Influence through
storytelling

                          Joyce Hostyn
    Senior Director, Experience Design
            ...
amount of evidence of
       sabotage or treason
against Japanese-American
                   citizens
The very fact that no sabotage has taken
   place is a disturbing and confirming
indication that such action will be taken...
problem with facts
       power of story
using 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 single
presentation 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 effect
change through storytelling &
           design
What I’ve learned
from my experience
You can use stories
and visual thinking
to influence people
and effect change
A health worker in Zambia, was
struggling to find a solution for treating
malaria. In this tiny and remote rural
town, the...
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)



                   ...
three brain
    theory
we need to rethink a few
     assumptions
the assumptions being
Our model of the world is reality

We are aware of what we do

We know why we do what we do

We reme...
in other words, our
assumption that people are
        rational
recent brain research
       tells us
   unconscious mind controls up to 95% of behavior
We have three brains
unconscious
mind controls
      95% of
   behaviour
Lizard brain
fight
 flight
freeze
can’t distinguish
imagined reality from
      actuality
Is it
safe?
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 a
hunch, our unconscious is... sifting
    through the situation in front of us,
throwi...
Human brain




reasons
rationalizes
became
prized during
age of
enlightenment
explicit or theoretical
                     (know-why)



10 steps for organizational change

          4 components for ...
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 the
perfectly    brain adapts itself
  grilled ...
logic




       emotions,
  memories, habits
We think our
models of the world
are 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
...
Customers value
                   leadership and
                     innovation.


Customers are
feeling intense
 cost p...
Customers will
                  stick with us if we
                      continue to
                 innovate and lead....
Innovation and
                leadership are the
                    most critical
                avenues to pursue.
We’...
I really like Innovate
  Corporation. It’s
 been an innovative
   leader for a long
      time. But I’m
     coming under
...
quot;A way of
seeing is also a
    way of not
       seeing.quot;




        Kenneth Burke
We often don't
    see what’s
   before our
         eyes.

  We see our
   concept of
  what reality
  should be…

   …wh...
our reality illusion is in
         place
and our experiences will
 tend to reinforce our
     initial stance
as we weave those
experiences into the story
 that already exists in our
           minds
Rarely pausing to consciously
inspect the state & activity of
our unconscious mind
we make
sense 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 fataliti...
Expecting listeners to accept the facts
  Everyone knows the
                                    You pulled those
   media...
Instead of telling stories




                     http://www.texasdwi.org/jacqui.html
Facts are
meaningless
  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 we
know to be untrue, and then, when we are finally

                        ...
Facts are, quot;like
fish in the
Ocean,quot; that we
may only happen
to catch a few,
only an
indication of
what is below
t...
Fact is not
dialog
Faced with the choice between changing
 one's mind and proving there's no need
to do so, almost everyone gets busy on the
...
using facts kicks
           in the
   confirmation
             bias
People don't
 need new facts.
They need a new
           story.




       Annette Simmons
        The Story Factor
three aspects of story
 Listening

 Thinking

 Telling
Listening for
stories
WHO
is 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

                      stressed excite...
Practice empathy, seek to understand
first, and assume the best motives in
others
Who needs to change?
 Map their current ecosystem
    Wants
    Motivators
    Influencers
    Environment/context
 Tell a...
learn to see


                  the
               stories
               around
                  you
Thinking with
stories
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 ...
OMG new mom,
                       new city, no job                        China
                                        ...
six story types
       Whoever Tells the Best Story Wins, Annette Simmons
People prefer not to
trust you
ambitious, greedy,
inexperienced, dumb
who I am
break through the worst case stories they tell
           themselves about you




        with a story that buil...
Mine your timeline for stories

                    HavenTree



                       OMG pregnant,
                    ...
why I am here
   exposes what’s in it for you




or people tend to make up ‘rat’ reasons
teaching
           combine what with how




less about what you want than how you want it done
       “What would <inser...
vision
         what’s in it for them




so they can imagine the payoff in the future
values in action
       about doing the right thing




values 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: “...
good stories


      create an experience in
       images that evokes an
         emotional response
Carter's
confidence,
energy and
intensely
emotional
delivery make
her talks
themselves a
force of nature

Guy Kawasaki on
...
To provide food for
her family, Sufiya
worked all day in her
muddy yard making
bamboo stools.Yet
somehow her hard
work was...
authenticity
hope
emotional
connection
visual
stories


     let gut feeling
         talk to gut
             feeling
if what we see is a
representation of reality
stories are one of the most
 effective ways in which we
communicate our view of
   reality to others
transporting people to different
points of view




              reframing what facts
                      mean to them
tell stories




                    to
               connect
People don't believe what you
                 tell them
   They rarely believe what you show them

They often believe wha...
we
     are all
storytellers
Who needs to change?
 Create a story that speaks to the
 person you want to change
battle between
two wolves
the one you feed
which one are you
     feeding?
what stories
are you telling
   to yourself,
        about
     yourself?
Be careful how you interpret the world; it
               is like that.



