-phpapp01
Influencethroughstorytelling 090307153427-phpapp01
Influencethroughstorytelling 090307153427-phpapp01
Influencethroughstorytelling 090307153427-phpapp01
Influencethroughstorytelling 090307153427-phpapp01
Influencethroughstorytelling 090307153427-phpapp01
Influencethroughstorytelling 090307153427-phpapp01
Influencethroughstorytelling 090307153427-phpapp01
Influencethroughstorytelling 090307153427-phpapp01
Influencethroughstorytelling 090307153427-phpapp01
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Transcript of "Influencethroughstorytelling 090307153427-phpapp01"

  1. 1. Influence throughstorytelling Joyce Hostyn Senior Director, Experience Design Open Text
  2. 2. amount of evidence of sabotage or treasonagainst Japanese-American citizens
  3. 3. The very fact that no sabotage has taken place is a disturbing and confirmingindication that such action will be taken. General John DeWitt,WWII
  4. 4. problem with facts power of storyusing story to effect change
  5. 5. but before I start, I have a confession to make
  6. 6. I’m not a natural born storyteller
  7. 7. can’t draw
  8. 8. BUT
  9. 9. I believe powerfully
  10. 10. in the power of story
  11. 11. in visual thinking
  12. 12. I have never given a singlepresentation on “why we need to do experience design”
  13. 13. have never bothered cost justifying usability
  14. 14. nevertheless
  15. 15. I’ve built successful experience design teams
  16. 16. and I’m on a mission to effectchange through storytelling & design
  17. 17. What I’ve learnedfrom my experience
  18. 18. You can use stories
  19. 19. and visual thinking
  20. 20. to influence people
  21. 21. and effect change
  22. 22. A health worker in Zambia, wasstruggling to find a solution for treatingmalaria. In this tiny and remote ruraltown, the health worker logged on tothe Web site of the U.S.’s Center forDisease Control and Prevention andgot an answer. [The World Bank]doesn’t have its know-how andexpertise organized so that someonelike the health worker in Zambia canhave access to it.But just imagineif it did Stephen Denning
  23. 23. What I’ll cover Three brain theory Some basics of storytelling The art of possibility
  24. 24. but first
  25. 25. Draw your life 2 wants (hopes for future) 4 you (reactions to idea of engaging people people) current 3(important 1 reality to your (parts that life) stand out)
  26. 26. three brain theory
  27. 27. we need to rethink a few assumptions
  28. 28. the assumptions beingOur model of the world is realityWe are aware of what we doWe know why we do what we doWe remember things as they reallyhappened
  29. 29. in other words, ourassumption that people are rational
  30. 30. recent brain research tells us unconscious mind controls up to 95% of behavior
  31. 31. We have three brains
  32. 32. unconsciousmind controls 95% of behaviour
  33. 33. Lizard brain
  34. 34. fight flightfreeze
  35. 35. can’t distinguishimagined reality from actuality
  36. 36. Is itsafe?
  37. 37. Mammal brain emotions memories habits
  38. 38. tacit or embodied (know-how)
  39. 39. confidence is built on the experience of success
  40. 40. When we leap to a decision or have ahunch, our unconscious is... sifting through the situation in front of us,throwing out all that is irrelevant while we zero in on what really matters. Malcom Gladwell, Blink
  41. 41. Human brainreasonsrationalizes
  42. 42. becameprized duringage ofenlightenment
  43. 43. explicit or theoretical (know-why)10 steps for organizational change 4 components for a balanced scorecard
  44. 44. mammal brain makes decisions
  45. 45. human brain rationalizes them
  46. 46. we buy on emotion and justify with fact
  47. 47. They come to act like rewards, and salad of the rest of theperfectly brain adapts itself grilled to predict andwoodsy-woodsy- acquire them… It’sflavored a proxy for thecalamari reward to come. Read Montague Why Choose This Book?
