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YOU NEED A STUMP SPEECH
WHY – AND HOW – YOU SHOULD BUILD A LEADERSHIP
NARRATIVE
The problem we’re trying to solve
Leaders spend a lot of time, money, and energy developing the
story of their brand or organization –
but they often leave themselves out of that story
• …costing themselves career development opportunities
• …making it harder to connect with key audiences
• …and making the story they do tell less effective
Why executives don’t tell their own stories
• They feel uncomfortable talking about themselves
• Nobody’s ever told them their story is worth telling (often
because they’re not straight white men)
• They don’t understand the strategic value
• Building an effective leadership narrative takes work!
What is a leadership narrative?
It’s the story of how you
became the right leader
for this moment.
Storytelling
Why stories work
• Stories hold an audience’s attention
• Stories are easy to understand and repeat
• Stories can appeal to reason, emotion, and character
• REASON: Drawing a link between choices and outcomes
• EMOTION: Making the audience empathize with someone else
• CHARACTER: Connecting the speaker with the audience
Stories have chemical power
What makes a story a story?
Structure
• Gives the audience a sense of trajectory and inevitability
Conflict
• Gives the audience something to root for or against
Character
• Gives the audience someone to identify with
Opportunities to tell your story
• Self-promotion
• Sales pitches, job interviews, networking events, fundraising
• Internal communications
• Staff retreats, performance reviews, mentoring
• Thought leadership
• TED Talks, industry conferences, op-eds, podcasts
• “Content”
• Website bio, social media
Why tell your story?
Build your
profile
Connect
with
audiences
Tell a better
story about
your work
Two stories about America
America is a great nation
because of its capacity for
renewal and change. Each
generation does its part to bring
us closer to our ideals, and
although we may seem divided,
we share the same values –
and we must believe that we
can achieve the change we
want.
America was once a great and
proud nation, but corrupt
politicians, out-of-touch elitists,
and dangerous foreign elements
have robbed us of our economic
strength and cultural identity.
Two more effective stories about America
Barack Obama
America is a great nation because of its
capacity for renewal and change. Each
generation does its part to bring us closer to
our ideals, and although we may seem
divided, we share the same values – and we
must believe that we can achieve the change
we want.
My unlikely story is an example of
what’s possible when we work
together, but only if we all share the
work can we overcome our
differences, heal our divisions, and
build a brighter future.
Donald Trump
America was once a great and proud nation,
but corrupt politicians, out-of-touch elitists, and
dangerous foreign elements have robbed us of
our economic strength and cultural identity.
I’m an outsider who isn’t afraid to
stand up for the forgotten people in
our country, even when it means
refusing to be politically correct, and
that’s why I’m the only one who can
restore our greatness.
The most effective story is the one that only
you can tell
Developing a leadership
narrative
The stump speech
• 5-10 minutes
• Can be deployed on a moment’s notice (the Babe Ruth rule)
• Can be adapted for a wide variety of audiences and occasions
• Serves as a “message bible” to inform other communications
One story to rule them all
Stump
speech
Website
Social
media
TV
ads
Fundraising
Literature
Surrogate
talking
points
Keynote
remarks
One story to rule them all
Story
Bio
and
social
Networking
TED
Talks
Sales
pitches
Internal
comms
Podcasts
Keynote
remarks
A stump speech
isn’t just a
product.
It’s a process.
Marshall Ganz’s
public narrative
A STORY THAT
TRANSLATES VALUES
INTO EMOTION INTO
ACTION
Ganz’s public narrative
Story of
SELF
Story of
NOW
Story of
US
Elements of public
narrative
Story of SELF
• A personal
story that
explains your
path to
leadership
• Who are
you? What
brought you
here?
Story of US
• A collective
story that
identifies a
shared
purpose or
set of values
• What unites
us? How do
we define
community?
Story of NOW
• A story about
the challenge
we face
together
• What are we
called on to
do? What is
the choice
that must be
made?
Developing your story of self
• Focus on choices you’ve made, challenges you’ve faced, and
lessons you’ve learned.
• Think like a screenwriter: Identify the specific moments that
served as turning points and show yourself in them.
• Nobody’s parents taught them not to work hard: Find what’s
unique to you.
• Don’t feel obligated to include everything: Pull out the threads
that feel relevant to your work.
