Transformational        Communications:     The Science of StorytellingLynn Hazan, Lynn Hazan & Associates
“It is by logic that we prove,    but by intuition that we           discover.”             Henri Poincaré  French mathema...
Is there a scientific approach tostorytelling?            Copyright 2012 by Lynn Hazan & Associates •                     ...
Why storytelling?   Narrative - sticky in the brain   Appeal to emotions   If it’s memorable, it’s remembered          ...
Why storytelling?   Authentic   Honest, transparent   Builds trust   It’s repeatable                   Copyright 2012 ...
“Storytelling is the singular   most powerful technique for   any organization or business        to attract attention and...
We live in VUCA times…   V - Volatile   U - Uncertain   C - Complex   A - Ambiguous   Derived from military vocabular...
BarbThe VUCA Antidote                                              Cheng, founder, presid                                 ...
BarbThe VUCA Antidote                                             Cheng, founder, presid                                  ...
BarbThe VUCA Antidote                                              Cheng, founder, presid                                 ...
BarbThe VUCA Antidote                                              Cheng, founder, presid                                 ...
David Henderson on storytelling:1.   Emotional2.   Logical3.   Analytical                  Copyright 2012 by Lynn Hazan & ...
David Henderson on storytelling:   Human dimension   Bonding   Shared experience   Risky because imperfect            ...
“Leadership is               essentially a task of              persuasion, of winning               people’s minds and   ...
7 Story Types:   Who we are - Identity   Springboard - Spark action   Transmit values   Communicate who the firm is (B...
Who we are – IdentityBuild trust - get to know person’s      background and history              The Chris Vasquez Story  ...
Who we are – Identity            The Chris Vasquez StoryFamily, Results Oriented, Competitive, Fun, Imagination           ...
Springboard       Spark Action - visualize large-scale         transformation, act to realize it   Lynn in Ethiopia      ...
Transmit Values     Feels familiar to audience, rings a bell.              Prompts discussion.   The Container Store     ...
7 Core Values – McLane Co.   Respect for Individual   Effective Communications   Pride   Creating Environment for Pers...
Communicate who the firm is          (Branding) “Our people transformed an idea into a legend. That    legend will continu...
Foster collaborationDeanie Elsner       Executive Vice President        and President of        Beverages for Kraft      ...
Share knowledgeWalgreens - Former CEO sharing story    about employees and the prom           Copyright 2012 by Lynn Hazan...
Be a Leader   Adaptive capacity   Shared meaning or common vision   Distinctive and compelling voice   Do the right th...
Could this be you?Could this be your company?        Copyright 2012 by Lynn Hazan & Associates •                        lh...
Telling Your Story   Copyright 2012 by Lynn Hazan & Associates •                   lhazan.com
The Hemmingway Challenge  Write a story in only 6 words            Copyright 2012 by Lynn Hazan & Associates •            ...
“For Sale. Baby shoes.     Never worn.”     Copyright 2012 by Lynn Hazan & Associates •                     lhazan.com
What’s your Story?   Write your story in only 6 words   Lynn’s story as a recruiter:    Passionate recruiter loves placi...
Techniques for In-Person Storytelling Tone of voice - avoid monotone/modulate Facial expressions, gestures, posture Eye...
The Music of Storytelling   Transitions   Pauses   Rhythm and tempo, repetition   Integrate with music   Appeal to th...
Your Storytelling Practice Practice makes perfect Develop your own style Rehearse in front of the  mirror Get a coach...
How to Source Material   Content is all around you   Interview your customers?   It’s a process, step by step   Succes...
Components of a Story                Think of the 5 W’s   Structure: beginning, middle, end   Issue: conflict, drama, pr...
Themes   The Journey   Employee as Hero   Transformation   Overcoming Adversity                  Copyright 2012 by Lyn...
Footsteps Activity   Copyright 2012 by Lynn Hazan & Associates •                   lhazan.com
Your turn….Your Story will Find You   Close your eyes   Think of incident that impacted on you   W5: Who, What, When, W...
Paired Share with your Neighbor   Remember your 5 senses   Keep it simple   What kind of story    do you want to tell?...
Evaluate Your Story   Why did I tell the story?   Believable?   Relate to it?   Human element?   How did it feel to b...
“Management fads come    and go, but storytelling has       been around forever. If   telling stories has lasted this     ...
Go forth and tell!   Lynn Hazanlynn@lhazan.com www.lhazan.com  312-863-5401 Follow me on                      Connect with...
Resources   Have a Kind Week, Dan Jorndt   The Leader’s Guide to Storytelling: Mastering    the Art and Discipline of Bu...
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Transformational Communications: The Science of Storytelling

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Transformational Communications: The Science of Storytelling

Presented at a conference for The Sales Association, November 8, 2012.

