Creating Buy-in For Your Vision
Treasury Executive Institute
Michael Margolis, President of Get Storied
Friday, November 1...
BUSINESS
             OF
          “CHANGE”
(c) 2009 Michael Margolis   www.getstoried.com   2
Crisis of Confidence
(c) 2009 Michael Margolis      www.getstoried.com   3
Big Stakes Vision @ Treasury




(c) 2009 Michael Margolis   www.getstoried.com   4
(c) 2009 Michael Margolis   www.getstoried.com   5
What’s at Stake for You?
      Personally
      Group/Division
      Treasury Department
      U.S. Economy
      American...
Exercise: Share Your Story

  What’s at stake for you?
  Find a partner to do this exercise, in pairs

  Decide on (a) tel...
“I had to know
and understand
my own story
before I could
listen to and help
other people with
theirs.”
    - Barack Obama...
My Dad
‣ Born in the bush of
     Zimbabwe, Africa

‣ Trained as engineer,
inventor w/ 30+ patents

‣ Hobby artist - his fi...
My Mom
‣ Educator and teacher
         for 30+ years

‣ Designed for children’s
   museums, toys, and
      playgrounds

‣...
This is Me
‣ Raised in Switzerland &
Los Angeles = now NYC

‣ Social entrepreneur;
co-founded 2 nonprofits
  before 22 year...
GETTING
      OTHERS TO
       BELIEVE
(c) 2009 Michael Margolis   www.getstoried.com   12
The Long Walk Home...
(c) 2009 Michael Margolis    www.getstoried.com   13
Ideas come easy.

Getting others to
believe in those ideas is
a totally different story.

(c) 2009 Michael Margolis   www....
Visionaries.
                        Innovators.
                        Entrepreneurs.
                        ‣How do yo...
Howard Gardner
     Harvard study of greatest
     leaders of 20th century

     Leaders are ultimately
     measured by t...
How does President
  Obama use storytelling:

  - in his campaign?
  - in his administration?
  - in his change-agenda?


...
Agenda for Today
1. Business of “Change”
2. Getting Others to Believe
3. Perception Matters
4. Beyond Constraints
5. Coher...
PERCEPTION
   MATTERS
(c) 2009 Michael Margolis   www.getstoried.com   19
AXIOM #1

People don’t buy the
product, solution, or idea
- they buy the story that’s
attached to it.

(c) 2009 Michael Ma...
WORST                                BEST

POP QUIZ
Enviro/Social Conscious Brands
Recent study by BBMG of 2,000 consumers...
(c) 2009 Michael Margolis   www.getstoried.com   22
You can’t control how
people feel, think, or act.

You can shape the
environment in which
people have experiences.
(c) 200...
The Business of Intangibles
                            intangibles

                                           Experience...
Brand Everything
                                 Brands come in every shape,
                                 form, and s...
AXIOM #3

Every story exists in
relationship to everything
else around it.

(c) 2009 Michael Margolis   www.getstoried.com...
Individual                                  Team
Old Story                                  New Story
Despite the peak exp...
The Evolution of Special Olympics:
     Creating a Contrast Frame


            Old Story               New Story
    Indi...
(c) 2009 Michael Margolis   www.getstoried.com   29
The Evolution of NASA:
             Creating a Contrast Frame

            Old Story                New Story
     failure...
EXERCISE
 Create your own contrast
 frame describing the
 conceptual shift from the
 old story to the new story
(c) 2009 M...
The Evolution of _________:
           Creating a Contrast Frame


            Old Story               New Story




(c) 2...
BEYOND
CONSTRAINTS
(c) 2009 Michael Margolis   www.getstoried.com   33
If you’re going to have a
story, have a BIG story, or
none at all.  
 
     - Joseph Campbell

(c) 2009 Michael Margolis  ...
Martin Luther King didn’t say, “I want to show you a spreadsheet
 with some important and alarming statistics that proves ...
The story has to have
expansive energy,
moving beyond
constraint/limitation and
into new possibilities.

