The document outlines Narrative Mapping™ as a method for organizations to develop concise and clear messaging in response to challenges of consistency and complexity. It emphasizes the importance of narratives in key moments, such as product launches and strategic initiatives, while involving diverse stakeholders in an interactive discussion to establish consensus. The end product is a visual outline that helps convey the core message clearly and effectively.

1. Narrative Mapping™ Overview
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2. Agenda
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The Issue
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Activation & The Role of
Deliverables a Narrative
Narrative
Mapping™
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Mapping When to Use
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the Story A Narrative
Getting
Consensus
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3. The Issue
Organizations struggle with consistency, clarity and brevity.
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✵ Contributing causes:
 Amount of information
 Complexity of information
 Organizational discipline
 Diverse diffusion of messages
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4. The Role of a Narrative
A simple solution to address these new problems
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A Narrative Is A Narrative Isn’t
✵ Contextual ✵ Once upon a time
✵ Explanatory ✵ Fable, myth or tall tale
✵ Memorable ✵ Gimmick or shtick
✵ Clear and concise ✵ Elaborate
✵ Simple ✵ A silver bullet
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5. When To Use A Narrative
During key moments when an organization needs to get behind
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important messages that can’t afford to be misunderstood.
✵ Product launch ✵ Business unit
✵ Strategy ✵ Change
✵ Value proposition ✵ Industry issue
✵ Corporate initiative ✵ Trend
✵ Brand position ✵ Mission/vision
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6. Getting Consensus
Q: How do you get ten people on the same page quickly?
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That’s not
I’ve got the story how it goes… I tell it
differently.
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7. Getting Consensus
A: Get them together and lead an interactive discussion
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8. Mapping The Story
Narrative Mapping™ is Sheffield’s signature
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approach to message development.
✵ Small groups of diverse stakeholders are led
through a four-hour session in which they openly
discuss the key elements surrounding a topic.
✵ Narrative Mapping sessions not only help
establish a clear hierarchy of messaging
quickly, but also create consensus.
✵ Establishes one story everyone can
get behind
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9. Mapping The Story
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8-12 stakeholders have an open Answers are captured and organized
conversation; not a wordsmithing session. into a logical hierarchy of messages.
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The group explores key questions The output is a visual outline to help
like Why? When? How? So What? tell the story clearly and concisely.
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10. Mapping The Story
Elements of the Narrative Map
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✵ Powerful guide to simplify
the delivery of a memorable
narrative.
✵ Basic story elements are
outlined. By hitting the core
message (Focal Point), set-up
points (Challenge and
Opportunity), body (How's)
and conclusion (Payoff), we
have what’s needed to tell a
story clearly and concisely.
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11. Deliverables
Initial Distribution
• Message Activation Program
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✵ Message Guidebook ✵ Whiteboard Narrative
✵ Quick Reference Guides ✵ Prezi Narrative
✵ Executive Fluency Video ✵ Video Case Studies
✵ Audience-Specific Guidelines ✵ Flash Narrative
✵ Art of the Elevator Speech Course
✵ Customer Testimonials
✵ Mood Video
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12. Contact
Joseph McCormack
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Managing Director/Founder
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(630) 310-5190
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jmccormack@sheffieldcompany.com
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