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itSMF Finland Conference 2013
TOP10 – The Sounds of IT Service Management

Rui Soares
The Storytelling way:
Tell your chan...
“No, no! The adventures first, explanations
take such a dreadful time.”
Power of stories

http://blog.bufferapp.com/great-customer-service-legendary
Stories and the brain
• Powerpoint presentation with boring bullet points
Broca

Wernicke
it hits our language processing...
Stories and the brain
But when we are being told a story…

the narrative activates also other parts of the brain
our bra...
Why stories work
“An Audience is always interested in
experiences of someone with whom they can
relate. There is something...
What is Storytelling?
Storytelling is the interactive art of using words
and actions to reveal the elements and images
of ...
Storyteller - definition
sto·ry·tell·er
/ˈstôrēˌtelər/
Noun
A person who tells stories.
Synonyms
narrator - teller - talet...
Adapting to your audience
Take the story as close to them as you can
Keep it brief and simple
Stimulate their senses
Descr...
Adapting to your audience
Take the story as close to them as you can
Keep it brief and simple
Stimulate their senses
Descr...
A good story has…
• A single theme, clearly defined
• A well developed plot
• Style: vivid word pictures, pleasing sounds ...
On storytelling
•
•
•
•
•

Introduce yourself
Introduce your Story
Great First Lines
Great Conclusions
Great Endings
• Mak...
Engaging audience
Three good ways to open a presentation and
grab your audience (use what works):
• Enrolling questions
• ...
The 6 Pitches – first five…
The one-word pitch

Priceless

The question pitch

Are you better off than you were four years...
The Pixar pitch – the formula
•
•
•
•
•
•

Once upon a time
Every Day
One day
Because of that
Because of that
Until finall...
Why use Pixar pitch?
• Using the storytelling format creates a kind of
distance that allows the story to reveal itself
mor...
The Pixar pitch – Finding Nemo
Once upon a time a widowed fish, named Marlin, who was
extremely protective of his only son...
The characters

Mush

Room
Every day… (incidents)
Every day… (service requests)
Every day…
One day…
Because of that…
Because of that…
Until Finally…
IT rocks!
Use it for IT
Story #1 – The gateway no one knew was there
Story #2 – “Oh. They too need this…”
Story #3 – Vacuum cleaner
...
The BPMN approach
BPMN is great to talk about business processes
It’s standard
It’s a visual notation
Implies no technical...
The BPMN approach – storyfied?
The BPMN approach – Use life
Hygiene
& dressing up

breakfast

commuting

Hygiene

Going to office

Wake
up

dress suit
ta...
Simulations
Engage people
Safe environment – social/organizational
Multiple roles
Multiple rounds
Invite to action
Take a story skeleton and fill it up with:
• your own story
• your company's story
• a compelling story y...
Acknowledgements

• Rob England

• Antonio Valle Salas
• João Menino
• Carlos Melo
Resources
Effective Storytelling, by Barry McWillliams
• http://www.eldrbarry.net/roos/eest.htm
9 tips for better storytel...
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itSMF Top10 presentation "Storytelling" by Rui Soares 04-10-2013
itSMF Top10 presentation "Storytelling" by Rui Soares 04-10-2013
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itSMF Top10 presentation "Storytelling" by Rui Soares 04-10-2013

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A presentation bringing Storytelling to ITSM as an organizational change enabler. Includes why stories resonate with us, what storytelling is, the Pixar pitch approach for structuring stories, examples, Dan Pink's pitches.