(c) 2009 Michael ...
(c) 2009 Michael Margolis   www.getstoried.com   37
NASA
Everybody Dreams.

When NASA Education
 was facing $20MM
    budget cuts:

 They reminded their
 decision-makers of
 ...
(c) 2009 Michael Margolis   www.getstoried.com   39
<
        HOW to tell the story

                            >
       HAVING a story to tell

(c) 2009 Michael Margolis   ...
The bigger the story,
the more room under
the tent for people to
locate themselves inside.

(c) 2009 Michael Margolis   ww...
(c) 2009 Michael Margolis   www.getstoried.com   42
The Evolution of AARP:
             Creating a Contrast Frame

            Old Story                New Story
            ...
COHERENCE

(c) 2009 Michael Margolis   www.getstoried.com   44
AXIOM #11

Nobody likes a change
story, especially one they
can’t control. People
need a continuity story.

(c) 2009 Micha...
The multi-million dollar renovation of Laniākea into
a Downtown Women’s Club “with a mission”
broadened the appeal and ben...
The new always has to
be anchored with
something familiar.


(c) 2009 Michael Margolis   www.getstoried.com   47
The Evolution of YWCA of O’ahu:
      Creating a Contrast Frame

            Old Story                New Story
          ...
People need to identify
and see themselves in
your story. Then it
becomes their story.


(c) 2009 Michael Margolis   www.g...
Brand Story Engagement
How Constituents Locate Themselves in Your Story



               1                        2      ...
Which
      Story
       Do
       You
     Identify
      With?

(c) 2009 Michael Margolis   www.getstoried.com   51
Culture = Values = Behavior
(c) 2009 Michael Margolis   www.getstoried.com   52
AXIOM #7

If you want to learn about a
culture, listen to the stories.
If you want to change a
culture, change the stories...
Continue the Story...
 Complete Evaluation Form -
 provide your email, and you’ll
 receive today’s slides, & 2 articles.

...
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Treasury Executive Institute

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Presentation at the Dept of Treasury's Executive Institute on Friday, November 13th to an audience of 50 senior leaders.

