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Lee-Sean Huang / ls@foossa.com / @leesean
Transformative
Storytelling


Lee-Sean Huang
@leeseanFOOSSA
Everyone has a story.
Everyone is a storyteller.
@leesean@leeseanFOOSSA
@leeseanFOOSSA
“Storytelling comes naturally
to humans, but since we live
in an unnatural world, we
sometimes need a littl...
Who am I?
Who are you?
@leesean@leeseanFOOSSA
Lee-Sean Huang / ls@foossa.com / @leesean@leesean@leeseanFOOSSA
6
Lee-Sean Huang / ls@foossa.com / @leesean
Lee Sean
@leesean@leeseanFOOSSA
@leesean@leeseanFOOSSA
What’s the story behind
your name?
@leesean@leeseanFOOSSA
What’s the story behind
your company’s name?
User
Experience
Strategic
Storytelling
Community
Management
Movement
Building
Community
Centered
Design
Lee-Sean Huang / l...
10
We research behavioral,
cultural and technological
insights to identify
opportunities for innovation.
Lee-Sean Huang / ...
11
We advise and train teams in
community- centered design,
storytelling, and social
innovation.
Lee-Sean Huang / ls@fooss...
12
We craft brand experiences
and build business models to
grow communities, shape
cultures and scale enterprises.
Lee-Sea...
@leesean@leeseanFOOSSA
Why are you here today?
Why are you here today?
Why are you here today?
Why are you here today?
Why...
WHAT?
Lee-Sean Huang / ls@foossa.com / @leesean@leeseanFOOSSA
HOW?
WHY?
Every THING has a story.
Artifacts tell stories too.
@leesean@leeseanFOOSSA
16Lee-Sean Huang / ls@foossa.com / @leesean
Artifacts
Cultural
17Lee-Sean Huang / ls@foossa.com / @leesean@leeseanFOOSSA
18
https://sugru.com/
The Blue Lace Project
Lee-Sean Huang / ls@foossa.com / @leesean@leeseanFOOSSA
19
http://www.kickstarter.com/projects/
jakehimself/the-bluelace-project-a-
revolution-built-one-foot-a
http://articles.la...
@leesean@leeseanFOOSSA
Ask your partner the story
behind an object/artifact
that they have.
Why Storytelling?
@leesean@leeseanFOOSSA
@leeseanFOOSSA
“The #1 business skills for the next 5 years”
https://www.linkedin.com/pulse/20130802112108-7374576-this-wi...
@leeseanFOOSSA
“A company without a story is usually
a company without a strategy.”
- Ben Horowitz, Co-Founder, Andreesen ...
24
Elements of (Narrative) Strategy
@leesean
* Purpose
* Plan
* Sequence of Actions
* Measurable Goal
@leeseanFOOSSA
25
Elements of (Narrative) Strategy
@leesean
* Purpose
* Plan
* Sequence of Actions
* Measurable Goal
Narrative/Story
@lee...
@leesean@leeseanFOOSSA
27
@leesean@leeseanFOOSSA
28
@leesean@leeseanFOOSSA
@leesean
* Purpose
* Plan
* Sequence of Actions
* Measurable Goal
* Narrative
@leeseanFOOSSA
Developing a Narrative Strategy
@leesean
1. Current State: Where are you now?
2. Desired State: Where do you want to be?
3...
Stories
help us make sense of the world
help us define our identity
help us connect with each other
are the building blocks...
http://www.journeyofhearts.org/kirstimd/tellstory.htmLee-Sean Huang / ls@foossa.com / @leesean
Clay Shirky
http://www.yout...
Dr. Kirsti A. Dyer
http://www.journeyofhearts.org/kirstimd/tellstory.htm
“Storytelling is a part of life, intrinsic
to mos...
What have I done with
stories?
@leesean@leeseanFOOSSA
35
Lee-Sean Huang / ls@foossa.com / @leesean@leeseanFOOSSA
36
37
Lee-Sean Huang / ls@foossa.com / @leesean@leeseanFOOSSA
38
http://emuscampaign.org/
@leeseanFOOSSA
Lee-Sean Huang / ls@foossa.com / @leesean@leeseanFOOSSA
@leeseanFOOSSA
Lee-Sean Huang / ls@foossa.com / @leesean@leeseanFOOSSA
Lee-Sean Huang / ls@foossa.com / @leesean@leeseanFOOSSA
43
Lee-Sean Huang / ls@foossa.com / @leesean@leeseanFOOSSA
@leeseanFOOSSA
Lee-Sean Huang / ls@foossa.com / @leesean@leeseanFOOSSA
Stories are personal.
