10 minutes — a. early food story b. favorite org story (in pairs share one-minute stories, walk, new partners, share new story, walk switch partners, retell first story, walk switch partners, retell the org story that was shared with you. Debrief: what happens in the story moment? Difference between telling a personal story and an org story? Telling it a second time? Telling someone else’s story?
Authentic Relevant & Resonant
We are the storytelling animal (see Gottschall) — neuroscientists to evolutionary biologists concur. If this is indeed so, then we should be using stories far more than we do in our work to connect, to inform, to celebrate, to inspire, to ACT.
We need data, but we absolutely need stories to make sense of the data and to make it stick.
We need many sorts of communications, but here we will focus on stories and they have a particular shape and arc.
The simplest arc. Every story holds this in its heart. For more on story shapes, see Kurt Vonnegut’s fabulous 4 minutes on the subject:
What happens when we sense someone is going to tell a story (we have expectations that its arc will be delivered)
Google’s Version: Care Do Impact e.g. Challenge: Our kids are not eating healthy meals Action: We put into play the F2S program Result: Kids helping parents & themselves to make better food choices
Example. This story exemplifies the particular story only he could tell. What are your stories that make you stand out?
If the arc represents the bigger story of what you are trying to achieve, the smaller stories support and serve that big narrative. You need stories all along the arc.
Examples of different storytellers.
#2 There is no clear message in the story #3 The story is generic. Everyone tells the same story. Who cares about it? IF we think we already know this story, why should we stay and listen?
With so many stories, how do we zero in on the right story?
Be very specific!
Goal: You need to show impact to grow support Audience: School Board A story you told or heard. Debrief: What was different this time around?
Prep for the exercise.
Prpe for the redux.
This time you felt the importance of framing the story — it is not enough to just launch into the story with nothing around it.
Tone & language — do they serve the Goals? The Audience — help get at that sweet spot? Your tone/language choices might be quite different if you are trying to reach the legislature or if you’re trying to reach kids.
Once you have the goals & audience worked out you can tackle channels, media, capacity. Then you can plan a great project.
Choose wisely. Know who is where and how each work best.
Hours 2 & 3 with Ned
How will do this? Will you create the stories yourself or ask people to send them in? What works best when?
Visual appeal of your presentation — you’ve got to draw your audience in and relate to the bigger narrative.
1 minute project pitch 1 minute receive feedback (praise, question, ideas) Switch. A couple of groups pitch the full group.
Discussion: will you share your stories through feeds and tagging or through a shared site? Pros & Cons
Inportance of tagging and of sharing process stories & tips.
Creating & Sharing Farm to School Stories of Impact
Creating & Sharing
Stories of Impact
Ned Castle,VT Folk Life Center
Barbara Ganley, Community Expressions, LLC & Vermont Story Lab
Betsy Rosenbluth, Vermont FEED & National Farm to School Network, Shelburne Farms
Icon by Ethan Clark
Icons by To Uyen & Joel McKinney
a. An early food memory
b. A favorite moment
in your farm-to-school
Icon by irene hoffman /noun project
What makes a great gift?
Icon by gregor cresner /noun project
What makes a great storytelling?
Challenge Action Result
Ritz got his green
thumb many years
ago while teaching at
a Bronx high school.
Someone sent him a
box of daffodil bulbs.
Not knowing what to
do with them, he
stashed them behind
A few weeks later, a fight
broke out. Ritz says one
student ran to the radiator
because, he assumed, the
boy had hidden a weapon
there. Instead, he found
"hundreds of flowers busting
out of this box. And the kid,
instead of coming out to beat
someone's behind, came out
with a box of flowers. The
class burst out laughing."
Ritz says he had an
epiphany. He and
his students went on
to plant some 20,000
bulbs across New
York that year.
The lesson, Ritz
says, is that a seed
grow into something
Your Audience and You
It takes two to story… Richard Kearney
The RIGHT Story: Goals & Audience
1. What’s your primary goal in this project/outreach effort?
2. What audience you wish to reach (e.g. school staff, decision makers, youth)
3. What do you want them to do? Why should they care? Why should they act?
4. Where do they get their information? Connect?
Images via the Noun Project by
Mattis Gutsche & Miguel Balandrano
Icons by To Uyen & Joel McKinney