Engaging through stories (Rainmaking Summit 2017)
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The new way to design your stories.
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Engaging through stories (Rainmaking Summit 2017)
- 1. Engaging through stories Rainmaking Summit 1st February 2017
- 3. ●Why are we hearing this ●People became characters ●Included jeopardy or conflict ●Patterns - yet focus ●Transporation
- 4. VUCA
- 8. "You can have the best technology, you can have the best business model, but if the storytelling isn't amazing, it won't matter. Nobody will watch." Bonus slide Jeff Bezos
Editor's Notes
- INTRO: Me, why am I up here talking, belief in storytelling and putting the human back into the way we work, history (Hiscox, Tfl, BBC and now own consultancy) Only have 10 minutes so I’m going to go through a couple of storytelling heroes, why there are compelling, how I used stories to get buy in different cultures and my basic process. I hope that sounds ok to you?
- You know who these guys are rigt? You can probably name the guy on the left Sir Ranaulph fInnes but the guy on the right is the CEO of Hiscox Bronek Masojada I’ve listened to many talks/presentations but two people stand out head and shoulders above anyone else Key points 1 BBC, TfL, Hiscox and start up called the Linen House with grand designs to take on White Company which failed Anyway we only have 10 minutes so the outline of the talk is go through a couple of story telling heroes of mine, why they make storytellers. Then how i’ve used story telling in two very different cultures i’ve worked in and then how I form my stories. listened to many talks/presentations but two people stand out head and shoulders above anyone else. Can you name them? Sir RF talked about the his expedition to the pole, I wasn’t sure what to expect, after all, he was walking on ice for weeks on end how interesting could that be? His talk went on from the allotted 45 minutes to well over an 60 minutes and no one in the room wanted him to stop. It was only when he finished his story, did his Keynote finish and no one in the room minded. In fact we wanted more. Bronek, has the same effect, although as the CEO of an org that fundamentally deals with Risk, Bronek could paint a compelling picture of what he wanted to talk about but also why this was important, you felt like you were learning when he spoke, that you had all the right context and things became clearer. I’ve thought about the way both SRF and BM presented and came up with a theory on why their style of storytelling worked.
- Why are we hearing this? Both talked in context. You fundamentally knew the bigger picture and why we were People became characters, easy for Sir ranapulph fiennes but harder for Bronke, really did he talk about institutuions but people from these institutions and characterised these people Here’s the thing they included jeopardy and element of danger, made it real. most of the great films of our time, ET, Star wars Goonies all had jeopardy and those stories stick around Pattern - harder to explain but they can bring patterns to life why x mean X and what if, in broncos Broneks case he could dance around the direction of travel and yet because ehis thought were linked by elegent pattern it worked Transportain - yes, they took us from a-b. Why do thinking they were so good. because deep down they understood they were operating in a environment called Vuca
- Volatile, uncertainty, complexity ambiguity They knew they are operating in this work on some level. Deep down they knew the only way to operate in this work is through storytelling. Numbers don’t stick. I bet you can’t tell me how times you’ve seen you best friend or your children but you can tell a story about the best experiences you had. Innovators know this. I use Strava, data is the most basic way of understanding, they’ve added photos, comments and the opportunity to tell a story because it works. It helps things stick.
- Volatile, uncertainty, complexity ambiguity They knew they are operating in this work on some level. Deep down they knew the only way to operate in this work is through storytelling. Numbers don’t stick. I bet you can’t tell me how times you’ve seen you best friend or your children but you can tell a story about the best experiences you had. If you know the environment you are operating in then it helps shape your story, it helps you find the key things you need to talk about about once you hit those key things then wham you have a compelling story. Innovators know this. I use Strava, data is the most basic way of understanding, they’ve added photos, comments and the opportunity to tell a story because it works. It helps things stick.
- Storytelling in different org structures Quickly talk about how i went about bring new products to life in one and enterpenuarial Insurance companiy , and i you’ve been listening you’ll probably guess which one i’m talking about. and secondly the major transpiration company servicing London According t handy there are 4 type of org cultures, i’m going to focus on two organisations which very much sit in the Power and Role groups. Handy 4 types of org culture, Power, role, task and person. I’m going to talk about how i’ve used storytelling in two organistaions, one you’ve probably used getting here today and the other one is a speciality insurer with a great storytelling CEO, and if your were paying attention earlier you that should be easy. Hiscox Power Tfl Role Underwriters as storytellers, London market, data Role, how we permitted the story through the roles. Mobile advocates. Mobile strategy. Yammer usage TFl, This was a very different culture, the culture was start at no and then work the other way. Re-Introduced Yammer and we needed to get the CTO behind it, first meeting i got shouted (literally) shouted out of his office, then i thought this guy isn’t going to buy from me so lets find a group of users he will buy from. Mobile pilot team, used Yammer, insights were great. we made video of users talking and sharing about their experiences and started sharing that around, the speed of collaborating rocketed between members of the group and then suddenly Yammer became a product that was safe to talk about. Origin of the story matters Use people to mobile the story. -if it sounds like a PR piece it won’t work Evidence based
- How i build my stories, Blueprint - clarity, messages, outcome not output Prototype - post it etc play with the story Involve - talk to people about it - you are already spreading the story. Go