@leesean@leeseanFOOSSA
Marshal Ganz
Handout: Telling Your Public Story Worksheet
Telling Your Public Story
A good story public story is drawn
fro...
Marshal Ganz
Elements of a Public Story
A story of self: why you were called
to what you have been called to.
A story of u...
49
http://wearethe99percent.tumblr.com/
We are the 99%
@leeseanFOOSSA
50
http://wearethe15percent.com/post/52232149870/in-may-cheerios-posted-this-new-commercial-on
We are the 15%
@leeseanFOOS...
Stories embody values.
@leesean@leeseanFOOSSA
52
Manifesto
Lee-Sean Huang / ls@foossa.com / @leesean@leeseanFOOSSA
Lee-Sean Huang / ls@foossa.com / @leesean@leeseanFOOSSA
Lee-Sean Huang / ls@foossa.com / @leesean@leeseanFOOSSA
Lee-Sean Huang / ls@foossa.com / @leesean@leeseanFOOSSA
Lee-Sean Huang / ls@foossa.com / @leesean@leeseanFOOSSA
Lee-Sean Huang / ls@foossa.com / @leesean
Our Values
We believe that increased participation by
youth and members of the e...
@leesean@leeseanFOOSSA
What are your
brand’s values?
Stories have shapes.
Stories have structures.
@leesean@leeseanFOOSSA
1
strong
start
2
emotional
climax
3
desired
outcome
@leeseanFOOSSA
Problem-Solution
Opportunity-Obstacle-Choice
@leeseanFOOSSA
FOR____________
ONLY___________
BECAUSE________
http://www.markpollard.net/how-to-position-your-business-in...
@leesean@leeseanFOOSSA
What is the shape/
structure of your story?
Ira Glass
2 Basic Building Blocks of a Story
(1) The anecdote
(2) The moment of reflection
In a good story you need both --...
Ira Glass
(1) The anecdote, a sequence of actions, a
story in its purest form, one thing following
from another (rather th...
Ira Glass
(1a) Raise questions.
Provide the "bait" (the hook) The anecdote
should raise a question right from the
beginnin...
Ira Glass
(2) The moment of reflection.
What is the key point? What does this all
mean? Why have I asked you to sit and
lis...
@leesean@leeseanFOOSSA
Share an anecdote.
Stories can be condensed.
@leesean@leeseanFOOSSA
Charlie Brown is finally invited to a
Halloween party; Snoopy engages the Red
Baron in a dogfight; and Linus waits patient...
Charlie Brown is finally invited to a
Halloween party; Snoopy engages the
Red Baron in a dogfight; and Linus waits
patient...
A 17th Century tale of adventure on the high
seas where a roguish yet charming captain
joins forces with a young blacksmit...
Pirates of the Caribbean
A young man and woman from different
social classes fall in love, must outwit her
abusive fiancé, and find a way to surviv...
Titanc
Narrative: Movement Loglines
77
Tea Party
Freedom is under assault
in our country.We will
band together to restore
freedom...
@leesean@leeseanFOOSSA
6 word stories.
“For sale. Baby shoes. Never worn.”
https://twitter.com/sixwordstories
Same story.
Different audiences.
@leesean@leeseanFOOSSA
@leeseanFOOSSA
How would you tell your story to:
your
customer
your
investor
your
grandma
THANK YOU!
ls@foossa.com
Transformative Storytelling Workshop at Smart Impact, Mexico City
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Transformative Storytelling Workshop at Smart Impact, Mexico City

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Slides from my 3-hour workshop on Transformative Storytelling at the Smart Impact startup accelerator in Mexico City. March 7, 2015.