                          Erich Heller, British...
What’s the biggest
thing stopping you
from effecting
change?
NOT other people
A hint
judgment
fear of
failure
fear of
status
preoccupation with
uncertainty
fear of
unpredictability
aversion to
choosing
fear of
All of us construct narratives about
 ourselves – where we’ve come from,
where we’re going. The kinds of stories
 we tell ...
To effect change
you need to take charge of
       your story
because it’s the only story you
   truly have control over
the art of
possibility

     The most important story you will ever tell


              author your own
     about yourse...
your
To be authentic is literally to be
own author... to discover your native
energies and desires, and then find your
   ...
http://webzoom.freewebs.com/padmeleiajaina/Wallpapers/Luke%20Wallpaper2%20copy.jpg
Kathy Sierra

http://headrush.typepad.com/creating_passionate_users/2005/02/the_users_journ.html
emotion &
imagination can
rewire our
brains
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 of
changing the world,
but no one thinks
of changing himself.
Leo Tolstoy
If you keep doing
what you’ve
always done…
    The most important story you will ever tell
    about yourself is the story...
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 take
your story where you
   Beliefs and values are not inherited or coded in
   the ...
As long as you’re making
     assumptions…
why not make assumptions
that make you more powerful
        and effective
knowing
who you are
what you want to do
what you believe in
what you aspire to
Invent your
future reality
Expand your WANTS into a
vision of your future reality
   • Keywords of desired future or change you
     want to implemen...
Paint a vivid picture of your
                 future story
rich with emotion & visuals
tell your future story to
         others
create a new language
vision


gap


      reality
you to do things, you're got to
 To get
 create a purpose        and a story so
compelling that you are moved to make
 tho...
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
     discovery
consists not in
   making new
landscapes but
 in having new
          eyes.




   ...
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 telling
stories
be yourself
with passion
using stories
to effect change
in yourself
your organization
your community
the world
because it’s all
     invented
Influence Through Storytelling
Influence Through Storytelling
Influence Through Storytelling
Influence Through Storytelling
Influence Through Storytelling
Influence Through Storytelling
Influence Through Storytelling
Influence Through Storytelling
Influence Through Storytelling
Influence Through Storytelling
Influence Through Storytelling
Influence Through Storytelling
Influence Through Storytelling
Influence Through Storytelling
Influence Through Storytelling
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Influence Through Storytelling

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From a workshop I facilitated at Vizthink 2009 on why stories are more effective than fact based methods at communicating complex ideas and inspiring people to want to change.

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Influence Through Storytelling