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Transformational Communications: The Science of Storytelling

  1. 1. Transformational Communications: The Science of StorytellingLynn Hazan, Lynn Hazan & Associates
  2. 2. “It is by logic that we prove, but by intuition that we discover.” Henri Poincaré French mathematician, theoretical physicist, engineer, and a philosopher of science Copyright 2012 by Lynn Hazan & Associates • lhazan.com
  3. 3. Is there a scientific approach tostorytelling? Copyright 2012 by Lynn Hazan & Associates • lhazan.com
  4. 4. Why storytelling? Narrative - sticky in the brain Appeal to emotions If it’s memorable, it’s remembered Copyright 2012 by Lynn Hazan & Associates • lhazan.com
  5. 5. Why storytelling? Authentic Honest, transparent Builds trust It’s repeatable Copyright 2012 by Lynn Hazan & Associates • lhazan.com
  6. 6. “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.” David Henderson, Author and Media Strategist, davidhenderson.comCopyright 2012 by Lynn Hazan & Associates • lhazan.com
  7. 7. We live in VUCA times… V - Volatile U - Uncertain C - Complex A - Ambiguous Derived from military vocabulary in the 1990’s Copyright 2012 by Lynn Hazan & Associates • lhazan.com
  8. 8. BarbThe VUCA Antidote Cheng, founder, presid ent, and CEO of Executive Core  Vision With a clear vision, creative space opens up for innovations. Copyright 2012 by Lynn Hazan & Associates • lhazan.com
  9. 9. BarbThe VUCA Antidote Cheng, founder, presid ent, and CEO of Executive Core  Vision  Understanding Listening and understanding can help leaders discover new ways of thinking and acting. Copyright 2012 by Lynn Hazan & Associates • lhazan.com
  10. 10. BarbThe VUCA Antidote Cheng, founder, presid ent, and CEO of Executive Core  Vision  Understanding  Clarity Clarity works because people are so confused that they grasp at anything that helps them make sense out of chaos. Copyright 2012 by Lynn Hazan & Associates • lhazan.com
  11. 11. BarbThe VUCA Antidote Cheng, founder, presid ent, and CEO of Executive Core  Vision  Understanding  Clarity  Agility Leaders must be ready for surprises. Have practices which support agility. Copyright 2012 by Lynn Hazan & Associates • lhazan.com
  12. 12. David Henderson on storytelling:1. Emotional2. Logical3. Analytical Copyright 2012 by Lynn Hazan & Associates • lhazan.com
  13. 13. David Henderson on storytelling: Human dimension Bonding Shared experience Risky because imperfect Copyright 2012 by Lynn Hazan & Associates • lhazan.com
  14. 14. “Leadership is essentially a task of persuasion, of winning people’s minds and hearts.” Stephen DenningCopyright 2012 by Lynn Hazan & Associates • lhazan.com
  15. 15. 7 Story Types: Who we are - Identity Springboard - Spark action Transmit values Communicate who the firm is (Branding) Foster collaboration Tame the grapevine Share knowledgeThe Leader’s Guide to Storytelling by Stephen Denning Copyright 2012 by Lynn Hazan & Associates • lhazan.com
  16. 16. Who we are – IdentityBuild trust - get to know person’s background and history The Chris Vasquez Story  Senior Account Manager at CCC Technologies Inc. Copyright 2012 by Lynn Hazan & Associates • lhazan.com
  17. 17. Who we are – Identity The Chris Vasquez StoryFamily, Results Oriented, Competitive, Fun, Imagination Copyright 2012 by Lynn Hazan & Associates • lhazan.com
  18. 18. Springboard Spark Action - visualize large-scale transformation, act to realize it Lynn in Ethiopia Copyright 2012 by Lynn Hazan & Associates • lhazan.com
  19. 19. Transmit Values Feels familiar to audience, rings a bell. Prompts discussion. The Container Store Copyright 2012 by Lynn Hazan & Associates • lhazan.com
  20. 20. 7 Core Values – McLane Co. Respect for Individual Effective Communications Pride Creating Environment for Personal Growth Open Door Policy Teamwork Commitment Copyright 2012 by Lynn Hazan & Associates • lhazan.com
  21. 21. 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.”Herb Kelleher,former CEO Copyright 2012 by Lynn Hazan & Associates • lhazan.com
  22. 22. Foster collaborationDeanie Elsner  Executive Vice President and President of Beverages for Kraft Foods North America Revitalized Gevalia brand in Europe Copyright 2012 by Lynn Hazan & Associates • lhazan.com
