Jessica Parker presented on improving storytelling and its results. She discussed how our brains are wired to love stories and how storytelling activates different parts of the brain. Parker explained that effective stories begin with understanding the purpose, audience, and context. Stories should have key elements like plot, characters, and conflict/resolution. Data can also tell a story if it is analyzed and adapted to the audience through appropriate visuals and delivery. Telling stories at work is a powerful communication tool.

1. Improve Your Storytelling –
Improve Your Results
Jessica Parker, PMP #Hopperx1Seattle

2. About me
I am a multidimensional leader with the ability to drive both strategic and tactical priorities. Expertise I’ve developed
over the past twenty years includes executive leadership, financial management, project management, software
quality assurance, business analysis, and data visualization. I have a track record of success solving complex
business problems and improving processes at Fortune 500 companies. From a global perspective, I have worked
with multinational teams in countries including Australia, Brazil, China, England, France, Germany, India, Ireland,
Italy, Philippines, Switzerland, Uruguay.
I have earned her Project Management Professional certification, master’s degree in business administration,
Professional Scrum Master I certification, Toastmasters Advanced Communicator Silver award, and Toastmasters
Advanced Leader Bronze award. I have presented at multiple IT conferences and published my book of practical
leadership tips, Lead Yourself First, in 2018.
#Hopperx1Seattle
Improve Your Storytelling – Improve Your Results  Jessica Parker, PMP

3. Topics
• The power of story
• Creating your story
• Helping data tell a story
• Stories at work
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Improve Your Storytelling – Improve Your Results  Jessica Parker, PMP

4. The power
of story
#Hopperx1Seattle
Improve Your Storytelling – Improve Your Results  Jessica Parker, PMP

5. Photo  Jessica Parker

6. Our brains love stories
“When we are being told a story…Not only
are the language processing parts in our
brain activated, but any other area in our
brain that we would use when
experiencing the events of the story are
too.” – Leo Widrich
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Photo  Jessica Parker Improve Your Storytelling – Improve Your Results  Jessica Parker, PMP

7. How storytelling affects
the brain
#Hopperx1SeattleImage source:
Barakat, Christie. “The Science of Storytelling”, Social Times. Jun 6, 2014.

8. Creating
your story
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Improve Your Storytelling – Improve Your Results  Jessica Parker, PMP

9. Begin with understanding
• Understand why you are telling the story
• Understand your audience
• Understand where your story fits
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Photo  Jessica Parker Improve Your Storytelling – Improve Your Results  Jessica Parker, PMP

10. Key story elements
• Plot / relevance
• Characters
• Conflict / Resolution
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Photo  Jessica Parker Improve Your Storytelling – Improve Your Results  Jessica Parker, PMP

11. Delivery matters
• Vocal variety
• Body language
• Audience awareness
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Photo  Jessica Parker Improve Your Storytelling – Improve Your Results  Jessica Parker, PMP

12. Helping
data tell a
story
#Hopperx1Seattle
Improve Your Storytelling – Improve Your Results  Jessica Parker, PMP

13. The story of the data
•What should be DONE with the data?
•What is the MEANING of the data?
•Why is this data IMPORTANT to the audience?
•Who is your AUDIENCE?
•How is the information going to be DELIVERED?
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Photo  Jessica Parker Improve Your Storytelling – Improve Your Results  Jessica Parker, PMP

14. ADAPT your data
•Analyze the data
•Define the story
•Appropriate visuals
•Prepare a draft
•Test the results
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D
A
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T Improve Your Storytelling – Improve Your Results  Jessica Parker, PMP

15. Stories at
work
#Hopperx1Seattle
Improve Your Storytelling – Improve Your Results  Jessica Parker, PMP

16. Summary
• Stories are powerful tools
• Craft your stories
• ADAPT data for story
• Tell your stories!
#Hopperx1Seattle
Improve Your Storytelling – Improve Your Results  Jessica Parker, PMP

17. Thank You
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18. Selected references
• Let the Story Do the Work: The Art of Storytelling for Business Success by Esther Choy
• Pre-suasion: A Revolutionary Way to Influence and Persuade by Robert Cialdini
• Storytelling by Toastmasters International
• Talk like TED: The 9 Public-Speaking Secrets of the World’s Top Minds by Carmine
Gallo
• The Science Behind the Art of Storytelling by Lani Peterson,
https://www.harvardbusiness.org/the-science-behind-the-art-of-storytelling/
• “The Science of Storytelling: What Listening to a Story Does to Our Brains” by Leo Widrich
• Wired for Story: The Writer’s Guide to Using Brain Science to Hook Readers from the
Very First Sentence by Lisa Cron
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Photo  Jessica Parker Improve Your Storytelling – Improve Your Results  Jessica Parker, PMP