Transformational Communications: The Power of Story


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Lynn Hazan's presentation to the IABC Chicago luncheon on 4.22.09.

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Transformational Communications: The Power of Story

  1. 1. Transformational Communications: The Power of Story Lynn Hazan, President Lynn Hazan & Associates
  2. 3. Why storytelling? Narrative- sticky in the brain Appeal to emotions If it’s memorable, it’s remembered
  3. 4. Why storytelling? Authentic Honest, transparent Builds trust It’s repeatable
  4. 5. Brooke Gladstone, NPR’s On The Media <ul><li>“ Journalists are taught to talk and write in human terms. Tell me a story.” </li></ul>
  5. 6. Storytelling in the news <ul><li>“ Festival Presents Storytelling as Theater,” </li></ul><ul><li>NY Times, August 5, 2007 </li></ul><ul><li>“ From Seasoned Chef to Storyteller,” </li></ul><ul><li>Wall Street Journal, January 21, 2009 </li></ul><ul><li>“ Storyville Storytelling,” </li></ul><ul><li>NY Times blog, November 18, 2008 </li></ul><ul><li>“ Grand Theft Auto's Extreme Storytelling,” Time, February 17, 2009 </li></ul><ul><li>“ Stop Me if You’ve Heard this One,” </li></ul><ul><li>Newsweek, February 16, 2009 </li></ul>
  6. 7. <ul><li>“ Storytelling is the singular most powerful technique for any organization or business to attract attention and trigger word of mouth buzz that will ultimately enhance leadership positioning.” </li></ul><ul><li>David Henderson, Author and Media Strategist, </li></ul>
  7. 8. Why Transformational Communications? What are givens: Unprecedented change Complexity Fear
  8. 9. Walgreens - Laurie Mayer “You find a story that people will really remember….It’s not what you say, it’s what you do or what you did. And a story talks about what you did.”
  9. 10. Walgreens - Laurie Mayer People worried Losing paternalistic culture Stronger competition - WalMart, e.g.
  10. 11. We have our work spelled out <ul><li>Have to change </li></ul><ul><li>Get people to work together </li></ul><ul><li>Knowledge bank </li></ul><ul><li>Future </li></ul>
  11. 12. David Henderson on storytelling: 1. Emotional 2. Logical 3. Analytical
  12. 13. David Henderson on storytelling: Human dimension Bonding Shared experience Risky because imperfect
  13. 14. Stephen Denning ‘Leadership is essentially a task of persuasion, of winning people’s minds and hearts.”
  14. 15. 7 Story Types: Steve Denning <ul><li>Who we are - Identity </li></ul><ul><li>Springboard - Spark action </li></ul><ul><li>Transmit values </li></ul><ul><li>Communicate who the firm is - Branding </li></ul><ul><li>Foster collaboration </li></ul><ul><li>Tame the grapevine </li></ul><ul><li>Share knowledge </li></ul>The Leader’s Guide to Storytelling: Mastering the Art and Discipline of Business Narrative , Stephen Denning
  15. 16. 1. Who we are-Identity The Barack Obama Story Build trust-get to know person, background and history
  16. 17. 2. Springboard Spark Action - springboard story-visualize large-scale transformation, act to realize it Example: McDonald’s McCafe
  17. 18. 3. Transmit values Feels familiar to audience, rings a bell. Prompts discussion. Example: Container Store - Parallel Parking
  18. 19. 7 Core Values-McLane Co. <ul><li>Respect for Individual </li></ul><ul><li>Effective Communications </li></ul><ul><li>Pride </li></ul><ul><li>Creating Environment for Personal Growth </li></ul><ul><li>Open Door Policy </li></ul><ul><li>Teamwork </li></ul><ul><li>Commitment </li></ul>
  19. 20. Mission: Possible! Create a workshop to reinforce core values. Culture Preservation: Story Telling as a Training Tool
  20. 21. 4. Communicate who the firm is - Branding “ Our people transformed an idea into a legend. That legend will continue to grow only so long as it is nourished by our people’s indomitable spirit, boundless energy, immense goodwill and burning desire to excel.” A quote from Herb Kelleher of Southwest Airlines
  21. 22. Fred Taylor of SW Airlines
  22. 23. 5. Foster collaboration Example: Whirlpool - Habitat for Humanity +
  23. 24. 6. Tame the Grapevine Identity Example: Domino’s - CEO Patrick Doyle’s response
  24. 25. 7. Share knowledge Example: Walgreens - Former CEO sharing story about employees and the prom
  25. 26. Laurie Mayer: <ul><li>“There’s information, but there’s no soul to it. You’ve got to give soul to it.” </li></ul>
