Release the Stories
in Your Organization

Robert Stjernström
0

© Acando AB

2009-11-11
Let me introduce you to YOU

© Acando AB
YOU were born some years ago

© Acando AB
like everyone else – YOU have
your ORIGIN

© Acando AB
YOUR stories

© Acando AB
YOUR stories

Joy

range from
here

100
90
80
70

60
50
40
30
20
10
0

Age

© Acando AB
YOUR stories

Joy
100

to here

90
80
70

60
50
40
30
20
10
0

Age

© Acando AB
YOUR stories

Joy
100

over time

90
80
70

60
50
40
30
20
10
0

Age

© Acando AB
YOUR stories

childhood and all the
experiences that made you
WHO YOU ARE TODAY

© Acando AB
YOUR stories

and as of today and YOUR
DAILY EXPERIENCES

© Acando AB
YOUR stories

and YOUR DREAMS ABOUT
THE FUTURE

© Acando AB
this might be true
but what does it

have to do with

organizational storytelling?

11

© Acando AB

2009-11-11
a corporation is an individual consisting of individuals

© Acando AB
with a past, present and dreams about the future

© Acando AB
with stories everywhere: individual, collective, conscious,
unconscious, contemporary, historical, future

© Acando AB
and what the corporation creates
Branding

Annual reports

Products and services

© Acando AB
Branding

Annual reports

Products and services

16

© Acando AB

2009-11-11
so a corporation is a story

17

© Acando AB

2009-11-11
so a corporation is a story

that creates nothing but

18

© Acando AB

2009-11-11
so a corporation is a story

that creates nothing but

stories

19

© Acando AB

2009-11-11
yeah,

but WHY should I

BOTHER?

20

© Acando AB

2009-11-11
#1 information overflow and rapid social
change makes us crave for meaning

© Acando AB
#1 information overflow and rapid social
change makes us crave for meaning

30 %
100 M€

#2 facts convince the rational mi...
we must save

we must increase

#1 information overflow and rapid social
change makes us crave for meaning

30 %
100 M€
in...
lousy leadership
inefficiency
low
value

better
competitors
© Acando AB

#1 information overflow and rapid social
change m...
once upon a time …
imagine

#1 information overflow and rapid social
change makes us crave for meaning

#2 facts convince ...
© Acando AB
70 % of change initiatives fail (Kotter)
no large investment

no technology required

immediate
result
managers talk 78 % ...
I get it
now show me

HOW!

28

© Acando AB

2009-11-11
Me!

29

© Acando AB

2009-11-11
The Me Story
Communicate traits and experiences to
make a lasting first impression and
increase trust

You!
You!
You!

You...
The Success Story
An example of a successful activity
to create a feeling of possibility,
increase trust and communicate
v...
The Change Story
An example where the change
already has occurred to create
understanding and motivation

Facts may convin...
The Company Value
Story
Communicate the company’s values
through it’s true actions

credible / true, simple
© Acando AB
The Rumor Anesthetic
The use of facts or irony to decrease
the impact of false rumors and
contra-stories

human, credible ...
The Knowledge and
Experience Sharing Story
An example of a problem or a
challenge and the methods used to
solve it

credib...
“Everything that exists is
here because someone
dreamed it up”
Neil Gaiman

© Acando AB
The Vision Story
Envisioning a future state to create
understanding and motivation

move the audience, simple / no details...
The Coffee Machine
Story
Quickly communicate your values
and why you and your ideas are
valuable

simple / short
© Acando ...
The Coffee Machine
Story
Quickly communicate your values
and why you and your You speak
ideas are
valuable

at a rate of 1...
The Coffee Machine
Story
Quickly communicate your values
and why you and your You speak
ideas are
valuable

at a rate of 1...
The Coffee Machine
Story
Quickly communicate your values
and why you and your You speak
ideas are
valuable

at a rate of 1...
ok,
“The choice for leaders in business and organizations is
not whether to be involved in storytelling – they can hardly
...
“Sensemaking consists of attempts to integrate a new
event into a plot”
Barbara Czarniawska

