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Influence through
storytelling

                          Joyce Hostyn
    Senior Director, Experience Design
                             Open Text
Influence Through Storytelling
amount of evidence of
       sabotage or treason
against Japanese-American
                   citizens
Influence Through Storytelling
The very fact that no sabotage has taken
   place is a disturbing and confirming
indication that such action will be taken.



                            General John DeWitt,WWII
problem with facts
       power of story
using story to effect change
but before I start, I have a
   confession to make
I’m not a natural born
      storyteller
can’t draw
BUT
I believe powerfully
in the power of story
in visual thinking
I have never given a single
presentation on “why we need
  to do experience design”
have never bothered cost
    justifying usability
nevertheless
I’ve built successful experience
           design teams
and I’m on a mission to effect
change through storytelling &
           design
What I’ve learned
from my experience
You can use stories
and visual thinking
to influence people
and effect change
A health worker in Zambia, was
struggling to find a solution for treating
malaria. In this tiny and remote rural
town, the health worker logged on to
the Web site of the U.S.’s Center for
Disease Control and Prevention and
got an answer. [The World Bank]
doesn’t have its know-how and
expertise organized so that someone
like the health worker in Zambia can
have access to it.

But just imagine
if it did
                                             Stephen Denning
What I’ll cover

 Three brain theory
 Some basics of storytelling
 The art of possibility
but first
Draw your life
                  2 wants
                   (hopes for
                     future)



                   4 you
                (reactions to idea
                   of engaging
                     people)          current
    people                           1 reality
  3(important
                                      (parts that
     to your
                                      stand out)
       life)
three brain
    theory
we need to rethink a few
     assumptions
the assumptions being
Our model of the world is reality

We are aware of what we do

We know why we do what we do

We remember things as they really
happened
in other words, our
assumption that people are
        rational
recent brain research
       tells us
   unconscious mind controls up to 95% of behavior
We have three brains
unconscious
mind controls
      95% of
   behaviour
Lizard brain
fight
 flight
freeze
can’t distinguish
imagined reality from
      actuality
Influence Through Storytelling
Influence Through Storytelling
Is it
safe?
Mammal brain




               emotions
               memories
                 habits
Influence Through Storytelling
Influence Through Storytelling
tacit or embodied (know-how)
confidence is built on the experience of
                                 success
When we leap to a decision or have a
hunch, our unconscious is... sifting
    through the situation in front of us,
throwing out all that is irrelevant while we
     zero in on what really matters.

                                Malcom Gladwell, Blink
Human brain




reasons
rationalizes
became
prized during
age of
enlightenment
explicit or theoretical
                     (know-why)



10 steps for organizational change

          4 components for a balanced scorecard
Influence Through Storytelling
mammal brain makes
    decisions
human brain rationalizes
        them
Influence Through Storytelling
we buy on emotion and justify
          with fact
They come to act
             like rewards, and
 salad of      the rest of the
perfectly    brain adapts itself
  grilled      to predict and
woodsy-
woodsy-     acquire them… It’s
flavored      a proxy for the
calamari     reward to come.
                         Read Montague
                   Why Choose This Book?
logic




       emotions,
  memories, habits
We think our
models of the world
are reality
Meet Harry



         example from Roger Martin, The Opposable Mind
Bill
Sally
I really like Innovate
  Corporation. It’s
 been an innovative
   leader for a long
      time. But I’m
     coming under
 increasing pressure
  and have to make
        trade-offs.
Customers value
                   leadership and
                     innovation.


Customers are
feeling intense
 cost pressure.
Customers will
                  stick with us if we
                      continue to
                 innovate and lead.

Customers will
 migrate away
from us due to
 cost concerns
    and our
    pricing.
Innovation and
                leadership are the
                    most critical
                avenues to pursue.
We’ve got to
get our costs
down so we
can be price
competitive.
I really like Innovate
  Corporation. It’s
 been an innovative
   leader for a long
      time. But I’m
     coming under
 increasing pressure
  and have to make
        trade-offs.
quot;A way of
seeing is also a
    way of not
       seeing.quot;




        Kenneth Burke
We often don't
    see what’s
   before our
         eyes.

