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© Acando AB 2009-11-11
0
Release the Stories
in Your Organization
Robert Stjernström
© Acando AB
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
0
10
20
30
40
50
60
70
80
90
100
range from
here
Age
Joy
© Acando AB
YOUR stories
0
10
20
30
40
50
60
70
80
90
100
to here
Age
Joy
© Acando AB
YOUR stories
0
10
20
30
40
50
60
70
80
90
100
over time
Age
Joy
© 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 2009-11-11
11
this might be true
but what does it
have to do with
organizational storytelling?
© Acando AB
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
Annual reports
Branding
Products and services
© Acando AB 2009-11-11
16
Branding
Annual reports
Products and services
© Acando AB 2009-11-11
17
so a corporation is a story
© Acando AB 2009-11-11
18
so a corporation is a story
that creates nothing but
© Acando AB 2009-11-11
19
so a corporation is a story
that creates nothing but
stories
© Acando AB 2009-11-11
20
yeah,
but WHY should I
BOTHER?
© Acando AB
#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
#2 facts convince the rational mind, not
our emotions
30 %
3 years
200 M$
100 M€ 10 %
3 months
1 year
© 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
30 %
3 years
we must save
in
200 M$
100 M€ 10 %
3 months
1 year
we must increase
in order to survive
increased market share
© 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
#4 when the naked truth walk through
town everyone shut their windows
incompetent employees
lousy leadership
inefficiency
high
spending
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
#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
once upon a time …
imagine
picture
yourself
what if?
© Acando AB
© Acando AB
70 % of change initiatives fail (Kotter)
managers talk 78 % of the time (Mintzberg)
storytelling is the most important
success factor (McKinsey)
no large investment
immediate
result
we are already
storytellers
we can all be better storytellers
inclusive - invites to
collaboration
makes people
remember
makes sense of sequences of events
no technology required
© Acando AB 2009-11-11
28
I get it
now show me
HOW!
© Acando AB 2009-11-11
29
Me!
Me!
© Acando AB 2009-11-11
30
unexpected, credible / true, human
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!
You!
You!
You!
You!
You!
You!
You!
You!
You!
You!
© Acando AB
move the audience, unexpected, credible / true, human, emotional, simple
The Success Story
An example of a successful activity
to create a feeling of possibility,
increase trust and communicate
values.
© Acando AB
credible / true, simple
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
© Acando AB
credible / true, simple
The Company Value
Story
Communicate the company’s values
through it’s true actions
© Acando AB 2009-11-11
34
human, credible / true
The Rumor Anesthetic
The use of facts or irony to decrease
the impact of false rumors and
contra-stories
© Acando AB 2009-11-11
35
credible / true / factual, simple
The Knowledge and
Experience Sharing Story
An example of a problem or a
challenge and the methods used to
solve it
© Acando AB
“Everything that exists is
here because someone
dreamed it up”
Neil Gaiman
© Acando AB 2009-11-11
37
The Vision Story
Envisioning a future state to create
understanding and motivation
move the audience, simple / no details, credible / true, emotional
© Acando AB
simple / short
The Coffee Machine
Story
Quickly communicate your values
and why you and your ideas are
valuable
© Acando AB
simple / short
The Coffee Machine
Story
Quickly communicate your values
and why you and your ideas are
valuable
You speak at a rate of 100 wpm
© Acando AB
simple / short
The Coffee Machine
Story
Quickly communicate your values
and why you and your ideas are
valuable
You speak at a rate of 100 wpm
1 minute = 1/3 of a written page
© Acando AB
simple / short
The Coffee Machine
Story
Quickly communicate your values
and why you and your ideas are
valuable
You speak at a rate of 100 wpm
1 minute = 1/3 of a written page
How much do you prepare?
© Acando AB
“The choice for leaders in business and organizations is
not whether to be involved in storytelling – they can hardly
do otherwise”
Steve Denning
ok,
but where do I use the
stories?
© Acando AB
“Sensemaking consists of attempts to integrate a new
event into a plot”
Barbara Czarniawska
© Acando AB
Change Management
The Me Story, The Success Story, The Change Story, The Rumor Anesthetic, The
Vision Story, The Coffee Machine Story
70% failure
Storytelling most important
success factor
Creates a sense of meaning
Understanding and motivation
© Acando AB 2009-11-11
45
Knowledge Management
The Knowledge and Experience Sharing Story
Learning by sharing
Transform tacit knowledge to
explicit
Dramatic stories with vivid
images are easy to remember
Storytelling is not good for
critical skills
© Acando AB
“To start a culture change
all we need to do is two
simple things:
1. Do dramatic story-
worthy 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
Corporate Culture
The Company Value Story, The Rumor Anesthetic, The Knowledge and Experience
Sharing Story
Stories stores the culture
Stories to identify existing
culture
Stories to influence existing
culture
Stories creates counter stories
© Acando AB
Branding
The Company Value Story, The Rumor Anesthetic
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
© Acando AB 2009-11-11
49
Information Management
The Success Story, The Change Story, The Knowledge and Experience Sharing
Story, The Vision Story
We need to understand the
information at our fingertips
Information leads to knowledge
Leads to decision
Leads to change and new
information
© Acando AB
“The choice for leaders in business and organizations is
not whether to be involved in storytelling – they can hardly
do otherwise”
Steve Denning
wait a minute,
this is overwhelming ...
where do I start as a
co-worker, manager or as a
consultant?
© Acando AB 2009-11-11
51
co-worker, manager,
consultant
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
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
© Acando AB
“The choice for leaders in business and organizations is
not whether to be involved in storytelling – they can hardly
do otherwise”
Steve Denning
fair enough
and where
do I find
the stories?
© Acando AB
“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
Identify Stories in Your
Organization
telling a story leads to people opening up and sharing their stories
Stories already exist in your
organization
© Acando AB
Identify Stories in Your
Organization
telling a story leads to people opening up and sharing their stories
Stories already exist in your
organization
Clarify strategic purpose
© Acando AB
Identify Stories in Your
Organization
telling a story leads to people opening up and sharing their stories
Stories already exist in your
organization
Clarify strategic purpose
Elicit through interviews or work
shops
© Acando AB
Identify Stories in Your
Organization
Stories already exist in your
organization
Strengthen, communicate
and…
Clarify strategic purpose
Elicit through interviews or work
shops
© Acando AB 2009-11-11
58
if you love someone
© Acando AB 2009-11-11
59
set them free
© Acando AB
© Acando AB 2009-11-11
61
Thank you!
© Acando AB 2009-11-11
62
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

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Release The Stories In Your Organization

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