© Acando AB
Change Management

70% failure
Storytelling most important
success factor
Creates a sense of meaning

Understanding and mo...
Knowledge Management

Learning by sharing
Transform tacit knowledge to
explicit
Dramatic stories with vivid
images are eas...
“To start a culture change
all we need to do is two
simple things:
1. Do dramatic storyworthy things that
represent the cu...
Corporate Culture

Stories stores the culture

Stories to identify existing
culture
Stories to influence existing
culture
...
Branding

True stories to convey value
Made up stories to add value
and entertain
Based on the organization,
product or se...
Information Management

We need to understand the
information at our fingertips

Information leads to knowledge
Leads to d...
wait a minute,
“The choice for leaders in business and organizations is
not whether to this is overwhelming ... can hardly...
co-worker, manager,
consultant

Understand the power of stories
Know different kind of stories for
different occasions
Tel...
fair enough
“The choice for leaders in business and organizations is
not whether to be involved in storytelling – they can...
“Stories are all around
us, in words and
sounds, in what we see
and in what we feel;
everything is a story,
everything tel...
Identify Stories in Your
Organization
Stories already exist in your
organization

telling a story leads to people opening ...
Identify Stories in Your
Organization
Stories already exist in your
organization
Clarify strategic purpose

telling a stor...
Identify Stories in Your
Organization
Stories already exist in your
organization
Clarify strategic purpose
Elicit through ...
Identify Stories in Your
Organization
Stories already exist in your
organization
Clarify strategic purpose
Elicit through ...
if you love someone

58

© Acando AB

2009-11-11
set them free

59

© Acando AB

2009-11-11
© Acando AB
Thank you!

61

© Acando AB

2009-11-11
Robert Stjernström
management consultant that helps organizations
optimize their business using Storytelling and IT

www.e...
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Story Testimonial Pitch

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Quite a Thought which defines what values and in turn the ecosystem one create for organization

Courtesy: Robert Stjernstrom
@twitter.com/rbrtstar

Published in: Business, Education
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Story Testimonial Pitch