  We see our
   concept of
  what reality
  should be…

   …what we
expect to see.
our reality illusion is in
         place
and our experiences will
 tend to reinforce our
     initial stance
as we weave those
experiences into the story
 that already exists in our
           minds
Rarely pausing to consciously
inspect the state & activity of
our unconscious mind
we make
sense of the
      world
    through
     stories
story is the emotional
     experience
the insight, the wisdom, the
 thing one has come to say
Just the facts,
mam
Too often communicating like this

 • 981 people died in alcohol-related crashes in 2000
 • Out of 420 pedestrian fatalities, 38 per cent of those
   tested for alcohol had been drinking, and most of
   these had BACs over 0.08.
 • Almost nine out of every 10 people killed in alcohol-
   related collisions (87.4 per cent) were in or on the
   drinking driver's vehicle (i.e. drivers/operators or
   passengers).
 • Almost nine out of every 10 drivers killed in alcohol-
   related collisions (87.5 per cent) were male.
 • Over half (56 per cent) of the drivers killed in single-
   vehicle crashes tested positive for alcohol, compared
   to only 20 per cent of those killed in multiple-vehicle
   crashes.
Expecting listeners to accept the facts
  Everyone knows the
                                    You pulled those
   media exaggerates
                                     numbers out of
                                        thin air




                  That’s actually
                    not a lot
Instead of telling stories




                     http://www.texasdwi.org/jacqui.html
Influence Through Storytelling
Facts are
meaningless
  without a
 contextual
      story
War is evil. It’s always evil. It represents a
 massive human failure and never truly
             resolves anything.
Evil exists in the world.

If left unchecked, it can spread like a deadly
                   disease.
.




    AP
     AP
We are all capable of believing things which we
know to be untrue, and then, when we are finally

                               twisting
 proved wrong, impudently

  the facts so as to show that we
were right. Intellectually, it is possible to carry on
   this process for an indefinite time: the only
 check on it is that sooner or later a false belief
    bumps up against solid reality, usually on a
                     battlefield.
                                            George Orwell
Facts are, quot;like
fish in the
Ocean,quot; that we
may only happen
to catch a few,
only an
indication of
what is below
the surface.

E. H. Carr
What is History?
Fact is not
dialog
Faced with the choice between changing
 one's mind and proving there's no need
to do so, almost everyone gets busy on the
                 proof.


                              John Kenneth Galbraith
using facts kicks
           in the
   confirmation
             bias
People don't
 need new facts.
They need a new
           story.




       Annette Simmons
        The Story Factor
three aspects of story
 Listening

 Thinking

 Telling
Listening for
stories
WHO
is your who?
Conversations at the water cooler
use the 5 whys to get to
       the real story
Collect and capture stories
Using emotional words

   frustrated elated angry exhausted awed timid disappointed

                      stressed excited joyous confident nervous
   kindness honored
   depressed fearful shocked friendship hopeful relaxed proud despondent

                                                           happy
   courageous accepted disgusted embarrassed amused

                                    surprise worried unhappy
   jealous close pity remorse sad
             appreciated distant
   respect
Practice empathy, seek to understand
first, and assume the best motives in
others
Who needs to change?
 Map their current ecosystem
    Wants
    Motivators
    Influencers
    Environment/context
 Tell a story of why they don’t want to
 change from their perspective
learn to see


                  the
               stories
               around
                  you
Thinking with
stories
http://www.reason.com/images/07cf533ddb1d06350cf1ddb5942ef5ad.jpg
Influence Through Storytelling
Influence Through Storytelling
Influence Through Storytelling
use stories




              to think
Telling stories
Draw a timeline of
      Key dates
  •
      Incidents
  •
      Experiences that shaped you
  •
      Trials and turning points that tested you
  •
      Stories of childhood, family, school, loves
  •
      Development of political views
  •
OMG new mom,
                       new city, no job                        China
                                                                       nephew
                 not a             boss from          acquired trip
 1962
                                                                       arrives
                 nurse                hell             (again)
                                               Joan




               farm
                                                  garden
              bound
                                                                          new boss
 passed over                  Sasha     not a key          Disney new
                  prof from                                                (again)
school patrol                 arrives   employee            pitch boss
                     hell
six story types
       Whoever Tells the Best Story Wins, Annette Simmons
People prefer not to
trust you
ambitious, greedy,
inexperienced, dumb
Influence Through Storytelling
who I am
break through the worst case stories they tell
           themselves about you




        with a story that builds faith in you
Mine your timeline for stories

                    HavenTree



                       OMG pregnant,
                       new city, no job
                                                                     nephew
                 not a               boss from acquired again
 1962
                                                                     arrives
                 nurse                  hell
                                              Joan




               farm
                                                garden
              bound
                                                                          boss laid
 passed over                  Sasha                      Disney
                  prof from              not a key                China      off
school patrol                 arrives                     pitch
                     hell                employee                  trip
why I am here
   exposes what’s in it for you




or people tend to make up ‘rat’ reasons
teaching
           combine what with how




less about what you want than how you want it done
       “What would <insert person here> do?”
vision
         what’s in it for them




so they can imagine the payoff in the future
values in action
       about doing the right thing




values create culture and culture creates values
I know what you’re thinking
  we don’t come into a room with open minds, we already
       have a narrative in our head: “this is bullshit”




           brings an issue into the open and reframes it
               “I felt exactly the way you feel now”
good stories


      create an experience in
       images that evokes an
         emotional response
Carter's
confidence,
energy and
intensely
emotional
delivery make
her talks
themselves a
force of nature

Guy Kawasaki on


                           passion
Majora Carter’s TED talk
To provide food for
her family, Sufiya
worked all day in her
muddy yard making
bamboo stools.Yet
somehow her hard
work was unable to
life her family out of

             Why?
poverty.



