Practical Storytelling Overview


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This presentation provides an overview of the Practical Storytelling Method, including an introduction to the five main story components and ump starts for story construction.

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Practical Storytelling Overview

  1. 1. Storytelling Overview Benefits and Components
  2. 2. About the Author <ul><li>Dominic R Villari </li></ul><ul><li>Over 14 years ISD </li></ul><ul><li>Created 1,000+ hrs of training </li></ul><ul><li>eLearning, Instructor-led, Manuals </li></ul><ul><li>Corporate, Government, Non-profit and Educational Clients </li></ul><ul><li>Author of the Ginger Bread Man and Practical Storytelling </li></ul><ul><li>MS Communications BU </li></ul><ul><li>BA Communications RU </li></ul>
  3. 3. Storytelling Basics <ul><li>Role of Storytelling </li></ul><ul><li>Stories and Motivation </li></ul><ul><li>Storytelling Application </li></ul>
  4. 4. Role of Storytelling <ul><li>Integral part of human culture </li></ul><ul><li>Shared epic stories </li></ul><ul><li>Mass media </li></ul><ul><li>“Water cooler” talk </li></ul><ul><li>Applied to goals </li></ul>
  5. 5. Advantages of Storytelling <ul><li>Stories are more interesting for you </li></ul><ul><ul><li>Engaging and enjoyable </li></ul></ul><ul><li>Stories provide unique insights </li></ul><ul><ul><li>Different perspective </li></ul></ul><ul><li>Stories break your message out of standard patterns </li></ul><ul><ul><li>Attract attention, more memorable </li></ul></ul>
  6. 6. Storytelling Application <ul><li>Level I - Organizational </li></ul><ul><ul><li>Overall </li></ul></ul><ul><ul><li>Consistency and Guidance </li></ul></ul><ul><li>Level II - Campaign </li></ul><ul><ul><li>Specific Program </li></ul></ul><ul><ul><li>Advertising, Marketing or Training </li></ul></ul><ul><li>Level III - Direct </li></ul><ul><ul><li>One on one, Everyday </li></ul></ul><ul><ul><li>“Pitch” or Information </li></ul></ul>
  7. 7. Story Components <ul><li>Theme </li></ul><ul><li>Audience </li></ul><ul><li>Characters </li></ul><ul><li>Through Line </li></ul><ul><li>Acts and Scenes </li></ul>
  8. 8. Theme <ul><li>What is your theme? </li></ul><ul><ul><li>Main Purpose </li></ul></ul><ul><ul><li>One clear and concise sentences </li></ul></ul><ul><li>Importance </li></ul><ul><ul><li>Provides direction and consistency </li></ul></ul><ul><li>Jump start </li></ul><ul><ul><li>List keywords </li></ul></ul><ul><ul><li>Circle and compile </li></ul></ul>
  9. 9. Theme Examples <ul><li>“ We translate the hopes and dreams of our clients into well-defined, reachable financial goals.” </li></ul><ul><li>“ W e offer the quality, selection and pricing of a large sporting goods dealer with localized, personal service.” </li></ul><ul><li>“ O ur new crossover is designed to keep your family safe during life ’s everyday journeys.” </li></ul>
  10. 10. Characters <ul><li>Who are your characters? </li></ul><ul><ul><li>People or play a part </li></ul></ul><ul><ul><li>Internal or External </li></ul></ul><ul><li>Importance </li></ul><ul><ul><li>Influence your business </li></ul></ul><ul><ul><li>“Collective uniqueness” </li></ul></ul><ul><li>Jump start </li></ul><ul><ul><li>List interactions </li></ul></ul><ul><ul><li>Circle important </li></ul></ul>
  11. 11. Character Examples <ul><li>Immediate </li></ul><ul><ul><li>Employees </li></ul></ul><ul><ul><li>Associates </li></ul></ul><ul><ul><li>Venders </li></ul></ul><ul><ul><li>Suppliers </li></ul></ul><ul><ul><li>Partners </li></ul></ul><ul><li>Relative </li></ul><ul><ul><li>Supporters </li></ul></ul><ul><ul><li>Resources </li></ul></ul><ul><ul><li>Neighbors </li></ul></ul>