  23. 23. Share knowledgeWalgreens - Former CEO sharing story about employees and the prom Copyright 2012 by Lynn Hazan & Associates • lhazan.com
  24. 24. Be a Leader Adaptive capacity Shared meaning or common vision Distinctive and compelling voice Do the right thing Sense of integrityFrom Geeks and Geezers: How Era, Values and Defining Moments Shape Leaders, byWarren G. Bennis and Robert J. Thomas Copyright 2012 by Lynn Hazan & Associates • lhazan.com
  25. 25. Could this be you?Could this be your company? Copyright 2012 by Lynn Hazan & Associates • lhazan.com
  26. 26. Telling Your Story Copyright 2012 by Lynn Hazan & Associates • lhazan.com
  27. 27. The Hemmingway Challenge Write a story in only 6 words Copyright 2012 by Lynn Hazan & Associates • lhazan.com
  28. 28. “For Sale. Baby shoes. Never worn.” Copyright 2012 by Lynn Hazan & Associates • lhazan.com
  29. 29. What’s your Story? Write your story in only 6 words Lynn’s story as a recruiter: Passionate recruiter loves placing superb talent! Copyright 2012 by Lynn Hazan & Associates • lhazan.com
  30. 30. Techniques for In-Person Storytelling Tone of voice - avoid monotone/modulate Facial expressions, gestures, posture Eye contact Don’t hide behind the podium The uncrowded stage: own the space Copyright 2012 by Lynn Hazan & Associates • lhazan.com
  31. 31. The Music of Storytelling Transitions Pauses Rhythm and tempo, repetition Integrate with music Appeal to the five senses Copyright 2012 by Lynn Hazan & Associates • lhazan.com
  32. 32. Your Storytelling Practice Practice makes perfect Develop your own style Rehearse in front of the mirror Get a coach Incubate - ideas, techniques gel It’s okay to make mistakes Copyright 2012 by Lynn Hazan & Associates • lhazan.com
  33. 33. How to Source Material Content is all around you Interview your customers? It’s a process, step by step Success breeds success Top-down and bottom-up Walk around management style Copyright 2012 by Lynn Hazan & Associates • lhazan.com
  34. 34. Components of a Story Think of the 5 W’s Structure: beginning, middle, end Issue: conflict, drama, problem Character: staff, president, clients Location: at work, on the road Time: day, night, season Resolution: happy ending or not Copyright 2012 by Lynn Hazan & Associates • lhazan.com
  35. 35. Themes The Journey Employee as Hero Transformation Overcoming Adversity Copyright 2012 by Lynn Hazan & Associates • lhazan.com
  36. 36. Footsteps Activity Copyright 2012 by Lynn Hazan & Associates • lhazan.com
  37. 37. Your turn….Your Story will Find You Close your eyes Think of incident that impacted on you W5: Who, What, When, Where, Why What feelings or emotions came up? Resolution? Copyright 2012 by Lynn Hazan & Associates • lhazan.com
  38. 38. Paired Share with your Neighbor Remember your 5 senses Keep it simple What kind of story do you want to tell? Give your story a title Copyright 2012 by Lynn Hazan & Associates • lhazan.com
  39. 39. Evaluate Your Story Why did I tell the story? Believable? Relate to it? Human element? How did it feel to be the listener? Copyright 2012 by Lynn Hazan & Associates • lhazan.com
  40. 40. “Management fads come and go, but storytelling has been around forever. If telling stories has lasted this long, there is probably something to it.” David Armstrong, CEO: Armstrong Industries from Managing by Storying AroundCopyright 2012 by Lynn Hazan & Associates • lhazan.com
  41. 41. Go forth and tell! Lynn Hazanlynn@lhazan.com www.lhazan.com 312-863-5401 Follow me on Connect with me on Twitter: Linkedin: lynnhazan Lynn Hazan Copyright 2012 by Lynn Hazan & Associates • lhazan.com
  42. 42. Resources Have a Kind Week, Dan Jorndt The Leader’s Guide to Storytelling: Mastering the Art and Discipline of Business Narrative, Stephen Denning The Springboard: How Storytelling Ignites Action in Knowledge-Era Organizations, Stephen Denning Managing by Storying Around: A New Method of Leadership, David Armstrong The Media Savvy Leader: Visibility, Influence and Results in a Competitive World, David Henderson Copyright 2012 by Lynn Hazan & Associates • lhazan.com

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