  1. 1. Release the Stories in Your Organization Robert Stjernström 0 © Acando AB 2009-11-11
  2. 2. Let me introduce you to YOU © Acando AB
  3. 3. YOU were born some years ago © Acando AB
  4. 4. like everyone else – YOU have your ORIGIN © Acando AB
  5. 5. YOUR stories © Acando AB
  6. 6. YOUR stories Joy range from here 100 90 80 70 60 50 40 30 20 10 0 Age © Acando AB
  7. 7. YOUR stories Joy 100 to here 90 80 70 60 50 40 30 20 10 0 Age © Acando AB
  8. 8. YOUR stories Joy 100 over time 90 80 70 60 50 40 30 20 10 0 Age © Acando AB
  9. 9. YOUR stories childhood and all the experiences that made you WHO YOU ARE TODAY © Acando AB
  10. 10. YOUR stories and as of today and YOUR DAILY EXPERIENCES © Acando AB
  11. 11. YOUR stories and YOUR DREAMS ABOUT THE FUTURE © Acando AB
  12. 12. this might be true but what does it have to do with organizational storytelling? 11 © Acando AB 2009-11-11
  13. 13. a corporation is an individual consisting of individuals © Acando AB
  14. 14. with a past, present and dreams about the future © Acando AB
  15. 15. with stories everywhere: individual, collective, conscious, unconscious, contemporary, historical, future © Acando AB
  16. 16. and what the corporation creates Branding Annual reports Products and services © Acando AB
  17. 17. Branding Annual reports Products and services 16 © Acando AB 2009-11-11
  18. 18. so a corporation is a story 17 © Acando AB 2009-11-11
  19. 19. so a corporation is a story that creates nothing but 18 © Acando AB 2009-11-11
  20. 20. so a corporation is a story that creates nothing but stories 19 © Acando AB 2009-11-11
  21. 21. yeah, but WHY should I BOTHER? 20 © Acando AB 2009-11-11
  22. 22. #1 information overflow and rapid social change makes us crave for meaning © Acando AB
  23. 23. #1 information overflow and rapid social change makes us crave for meaning 30 % 100 M€ #2 facts convince the rational mind, not our emotions 200 M$ 10 % 3 months 3 years © Acando AB 1 year
  24. 24. we must save we must increase #1 information overflow and rapid social change makes us crave for meaning 30 % 100 M€ in 3 years #2 facts convince the rational mind, not our emotions #3 while facts are dots on a screen – story connects facts to something meaningful 200 M$ 10 % 3 months 1 year in order to survive increased market share © Acando AB
  25. 25. lousy leadership inefficiency low value better competitors © Acando AB #1 information overflow and rapid social change makes us crave for meaning #2 facts convince the rational mind, not our emotions #3 while facts are dots on a screen – story connects facts to something meaningful high spending #4 when the naked truth walk through town everyone shut their windows incompetent employees
  26. 26. once upon a time … imagine #1 information overflow and rapid social change makes us crave for meaning #2 facts convince the rational mind, not our emotions #3 while facts are dots on a screen – story connects facts to something meaningful what if? #4 when the naked truth walk through town everyone shut their windows #5 stories transcends us to an alternate state of mind, a sort of hypnosis © Acando AB picture yourself
  27. 27. © Acando AB
  28. 28. 70 % of change initiatives fail (Kotter) no large investment no technology required immediate result managers talk 78 % of the time (Mintzberg) storytelling is the most important success factor (McKinsey) we are already storytellers makes people remember inclusive - invites to collaboration we can all be better storytellers makes sense of sequences of events © Acando AB
  29. 29. I get it now show me HOW! 28 © Acando AB 2009-11-11
  30. 30. Me! 29 © Acando AB 2009-11-11
  31. 31. The Me Story Communicate traits and experiences to make a lasting first impression and increase trust You! You! You! You! You! You! You! You! You! You! unexpected, credible / true, human 30 © Acando AB 2009-11-11
  32. 32. The Success Story An example of a successful activity to create a feeling of possibility, increase trust and communicate values. move the audience, unexpected, credible / true, human, emotional, simple © Acando AB
  33. 33. The Change Story An example where the change already has occurred to create understanding and motivation Facts may convince executives Stories ignite action What’s in it for me, my colleagues, my organization Stories about what we do and are going to do credible / true, simple © Acando AB
  34. 34. The Company Value Story Communicate the company’s values through it’s true actions credible / true, simple © Acando AB
  35. 35. The Rumor Anesthetic The use of facts or irony to decrease the impact of false rumors and contra-stories human, credible / true 34 © Acando AB 2009-11-11
  36. 36. The Knowledge and Experience Sharing Story An example of a problem or a challenge and the methods used to solve it credible / true / factual, simple 35 © Acando AB 2009-11-11
  37. 37. “Everything that exists is here because someone dreamed it up” Neil Gaiman © Acando AB
  38. 38. The Vision Story Envisioning a future state to create understanding and motivation move the audience, simple / no details, credible / true, emotional 37 © Acando AB 2009-11-11