  1. 1. Influence through storytelling Joyce Hostyn Senior Director, Experience Design Open Text
  2. 2. amount of evidence of sabotage or treason against Japanese-American citizens
  3. 3. The very fact that no sabotage has taken place is a disturbing and confirming indication that such action will be taken. General John DeWitt,WWII
  4. 4. problem with facts power of story using 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 single presentation 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 effect change through storytelling & design
  17. 17. What I’ve learned from 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, was struggling to find a solution for treating malaria. In this tiny and remote rural town, the health worker logged on to the Web site of the U.S.’s Center for Disease Control and Prevention and got an answer. [The World Bank] doesn’t have its know-how and expertise organized so that someone like the health worker in Zambia can have access to it. But just imagine if 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) current people 1 reality 3(important (parts that to your stand out) life)
  26. 26. three brain theory
  27. 27. we need to rethink a few assumptions
  28. 28. the assumptions being Our model of the world is reality We are aware of what we do We know why we do what we do We remember things as they really happened
  29. 29. in other words, our assumption 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. unconscious mind controls 95% of behaviour
  33. 33. Lizard brain
  34. 34. fight flight freeze
  35. 35. can’t distinguish imagined reality from actuality
  36. 36. Is it safe?
  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 a hunch, 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 brain reasons rationalizes
  42. 42. became prized during age of enlightenment
  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 the perfectly brain adapts itself grilled to predict and woodsy- woodsy- acquire them… It’s flavored a proxy for the calamari reward to come. Read Montague Why Choose This Book?
  48. 48. logic emotions, memories, habits
  49. 49. We think our models of the world are 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 are feeling intense cost pressure.
  55. 55. Customers will stick with us if we continue to innovate and lead. Customers will migrate away from us due to cost concerns and our pricing.
  56. 56. Innovation and leadership are the most critical avenues to pursue. We’ve got to get our costs down so we can be price competitive.
  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. quot;A way of seeing is also a way of not seeing.quot; Kenneth Burke
  59. 59. We often don't see what’s before our eyes. We see our concept of what reality should be… …what we expect 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 those experiences into the story that already exists in our minds
  63. 63. Rarely pausing to consciously inspect the state & activity of our unconscious mind
  64. 64. we make sense 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 driver's 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 You pulled those media exaggerates 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 are meaningless 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 we know to be untrue, and then, when we are finally twisting proved wrong, impudently the facts so as to show that we were 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, quot;like fish in the Ocean,quot; that we may only happen to catch a few, only an indication of what is below the surface. E. H. Carr What is History?
  77. 77. Fact is not dialog
  78. 78. Faced with the choice between changing one's mind and proving there's no need to do so, almost everyone gets busy on the proof. John Kenneth Galbraith
  79. 79. using facts kicks in the confirmation bias
  80. 80. People don't 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 for stories
  83. 83. WHO is 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 stressed excited joyous confident nervous kindness honored depressed fearful shocked friendship hopeful relaxed proud despondent happy courageous accepted disgusted embarrassed amused surprise worried unhappy jealous close pity remorse sad appreciated distant respect
  88. 88. Practice empathy, seek to understand first, and assume the best motives in others
  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 with stories
  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 nephew not a boss from acquired trip 1962 arrives nurse hell (again) Joan farm garden bound new boss passed over Sasha not a key Disney new prof from (again) school patrol arrives employee pitch boss hell
  97. 97. six story types Whoever Tells the Best Story Wins, Annette Simmons
  98. 98. People prefer not to trust you
  99. 99. ambitious, greedy, inexperienced, dumb
  100. 100. who I am break 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 nephew not a boss from acquired again 1962 arrives nurse hell Joan farm garden bound boss laid passed over Sasha Disney prof from not a key China off school patrol arrives pitch hell employee trip
  102. 102. why I am here exposes what’s in it for you or people tend to make up ‘rat’ reasons
  103. 103. teaching combine what with how less about what you want than how you want it done “What would <insert person here> do?”
  104. 104. vision what’s in it for them so they can imagine the payoff in the future
  105. 105. values in action about doing the right thing values 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. Carter's confidence, energy and intensely emotional delivery make her talks themselves a force of nature Guy Kawasaki on passion Majora Carter’s TED talk
  109. 109. To provide food for her family, Sufiya worked all day in her muddy yard making bamboo stools.Yet somehow her hard work was unable to life her family out of Why? poverty. curiosity Muhammad Yunus pioneer of the microcredit movement
  110. 110. authenticity
  111. 111. hope
  112. 112. emotional connection
  113. 113. visual
  114. 114. stories let gut feeling talk to gut feeling
  115. 115. if what we see is a representation of reality
  116. 116. stories are one of the most effective ways in which we communicate our view of reality to others
  117. 117. transporting people to different points of view reframing what facts mean to them
  118. 118. tell stories to connect
  119. 119. People don't believe what you tell them They rarely believe what you show them They often believe what their friends tell them They always believe what they tell themselves What leaders do: they give people stories they can tell themselves Stories about the future and about change Seth Godin,Tribes
  120. 120. we are all storytellers
  121. 121. Who needs to change? Create a story that speaks to the person you want to change
  122. 122. battle between two wolves
  123. 123. the one you feed
  124. 124. which one are you feeding?
  125. 125. what stories are 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 biggest thing stopping you from effecting change?
  128. 128. NOT other people
  129. 129. A hint
  130. 130. judgment fear of
  131. 131. failure fear of
  132. 132. status preoccupation with
  133. 133. uncertainty fear of
  134. 134. unpredictability aversion to
  135. 135. choosing fear of
  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 of possibility 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. your To be authentic is literally to be own author... to discover your native energies 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 Sierra http://headrush.typepad.com/creating_passionate_users/2005/02/the_users_journ.html
  144. 144. emotion & imagination can rewire our brains
  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 of changing the world, but no one thinks of changing himself. Leo Tolstoy
  158. 158. If you keep doing what you’ve always 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 take your 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 assumptions that 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 your future reality
  172. 172. Expand your WANTS into a vision 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. vision gap reality
  178. 178. you to do things, you're got to To get create a purpose and a story so compelling 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 discovery consists not in making new landscapes 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 telling stories
  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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