  26. 27. <ul><li>“ Management fads come and go, but storytelling has been around forever. If telling stories has lasted this long, there is probably something to it.” </li></ul><ul><li>David Armstrong, CEO: Armstrong Industries from Managing by Storying Around </li></ul>
  27. 28. Follow-up Webinar <ul><li>Sign up for the free 30-minute webinar, </li></ul><ul><li>Enhancing Your Storytelling Techniques </li></ul>Provide your email on the sheet to be advised of the time and date. We promise not to spam you or provide your email to anyone else. Please print clearly!
  28. 29. Thanks to Laurel Krasne, IABC
  29. 30. Resources <ul><li>Dreams from My Father: A Story of Race and Inheritance , Barack Obama </li></ul><ul><li>Have a Kind Week , Dan Jorndt </li></ul><ul><li>The Leader’s Guide to Storytelling: Mastering the Art and Discipline of Business Narrative , Stephen Denning </li></ul><ul><li>Managing by Storying Around: A New Method of Leadership , David Armstrong </li></ul><ul><li>The Media Savvy Leader: Visibility, Influence and Results in a Competitive World , David Henderson </li></ul>
  30. 31. Here’s to your own wonderful stories! Lynn Hazan [email_address] 312.863.5401
  31. 32. COMPLETE BIBLIOGRAPHY Armstrong, David M. Managing by Storying Around: A New Method of Leadership. Armstrong International. Three Rivers, 1999. Clark, Evelyn. Around the Corporate Campfire: How Great Leaders Use Stories to Inspire Success. Insight Publishers, 2004. Delong, David. &quot;Lost Knowledge: Confronting the Threat of an Aging Workforce&quot;. Oxford University Press, USA, 2004. Denning, Stephen. The Leader’s Guide to Storytelling: Mastering the Art and Discipline of Business Narrative. Jossey-Bass, 2005. Denning, Stephen. The Springboard: How Storytelling Ignites Action in Knowledge-Era Organizations. Butterworth Heinemann, Boston, 2001. Denning, Stephen. Squirrel Inc.: A Tale About Leadership Through Storytelling. Jossey-Bass, 2004. Fulford, Robert. The Triumph of Narrative: Storytelling in the Age of Mass Culture. Broadway, 2001. Gabriel, Yannis. Storytelling in Organizations: Facts, Fictions, and Fantasies. Oxford: Oxford University Press, 2000. Golden Fleece/StoryAtWork See video here: Henderson, David: Blog: Book site: www. mediasavvyleader .com (e-book-free download) The Media Savvy Leader: Visibility, Influence and Results in a Competitive World,Robert Reed Publishers, 2009. Kahan, Seth. www. sethkahan .com Lipman, Doug. Improving Your Storytelling: Beyond the Basics for All Who Tell Stories in Work or Play. August House Publishers, Inc. Little Rock, 1999. Lipman, Doug. The Storytelling Coach: How to Praise, and Bring out People’s Best. August House Publishers, Inc. Little Rock, 1995. Mayer, Laurie (editor) Have a Kind Week: A Collection of Dan Jorndt's Monday Morning Jolts 1997-2002. Walgreens. Deerfield, IL. 2003 Mooney, Bill and David Holt. The Storyteller’s Guide: Storytellers Share Advice for the Classroom, Boardroom, Showroom, Podium, Pulpit and Center Stage. Little Rock, August House, 1996. Neuhauser, Peg. Corporate Legends and Lore: The Power of Storytelling as a Management Tool. McGraw-Hill, 1993. Obama, Barack. Dreams from My Father: A Story of Race and Inheritance. Three Rivers Press, 2004. Read MacDonald, Margaret. The Storyteller’s Start Up Book. August House, 1993. Sawyer, Ruth. The Way of the Storyteller. Penguin, 1977. Simmons, Annette. The Story Factor: The Secrets of Influence from the Art of Storytelling. Basic Books, 2006. Winsor, John. Beyond the Brand: Why Engaging the Right Customers is Essential to Winning in Business. Dearborn Trade, 2004. Online Resources: Exley, Jack: Stories and Numbers-A Closer Look at Camp Obama http://www. huffingtonpost .com/zack-exley/stories-and-numbers-a-c_b_62278.html A Storied Career: Kathy Hansen’s Blog to explore traditional and post modern forms/uses of storytelling Storybest : &quot;social content network&quot; based on coRank . It's a place where people submit, share, vote and promote stories about a particular topic, project, community, etc. Doug Stevenson, Story Theater International. : Online tool to create multi-media page stories, use drag and drop clip art, add text in dialog boxes, create storytelling clubs. A favorite site for teachers. WorkingStories mailing list [email_address]