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FIVE
WARNING
STORYPLOTS
EVERY LEADER
NEEDS TO KNOW
A new idea instigates a journey, which looks a lot like
a story. It may affect a few people or a few thousand.
Either way,...
At each stage you’ll deliver several speeches, tell
stories, host ceremonies, and discover symbols
DREAM LEAP FIGHT CLIMB ...
Regardless of the scale of transformation,
a leader entices people toward a goal by
communicating clearly along the way.
If you understand
where your audience
is in their phase of
transformation, you
can see the journey
through their eyes…
…and diagnose which type of
communication will be most useful.
Deliver speeches Share stories Hold ceremonies
Use
symbols
…and diagnose which type of
communication will be most useful.
Deliver speeches Share stories Hold ceremonies
Use
symbols
Used well, stories create empathy
and understanding unlike any other
type of communication.
Warning
Motivating
Use warning communication when
travelers seem stuck or are heading
in the wrong direction.
Warning
This slidedoc details t...
Motivating
Use motivating communication when
your travelers are energized and
feeling adventurous about pursuing
your drea...
It’s tempting to focus on the stories with happy
endings, but life isn’t really like that. There’s
benefit in using storie...
The people you lead crave communication
that either helps them overcome resistance
or re-commit to the goal.
By alternating between stories that pull your audience
toward a goal and push them away from an undesirable
reality, you c...
Neglect the Call
Ignore the Reward
Come from Behind
Lose the Way
Learn the Lesson
Heed the Call
Seek the Reward
Overcome t...
WARNING
STORIES
NEGLECT THE
CALL STORY
Talk about a failure to see an opportunity
or disregard a warning
One
GARY HAUGEN
Civil rights lawyer Gary Haugen helps
audiences understand the true cost of
poverty by complementing powerful
...
GARY HAUGEN
Civil rights lawyer Gary Haugen helps
audiences understand the true cost of
poverty by complementing powerful
...
“[Venus] described what it was like when the coals
on the cooking fire finally just went completely cold.
When that last d...
IGNORE THE
REWARD STORY
Explain the danger of attachment to old ways
Two
AL GORE
Al Gore’s fight against global warming began
after hearing a guest lecture while he was just
a freshman at Harvard...
AL GORE
Al Gore’s fight against global warming began
after hearing a guest lecture while he was just
a freshman at Harvard...
“He started measuring carbon dioxide in 1958.
By the middle sixties when he showed my class this
image, it was already cle...
THE COME FROM
BEHIND STORY
Share what it looks to be overtaken by the enemy
Three
JENNIFER AAKER
Professor Jennifer Aaker shared the story
of two Indian entrepreneurs who ultimately
lost their fight again...
“Sameer and Vinay did not find matches they
desperately needed in the registry… We all knew that
we needed to do something...
LOSE THE
WAY STORY
Talk about wandering or giving up the fight
Four
ROWAN TROLLOPE
A Cisco EVP tells a personal story about his
nearly fatal failure to pay attention to details
during a risk...
“Something in the back of my head told me to stop
so I retied the knot. The moment I put weight on my
line, that first pit...
…When I think of those pitons, one of them represents
‘good enough’ and one of them represents greatness.
I like to keep b...
LEARN THE
LESSON STORY
Recount a failure.
What went wrong and why?
Five
MARY BARRA
Tells a Learn the Lesson story
Instead of avoiding communication about
a fatal error caused by GM employees’
ne...
“We aren’t simply going to fix this and move on. We are
going to fix the failures in our system—that I promise.
In fact, m...
These story types are perfect to warn your
audience to move away from resistance,
but what if you need to motivate your au...
To learn the five story types you
can use to motivate your travelers,
use this link:
Download the .pdf
BUY THE BOOK
Buy on...
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"Illuminate" Insights - Five Warning Story Plots

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"Illuminate" is a leadership communications book by Nancy Duarte and Patti Sanchez. Learn more at www.duarte.com/illuminate

Leaders use a combination of communication methods to inform and inspire the people they are guiding throughout the five stages of transformation. By understanding where your audience is in their journey, you can diagnose which type of communication will be most useful: speeches, stories, ceremonies, symbols.

Sometimes, leaders use motivating communication to pull the audience toward a goal. At other times, leaders need to use warning communication to push them away from an undesirable reality.

