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© 2015 Beck Bertram & Associates, all rights reserved ANPD Annual Conf. 7/15/15
Mark D. Beck, DNP, MSN, BS, RN-BC, CENP,
HeartMath® Certified Trainer, RN-BC
CEO, Beck, Bertram & Associates LLC
Manage the Story, Manage the Change:
					 	How Neuroscience Informs
					 	the Management of Change
					 	through Storytelling
© 2015 Beck Bertram & Associates, all rights reserved 2
Manage the Story, Manage the Change:
How Neuroscience Informs the Management of Change through Storytelling
ANPD Annual Conf. 7/15/15
Objective:
	 Verbalize how the neuroscience of
	 storytelling informs the management
	 of change within organizations and
	 our lives.
© 2015 Beck Bertram & Associates, all rights reserved 3
Manage the Story, Manage the Change:
How Neuroscience Informs the Management of Change through Storytelling
ANPD Annual Conf. 7/15/15
	 Neuroscience has recently shown us that
	 humans have evolved and are hardwired to 	
»»learn
»»create meaning and
»»make connections through the
	 stories they hear and tell
	Storytelling is the most efficient methodology 	
	 for creating and sustaining change.
For Bottom Line Folks
© 2015 Beck Bertram & Associates, all rights reserved 4
Manage the Story, Manage the Change:
How Neuroscience Informs the Management of Change through Storytelling
ANPD Annual Conf. 7/15/15
© 2015 Beck Bertram & Associates, all rights reserved 5
Manage the Story, Manage the Change:
How Neuroscience Informs the Management of Change through Storytelling
ANPD Annual Conf. 7/15/15
© 2015 Beck Bertram & Associates, all rights reserved 6
Manage the Story, Manage the Change:
How Neuroscience Informs the Management of Change through Storytelling
ANPD Annual Conf. 7/15/15
Why Not Use Data?
© 2015 Beck Bertram & Associates, all rights reserved 7
Manage the Story, Manage the Change:
How Neuroscience Informs the Management of Change through Storytelling
ANPD Annual Conf. 7/15/15
Why is story preferred by the brain
and not data?
© 2015 Beck Bertram & Associates, all rights reserved 8
Manage the Story, Manage the Change:
How Neuroscience Informs the Management of Change through Storytelling
ANPD Annual Conf. 7/15/15
Your Brain On Data
Two areas of the brain
are activated when you
receive data, Broca's and
Wernicke's. They are
responsible for language
comprehension and
processing.This includes
the processing of symbols
and their meaning.
© 2015 Beck Bertram & Associates, all rights reserved 9
Manage the Story, Manage the Change:
How Neuroscience Informs the Management of Change through Storytelling
ANPD Annual Conf. 7/15/15
Your Brain On Story			
When you are listening to
a story you have 7 areas
of the brain that light up
on fMRI. These additional
5 areas are adding the
somatic elements of
sight, hearing, motion,
and emotions. This is
what has been called the
neural story net. Or NSN.
© 2015 Beck Bertram & Associates, all rights reserved 10
Manage the Story, Manage the Change:
How Neuroscience Informs the Management of Change through Storytelling
ANPD Annual Conf. 7/15/15
“A story does what facts and statistics never	
		 can: it inspires and motivates.
		 Expert storytellers translate complex ideas 	
		into practical examples laced with strong		
		 emotional connections.”
“The audience tunes in because they see 			
		 themselves woven into the story.”
		 (Taylor, 1996)
© 2015 Beck Bertram & Associates, all rights reserved 11
Manage the Story, Manage the Change:
How Neuroscience Informs the Management of Change through Storytelling
ANPD Annual Conf. 7/15/15
Neural Story Net [NSN]
The NSN is part of the
brain that holds the task
of initially making sense
out of this stream of
incoming visual and
audio information.
(Haven, 2014)
© 2015 Beck Bertram & Associates, all rights reserved 12
Manage the Story, Manage the Change:
How Neuroscience Informs the Management of Change through Storytelling
ANPD Annual Conf. 7/15/15
The Neural Story Net [NSN] uses story
structure to:
»»Provides superior retention (memory and recall)
»»Provides improved understanding
»»Creates context and relevance
»»Creates empathy
»»Provides superior engagement
»»Better induces listeners/readers to pay attention
»»Enhances the creation of meaning
(Haven, 2014)
© 2015 Beck Bertram & Associates, all rights reserved 13
Manage the Story, Manage the Change:
How Neuroscience Informs the Management of Change through Storytelling
ANPD Annual Conf. 7/15/15
The Sensemaking Mandate
Teflon
vs
Velcro
“Your friendly NSN will do whatever it needs to do to make		
	 the incoming information make sense! If it can’t make 			
	 sense out of it, your conscious mind is cued to ignore it.”