  48. 48. logic emotions, memories, habits
  49. 49. We think ourmodels of the worldare reality
  50. 50. Meet Harry example from Roger Martin, The Opposable Mind
  51. 51. Bill
  52. 52. Sally
  53. 53. I really like Innovate Corporation. It’s been an innovative leader for a long time. But I’m coming under increasing pressure and have to make trade-offs.
  54. 54. Customers value leadership and innovation.Customers arefeeling intense cost pressure.
  55. 55. Customers will stick with us if we continue to innovate and lead.Customers will migrate awayfrom us due to cost concerns and our pricing.
  56. 56. Innovation and leadership are the most critical avenues to pursue.We’ve got toget our costsdown so wecan be pricecompetitive.
  57. 57. I really like Innovate Corporation. It’s been an innovative leader for a long time. But I’m coming under increasing pressure and have to make trade-offs.
  58. 58. "A way ofseeing is also a way of not seeing." Kenneth Burke
  59. 59. We often dont see what’s before our eyes. We see our concept of what reality should be… …what weexpect to see.
  60. 60. our reality illusion is in place
  61. 61. and our experiences will tend to reinforce our initial stance
  62. 62. as we weave thoseexperiences into the story that already exists in our minds
  63. 63. Rarely pausing to consciouslyinspect the state & activity ofour unconscious mind
  64. 64. we makesense of the world through stories
  65. 65. story is the emotional experience
  66. 66. the insight, the wisdom, the thing one has come to say
  67. 67. Just the facts,mam
  68. 68. Too often communicating like this • 981 people died in alcohol-related crashes in 2000 • Out of 420 pedestrian fatalities, 38 per cent of those tested for alcohol had been drinking, and most of these had BACs over 0.08. • Almost nine out of every 10 people killed in alcohol- related collisions (87.4 per cent) were in or on the drinking drivers vehicle (i.e. drivers/operators or passengers). • Almost nine out of every 10 drivers killed in alcohol- related collisions (87.5 per cent) were male. • Over half (56 per cent) of the drivers killed in single- vehicle crashes tested positive for alcohol, compared to only 20 per cent of those killed in multiple-vehicle crashes.
  69. 69. Expecting listeners to accept the facts Everyone knows the media exaggerates You pulled those numbers out of thin air That’s actually not a lot
  70. 70. Instead of telling stories http://www.texasdwi.org/jacqui.html
  71. 71. Facts aremeaningless without a contextual story
  72. 72. War is evil. It’s always evil. It represents a massive human failure and never truly resolves anything.
  73. 73. Evil exists in the world.If left unchecked, it can spread like a deadly disease.
  74. 74. . AP AP
  75. 75. We are all capable of believing things which weknow to be untrue, and then, when we are finally proved wrong, impudently twisting the facts so as to show that wewere right. Intellectually, it is possible to carry on this process for an indefinite time: the only check on it is that sooner or later a false belief bumps up against solid reality, usually on a battlefield. George Orwell
  76. 76. Facts are, "likefish in theOcean," that wemay only happento catch a few,only anindication ofwhat is belowthe surface.E. H. CarrWhat is History?
  77. 77. Fact is notdialog
  78. 78. Faced with the choice between changing ones mind and proving theres no needto do so, almost everyone gets busy on the proof. John Kenneth Galbraith
  79. 79. using facts kicks in the confirmation bias
  80. 80. People dont need new facts.They need a new story. Annette Simmons The Story Factor
  81. 81. three aspects of story Listening Thinking Telling
  82. 82. Listening forstories
  83. 83. WHOis your who?
