A narrative approach to adoption and engagement

narrative approach to adoption and engagement
Paul J Corney and Phil Hill | 7 April 2014

engaging the organization
slide 2
the value of future stories...
It’s May 2015. ----------’s second twitter
story competition, this one on the
financing of Hong Kong opium trades, has
just closed with a record number of
entries.
Following the successful 2014 competition
that used the photo essay of the
mothballed Sierra Leone branch as a
provocation piece on which the ‘we never
walk away’ stories were based, the bank
decided to tackle an emotive subject
from its past.
objects, scenarios and stories

imagine an organization…
slide 3
…not just ‘I’m taking it to senior management’ but it comes
back from senior management.
…when I arrived I was helped to find my feet quickly and
supported in contributing to my full potential….
…I know when people are going on a business trip and
get the chance to chip in and help, and I hear all about it when
they get back….
…I know how to search for what I need and can find it quickly in
databases and save the harder questions to approach colleagues
about…..
…I am aware of what others in the company are doing and how
they have done it…
source: Sparknow LLP assignment

‘your’ world in 2020 – ‘A day in the life’
imagine a day in the life of
patient
doctor
nurse/midwife
health official
public health researcher
community health worker
on January 1st 2020

‘your’ world in 2020 – ‘A day in the life’
build a profile
age
location
education & where studied
length of service (to 2020)
married or unmarried with a family or no family
tell us the story of what ‘you’ did on 1st January 2020
where you went to work and how you got there?
what hours did you do?
who did you work with?
who did you meet?
what systems did you use?
what did you do when you got home?
what’s different today from your way of working in 2013

‘your’ world in 2020 –Doctor
Dr Anwar: graduated in
2011, lives in Soba,
Sudan, recently
married

‘your’ world in 2020 – telling the story

2013 2020
slide 8
‘your’ world in 2020 - back casting

2 | using scenarios to get adoption of an IT strategy
slide 9objects, scenarios and stories
Let me tell you
a story…

What were we trying to do?
Obtain agreement from the Group
board, made up entirely of
Insurance practitioners, to
develop and implement a complex
set of business and technical
solutions that provided the
technical and processing
environment that would support
the CEO’s vision for the future,
which was…

They are not really interested….

What were we really trying to do?
•  Get the HIPPOs on our side
•  Get agreement for what we want to achieve, not how we do it
•  Gain empathetic support through true understanding

How we did it – Seven Stories

Jade’s Story
Jade Thompson is 35 and has
worked in the London Insurance
Market for 14 years. She has
agreed to join BMS as a senior
underwriter, moving on from one
of the big Insurance Companies.
She wants to work for a company
that really supports her initiative
and drive – not one that swaddles
her in red tape.
source: one of a set of scenarios developed for BMS Group by Sparknow LLP

Jade’s Story
The week before Jade joins, she receives at
home a package from her new employer
Inside she finds an iPad etched with a
Corporate logo and the slogan:
“Using clever technology”
There’s an iPhone, also with a BMS logo and
her name engraved on the back
She reads the attached note, welcoming her
to the company and giving her the logon and
password information she needs to use the
equipment. “Wow!” she says to herself,
“this is great – they really know how to
make you feel special.”

Jade’s Story
Jade switches on the iPad and logs on as
instructed. There‘s an icon on the first screen,
“Welcome”.
Touching the icon starts a video of the CEO
welcoming her to the company. Various
members of the board and HR provide insights
into BMS and what she might expect in her first
few days.
There is also a pointer to other information on
the iPad, such as all aspects of the induction
procedure including the standard health and
safety video. Thrilling, she thinks to herself.
Checking further, Jade finds a comprehensive
set of electronic brochures and videos about
the company and their products.

Jade’s Story
Monday morning arrives. She comes
into the office with her iPhone and
iPad. She meets HR to cover the final
detail– an unusually brief session
HR point out that her iPad contains a
map of each of the BMS offices and a
directory of all staff, including photos,
biographies and locations. She
shouldn’t get lost.
This information is provided by the
office WiFi to which her phone and
tablet connect automatically.

Jade’s Story
At the end of the day, she goes for a
drink with a group of friends from
her previous employer. They’re
dying to find out about her first day.
As she settles down, her friends ask
what BMS is like…

Jade’s Story – what have we proposed?
Internet/Intranet/Extranet support
Central Information Library
Content management Strategy
Sales management process
E-Files, and paper file vault
Mobile core information provision, including electronic
brochures
Revised Induction strategy and delivery
Tablet strategy
Effective Content management System
Customer relationship management system
Integrated Internet/Intranet/Extranet, Including blog
Multimedia file support, including video

Warnings!
Stories are only of the moment – the Jade Story
was written in late 2009
If you are right – it was obvious (iPads and iPhones)
If you are wrong, you are an idiot with evidence
(Desk to Desk Video)
If you do this right, the empathy and understanding
will lead the HIPPO’s to think they thought of
the ideas – the Pied Piper syndrome!

references
Doctor Anwar and making use of what he and others know in
Sudan http://www.knowledgeetal.com/?p=533
‘…it can be quite lonely at times’ I postcards from Henley KM
http://www.knowledgeetal.com/?p=60

your speakers

your speakers
slide 23
Phil Hill,
mobile: +44 7870262395
email: phill.hill@live.com

A narrative approach to adoption and engagement

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