Published in: Business

"Illuminate" Insights - Five Warning Story Plots

  1. 1. FIVE WARNING STORYPLOTS EVERY LEADER NEEDS TO KNOW
  2. 2. A new idea instigates a journey, which looks a lot like a story. It may affect a few people or a few thousand. Either way, when you launch a journey of transformation it can be divided into a five stage Venture scape. EVERY NEW IDEA OR INITIATIVE REQUIRES PEOPLE TO CHANGE.
  3. 3. At each stage you’ll deliver several speeches, tell stories, host ceremonies, and discover symbols DREAM LEAP FIGHT CLIMB ARRIVE (re)DREAM
  4. 4. Regardless of the scale of transformation, a leader entices people toward a goal by communicating clearly along the way.
  5. 5. If you understand where your audience is in their phase of transformation, you can see the journey through their eyes…
  6. 6. …and diagnose which type of communication will be most useful. Deliver speeches Share stories Hold ceremonies Use symbols
  7. 7. …and diagnose which type of communication will be most useful. Deliver speeches Share stories Hold ceremonies Use symbols
  8. 8. Used well, stories create empathy and understanding unlike any other type of communication. Warning Motivating
  9. 9. Use warning communication when travelers seem stuck or are heading in the wrong direction. Warning This slidedoc details the WARNING Stories.
  10. 10. Motivating Use motivating communication when your travelers are energized and feeling adventurous about pursuing your dream.
  11. 11. It’s tempting to focus on the stories with happy endings, but life isn’t really like that. There’s benefit in using stories that inspire people forward as well as cautionary tales that warn them about holding back.
  12. 12. The people you lead crave communication that either helps them overcome resistance or re-commit to the goal.
  13. 13. By alternating between stories that pull your audience toward a goal and push them away from an undesirable reality, you can double your effectiveness without doubling your efforts.
  14. 14. Neglect the Call Ignore the Reward Come from Behind Lose the Way Learn the Lesson Heed the Call Seek the Reward Overcome the Enemy Endure the Struggle Savor the Win 5 Warning Story Plots 5 Motivating Story Plots There are 10 story plots to help you lead your team through transformation
  15. 15. WARNING STORIES
  16. 16. NEGLECT THE CALL STORY Talk about a failure to see an opportunity or disregard a warning One
  17. 17. GARY HAUGEN Civil rights lawyer Gary Haugen helps audiences understand the true cost of poverty by complementing powerful statistics with heart wrenching personal stories from individual victims. Tells a Neglect the Call story
  18. 18. GARY HAUGEN Civil rights lawyer Gary Haugen helps audiences understand the true cost of poverty by complementing powerful statistics with heart wrenching personal stories from individual victims. Tells a Neglect the Call story
  19. 19. “[Venus] described what it was like when the coals on the cooking fire finally just went completely cold. When that last drop of cooking oil finally ran out. When the last of the food, despite her best efforts, ran out. She had to watch her youngest son, Peter, suffer from malnutrition, as his legs just slowly bowed into uselessness. As his eyes grew cloudy and dim. And then as Peter finally grew cold.” Neglect the Call Story —GARY
  20. 20. IGNORE THE REWARD STORY Explain the danger of attachment to old ways Two
  21. 21. AL GORE Al Gore’s fight against global warming began after hearing a guest lecture while he was just a freshman at Harvard. His story which conveys scientific facts, as well as his personal passion from a young age, inspiring others to take action. Tells an Ignore the Reward story
  22. 22. AL GORE Al Gore’s fight against global warming began after hearing a guest lecture while he was just a freshman at Harvard. His story which conveys scientific facts, as well as his personal passion from a young age, inspiring others to take action. Tells an Ignore the Reward story
  23. 23. “He started measuring carbon dioxide in 1958. By the middle sixties when he showed my class this image, it was already clear that it was going up. I respected him and learned from him so much I followed this. When I went to the Congress in the middle 1970s I helped organize the first hearings on global warming.” Ignore the Reward Story —AL
  24. 24. THE COME FROM BEHIND STORY Share what it looks to be overtaken by the enemy Three
  25. 25. JENNIFER AAKER Professor Jennifer Aaker shared the story of two Indian entrepreneurs who ultimately lost their fight against leukemia as a way to show the value of social media and warn others against inaction. Tells a Come from Behind story
  26. 26. “Sameer and Vinay did not find matches they desperately needed in the registry… We all knew that we needed to do something. In eleven weeks, friends of Sameer and Vinay hosted 470 bone marrow drives and registered 24,611 South Asians [using social media]. Both Sameer and Vinay found a match, though tragically both ultimately died. The drives they inspired, though, allowed 266 other people to find matches within a year.” Come from Behind Story —JENNIFER
  27. 27. LOSE THE WAY STORY Talk about wandering or giving up the fight Four
  28. 28. ROWAN TROLLOPE A Cisco EVP tells a personal story about his nearly fatal failure to pay attention to details during a risky climbing excursion, which became a memorable warning against cutting corners during an important product launch. Tells a Lose the Way story
  29. 29. “Something in the back of my head told me to stop so I retied the knot. The moment I put weight on my line, that first piton popped out and hit me smack in the middle of the helmet… Had I not retied that Knot I would have died on that ledge… Before my climb on Mount Laurel, I was prone to cutting corners where I could and it almost got me killed… Lose the Way Story
  30. 30. …When I think of those pitons, one of them represents ‘good enough’ and one of them represents greatness. I like to keep both of them in my mind so I always remember what kind of choice I’m making.” Lose the Way Story —ROWAN
  31. 31. LEARN THE LESSON STORY Recount a failure. What went wrong and why? Five
  32. 32. MARY BARRA Tells a Learn the Lesson story Instead of avoiding communication about a fatal error caused by GM employees’ negligence, Mary Barra shared the details and encouraged employees to keep the story in their memories as a warning.
  33. 33. “We aren’t simply going to fix this and move on. We are going to fix the failures in our system—that I promise. In fact, many are already fixed. And we are going to do the right things for the affected parties… But I never want to put this behind us. I want to keep this painful experience permanently in our collective memories. I don’t want to forget what happened because I—and I know you—never want this to happen again.” Learn the Lesson Story —MARY
  34. 34. These story types are perfect to warn your audience to move away from resistance, but what if you need to motivate your audience to commit or re-commit to your goal?
  35. 35. To learn the five story types you can use to motivate your travelers, use this link: Download the .pdf BUY THE BOOK Buy on Amazon

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