  39. 39. The Coffee Machine Story Quickly communicate your values and why you and your ideas are valuable simple / short © Acando AB
  40. 40. The Coffee Machine Story Quickly communicate your values and why you and your You speak ideas are valuable at a rate of 100 wpm simple / short © Acando AB
  41. 41. The Coffee Machine Story Quickly communicate your values and why you and your You speak ideas are valuable at a rate of 100 wpm 1 minute = 1/3 of a written page simple / short © Acando AB
  42. 42. The Coffee Machine Story Quickly communicate your values and why you and your You speak ideas are valuable at a rate of 100 wpm 1 minute = 1/3 of a written page How much do you prepare? simple / short © Acando AB
  43. 43. ok, “The choice for leaders in business and organizations is not whether to be involved in storytelling – they can hardly do otherwise” but where do I use the stories? © Acando AB Steve Denning
  44. 44. “Sensemaking consists of attempts to integrate a new event into a plot” Barbara Czarniawska © Acando AB
  45. 45. Change Management 70% failure Storytelling most important success factor Creates a sense of meaning Understanding and motivation The Me Story, The Success Story, The Change Story, The Rumor Anesthetic, The Vision Story, The Coffee Machine Story © Acando AB
  46. 46. Knowledge Management Learning by sharing Transform tacit knowledge to explicit Dramatic stories with vivid images are easy to remember Storytelling is not good for critical skills The Knowledge and Experience Sharing Story 45 © Acando AB 2009-11-11
  47. 47. “To start a culture change all we need to do is two simple things: 1. Do dramatic storyworthy things that represent the culture we want to create. Then let other people tell stories about it. 2. Find other people who do story-worthy things that represent the culture we want to create. Then tell stories about them” Peter Bregman, Harvard Business Review © Acando AB
  48. 48. Corporate Culture Stories stores the culture Stories to identify existing culture Stories to influence existing culture Stories creates counter stories The Company Value Story, The Rumor Anesthetic, The Knowledge and Experience Sharing Story © Acando AB
  49. 49. Branding True stories to convey value Made up stories to add value and entertain Based on the organization, product or service Story most important for the total experience of the brand The Company Value Story, The Rumor Anesthetic © Acando AB
  50. 50. Information Management We need to understand the information at our fingertips Information leads to knowledge Leads to decision Leads to change and new information The Success Story, The Change Story, The Knowledge and Experience Sharing Story, The Vision Story 49 © Acando AB 2009-11-11
  51. 51. wait a minute, “The choice for leaders in business and organizations is not whether to this is overwhelming ... can hardly be involved in storytelling – they do otherwise” where do I start as a Steve Denning co-worker, manager or as a consultant? © Acando AB
  52. 52. co-worker, manager, consultant Understand the power of stories Know different kind of stories for different occasions Tell your and other’s stories, and let others tell yours Keep a library of stories The Me Story, The Success Story, The Change Story, The Company Value Story, The Rumor Anesthetic, The Knowledge and Experience Sharing Story, The Vision Story, The Coffee Machine Story 51 © Acando AB 2009-11-11
  53. 53. fair enough “The choice for leaders in business and organizations is not whether to be involved in storytelling – they can hardly and do otherwise” where do I find the stories? © Acando AB Steve Denning
  54. 54. “Stories are all around us, in words and sounds, in what we see and in what we feel; everything is a story, everything tells a story” Frank A. Mills © Acando AB
  55. 55. Identify Stories in Your Organization Stories already exist in your organization telling a story leads to people opening up and sharing their stories © Acando AB
  56. 56. Identify Stories in Your Organization Stories already exist in your organization Clarify strategic purpose telling a story leads to people opening up and sharing their stories © Acando AB
  57. 57. Identify Stories in Your Organization Stories already exist in your organization Clarify strategic purpose Elicit through interviews or work shops telling a story leads to people opening up and sharing their stories © Acando AB
  58. 58. Identify Stories in Your Organization Stories already exist in your organization Clarify strategic purpose Elicit through interviews or work shops Strengthen, communicate and… © Acando AB
  59. 59. if you love someone 58 © Acando AB 2009-11-11
  60. 60. set them free 59 © Acando AB 2009-11-11
  61. 61. © Acando AB
  62. 62. Thank you! 61 © Acando AB 2009-11-11
  63. 63. Robert Stjernström management consultant that helps organizations optimize their business using Storytelling and IT www.enterprisestorytelling.se robert.stjernstrom@acando.com twitter.com/rbrtstar special thanks to Oscar Berg and Lisa Stjernström for inspiration 62 © Acando AB 2009-11-11

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