The document discusses the use of storytelling for business analysis. It outlines a three-act formula for developing stories, including setting the scene in act one, focusing on the journey in act two, and showing the resolution in act three. It also discusses characteristics of good storytelling, such as being simple, emotional, truthful, and authentic. The document provides examples of how storytelling can be used to define business needs, document requirements, and enhance user journeys. It recommends keeping a diary of story ideas and obtaining feedback to improve storytelling skills.

1. 1
The Art of Storytelling
& Business Analysis
V1.0
IIBA–1TNS

2. The Capability Group – ‘Our story so far…’
2

3. Aims & Objectives
3
• Introduction & Background
• Three-Act Formula for Story Development
• Structure & Characteristics of a Good Story
• When Can a BA Use ‘Storytelling’?
• Tools and Techniques to Use
• Key Takeaways & Recommended Reading

4. What is storytelling…?
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• It is one of the oldest art forms
• Stimulates the imagination
• Helps us to understand our environment and personal experience
• Can be used through different platforms
• Can be delivered in different forms

5. https://vimeo.com/98287960
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6. Reflection point
6
What did we learn from that video clip and apply it to your
storytelling.
 What makes a good narrative?
 What doesn't make a good narrative?
 How can you apply it to storytelling?

7. Three-Act Formula for Story Development
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Set the scene andhook
the listener…
…Then focus onthe
journey…
…And show thefinal
resolution.
Act One Act Two ActThree
• Go live
• BenefitsRealisation
• LessonsLearned
Review
• DesignDocument
• Solution Document
• GapAnalysis
• Stakeholder
Matrix
• Background
• Problem
Statement
(Source:Useof 3-Actformula wasfirst inspired bythe following clip:
https://www.linkedin.com/learning/storytelling-for-business-video/)

8. Characteristics of Good Storytelling
Simple :: easy to understand, language to match the audience, rhythm
Emotional :: humour, pain, joy, objective
Truthful :: teller honest with the audience
Authentic :: genuine, relatable
Valid :: relevant, logical, informative
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9. Know Your Audience
• Understand your audience
• Their pain points
• What they value & what they don’t
• Find out what topics interest your
stakeholders
• Understand if there are any shared
experiences
• Tailor your story
• Make your audience/product your hero
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10. Delivering an Effective Story
10
Visuals Books
Articles
Business
Pitch
Vlogs
Presentations
Visuals are
processed 60,000
times faster than
words alone
Visuals have been
found to improve
learning by up to
400 percent
 Video
 Images
 Descriptive Languages
Source: Research complied by 3M

11. Digital “Story tool” Channels
Blogs &
vlogs
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12. Practical Exercise
12
Take a moment to discuss the last story that inspired
you…
1. How did the story make you feel?
2. What characteristics stood out?
3. How was it delivered to you?

13. Reasons storytelling is used for leadership:
1. Inspiring the organisation to
change
2. Vision and setting strategies
3. Defining culture and values
4. Teaching lessons learned
5. Explaining who you are and
what you believe
6. Power of persuasion
Source: Image extracted from here
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14. Practical Examples….
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15. Sparklines Methodology
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Beginning Middle End
What is
What could be
What is
What could be
What is
New
Bliss
The Call to Adventure
The Solution
The Problem & the Cause
The Call to Action
Adapted from
https://www.agencysparks.com/blog/2015/3/25/how-to-create-a-persuasive-story-using-this-simple-technique-
slideshare

16. Other uses of ‘Storytelling’?
• Defining a business need / proposal
• During workshops
• Documenting requirements and communicating these
• To secure stakeholder buy-in
• Prevent confusion and ambiguity
• User Journeys, process maps, roadmaps, storyboards
• To persuade others to take a course of action = good
leadership
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17. 1
7
Moments
of truth
Getting to the
Airport
Check-in Comfort until
flight
In-flight comfort Arrival Getting to
destination
Feelings - Stressful
- Complicated
- Parking
- Luggage
- Long,
frustrating
queues
- Unnecessary
policies
- Want/ need to
work
- Want/ need to
relax
- Uncomfortable
- Long time spent
on seat
- Boredom
- Unkempt
- Unshowered
- Clothes a
mess
- Traffic
- Unfamiliar
place
Act 1
Set the Scene
Act 2
Focus on journey
Act 3
Resolution
Storytelling enhances user journeys…
Customer Experience
https://www.mycustomer.com/experience/engagement/customer-journey-
mapping-vs-process-design-do-you-know-the-difference

18. 18
Moments
of truth
Getting to the
Airport
Check-in Comfort until
flight
In-flight comfort Arrival Getting to
destination
Feelings - Stressful
- Complicated
- Parking
- Luggage
- Long,
frustrating queues
- Unnecessary
policies
- Want/ need to
work
- Want/ need to
relax
- Uncomfortable
- Long time spent
on seat
- Boredom
- Unkempt
- Un-showered
- Clothes a mess
- Traffic
- Unfamiliar
place
Service
Solution
- Transport
provided
- Driver handles
lugged
- “Drive-Though”
check-in
- Airline knows
where you are
- Clubhouse with
internet access,
café sofas
- Salon massages,
beauty
- Sound room,
driving range,
skiing machine
- Full sleeper seats
- Mood lighting
- Gradual Dawn
- Bar
- You decide meals
- Arrival Valet
- 18 showers
- Make and shave
- Heated floors
- Clothes pressed
- Hot and cold
breakfast
- Chauffeured
delivered to
destination
- Comfortable
ride door to
door
- Knowledge-
able driver
Customer Experience
https://www.mycustomer.com/experience/engagement/customer-journey-
mapping-vs-process-design-do-you-know-the-difference

19. Key Takeaways & Recommended Reading
• Keep a diary / notebook to write down ideas for storytelling
• Present to an audience (e.g. family, friends or work colleagues)
• Obtain feedback or even capture yourself on a clip
• Google ‘The Art of Storytelling’ and ‘Robert McKee’ or ‘Nancy Duarte’
• Nancy Duarte's The Secret Structure of Great Talks
• The Art of Storytelling by James Whittaker
• Science of Storytelling - https://vimeo.com/143669554
• Recommended reading: “Let the Story Do the Work – The Art of Storytelling for
Business Success” – Esther K. Choy
• Read fictional books!
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