Conveying Collecting Curating Corporate Stories

Second Lecture: Conveying, Collecting and
Curating Stories
CORPORATE STORYTELLING
sjoerd-jeroen moenandar
moenandar@gmail.com
education | storytelling | culture

o Something that
happened to me
• Story?
• Or anecdote?
o Story
• Somebody does
something
• The story explains why
and how and what
WHAT IS A STORY?
2
moenandar@gmail.com http://sjmoenandar.blogspot.com

o Main character
o A goal
o A reason
o Opponent(s)
o Helper(s)
o Someone who profits
SIX ROLES IN A STORY
3

THE CHARACTER/GOAL MODEL
4
reasons goal s.o. who
profits
helpers main opponents
character
PLEASE NOTE! THESE ROLES ARE NOT NECESSARILY THE CHARACTERS!

1. Desire
2. Ability
3. Action
4. Results
FOUR STAGES OF A STORY
5

Did you include the six roles?
 Main character
 A goal
 A reason
 Opponent(s)
 Helper(s)
 Someone who profits
Does the story contain the four
stages?
 Desire
 Ability
 Action
 Results
CHECKLIST FOR STORYTELLING (1)
6

o …are representations of
events, people and the
relations between these
o …have begin, middle, end
o …are about experiences
o …elicit and relate
emotions
STORIES…
7
moenandar@gmail.com http://moenandar.blogspot.com

o Not always given: ask!
• Cf. the narrative interview
o From events to story in
three steps:
1. Experience 1: the things
we do and the things that
happento us
2. Plot: linking characters and
events
3. Experience 2: the story
told
4. And back to 1.
CORPORATE STORY
8

o Not about facts
o Experience is not
about truth
o The narrative
manager can use
stories to find out
about experiences
among the workforce.
ORGANIZATIONAL STORY
9

o Storytelling is a process
o Storyteller
o Audience (to whom the
story is told)
o Content (what the story
is about)
o Story
o A story is told by
someone to someone in
a specific situation for a
specific reason
STORIES ELICIT AND RELATE EMOTIONS
0

Have you thought of the four aspects?
 Storyteller
 Audience
 Content
 Story
 Main character
 A goal
 A reason
 Opponent(s)
 Helper(s)
Does the story contain the four stages?
 Desire
 Ability
 Action
 Results
CHECKLIST FOR STORYTELLING (2)
1

o Companies,
governmental
organization, NGO’s
o But also: any other kind
of collaboration
o Organization: System in
which people work
together towards a
common goal for a
longer or shorter period
ORGANIZATIONS
2

o …get people to act
o …connect people
o …make concrete
what is abstract
ORGANIZATIONAL STORIES…
3

o …bring about change
o …convey identity
o …convey knowledge
o …make clear the goal
o …help reposition
organization
o …create unity in
communication
ORGANIZATIONAL STORIES CAN BE USED
TO…
4

o Stories engage their
audience
o Storytelling
stimulates the
imagination
o Audience relates
story to own
experience
o Stories connect
WHY ORGANIZATIONAL STORIES?
5

o Stories are an experience
o Easy to remember, easy
to repeat
o Plot orders experiences
WHY ORGANIZATONAL STORIES? (CONT.)
6

o Can be blessing and
curse
o Three c’s of
organizational
storytelling
• Convey
• Collect
• Curate
AN ORGANIZATION’S NARRATIVE
MEMORY
6

o Conceying is not
necessarily creating!
• Tell your own stories
• Retell other people’s
stories
o Foster narrative climate
o Become active
storytellers
• Tell
• Repeat
• Listen
CONVEY
8

o Stories give unique
insights
o Not just stories told, but
also stories untold
• Staff meetings
• Annual evaluations
• One-to-one meetings
o Narrative conversations
(using the narrative
interview method)
COLLECT
9

 Main character
 A goal
 A reason
 Opponent(s)
 Helper(s)
Does the story contain the four
stages?
 Desire
 Ability
 Action
 Results
COLLECT USING THE CHECKLIST
0

o Eliciting instead of
interviewing
o ‘What did you do?’
instead of ‘what
happened to you?’
o ‘What do you want?’
instead of ‘What do you
expect?’
o Oprah-style
o Follow the flow of the
conversation (no script!)
COLLECT: NARRATIVE CONVERSATIONS
1

o What did you want?
(Establishes the goal)
o Why did you want this?
(If necessary followed
up by Who wanted you
to want this/Who
caused you to act? –
Establishes the reason)
o Chronology: when did
you decide you wanted
[the goal]?
QUESTIONS ABOUT DESIRE
2

o What did you need to achieve your
goal? (Means.)
o Why did you act in this specific
way and not in any other way?
(Strategies.)
o Who or what helped you to
prepare yourself? (Helpers.)
o Who or what obstructed you while
preparing yourself? (Opponents.)
o Did you succeed at once?
(Means/strategies.)
o Chronology: When were you ready
to act?
QUESTIONS ABOUT ABILITY
3

o How did or didn’t you
achieve your goal?
o Additional roles: Who or
what helped you with
this? Who or what
obstructed you?
o Chronology: When did
you achieve your
goal/When did it
become clear to you
that you would not
achieve your goal?
ORGANIZATIONAL STORIES…
4

o Who profited from you
achieving your goal?
o What are the
consequences of you
having or not having
achieved your goal?
QUESTIONS ABOUT CONSEQUENCES
5

o Narrative memory
needs maintenance:
the right collection of
stories
o Bottom-up instead of
top-down
o Bring corporate story
and organizational
stories closer to each
other
CURATE
6

Conveying Collecting Curating Corporate Stories

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