  84. 84. Conversations at the water cooler
  85. 85. use the 5 whys to get to the real story
  86. 86. Collect and capture stories
  87. 87. Using emotional words frustrated elated angry exhausted awed timid disappointed kindness honored stressed excited joyous confident nervous depressed fearful shocked friendship hopeful relaxed proud despondent courageous accepted disgusted embarrassed amused happy jealous close pity remorse sad surprise worried unhappy respect appreciated distant
  88. 88. Practice empathy, seek to understandfirst, and assume the best motives inothers
  89. 89. Who needs to change? Map their current ecosystem Wants Motivators Influencers Environment/context Tell a story of why they don’t want to change from their perspective
  90. 90. learn to see the stories around you
  91. 91. Thinking withstories
  92. 92. http://www.reason.com/images/07cf533ddb1d06350cf1ddb5942ef5ad.jpg
  93. 93. use stories to think
  94. 94. Telling stories
  95. 95. Draw a timeline of • Key dates • Incidents • Experiences that shaped you • Trials and turning points that tested you • Stories of childhood, family, school, loves • Development of political views
  96. 96. OMG new mom, new city, no job China not a boss from acquired trip nephew 1962 nurse hell (again) arrives Joan farm bound garden passed over Sasha not a key Disney new new boss prof from (again)school patrol hell arrives employee pitch boss
  97. 97. six story types Whoever Tells the Best Story Wins, Annette Simmons
  98. 98. People prefer not totrust you
  99. 99. ambitious, greedy,inexperienced, dumb
  100. 100. who I ambreak through the worst case stories they tell themselves about you with a story that builds faith in you
  101. 101. Mine your timeline for stories HavenTree OMG pregnant, new city, no job not a boss from acquired again nephew 1962 nurse hell arrives Joan farm bound garden passed over Sasha Disney boss laid prof from not a key China offschool patrol hell arrives employee pitch trip
  102. 102. why I am here exposes what’s in it for youor people tend to make up ‘rat’ reasons
  103. 103. teaching combine what with howless about what you want than how you want it done “What would <insert person here> do?”
  104. 104. vision what’s in it for themso they can imagine the payoff in the future
  105. 105. values in action about doing the right thingvalues create culture and culture creates values
  106. 106. I know what you’re thinking we don’t come into a room with open minds, we already have a narrative in our head: “this is bullshit” brings an issue into the open and reframes it “I felt exactly the way you feel now”
  107. 107. good stories create an experience in images that evokes an emotional response
  108. 108. Cartersconfidence,energy andintenselyemotionaldelivery makeher talksthemselves aforce of natureGuy Kawasaki on passionMajora Carter’s TED talk
  109. 109. To provide food forher family, Sufiyaworked all day in hermuddy yard makingbamboo stools.Yetsomehow her hardwork was unable tolife her family out ofpoverty. Why? curiosityMuhammad Yunuspioneer of the microcreditmovement
  110. 110. authenticity
  111. 111. hope
  112. 112. emotionalconnection
  113. 113. visual
  114. 114. stories let gut feeling talk to gut feeling
  115. 115. if what we see is arepresentation of reality
  116. 116. stories are one of the most effective ways in which wecommunicate our view of reality to others
  117. 117. transporting people to differentpoints of view reframing what facts mean to them
  118. 118. tell stories to connect
  119. 119. People dont believe what you tell them They rarely believe what you show themThey often believe what their friends tell them They always believe what they tell themselvesWhat leaders do: they give people stories they can tell themselves Stories about the future and about change Seth Godin,Tribes
  120. 120. we are allstorytellers
  121. 121. Who needs to change? Create a story that speaks to the person you want to change
  122. 122. battle betweentwo wolves
  123. 123. the one you feed
  124. 124. which one are you feeding?
  125. 125. what storiesare you telling to yourself, about yourself?
  126. 126. Be careful how you interpret the world; it is like that. Erich Heller, British philosopher
  127. 127. What’s the biggestthing stopping youfrom effectingchange?
