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Oana Juncu 
@ojuncu 
Key Ingredients of Storytelling 
www.coemerge.com 
http://oanasagile.blogspot.com/
@ojuncu 
www.coemerge.com 
http://oanasagile.blogspot.com/
@ojuncu 
www.coemerge.com 
Our brain is story-wired 
http://oanasagile.blogspot.com/ 
70%
@ojuncu 
www.coemerge.com 
Culture is build on stories 
http://oanasagile.blogspot.com/
@ojuncu 
Change relies on stories that shape an emerging 
www.coemerge.com 
http://oanasagile.blogspot.com/ 
culture
simply, it means you didn’t 
@ojuncu 
« If you cannot tell it 
understand it » 
www.coemerge.com 
http://oanasagile.blogsp...
@ojuncu 
“Gravity is not a force but the geometry of the space-time 
www.coemerge.com 
The General Relativity Theory 
http...
@ojuncu 
www.coemerge.com 
http://oanasagile.blogspot.com/ 
The genius is in the story 
“If you want your children 
to be ...
@ojuncu 
The General Relativity Theory is 
www.coemerge.com 
http://oanasagile.blogspot.com/ 
A story in the elevator
@ojuncu 
www.coemerge.com 
http://oanasagile.blogspot.com/ 
Who is it about ?
@ojuncu 
www.coemerge.com 
http://oanasagile.blogspot.com/ 
The Status Quo
@ojuncu 
www.coemerge.com 
http://oanasagile.blogspot.com/ 
The Quest 
The Businessman Blues
@ojuncu 
What holds the hero in the Status Quo ? 
www.coemerge.com 
http://oanasagile.blogspot.com/
@ojuncu 
www.coemerge.com 
http://oanasagile.blogspot.com/ 
The Trigger 
“Marry Me?” - photo credits Nagano Tokozaku - Fli...
A B 
@ojuncu 
www.coemerge.com 
A Story Is A Passage Rite 
http://oanasagile.blogspot.com/
A The Groove of “Hope-Action-Delusion/Encouragement-Hope” B 
@ojuncu 
The Passage Rite is a set of circles 
www.coemerge.c...
@ojuncu 
www.coemerge.com 
http://oanasagile.blogspot.com/ 
The Outcome 
Photo credits Metempsyc0se Mata, Flickr
@ojuncu 
www.coemerge.com 
http://oanasagile.blogspot.com/ 
Make It Sticky ! 
Simple 
Unexpected 
Credible 
“”Les Intoucha...
“”Les Intouchables” with Omar Sy & François Cluzet , By Oivier Nakache Simple 
@ojuncu 
www.coemerge.com 
http://oanasagil...
An insurrection in Paris : 5th and 6th of June 1832 
@ojuncu 
www.coemerge.com 
Through the eyes of one Character 
http://...
@ojuncu 
www.coemerge.com 
http://oanasagile.blogspot.com/ 
Did you get it ? 
References 
Dan & Chip Heath, “Made To Stick...
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The 7 Key Ingredients of Effective Storytelling

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This is the presentation made at ALE2014 in Krakow about the importance of storytelling in organisations, business and leadership and the key factors to build a good story.

Published in: Leadership & Management
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The 7 Key Ingredients of Effective Storytelling

  1. 1. Oana Juncu @ojuncu Key Ingredients of Storytelling www.coemerge.com http://oanasagile.blogspot.com/
  2. 2. @ojuncu www.coemerge.com http://oanasagile.blogspot.com/
  3. 3. @ojuncu www.coemerge.com Our brain is story-wired http://oanasagile.blogspot.com/ 70%
  4. 4. @ojuncu www.coemerge.com Culture is build on stories http://oanasagile.blogspot.com/
  5. 5. @ojuncu Change relies on stories that shape an emerging www.coemerge.com http://oanasagile.blogspot.com/ culture
  6. 6. simply, it means you didn’t @ojuncu « If you cannot tell it understand it » www.coemerge.com http://oanasagile.blogspot.com/
  7. 7. @ojuncu “Gravity is not a force but the geometry of the space-time www.coemerge.com The General Relativity Theory http://oanasagile.blogspot.com/ referential”
  8. 8. @ojuncu www.coemerge.com http://oanasagile.blogspot.com/ The genius is in the story “If you want your children to be intelligent, read them fairy tales. If you want them to be more intelligent, read them more fairy tales.”
  9. 9. @ojuncu The General Relativity Theory is www.coemerge.com http://oanasagile.blogspot.com/ A story in the elevator
  10. 10. @ojuncu www.coemerge.com http://oanasagile.blogspot.com/ Who is it about ?
  11. 11. @ojuncu www.coemerge.com http://oanasagile.blogspot.com/ The Status Quo
  12. 12. @ojuncu www.coemerge.com http://oanasagile.blogspot.com/ The Quest The Businessman Blues
  13. 13. @ojuncu What holds the hero in the Status Quo ? www.coemerge.com http://oanasagile.blogspot.com/
  14. 14. @ojuncu www.coemerge.com http://oanasagile.blogspot.com/ The Trigger “Marry Me?” - photo credits Nagano Tokozaku - Flickr
  15. 15. A B @ojuncu www.coemerge.com A Story Is A Passage Rite http://oanasagile.blogspot.com/
  16. 16. A The Groove of “Hope-Action-Delusion/Encouragement-Hope” B @ojuncu The Passage Rite is a set of circles www.coemerge.com http://oanasagile.blogspot.com/
  17. 17. @ojuncu www.coemerge.com http://oanasagile.blogspot.com/ The Outcome Photo credits Metempsyc0se Mata, Flickr
  18. 18. @ojuncu www.coemerge.com http://oanasagile.blogspot.com/ Make It Sticky ! Simple Unexpected Credible “”Les Intouchables” with Omar Sy & François Cluzet , By Oivier Nakache
  19. 19. “”Les Intouchables” with Omar Sy & François Cluzet , By Oivier Nakache Simple @ojuncu www.coemerge.com http://oanasagile.blogspot.com/ Make It Sticky ! Unexpected Credible Concrete Emotional Story
  20. 20. An insurrection in Paris : 5th and 6th of June 1832 @ojuncu www.coemerge.com Through the eyes of one Character http://oanasagile.blogspot.com/
  21. 21. @ojuncu www.coemerge.com http://oanasagile.blogspot.com/ Did you get it ? References Dan & Chip Heath, “Made To Stick” Lisa Cron , “Wired for Stories” Victor Hugo , “Les Miserables” ( “The Mis’ “ ) Thank YOU !

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