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  1. 1. itSMF Finland Conference 2013 TOP10 – The Sounds of IT Service Management Rui Soares The Storytelling way: Tell your change story by heart @rumagoso ruisoares@widesys.com http://itilblues.wordpress.com/
  2. 2. “No, no! The adventures first, explanations take such a dreadful time.”
  3. 3. Power of stories http://blog.bufferapp.com/great-customer-service-legendary
  4. 4. Stories and the brain • Powerpoint presentation with boring bullet points Broca Wernicke it hits our language processing parts in the brain
  5. 5. Stories and the brain But when we are being told a story… the narrative activates also other parts of the brain our brains experience the events of the story
  6. 6. Why stories work “An Audience is always interested in experiences of someone with whom they can relate. There is something very private that occurs within the reader [or listener/viewer] while he ‘shares’ the actor’s experience.” — Will Eisner in Graphic Storytelling and Visual Narrative
  7. 7. What is Storytelling? Storytelling is the interactive art of using words and actions to reveal the elements and images of a story while encouraging the listener’s imagination. http://www.storynet.org/resources/whatisstorytelling.html It’s done alive with a audience. If not then it is not storytelling.
  8. 8. Storyteller - definition sto·ry·tell·er /ˈstôrēˌtelər/ Noun A person who tells stories. Synonyms narrator - teller - taleteller - liar
  9. 9. Adapting to your audience Take the story as close to them as you can Keep it brief and simple Stimulate their senses Describe the characters and settings
  10. 10. Adapting to your audience Take the story as close to them as you can Keep it brief and simple Stimulate their senses Describe the characters and settings
  11. 11. A good story has… • A single theme, clearly defined • A well developed plot • Style: vivid word pictures, pleasing sounds and rhythm • Characterization • Faithful to source • Dramatic appeal • Appropriateness to listeners Effective Storytelling, by Barry McWillliams http://www.eldrbarry.net/roos/eest.htm
  12. 12. On storytelling • • • • • Introduce yourself Introduce your Story Great First Lines Great Conclusions Great Endings • Make sure you wait for your applause before exiting the stage! Enjoy the moment!
  13. 13. Engaging audience Three good ways to open a presentation and grab your audience (use what works): • Enrolling questions • Statement of declaration • Staggering statistical element from Arvee Robinson, http://www.instantprospeaker.com/3Explosiveways.htm
  14. 14. The 6 Pitches – first five… The one-word pitch Priceless The question pitch Are you better off than you were four years ago? The rhyming pitch "Kids and grownups love it so—the happy world of Haribo." The email subject line pitch The 5 Most Persuasive Words in the English Language The Twitter pitch The modern elevator pitch, capture your prospect’s attention in 140 characters
  15. 15. The Pixar pitch – the formula • • • • • • Once upon a time Every Day One day Because of that Because of that Until finally
  16. 16. Why use Pixar pitch? • Using the storytelling format creates a kind of distance that allows the story to reveal itself more clearly. • It forces you to tell the story simply, without all the jargon that usually makes pitches muddy and too complicated to process. • Like all good structures, the Pixar Pitch helps to organize your thoughts in a succinct way • It’s fun
  17. 17. The Pixar pitch – Finding Nemo Once upon a time a widowed fish, named Marlin, who was extremely protective of his only son, Nemo. Every day Marlin warned Nemo of the ocean’s dangers and implored him not to swim far away. One day, in an act of defiance, Nemo ignores his father’s warnings and swims into the open water. Because of that, he is captured by a diver and ends up in the fish tank of a dentist in Sydney. Because of that, Marlin sets off on a journey to recover Nemo, enlisting the help of other sea creatures along the way. Until finally Marlin and Nemo find each other, reunite and learn that love depends on trust. http://www.workingdifferently.org/4/post/2013/03/the-pixar-pitch-telling-your-story-crisply-and-withclarity-in-order-to-compel-action.html
  18. 18. The characters Mush Room
  19. 19. Every day… (incidents)
  20. 20. Every day… (service requests)
  21. 21. Every day…
  22. 22. One day…
  23. 23. Because of that…
  24. 24. Because of that…
  25. 25. Until Finally… IT rocks!
  26. 26. Use it for IT Story #1 – The gateway no one knew was there Story #2 – “Oh. They too need this…” Story #3 – Vacuum cleaner Use recent stories, it will grab people’s attention Confirm with people you can use the story Focus on the story, not on the details
  27. 27. The BPMN approach BPMN is great to talk about business processes It’s standard It’s a visual notation Implies no technical knowledge
  28. 28. The BPMN approach – storyfied?
  29. 29. The BPMN approach – Use life Hygiene & dressing up breakfast commuting Hygiene Going to office Wake up dress suit take bath Going to customer dress jeans dress kids
  30. 30. Simulations Engage people Safe environment – social/organizational Multiple roles Multiple rounds
  31. 31. Invite to action Take a story skeleton and fill it up with: • your own story • your company's story • a compelling story you want to share
  32. 32. Acknowledgements • Rob England • Antonio Valle Salas • João Menino • Carlos Melo
  33. 33. Resources Effective Storytelling, by Barry McWillliams • http://www.eldrbarry.net/roos/eest.htm 9 tips for better storytelling, by Sean Buvala • http://www.storyteller.net/articles/296 The Storytelling FAQ, by Tim Shappard • http://www.timsheppard.co.uk/story/faq.html The Phoenix Project, by Gene Kim, Kevin Behr and George Spafford • http://itrevolution.com/books/phoenix-project-devops-book/ Pixar’s 22 rules of storytelling, by Emma Coats • http://aerogrammestudio.com/2013/03/07/pixars-22-rules-ofstorytelling/
  34. 34. kysymykset?
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