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Why stories matter and why some stories matter more than others | Narrative-based strategic storytelling | Internal Comms Group | 30 April 2019

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Guy Pattison, CEO, Stronger Stories

Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

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Why stories matter and why some stories matter more than others | Narrative-based strategic storytelling | Internal Comms Group | 30 April 2019

  1. 1. stronger internal stories @strongerstories #CCinternalcomms Guy Pattison
  2. 2. “If anyone here is in advertising or marketing, kill yourself” Bill Hicks #CCinternalcomms @strongerstories
  3. 3. Share storytelling power Stronger story Stronger story tellers So good ideas get the attention they deserve. stronger story telling #CCinternalcomms @strongerstories
  4. 4. Why do stories Matter? #CCinternalcomms @strongerstories
  5. 5. First day - internal comms Brief: #CCinternalcomms @strongerstories
  6. 6. End of First week – reality check: #CCinternalcomms @strongerstories
  7. 7. Finding the sweet spot: #CCinternalcomms @strongerstories
  8. 8. Hardwired POWERPATTERN #CCinternalcomms @strongerstories
  9. 9. Daniel Kahneman, Thinking Fast and Slow “The confidence that individuals have... depends mostly on the quality of the story they can tell about what they see, even if they see little.” WE are Hyper intelligent, social, emotional and irrational beings. #CCinternalcomms @strongerstories
  10. 10. HARDWIRED.
  11. 11. FIGHT OR FLIGHT.
  12. 12. COGNITIVE REVOLUTION.
  13. 13. GOSSIP.
  14. 14. MYTH.
  15. 15. BRAND.
  16. 16. HARDWIRED!
  17. 17. and why do some stories matter more than others? #CCinternalcomms @strongerstories
  18. 18. Hardwired POWERPATTERN #CCinternalcomms @strongerstories
  19. 19. The pattern to the world’s most successful stories #CCinternalcomms @strongerstories
  20. 20. THE HERO’S JOURNEY.
  21. 21. Our 9 steps for a journey of change Everyday hero Ordinary world Compelling villain Mentor and gifts Call to adventure Cross the threshold Allies and gifts Three challenges Better world#CCinternalcomms @strongerstories
  22. 22. Spoiler alert! #CCinternalcomms @strongerstories
  23. 23. Blackpanther Everyday hero. Ordinary world. Compelling villain. Call to adventure. Crossing the threshold. Three challenges.Allies, mentors and gifts. Better world.
  24. 24. TheHungerGames Everyday hero. Ordinary world. Compelling villain. Call to adventure. Crossing the threshold. Three challenges. Better world.Allies, mentors and gifts.
  25. 25. ALIEN Everyday hero. Ordinary world. Compelling villain. Call to adventure. Crossing the threshold. Three challenges.Allies, mentors and gifts. Better world.
  26. 26. Jaws Everyday hero. Ordinary world. Compelling villain. Call to adventure. Crossing the threshold. Three challenges.Allies, mentors and gifts. Better world.
  27. 27. WhenHARRYMETSALLY Everyday hero. Ordinary world. Compelling villain. Call to adventure. Crossing the threshold. Three challenges. Better world.Allies, mentors and gifts.
  28. 28. Moana Everyday hero. Ordinary world. Compelling villain. Call to adventure. Crossing the threshold. Three challenges.Allies, mentors and gifts. Better world.
  29. 29. And can be used to CREATE A STRONGER STORY ABOUT the mission, vision and purpose of a charity, community, CAMPAIGN OR SERVICE... #CCinternalcomms @strongerstories
  30. 30. SpaceX,Tesla,etc Everyday hero. Ordinary world. Compelling villain. Call to adventure. Crossing the threshold. Three challenges. Better world.Allies, mentors and gifts.
  31. 31. TOMS Everyday hero. Ordinary world. Compelling villain. Call to adventure. Crossing the threshold. Three challenges.Allies, mentors and gifts. Better world.
  32. 32. TheBodyShop Everyday hero. Ordinary world. Compelling villain. Call to adventure. Crossing the threshold. Three challenges. Better world.Allies, mentors and gifts.
  33. 33. TheroyalStar&GARTER Everyday heroes. Ordinary world. Compelling villain. Call to adventure. Crossing the threshold. Three challenges.Allies, mentors and gifts. Better world.
  34. 34. #BlackLivesMatter Everyday heroes. Ordinary world. Compelling villain. Call to adventure. Crossing the threshold. Three challenges.Allies, mentors and gifts. Better world.
  35. 35. Extinctionrebellion Everyday heroes. Ordinary world. Compelling villain. Call to adventure. Crossing the threshold. Three challenges.Allies, mentors and gifts. Better world.
  36. 36. ORDINARY WORLD COMPELLING VILLAIN Better world THREE CHALLENGES CALL TO ADVENTURE CROSSING THE THRESHOLD ALLIES AND GIFTS MENTOR AND GIFTS EVERDAY HERO Story canvas framework: Strongerstories.org Inspired by Joseph Campbell’s Hero’s Journey and adapted from The Business Model Canvas. Licensed under the Creative Commons Attribution-Share Alike 3.0 Un-ported License.
  37. 37. StarWars:ANewHope Everyday hero. Ordinary world. Compelling villain. Call to adventure. Crossing the threshold. Three challenges. Better world.Allies, mentors and gifts.
  38. 38. Hardwired POWERPATTERN #CCinternalcomms @strongerstories
  39. 39. What Can story do for internal comms? #CCinternalcomms @strongerstories
  40. 40. Story is a single tonic for many strategic ailments. #CCinternalcomms @strongerstories
  41. 41. ONLY A story can REPLACE A STORY. #CCinternalcomms @strongerstories
  42. 42. YOUR INTERNAL STORYTELLING START POINT: #CCinternalcomms @strongerstories
  43. 43. Greater satisfaction Greater PERFORMANCE Greater Innovation Greater reach Greater trust Greater Motivation The power of Engaged employee storytellers Those employers with the highest engagement scores (top 25%) averaged 18% higher productivity. (Gallup). 70% of the more engaged employees have a good understanding of customer needs against only 17% of the disengaged (PWC). 59% of the more engaged employees say work brings out their most creative ideas, against 3% of the less engaged (Gallup). 84% of people value information from people they know above all other forms of communication (Nielsen) Employee content Is re-shared 24 times more than content posted through official social media channels (MSLGroup) Meaningful work is the single largest contributor to a positive employee experience (Globoforce) #CCinternalcomms
  44. 44. INSPIRED? start exploring your Story in OLD ways. #CCinternalcomms @strongerstories
  45. 45. Can Anyone help me become a charity that shares storytelling power? #CCinternalcomms @strongerstories
  46. 46. THANK YOU Any questions or any advice for me, please feel free: guy@strongerstories.org @guypattison #CCinternalcomms @strongerstories
  47. 47. Narrative-based strategic storytelling Supported by 30 April 2019 Internal Comms Group London #CCinternalcomms
  48. 48. Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

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