  12. 12. Audience <ul><li>Who is your audience? </li></ul><ul><ul><li>Receive your message </li></ul></ul><ul><ul><li>Direct or Indirect </li></ul></ul><ul><li>Importance </li></ul><ul><ul><li>Interpretation v. intention </li></ul></ul><ul><ul><li>Adapt story structure </li></ul></ul><ul><li>Jump Start </li></ul><ul><ul><li>List your direct customers </li></ul></ul><ul><ul><li>List people who influence your customers </li></ul></ul>
  13. 13. Audience Examples <ul><li>Direct </li></ul><ul><ul><li>Current customers </li></ul></ul><ul><ul><li>Prospective customers </li></ul></ul><ul><li>Indirect </li></ul><ul><ul><li>Family and friends </li></ul></ul><ul><ul><li>Media </li></ul></ul><ul><ul><li>Organizations </li></ul></ul><ul><ul><li>General influencers </li></ul></ul>
  14. 14. Through Line <ul><li>What is your Through Line? </li></ul><ul><ul><li>Plot or set of actions </li></ul></ul><ul><ul><li>Tasks or deliverables </li></ul></ul><ul><li>Importance </li></ul><ul><ul><li>Core competencies </li></ul></ul><ul><ul><li>Focus and organization </li></ul></ul><ul><li>Jump Start </li></ul><ul><ul><li>Plot-driven (retail or product) </li></ul></ul><ul><ul><li>Character-driven (professional or service) </li></ul></ul>
  15. 15. Through Line Example <ul><li>“ We ask our clients a series of questions to learn where they would like be and what they would like to be doing over the next 10, 20, 40 years.” </li></ul><ul><li>“ Their answers allow us to develop and implement a long-term plan with milestones and goals.” </li></ul><ul><li>“ We have regular conversations with our clients to discuss progress, current needs and any possible changes to their long-term plans.” </li></ul>
  16. 16. Acts and Scenes <ul><li>What are your acts and scenes? </li></ul><ul><ul><li>Action plan and individual goals </li></ul></ul><ul><ul><li>“Breaking into bits” </li></ul></ul><ul><li>Importance </li></ul><ul><ul><li>Link back to theme </li></ul></ul><ul><ul><li>Deliver complex messages </li></ul></ul><ul><li>Jump Start </li></ul><ul><ul><li>Brainstorm </li></ul></ul><ul><ul><li>Outline </li></ul></ul>
  17. 17. Acts and Scenes Example <ul><li>Pre-Assessment Tool </li></ul><ul><ul><li>Homes, school, business, callings </li></ul></ul><ul><li>Introductory Conversation </li></ul><ul><ul><li>Discuss hopes, dreams and goals </li></ul></ul><ul><li>Initial Financial Plan </li></ul><ul><ul><li>Provide details, check for accuracy </li></ul></ul><ul><li>Plan Implementation </li></ul><ul><ul><li>Maintain investments, follow plan </li></ul></ul><ul><li>Regular Conversations </li></ul><ul><ul><li>Provide updates, check for changes </li></ul></ul>
  18. 18. Next Steps <ul><li>Practical Storytelling Book </li></ul><ul><ul><li>Available at & (book or Kindle) </li></ul></ul><ul><li>Storytelling Webinars </li></ul><ul><ul><li>Storytelling Basics </li></ul></ul><ul><ul><li>Storytelling Practical Examples </li></ul></ul><ul><ul><li>Story Mechanics </li></ul></ul><ul><ul><li>Story Types </li></ul></ul><ul><ul><li>Audience Analysis </li></ul></ul><ul><ul><li>Character Development </li></ul></ul><ul><ul><li>Plot Development </li></ul></ul><ul><ul><li>Story Construction </li></ul></ul><ul><li>Storytelling Workshops </li></ul><ul><ul><li>Story Development </li></ul></ul><ul><ul><li>Practical Storytelling (1/2 Day, Full Day, Two Day) </li></ul></ul><ul><ul><li>Practical Storytelling for Salespeople </li></ul></ul><ul><ul><li>Practical Storytelling for Trainers </li></ul></ul>
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