	 (Haven, 2014)
© 2015 Beck Bertram & Associates, all rights reserved 14
Manage the Story, Manage the Change:
How Neuroscience Informs the Management of Change through Storytelling
ANPD Annual Conf. 7/15/15
»»Change (even reverse) factual
	information
»»Make assumptions
»»Create new information
»»Ignore parts of your presentation
»»Infer connections and information
»»Infer motive, intent, significance
»»Misinterpret
The Neural Story Net often causes
listeners to:
© 2015 Beck Bertram & Associates, all rights reserved 15
Manage the Story, Manage the Change:
How Neuroscience Informs the Management of Change through Storytelling
ANPD Annual Conf. 7/15/15
Effective Story Structure minimizes the
distortion of the listeners NSN.
© 2015 Beck Bertram & Associates, all rights reserved 16
Manage the Story, Manage the Change:
How Neuroscience Informs the Management of Change through Storytelling
ANPD Annual Conf. 7/15/15
1.	Characters
2.	Traits
3.	Goal
4.	Motives
5.	Conflict and Problems
6.	Risk and Danger
7.	Struggles
8.	Details
8 Elements of Effective Story Structure
© 2015 Beck Bertram & Associates, all rights reserved 17
Manage the Story, Manage the Change:
How Neuroscience Informs the Management of Change through Storytelling
ANPD Annual Conf. 7/15/15
Essential Elements of Story Structure
»»Control engagement
»»Feed essential information to the NSN
»»Control the sensemaking mandate
»»Create emotional involvement
© 2015 Beck Bertram & Associates, all rights reserved 18
Manage the Story, Manage the Change:
How Neuroscience Informs the Management of Change through Storytelling
ANPD Annual Conf. 7/15/15
Homo Narratus
“Stories anchor our
	 beliefs. If you have 			
	 a story, the only thing 		
	 that will change your 		
	 mind is a better story.”
(Taylor, 1996)
© 2015 Beck Bertram & Associates, all rights reserved 19
Manage the Story, Manage the Change:
How Neuroscience Informs the Management of Change through Storytelling
ANPD Annual Conf. 7/15/15
Businesses are Rediscovering
Storytelling & its Power
“...If a businessperson
	 understands that his or her
	 own mind naturally wants
	 to frame experience
	 in a story, the key to
	 moving the audience is
	 not to resist this impulse
	 but to embrace it”
	 (McKee, 2003)
© 2015 Beck Bertram & Associates, all rights reserved 20
Manage the Story, Manage the Change:
How Neuroscience Informs the Management of Change through Storytelling
ANPD Annual Conf. 7/15/15
Why is Storytelling so Important?
“An organization’s
		 knowledge is
		 contained in its
		 stories”
(Denning, 2001)
© 2015 Beck Bertram & Associates, all rights reserved 21
Manage the Story, Manage the Change:
How Neuroscience Informs the Management of Change through Storytelling
ANPD Annual Conf. 7/15/15
Narrative Nursing
“Along with scientific 				
	ability, physicians [and 			
	nurses] need the ability
	to listen to the narratives
of the patients, grasp
	and honor their meaings,
	and be moved to act on
	the patient’s behalf.”
(Charon, 2001)
© 2015 Beck Bertram & Associates, all rights reserved 22
Manage the Story, Manage the Change:
How Neuroscience Informs the Management of Change through Storytelling
ANPD Annual Conf. 7/15/15
Whose Story Will You Be a Part of?
“To be a person 		
	is to have a
	story to tell.”
Isak Dinesen
© 2015 Beck Bertram & Associates, all rights reserved 23
Manage the Story, Manage the Change:
How Neuroscience Informs the Management of Change through Storytelling
ANPD Annual Conf. 7/15/15
References:
Charon, R (2001). Narrative Medicine: A Model for Empathy, Reflection, Profession, and Trust.
JAMA Oct 17, 2001. 286:15 1897-1901.
Charon, R (2007). What to do with stories: the sciences of narrative medicine.
Canadian Family Physician 53:Aug 1265-67.
Gottshall, J (2012). The Storytelling Animal: How stories make us human.
Houghton Mifflin Harcourt, New York NY.
Haven, K (2014). Story Smart: Using the science of story to persuade, influence, inspire and
teach. Santa Barbara: Libraries Unlimited
Haven, K (2007). Story Proof: The science behind the startling power of story. Westport Con-
necticut. Libraries Unlimited.
Pink, D (2009). A Whole New Mind: Why right-brainers will rule the future.
New York, NY Riverhead Books.
Simmons, A (2015). Whoever tells the best story wins. 2nd edition. New York, NY. American
Management Association.