We talked about why storytelling is important, how it applies to my work as cofounder/creative director of Foossa, h

Published in: Business

Transformative Storytelling Workshop at Smart Impact, Mexico City

  1. 1. Lee-Sean Huang / ls@foossa.com / @leesean Transformative Storytelling 
 Lee-Sean Huang @leeseanFOOSSA
  2. 2. Everyone has a story. Everyone is a storyteller. @leesean@leeseanFOOSSA
  3. 3. @leeseanFOOSSA “Storytelling comes naturally to humans, but since we live in an unnatural world, we sometimes need a little help doing what we’d naturally do.” - Dan Harmon, Writer
  4. 4. Who am I? Who are you? @leesean@leeseanFOOSSA
  5. 5. Lee-Sean Huang / ls@foossa.com / @leesean@leesean@leeseanFOOSSA
  6. 6. 6 Lee-Sean Huang / ls@foossa.com / @leesean Lee Sean @leesean@leeseanFOOSSA
  7. 7. @leesean@leeseanFOOSSA What’s the story behind your name?
  8. 8. @leesean@leeseanFOOSSA What’s the story behind your company’s name?
  9. 9. User Experience Strategic Storytelling Community Management Movement Building Community Centered Design Lee-Sean Huang / ls@foossa.com / @leesean@leeseanFOOSSA
  10. 10. 10 We research behavioral, cultural and technological insights to identify opportunities for innovation. Lee-Sean Huang / ls@foossa.com / @leesean@leesean@leeseanFOOSSA RESEARCH
  11. 11. 11 We advise and train teams in community- centered design, storytelling, and social innovation. Lee-Sean Huang / ls@foossa.com / @leesean@leesean@leeseanFOOSSA STRATEGY
  12. 12. 12 We craft brand experiences and build business models to grow communities, shape cultures and scale enterprises. Lee-Sean Huang / ls@foossa.com / @leesean@leesean@leeseanFOOSSA DESIGN
  13. 13. @leesean@leeseanFOOSSA Why are you here today? Why are you here today? Why are you here today? Why are you here today? Why are you here today?
  14. 14. WHAT? Lee-Sean Huang / ls@foossa.com / @leesean@leeseanFOOSSA HOW? WHY?
  15. 15. Every THING has a story. Artifacts tell stories too. @leesean@leeseanFOOSSA
  16. 16. 16Lee-Sean Huang / ls@foossa.com / @leesean Artifacts
  17. 17. Cultural 17Lee-Sean Huang / ls@foossa.com / @leesean@leeseanFOOSSA
  18. 18. 18 https://sugru.com/ The Blue Lace Project Lee-Sean Huang / ls@foossa.com / @leesean@leeseanFOOSSA
  19. 19. 19 http://www.kickstarter.com/projects/ jakehimself/the-bluelace-project-a- revolution-built-one-foot-a http://articles.latimes.com/2013/nov/19/ news/la-ar-blue-lace-project-20131119 Lee-Sean Huang / ls@foossa.com / @leesean@leeseanFOOSSA
  20. 20. @leesean@leeseanFOOSSA Ask your partner the story behind an object/artifact that they have.
  21. 21. Why Storytelling? @leesean@leeseanFOOSSA
  22. 22. @leeseanFOOSSA “The #1 business skills for the next 5 years” https://www.linkedin.com/pulse/20130802112108-7374576-this-will-be-the-1-business-skill-of-the-next-5-years - LinkedIn “A strategic tool with ‘irresistible power’” https://hbr.org/2014/03/the-irresistible-power-of-storytelling-as-a-strategic-business-tool/ - Harvard Business Review “The major business lesson of 2014” http://www.entrepreneur.com/article/239142 - Entrepreneur Magazine
  23. 23. @leeseanFOOSSA “A company without a story is usually a company without a strategy.” - Ben Horowitz, Co-Founder, Andreesen Horowitz
  24. 24. 24 Elements of (Narrative) Strategy @leesean * Purpose * Plan * Sequence of Actions * Measurable Goal @leeseanFOOSSA
  25. 25. 25 Elements of (Narrative) Strategy @leesean * Purpose * Plan * Sequence of Actions * Measurable Goal Narrative/Story @leeseanFOOSSA
  26. 26. @leesean@leeseanFOOSSA
  27. 27. 27 @leesean@leeseanFOOSSA
  28. 28. 28 @leesean@leeseanFOOSSA
  29. 29. @leesean * Purpose * Plan * Sequence of Actions * Measurable Goal * Narrative @leeseanFOOSSA
  30. 30. Developing a Narrative Strategy @leesean 1. Current State: Where are you now? 2. Desired State: Where do you want to be? 3. Document and Share. Visualize. 4. Prioritize. 5. Simplify. 6. Test. Recalibrate. Repeat. @leeseanFOOSSA