  128. 128. NOT other people
  129. 129. A hint
  130. 130. fear of judgment
  131. 131. fear of failure
  132. 132. preoccupation with status
  133. 133. fear of uncertainty
  134. 134. aversion to unpredictability
  135. 135. fear of choosing
  136. 136. All of us construct narratives about ourselves – where we’ve come from,where we’re going. The kinds of stories we tell make an enormous difference in how well we cope with change. Hermina Ibarra and Kent Lineback,What’s Your Story?
  137. 137. To effect change
  138. 138. you need to take charge of your story
  139. 139. because it’s the only story you truly have control over
  140. 140. the art ofpossibility The most important story you will ever tell author your own about yourself is the story you tell to yourself. hero’s journey
  141. 141. To be authentic is literally to be yourown author... to discover your nativeenergies and desires, and then find your way of acting on them. Warren Bennis, An Invented Life
  142. 142. http://webzoom.freewebs.com/padmeleiajaina/Wallpapers/Luke%20Wallpaper2%20copy.jpg
  143. 143. Kathy Sierrahttp://headrush.typepad.com/creating_passionate_users/2005/02/the_users_journ.html
  144. 144. emotion &imagination canrewire ourbrains
  145. 145. from victim (acted on)
  146. 146. they would never let us
  147. 147. nobody around here could ever do that
  148. 148. there’s no point in even trying
  149. 149. that’s not possible
  150. 150. to hero (actor)
  151. 151. I will
  152. 152. I can’t
  153. 153. I believe
  154. 154. I choose
  155. 155. I choose not
  156. 156. I have a dream Martin Luther King Jr.
  157. 157. Everyone thinks ofchanging the world,but no one thinksof changing himself.Leo Tolstoy
  158. 158. If you keep doingwhat you’vealways done… The most important story you will ever tell about yourself is the story you tell to yourself.
  159. 159. based on assumptions
  160. 160. the bedrock of your worldview
  161. 161. that you’re not aware you’re making
  162. 162. you have no control over your story
  163. 163. Are your beliefs and values helping takeyour story where you Beliefs and values are not inherited or coded in the genes. They are assumptions about life. want to go?
  164. 164. As long as you’re making assumptions…
  165. 165. why not make assumptionsthat make you more powerful and effective
  166. 166. knowing
  167. 167. who you are
  168. 168. what you want to do
  169. 169. what you believe in
  170. 170. what you aspire to
  171. 171. Invent yourfuture reality
  172. 172. Expand your WANTS into avision of your future reality • Keywords of desired future or change you want to implement • Elements • Language • Results • Influencers
  173. 173. Paint a vivid picture of your future story
  174. 174. rich with emotion & visuals
  175. 175. tell your future story to others
  176. 176. create a new language
  177. 177. visiongap reality
  178. 178. To get you to do things, youre got to create a purpose and a story socompelling that you are moved to make those corrections in your life, and make them for good. Geoffrey M. Bellman Getting Things Done When You Are Not in Charge
  179. 179. gives you
  180. 180. courage
  181. 181. focus
  182. 182. energy
  183. 183. and you WILL effect change if you
  184. 184. believe it
  185. 185. are authentic
  186. 186. persistent
  187. 187. and live it
  188. 188. learn to see
  189. 189. The real voyage of discoveryconsists not in making newlandscapes but in having new eyes. Marcel Proust
  190. 190. yourself
  191. 191. others
  192. 192. the whole system
  193. 193. seek to understand
  194. 194. the language that binds you
  195. 195. how the situation occurs to you & others
  196. 196. stories you tell yourself
  197. 197. stories you tell others
  198. 198. stories you tell ABOUT others
  199. 199. EMBRACE the dark side
  200. 200. not being picked a captain of the school patrol
  201. 201. boss from hell
  202. 202. discovering I’m not a key employee
  203. 203. start tellingstories
  204. 204. be yourself
  205. 205. with passion
  206. 206. using stories
  207. 207. to effect change
  208. 208. in yourself
  209. 209. your organization
  210. 210. your community
  211. 211. the world
  212. 212. because it’s all invented
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