Taylor (1996).The Healing Power of Stories. New York: Doubleday.
For an email listing of the references please feel free to email
mark@beckbertram.com

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Manage the Story, Manage the Change: How Neuroscience Informs the Management of Change through Storytelling

  • 1. © 2015 Beck Bertram & Associates, all rights reserved ANPD Annual Conf. 7/15/15 Mark D. Beck, DNP, MSN, BS, RN-BC, CENP, HeartMath® Certified Trainer, RN-BC CEO, Beck, Bertram & Associates LLC Manage the Story, Manage the Change: How Neuroscience Informs the Management of Change through Storytelling
  • 2. © 2015 Beck Bertram & Associates, all rights reserved 2 Manage the Story, Manage the Change: How Neuroscience Informs the Management of Change through Storytelling ANPD Annual Conf. 7/15/15 Objective: Verbalize how the neuroscience of storytelling informs the management of change within organizations and our lives.
  • 3. © 2015 Beck Bertram & Associates, all rights reserved 3 Manage the Story, Manage the Change: How Neuroscience Informs the Management of Change through Storytelling ANPD Annual Conf. 7/15/15 Neuroscience has recently shown us that humans have evolved and are hardwired to »»learn »»create meaning and »»make connections through the stories they hear and tell Storytelling is the most efficient methodology for creating and sustaining change. For Bottom Line Folks
  • 4. © 2015 Beck Bertram & Associates, all rights reserved 4 Manage the Story, Manage the Change: How Neuroscience Informs the Management of Change through Storytelling ANPD Annual Conf. 7/15/15
  • 5. © 2015 Beck Bertram & Associates, all rights reserved 5 Manage the Story, Manage the Change: How Neuroscience Informs the Management of Change through Storytelling ANPD Annual Conf. 7/15/15
  • 6. © 2015 Beck Bertram & Associates, all rights reserved 6 Manage the Story, Manage the Change: How Neuroscience Informs the Management of Change through Storytelling ANPD Annual Conf. 7/15/15 Why Not Use Data?
  • 7. © 2015 Beck Bertram & Associates, all rights reserved 7 Manage the Story, Manage the Change: How Neuroscience Informs the Management of Change through Storytelling ANPD Annual Conf. 7/15/15 Why is story preferred by the brain and not data?
  • 8. © 2015 Beck Bertram & Associates, all rights reserved 8 Manage the Story, Manage the Change: How Neuroscience Informs the Management of Change through Storytelling ANPD Annual Conf. 7/15/15 Your Brain On Data Two areas of the brain are activated when you receive data, Broca's and Wernicke's. They are responsible for language comprehension and processing.This includes the processing of symbols and their meaning.
  • 9. © 2015 Beck Bertram & Associates, all rights reserved 9 Manage the Story, Manage the Change: How Neuroscience Informs the Management of Change through Storytelling ANPD Annual Conf. 7/15/15 Your Brain On Story When you are listening to a story you have 7 areas of the brain that light up on fMRI. These additional 5 areas are adding the somatic elements of sight, hearing, motion, and emotions. This is what has been called the neural story net. Or NSN.
  • 10. © 2015 Beck Bertram & Associates, all rights reserved 10 Manage the Story, Manage the Change: How Neuroscience Informs the Management of Change through Storytelling ANPD Annual Conf. 7/15/15 “A story does what facts and statistics never can: it inspires and motivates. Expert storytellers translate complex ideas into practical examples laced with strong emotional connections.” “The audience tunes in because they see themselves woven into the story.” (Taylor, 1996)
  • 11. © 2015 Beck Bertram & Associates, all rights reserved 11 Manage the Story, Manage the Change: How Neuroscience Informs the Management of Change through Storytelling ANPD Annual Conf. 7/15/15 Neural Story Net [NSN] The NSN is part of the brain that holds the task of initially making sense out of this stream of incoming visual and audio information. (Haven, 2014)
  • 12. © 2015 Beck Bertram & Associates, all rights reserved 12 Manage the Story, Manage the Change: How Neuroscience Informs the Management of Change through Storytelling ANPD Annual Conf. 7/15/15 The Neural Story Net [NSN] uses story structure to: »»Provides superior retention (memory and recall) »»Provides improved understanding »»Creates context and relevance »»Creates empathy »»Provides superior engagement »»Better induces listeners/readers to pay attention »»Enhances the creation of meaning (Haven, 2014)
  • 13. © 2015 Beck Bertram & Associates, all rights reserved 13 Manage the Story, Manage the Change: How Neuroscience Informs the Management of Change through Storytelling ANPD Annual Conf. 7/15/15 The Sensemaking Mandate Teflon vs Velcro “Your friendly NSN will do whatever it needs to do to make the incoming information make sense! If it can’t make sense out of it, your conscious mind is cued to ignore it.” (Haven, 2014)
  • 14. © 2015 Beck Bertram & Associates, all rights reserved 14 Manage the Story, Manage the Change: How Neuroscience Informs the Management of Change through Storytelling ANPD Annual Conf. 7/15/15 »»Change (even reverse) factual information »»Make assumptions »»Create new information »»Ignore parts of your presentation »»Infer connections and information »»Infer motive, intent, significance »»Misinterpret The Neural Story Net often causes listeners to:
  • 15. © 2015 Beck Bertram & Associates, all rights reserved 15 Manage the Story, Manage the Change: How Neuroscience Informs the Management of Change through Storytelling ANPD Annual Conf. 7/15/15 Effective Story Structure minimizes the distortion of the listeners NSN.