  31. 31. Stories help us make sense of the world help us define our identity help us connect with each other are the building blocks of culture{http://www.psychologytoday.com/collections/201106/the-power-stories/direct-hit Lee-Sean Huang / ls@foossa.com / @leesean
  32. 32. http://www.journeyofhearts.org/kirstimd/tellstory.htmLee-Sean Huang / ls@foossa.com / @leesean Clay Shirky http://www.youtube.com/watch?v=IyeihMTB2mE feature=share t=19m35s “Stories organize our sense of reality. Stories are how we process facts. Stories are like food we consume that helps us turn into who we are.” @leeseanFOOSSA
  33. 33. Dr. Kirsti A. Dyer http://www.journeyofhearts.org/kirstimd/tellstory.htm “Storytelling is a part of life, intrinsic to most cultures. They help people make sense of the world--life's experiences, dilemmas and hardships. Stories can educate, inspire and build rapport. They are a means of communicating, recreating, and helping preserve cultures by translating memories into a more concrete manner that can be handed down verbally or in written form. Telling the story can provide the opportunity to gain a deeper understanding of one's experiences and oneself. “ http://www.psychologytoday.com/collections/201106/the-power-stories/direct-hit Lee-Sean Huang / ls@foossa.com / @leesean http://www.journeyofhearts.org/kirstimd/tellstory.htm @leeseanFOOSSA
  34. 34. What have I done with stories? @leesean@leeseanFOOSSA
  35. 35. 35 Lee-Sean Huang / ls@foossa.com / @leesean@leeseanFOOSSA
  36. 36. 36
  37. 37. 37 Lee-Sean Huang / ls@foossa.com / @leesean@leeseanFOOSSA
  38. 38. 38 http://emuscampaign.org/ @leeseanFOOSSA
  39. 39. Lee-Sean Huang / ls@foossa.com / @leesean@leeseanFOOSSA
  40. 40. @leeseanFOOSSA
  41. 41. Lee-Sean Huang / ls@foossa.com / @leesean@leeseanFOOSSA
  42. 42. Lee-Sean Huang / ls@foossa.com / @leesean@leeseanFOOSSA
  43. 43. 43 Lee-Sean Huang / ls@foossa.com / @leesean@leeseanFOOSSA
  44. 44. @leeseanFOOSSA
  45. 45. Lee-Sean Huang / ls@foossa.com / @leesean@leeseanFOOSSA
  46. 46. Stories are personal. @leesean@leeseanFOOSSA
  47. 47. Marshal Ganz Handout: Telling Your Public Story Worksheet Telling Your Public Story A good story public story is drawn from the series of choice points that have structured the “plot” of your life – the challenges you faced, choices you made, and outcomes you experienced.
  48. 48. Marshal Ganz Elements of a Public Story A story of self: why you were called to what you have been called to. A story of us: what your constituency, community, organization has been called to its shared purposes, goals, vision. A story of now: the challenge this community now faces, the choices it must make, and the hope to which “we” can aspire. @leeseanFOOSSA
  49. 49. 49 http://wearethe99percent.tumblr.com/ We are the 99% @leeseanFOOSSA
  50. 50. 50 http://wearethe15percent.com/post/52232149870/in-may-cheerios-posted-this-new-commercial-on We are the 15% @leeseanFOOSSA
  51. 51. Stories embody values. @leesean@leeseanFOOSSA
  52. 52. 52 Manifesto Lee-Sean Huang / ls@foossa.com / @leesean@leeseanFOOSSA
  53. 53. Lee-Sean Huang / ls@foossa.com / @leesean@leeseanFOOSSA
  54. 54. Lee-Sean Huang / ls@foossa.com / @leesean@leeseanFOOSSA
  55. 55. Lee-Sean Huang / ls@foossa.com / @leesean@leeseanFOOSSA
  56. 56. Lee-Sean Huang / ls@foossa.com / @leesean@leeseanFOOSSA
  57. 57. Lee-Sean Huang / ls@foossa.com / @leesean Our Values We believe that increased participation by youth and members of the emerging middle class in the political process will help bring about greater accountability and transparency. We are non-partisan and independent. We don’t accept money from government or political parties. We believe that the internet can serve as a school for a more robust democracy. We are committed to open source sharing. We value remix and reuse. @leeseanFOOSSA
  58. 58. @leesean@leeseanFOOSSA What are your brand’s values?