                             curiosity
Muhammad Yunus
pioneer of the microcredit
movement
authenticity
hope
emotional
connection
visual
stories


     let gut feeling
         talk to gut
             feeling
if what we see is a
representation of reality
stories are one of the most
 effective ways in which we
communicate our view of
   reality to others
transporting people to different
points of view




              reframing what facts
                      mean to them
tell stories




                    to
               connect
People don't believe what you
                 tell them
   They rarely believe what you show them

They often believe what their friends tell them

 They always believe what they tell themselves

What leaders do: they give people stories
         they can tell themselves
      Stories about the future and about
                    change



                                           Seth Godin,Tribes
we
     are all
storytellers
Influence Through Storytelling
Who needs to change?
 Create a story that speaks to the
 person you want to change
battle between
two wolves
the one you feed
which one are you
     feeding?
what stories
are you telling
   to yourself,
        about
     yourself?
Be careful how you interpret the world; it
               is like that.



                          Erich Heller, British philosopher
What’s the biggest
thing stopping you
from effecting
change?
NOT other people
A hint
judgment
fear of
failure
fear of
status
preoccupation with
uncertainty
fear of
unpredictability
aversion to
choosing
fear of
All of us construct narratives about
 ourselves – where we’ve come from,
where we’re going. The kinds of stories
 we tell make an enormous difference in
   how well we cope with change.

                 Hermina Ibarra and Kent Lineback,What’s Your Story?
To effect change
you need to take charge of
       your story
because it’s the only story you
   truly have control over
the art of
possibility

     The most important story you will ever tell


              author your own
     about yourself is the story you tell to yourself.




                 hero’s journey
your
To be authentic is literally to be
own author... to discover your native
energies and desires, and then find your
        way of acting on them.


                          Warren Bennis, An Invented Life
http://webzoom.freewebs.com/padmeleiajaina/Wallpapers/Luke%20Wallpaper2%20copy.jpg
Influence Through Storytelling
Influence Through Storytelling
Kathy Sierra

http://headrush.typepad.com/creating_passionate_users/2005/02/the_users_journ.html
emotion &
imagination can
rewire our
brains
from victim (acted on)
they would never let
                  us
nobody around here
  could ever do that
there’s no point in
        even trying
that’s not possible
to hero (actor)
I will
I can’t
I believe
I choose
I choose not
I have a
  dream
  Martin Luther
        King Jr.
Everyone thinks of
changing the world,
but no one thinks
of changing himself.
Leo Tolstoy
If you keep doing
what you’ve
always done…
    The most important story you will ever tell
    about yourself is the story you tell to yourself.
based on assumptions
the bedrock of your
     worldview
that you’re not aware you’re
           making
you have no control over your
            story
Are your beliefs and
 values helping take
your story where you
   Beliefs and values are not inherited or coded in
   the genes. They are assumptions about life.

     want to go?
As long as you’re making
     assumptions…
why not make assumptions
that make you more powerful
        and effective
knowing
who you are
what you want to do
what you believe in
what you aspire to
Invent your
future reality
Expand your WANTS into a
vision of your future reality
   • Keywords of desired future or change you
     want to implement
   • Elements
   • Language
   • Results
   • Influencers
Paint a vivid picture of your
                 future story
rich with emotion & visuals
tell your future story to
         others
create a new language
vision


gap


      reality
you to do things, you're got to
 To get
 create a purpose        and a story so
compelling that you are moved to make
 those corrections in your life, and make
             them for good.

                                             Geoffrey M. Bellman
                  Getting Things Done When You Are Not in Charge
gives you
courage
focus
energy
and you WILL effect
  change if you
believe it
are authentic
persistent
and live it
learn to see
The real
     voyage of
     discovery
consists not in
   making new
landscapes but
 in having new
          eyes.




      Marcel Proust
yourself
others
the whole system
seek to understand
the language that binds you
how the situation occurs to
      you & others
stories you tell yourself
stories you tell others
stories you tell ABOUT
         others
EMBRACE
 the dark side
not being picked a captain of
     the school patrol
boss from hell
discovering I’m not a key
       employee
start telling
stories
be yourself
with passion
using stories
to effect change
in yourself
your organization
your community
the world
because it’s all
     invented

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