Ganz’s public narrative
Story of
SELF
Story of
NOW
Story of
US
SELFxUS
connect with audience
SELFxNOW
establish purpose
USxNOW
convey urgency
Building your leadership narrative
Interviews and document review
Developing a full-length “story of self”
Identifying connections to ”story of us” and “story of now”
Drafting a stump speech that incorporates these elements
Adapting for your specific purposes
What you walk away with
Materials: story of self, stump speech, adaptations
A better understanding of your own leadership style
Greater confidence in telling your own story
A more compelling way of talking about your work
Communications tools you’ll use every day

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You Need A Stump Speech.pptx

  • 1. YOU NEED A STUMP SPEECH WHY – AND HOW – YOU SHOULD BUILD A LEADERSHIP NARRATIVE
  • 2. The problem we’re trying to solve Leaders spend a lot of time, money, and energy developing the story of their brand or organization – but they often leave themselves out of that story • …costing themselves career development opportunities • …making it harder to connect with key audiences • …and making the story they do tell less effective
  • 3. Why executives don’t tell their own stories • They feel uncomfortable talking about themselves • Nobody’s ever told them their story is worth telling (often because they’re not straight white men) • They don’t understand the strategic value • Building an effective leadership narrative takes work!
  • 4. What is a leadership narrative? It’s the story of how you became the right leader for this moment.
  • 6. Why stories work • Stories hold an audience’s attention • Stories are easy to understand and repeat • Stories can appeal to reason, emotion, and character • REASON: Drawing a link between choices and outcomes • EMOTION: Making the audience empathize with someone else • CHARACTER: Connecting the speaker with the audience
  • 8. What makes a story a story? Structure • Gives the audience a sense of trajectory and inevitability Conflict • Gives the audience something to root for or against Character • Gives the audience someone to identify with
  • 9. Opportunities to tell your story • Self-promotion • Sales pitches, job interviews, networking events, fundraising • Internal communications • Staff retreats, performance reviews, mentoring • Thought leadership • TED Talks, industry conferences, op-eds, podcasts • “Content” • Website bio, social media
  • 10. Why tell your story? Build your profile Connect with audiences Tell a better story about your work
  • 11. Two stories about America America is a great nation because of its capacity for renewal and change. Each generation does its part to bring us closer to our ideals, and although we may seem divided, we share the same values – and we must believe that we can achieve the change we want. America was once a great and proud nation, but corrupt politicians, out-of-touch elitists, and dangerous foreign elements have robbed us of our economic strength and cultural identity.
  • 12. Two more effective stories about America Barack Obama America is a great nation because of its capacity for renewal and change. Each generation does its part to bring us closer to our ideals, and although we may seem divided, we share the same values – and we must believe that we can achieve the change we want. My unlikely story is an example of what’s possible when we work together, but only if we all share the work can we overcome our differences, heal our divisions, and build a brighter future. Donald Trump America was once a great and proud nation, but corrupt politicians, out-of-touch elitists, and dangerous foreign elements have robbed us of our economic strength and cultural identity. I’m an outsider who isn’t afraid to stand up for the forgotten people in our country, even when it means refusing to be politically correct, and that’s why I’m the only one who can restore our greatness.
  • 13. The most effective story is the one that only you can tell
  • 15. The stump speech • 5-10 minutes • Can be deployed on a moment’s notice (the Babe Ruth rule) • Can be adapted for a wide variety of audiences and occasions • Serves as a “message bible” to inform other communications
  • 16. One story to rule them all Stump speech Website Social media TV ads Fundraising Literature Surrogate talking points Keynote remarks
  • 17. One story to rule them all Story Bio and social Networking TED Talks Sales pitches Internal comms Podcasts Keynote remarks
  • 18. A stump speech isn’t just a product. It’s a process.
  • 19. Marshall Ganz’s public narrative A STORY THAT TRANSLATES VALUES INTO EMOTION INTO ACTION
  • 20. Ganz’s public narrative Story of SELF Story of NOW Story of US
  • 21. Elements of public narrative Story of SELF • A personal story that explains your path to leadership • Who are you? What brought you here? Story of US • A collective story that identifies a shared purpose or set of values • What unites us? How do we define community? Story of NOW • A story about the challenge we face together • What are we called on to do? What is the choice that must be made?
  • 22. Developing your story of self • Focus on choices you’ve made, challenges you’ve faced, and lessons you’ve learned. • Think like a screenwriter: Identify the specific moments that served as turning points and show yourself in them. • Nobody’s parents taught them not to work hard: Find what’s unique to you. • Don’t feel obligated to include everything: Pull out the threads that feel relevant to your work.
  • 23. Ganz’s public narrative Story of SELF Story of NOW Story of US SELFxUS connect with audience SELFxNOW establish purpose USxNOW convey urgency
  • 24. Building your leadership narrative Interviews and document review Developing a full-length “story of self” Identifying connections to ”story of us” and “story of now” Drafting a stump speech that incorporates these elements Adapting for your specific purposes
  • 25. What you walk away with Materials: story of self, stump speech, adaptations A better understanding of your own leadership style Greater confidence in telling your own story A more compelling way of talking about your work Communications tools you’ll use every day