Published in: Business, News & Politics

Treasury Executive Institute

  1. 1. Creating Buy-in For Your Vision Treasury Executive Institute Michael Margolis, President of Get Storied Friday, November 13, 9AM-11AM (c) 2009 Michael Margolis www.getstoried.com 1
  2. 2. BUSINESS OF “CHANGE” (c) 2009 Michael Margolis www.getstoried.com 2
  3. 3. Crisis of Confidence (c) 2009 Michael Margolis www.getstoried.com 3
  4. 4. Big Stakes Vision @ Treasury (c) 2009 Michael Margolis www.getstoried.com 4
  5. 5. (c) 2009 Michael Margolis www.getstoried.com 5
  6. 6. What’s at Stake for You? Personally Group/Division Treasury Department U.S. Economy American Citizens (c) 2009 Michael Margolis www.getstoried.com 6
  7. 7. Exercise: Share Your Story What’s at stake for you? Find a partner to do this exercise, in pairs Decide on (a) teller and (b) listener The teller has 2 min to share their story; the listener listens Switch roles, teller has 2 min to tell their story (c) 2009 Michael Margolis www.getstoried.com 7
  8. 8. “I had to know and understand my own story before I could listen to and help other people with theirs.” - Barack Obama (c) 2009 Michael Margolis www.getstoried.com 8
  9. 9. My Dad ‣ Born in the bush of Zimbabwe, Africa ‣ Trained as engineer, inventor w/ 30+ patents ‣ Hobby artist - his first painting, a self-portrait (c) 2009 Michael Margolis www.getstoried.com 9
  10. 10. My Mom ‣ Educator and teacher for 30+ years ‣ Designed for children’s museums, toys, and playgrounds ‣ Lifelong painter and assemblage artist (c) 2009 Michael Margolis www.getstoried.com 10
  11. 11. This is Me ‣ Raised in Switzerland & Los Angeles = now NYC ‣ Social entrepreneur; co-founded 2 nonprofits before 22 years old ‣ Reframing conversation for last 7 years around what stories we tell (c) 2009 Michael Margolis www.getstoried.com 11
  12. 12. GETTING OTHERS TO BELIEVE (c) 2009 Michael Margolis www.getstoried.com 12
  13. 13. The Long Walk Home... (c) 2009 Michael Margolis www.getstoried.com 13
  14. 14. Ideas come easy. Getting others to believe in those ideas is a totally different story. (c) 2009 Michael Margolis www.getstoried.com 14
  15. 15. Visionaries. Innovators. Entrepreneurs. ‣How do you translate something new and different into mainstream acceptance? ‣How do you get others to believe, see, and care about the same things you do? (c) 2009 Michael Margolis www.getstoried.com 15
  16. 16. Howard Gardner Harvard study of greatest leaders of 20th century Leaders are ultimately measured by the stories they tell. Its the job of leaders to frame future options and tell a story people can locate themselves into. (c) 2009 Michael Margolis www.getstoried.com 16
  17. 17. How does President Obama use storytelling: - in his campaign? - in his administration? - in his change-agenda? (c) 2009 Michael Margolis www.getstoried.com 17
  18. 18. Agenda for Today 1. Business of “Change” 2. Getting Others to Believe 3. Perception Matters 4. Beyond Constraints 5. Coherence (c) 2009 Michael Margolis www.getstoried.com 18
  19. 19. PERCEPTION MATTERS (c) 2009 Michael Margolis www.getstoried.com 19
  20. 20. AXIOM #1 People don’t buy the product, solution, or idea - they buy the story that’s attached to it. (c) 2009 Michael Margolis www.getstoried.com 20
  21. 21. WORST BEST POP QUIZ Enviro/Social Conscious Brands Recent study by BBMG of 2,000 consumers asked what brands they perceive as most environmentally and socially responsible. (c) 2009 Michael Margolis www.getstoried.com 21
  22. 22. (c) 2009 Michael Margolis www.getstoried.com 22
  23. 23. You can’t control how people feel, think, or act. You can shape the environment in which people have experiences. (c) 2009 Michael Margolis www.getstoried.com 23
  24. 24. The Business of Intangibles intangibles Experience 2000 Economy products services 1980s tangibles (c) 2009 Michael Margolis www.getstoried.com 24
  25. 25. Brand Everything Brands come in every shape, form, and size imaginable: Products, Celebrities, Politicians, Countries, Causes, and even YOU (c) 2009 Michael Margolis www.getstoried.com 25
  26. 26. AXIOM #3 Every story exists in relationship to everything else around it. (c) 2009 Michael Margolis www.getstoried.com 26
  27. 27. Individual Team Old Story New Story Despite the peak experience that comes with game- day achievement, Special Olympic athletes often return back to lives of separation and exclusion. (c) 2009 Michael Margolis www.getstoried.com 27