  • 16. © 2015 Beck Bertram & Associates, all rights reserved 16 Manage the Story, Manage the Change: How Neuroscience Informs the Management of Change through Storytelling ANPD Annual Conf. 7/15/15 1. Characters 2. Traits 3. Goal 4. Motives 5. Conflict and Problems 6. Risk and Danger 7. Struggles 8. Details 8 Elements of Effective Story Structure
  • 17. © 2015 Beck Bertram & Associates, all rights reserved 17 Manage the Story, Manage the Change: How Neuroscience Informs the Management of Change through Storytelling ANPD Annual Conf. 7/15/15 Essential Elements of Story Structure »»Control engagement »»Feed essential information to the NSN »»Control the sensemaking mandate »»Create emotional involvement
  • 18. © 2015 Beck Bertram & Associates, all rights reserved 18 Manage the Story, Manage the Change: How Neuroscience Informs the Management of Change through Storytelling ANPD Annual Conf. 7/15/15 Homo Narratus “Stories anchor our beliefs. If you have a story, the only thing that will change your mind is a better story.” (Taylor, 1996)
  • 19. © 2015 Beck Bertram & Associates, all rights reserved 19 Manage the Story, Manage the Change: How Neuroscience Informs the Management of Change through Storytelling ANPD Annual Conf. 7/15/15 Businesses are Rediscovering Storytelling & its Power “...If a businessperson understands that his or her own mind naturally wants to frame experience in a story, the key to moving the audience is not to resist this impulse but to embrace it” (McKee, 2003)
  • 20. © 2015 Beck Bertram & Associates, all rights reserved 20 Manage the Story, Manage the Change: How Neuroscience Informs the Management of Change through Storytelling ANPD Annual Conf. 7/15/15 Why is Storytelling so Important? “An organization’s knowledge is contained in its stories” (Denning, 2001)
  • 21. © 2015 Beck Bertram & Associates, all rights reserved 21 Manage the Story, Manage the Change: How Neuroscience Informs the Management of Change through Storytelling ANPD Annual Conf. 7/15/15 Narrative Nursing “Along with scientific ability, physicians [and nurses] need the ability to listen to the narratives of the patients, grasp and honor their meaings, and be moved to act on the patient’s behalf.” (Charon, 2001)
  • 22. © 2015 Beck Bertram & Associates, all rights reserved 22 Manage the Story, Manage the Change: How Neuroscience Informs the Management of Change through Storytelling ANPD Annual Conf. 7/15/15 Whose Story Will You Be a Part of? “To be a person is to have a story to tell.” Isak Dinesen
  • 23. © 2015 Beck Bertram & Associates, all rights reserved 23 Manage the Story, Manage the Change: How Neuroscience Informs the Management of Change through Storytelling ANPD Annual Conf. 7/15/15 References: Charon, R (2001). Narrative Medicine: A Model for Empathy, Reflection, Profession, and Trust. JAMA Oct 17, 2001. 286:15 1897-1901. Charon, R (2007). What to do with stories: the sciences of narrative medicine. Canadian Family Physician 53:Aug 1265-67. Gottshall, J (2012). The Storytelling Animal: How stories make us human. Houghton Mifflin Harcourt, New York NY. Haven, K (2014). Story Smart: Using the science of story to persuade, influence, inspire and teach. Santa Barbara: Libraries Unlimited Haven, K (2007). Story Proof: The science behind the startling power of story. Westport Con- necticut. Libraries Unlimited. Pink, D (2009). A Whole New Mind: Why right-brainers will rule the future. New York, NY Riverhead Books. Simmons, A (2015). Whoever tells the best story wins. 2nd edition. New York, NY. American Management Association. Taylor (1996).The Healing Power of Stories. New York: Doubleday. For an email listing of the references please feel free to email mark@beckbertram.com