  59. 59. Stories have shapes. Stories have structures. @leesean@leeseanFOOSSA
  60. 60. 1 strong start 2 emotional climax 3 desired outcome
  61. 61. @leeseanFOOSSA Problem-Solution Opportunity-Obstacle-Choice
  62. 62. @leeseanFOOSSA FOR____________ ONLY___________ BECAUSE________ http://www.markpollard.net/how-to-position-your-business-in-3-sentences/
  63. 63. @leesean@leeseanFOOSSA What is the shape/ structure of your story?
  64. 64. Ira Glass 2 Basic Building Blocks of a Story (1) The anecdote (2) The moment of reflection In a good story you need both -- you can flip back and forth between the two. The Anecdote and the Moment of Reflection are interwoven to make a story. http://www.presentationzen.com/presentationzen/2007/03/ira_glasstips_o.html
  65. 65. Ira Glass (1) The anecdote, a sequence of actions, a story in its purest form, one thing following from another (rather than just disjointed "facts"). "The Power of the anecdote is so great...No matter how boring the material is, if it is in story form...there is suspense in it, it feels like something's going to happen. The reason why is because literally it's a sequence of events...you can feel through its form [that it's] inherently like being on a train that has a destination...and that you're going to find something..." http://www.presentationzen.com/presentationzen/2007/03/ira_glasstips_o.html
  66. 66. Ira Glass (1a) Raise questions. Provide the "bait" (the hook) The anecdote should raise a question right from the beginning. Implied in any question that you raise, however, is that you are going to answer it. Constantly raise questions and answer them. The shape of the story is that you are throwing out questions and answering them along the way. http://www.presentationzen.com/presentationzen/2007/03/ira_glasstips_o.html
  67. 67. Ira Glass (2) The moment of reflection. What is the key point? What does this all mean? Why have I asked you to sit and listen for 30 min, etc. It is not just a series of facts/events. Many people get the first part, they tell an interesting sequence of events, but in the end it fails because it doesn't say anything new, it did not have meaning. And sometimes people have the reflection part and the question is clear in their mind, but they fail to put it in a sequence that compels people to follow and engage. http://www.presentationzen.com/presentationzen/2007/03/ira_glasstips_o.html
  68. 68. @leesean@leeseanFOOSSA Share an anecdote.
  69. 69. Stories can be condensed. @leesean@leeseanFOOSSA
  70. 70. Charlie Brown is finally invited to a Halloween party; Snoopy engages the Red Baron in a dogfight; and Linus waits patiently in the pumpkin patch for the Great Pumpkin. @leeseanFOOSSA
  71. 71. Charlie Brown is finally invited to a Halloween party; Snoopy engages the Red Baron in a dogfight; and Linus waits patiently in the pumpkin patch for the Great Pumpkin. —Logline for It's the Great Pumpkin, Charlie Brown It's the Great Pumpkin, Charlie Brown
  72. 72. A 17th Century tale of adventure on the high seas where a roguish yet charming captain joins forces with a young blacksmith in a gallant attempt to rescue the Governor of England's daughter and reclaim his ship. @leeseanFOOSSA
  73. 73. Pirates of the Caribbean
  74. 74. A young man and woman from different social classes fall in love, must outwit her abusive fiancé, and find a way to survive aboard an ill-fated voyage at sea. @leeseanFOOSSA
  75. 75. Titanc
  76. 76. Narrative: Movement Loglines 77 Tea Party Freedom is under assault in our country.We will band together to restore freedom in America. Slow Food Started as a protest against McDonald’s in Rome, we are now a worldwide movement advocating for good, clean, fair food. Occupy From NYC and around the world, we are fighting back against the corrosive power of major banks and multinational corporations over the democratic process. @leeseanFOOSSA
  77. 77. @leesean@leeseanFOOSSA 6 word stories. “For sale. Baby shoes. Never worn.” https://twitter.com/sixwordstories
  78. 78. Same story. Different audiences. @leesean@leeseanFOOSSA
  79. 79. @leeseanFOOSSA How would you tell your story to: your customer your investor your grandma
  80. 80. THANK YOU! ls@foossa.com

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