  28. 28. The Evolution of Special Olympics: Creating a Contrast Frame Old Story New Story Individual achievement Social cohesion I am special We are similar Exclusion Inclusion Competition Collaboration (c) 2009 Michael Margolis www.getstoried.com 28
  29. 29. (c) 2009 Michael Margolis www.getstoried.com 29
  30. 30. The Evolution of NASA: Creating a Contrast Frame Old Story New Story failure is not an option open communications process-driven purpose-driven expert culture sharing knowledge strict protocol continuous learning (c) 2009 Michael Margolis www.getstoried.com 30
  31. 31. EXERCISE Create your own contrast frame describing the conceptual shift from the old story to the new story (c) 2009 Michael Margolis www.getstoried.com 31
  32. 32. The Evolution of _________: Creating a Contrast Frame Old Story New Story (c) 2009 Michael Margolis www.getstoried.com 32
  33. 33. BEYOND CONSTRAINTS (c) 2009 Michael Margolis www.getstoried.com 33
  34. 34. If you’re going to have a story, have a BIG story, or none at all.     - Joseph Campbell (c) 2009 Michael Margolis www.getstoried.com 34
  35. 35. Martin Luther King didn’t say, “I want to show you a spreadsheet with some important and alarming statistics that proves their remains growing inequality and injustice in our society. (c) 2009 Michael Margolis www.getstoried.com 35
  36. 36. The story has to have expansive energy, moving beyond constraint/limitation and into new possibilities. (c) 2009 Michael Margolis www.getstoried.com 36
  37. 37. (c) 2009 Michael Margolis www.getstoried.com 37
  38. 38. NASA Everybody Dreams. When NASA Education was facing $20MM budget cuts: They reminded their decision-makers of the bigger story (c) 2009 Michael Margolis www.getstoried.com 38
  39. 39. (c) 2009 Michael Margolis www.getstoried.com 39
  40. 40. < HOW to tell the story > HAVING a story to tell (c) 2009 Michael Margolis www.getstoried.com 40
  41. 41. The bigger the story, the more room under the tent for people to locate themselves inside. (c) 2009 Michael Margolis www.getstoried.com 41
  42. 42. (c) 2009 Michael Margolis www.getstoried.com 42
  43. 43. The Evolution of AARP: Creating a Contrast Frame Old Story New Story Twilight Years Third-Age Elders/Retired 60 is the new 30 Tireless Defender Resource Center Transactional Relational (c) 2009 Michael Margolis www.getstoried.com 43
  44. 44. COHERENCE (c) 2009 Michael Margolis www.getstoried.com 44
  45. 45. AXIOM #11 Nobody likes a change story, especially one they can’t control. People need a continuity story. (c) 2009 Michael Margolis www.getstoried.com 45
  46. 46. The multi-million dollar renovation of Laniākea into a Downtown Women’s Club “with a mission” broadened the appeal and benefits of membership Hawai’i Women’s Org ‣$5MM biz transformation of community nonprofit ‣Re-invented story, linking past/future into relevance ‣Story: what it means to be a working woman (c) 2009 Michael Margolis www.getstoried.com 46
  47. 47. The new always has to be anchored with something familiar. (c) 2009 Michael Margolis www.getstoried.com 47
  48. 48. The Evolution of YWCA of O’ahu: Creating a Contrast Frame Old Story New Story Philanthropy Membership Help Less Fortunate Working Women Social Justice Community Leadership Swim and Gym Downtown W Club (c) 2009 Michael Margolis www.getstoried.com 48
  49. 49. People need to identify and see themselves in your story. Then it becomes their story. (c) 2009 Michael Margolis www.getstoried.com 49
  50. 50. Brand Story Engagement How Constituents Locate Themselves in Your Story 1 2 3 Emotional Meaningful Pride of capital experiences belonging MOTIVATION PLATFORM OWNERSHIP !!Mission !! Memorable acts !! Self-identification !! Needs/interests !! Symbolic celebration !! Co-creation !! Dreams/aspirations !! Social connection !! Status/recognition (c) 2009 Michael Margolis www.getstoried.com 50
  51. 51. Which Story Do You Identify With? (c) 2009 Michael Margolis www.getstoried.com 51
  52. 52. Culture = Values = Behavior (c) 2009 Michael Margolis www.getstoried.com 52
  53. 53. AXIOM #7 If you want to learn about a culture, listen to the stories. If you want to change a culture, change the stories. (c) 2009 Michael Margolis www.getstoried.com 53
  54. 54. Continue the Story... Complete Evaluation Form - provide your email, and you’ll receive today’s slides, & 2 articles. Upcoming Telecourse - Nov 23, Dec 7, Dec 14 Get Connected - Michael Margolis, NY (Facebook, @getstoried, Linkedin) Email me - michael@getstoried.com for complimentary feedback on your strategic story (c) 2009 Michael Margolis www.getstoried.com 54

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