Influence Through Storytelling
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Transcript of Influence Through Storytelling
Influence through Influence through storytelling
Joyce Hostyn
Senior Director, Experience Design
Open Text
amount of evidence of sabotage or treason
against Japanese-American citizens
The very fact that no sabotage has taken place is a disturbing and confirming 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 makeconfession to make
I’m not a natural born storytellerstoryteller
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”to do experience design”
have never bothered cost justifying usabilityjustifying usability
neverthelessnevertheless
I’ve built successful experience design teamsdesign teams
and I’m on a mission to effect change through storytelling &
designdesign
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 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 firstbut first
wants(hopes for
future)
you
Draw your life
2
4
people(important
to your life)
you(reactions to idea
of engaging people) current
reality(parts that stand out)
13
4
three brain theory
we need to rethink a few assumptionsassumptions
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
rationalrational
recent brain researchtells ustells us
unconscious mind controls up to 95% of behavior
We have three brains
unconscious unconscious mind controls
95% of behaviour
Lizard brain
fightflight
freeze
can’t distinguish
imagined reality from actuality
Is it safe?
Mammal brain
emotions memories
habits
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, 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
reasonsrationalizes
became prized during age of enlightenmentenlightenment
explicit or theoretical(know-why)
10 steps for organizational change
4 components for a balanced scorecard
mammal brain makes decisionsdecisions
human brain rationalizes themthem
we buy on emotion and justify with factwith fact
They come to act like rewards, and the rest of the
brain adapts itself to predict and
salad of salad of salad of salad of perfectly perfectly perfectly perfectly grilled grilled grilled grilled to predict and
acquire them… It’s a proxy for the
reward to come.
Read Montague
Why Choose This Book?
grilled grilled grilled grilled woodsywoodsywoodsywoodsy----flavored flavored flavored flavored calamaricalamaricalamaricalamari
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 increasing pressure and have to make
trade-offs.
Customers value
leadership and
innovation.
Customers are
feeling intense
cost pressure.cost pressure.
Customers will
stick with us if we
continue to
innovate and lead.
Customers will
migrate away
from us due to 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 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 increasing pressure and have to make
trade-offs.
"A way of seeing is also a
way of not seeing."
Kenneth Burke
We often don't see what’s before our
eyes.
We see our concept of concept of
what reality should be…
…what we expect to see.
our reality illusion is in placeplace
and our experiences will tend to reinforce our
initial stanceinitial 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 world through stories
story is the emotional experienceexperience
the insight, the wisdom, the thing one has come to saything 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 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.
You pulled those
numbers out of
thin air
Everyone knows the
media exaggerates
Expecting listeners to accept the facts
That’s actually
not a lot
Instead of telling stories
http://www.texasdwi.org/jacqui.html
Facts are meaningless
without a contextual without a
contextual story
War is evil. It’s always evil. It represents a massive human failure and never truly
resolves anything. resolves anything.
Evil exists in the world.
If left unchecked, it can spread like a deadly If left unchecked, it can spread like a deadly disease.
.
APAP
We are all capable of believing things which we know to be untrue, and then, when we are finally
proved wrong, impudently twisting the facts so as to show that we 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, "like fish in the Ocean," that we may only happen to catch a few, only an indication of indication of what is below the surface.
E. H. Carr What is History?
Fact is not dialog
Faced with the choice between changingone's mind and proving there's no need to do so, almost everyone gets busy on the to do so, almost everyone gets busy on the
proof.
John Kenneth Galbraith
using facts kicks 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
ThinkingThinking
Telling
Listening for stories
WHOis your who?
Conversations at the water cooler
use the 5 whys to get to
the real storythe real story
Collect and capture stories
Using emotional words
frustrated elated angry exhausted awed timid disappointed
kindness honored stressed excited joyous confident nervous
depressed fearful shocked friendship hopeful relaxed proud despondent
courageous accepted disgusted embarrassed amused happy
surprisejealous close pity remorse sad surprise worried unhappy
respect appreciated distant
Practice empathy, seek to understand first, and assume the best motives in others
Map their current ecosystem
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
the
learn to see
the stories around
you
Thinking with stories
http://www.reason.com/images/07cf533ddb1d06350cf1ddb5942ef5ad.jpg
use stories
to think
Telling stories
• Key dates
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
1962
not a key employee
boss from hell
passed over school patrol
not a nurse
Sasha arrives
OMG new mom, new city, no job
prof from hell
acquired (again)
new boss
new boss(again)
nephew arrives
farm bound
Disney pitch
Joan
China trip
garden
Whoever Tells the Best Story Wins, Annette Simmons
six story types
People prefer not to trust you
ambitious, greedy, inexperienced, dumb
who I ambreak through the worst case stories they tell
themselves about you
with a story that builds faith in you
HavenTree
Mine your timeline for stories
1962
not a key employee
boss from hell
passed over school patrol
not a nurse
Sasha arrives
prof from hell
acquired again
China trip
boss laid off
nephew arrives
farm bound
Disney pitch
Joan
garden
OMG pregnant, new city, no job
why I am hereexposes what’s in it for you
or people tend to make up ‘rat’ reasons
teachingcombine what with how
less about what you want than how you want it done“What would <insert person here> do?”
visionwhat’s in it for them
so they can imagine the payoff in the future
values in actionabout doing the right thing
values create culture and culture creates values
I know what you’re thinking
brings an issue into the open and reframes it“I felt exactly the way you feel now”
we don’t come into a room with open minds, we already have a narrative in our head: “this is bullshit”
good stories
create an experience in images that evokes an
emotional response
Carter's confidence, energy and intensely emotional delivery make her talks
passion
her talks themselves a force of nature
Guy Kawasaki on Majora Carter’s TED talk
To provide food for her family, Sufiyaworked all day in her muddy yard making bamboo stools. Yet somehow her hard work was unable to work was unable to life her family out of
poverty. Why?Muhammad Yunuspioneer of the microcredit movement curiosity
authenticity
hope
emotional connection
visual
stories
let gut feeling talk to gut
feeling
if what we see is a representation of realityrepresentation of reality
stories are one of the most effective ways in which we
communicate our view of communicate our view of reality to others
transporting people to different points of view
reframing what factsmean 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
Seth Godin, Tribes
What leaders do: they give people storiesthey can tell themselves
Stories about the future and about change
weare all are all
storytellers
Create a story that speaks to the
Who needs to change?
Create a story that speaks to the
person you want to change
battle between two wolves
the one you feedthe one you feed
which one are you feeding?feeding?
what stories are you telling
to yourself, about about
yourself?
Be careful how you interpret the world; it is like that. is like that.
Erich Heller, British philosopher
What’s the biggest thing stopping you from effecting change?change?
NOT other peopleNOT other people
A hint
fear of judgment
fear of failure
preoccupation with status
fear of uncertainty
aversion to unpredictability
fear of choosing
All of us construct narratives about ourselves – where we’ve come from,
where we’re going. The kinds of stories 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 storyyour story
because it’s the only story you truly have control overtruly have control over
the art of possibility
The most important story you will ever tell
about yourself is the story you tell to yourself.
author your own hero’s journey
To be authentic is literally to be your own author... to discover your native
energies and desires, and then find your 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
http://headrush.typepad.com/creating_passionate_users/2005/02/the_users_journ.html
Kathy Sierra
emotion & imagination can rewire our brainsbrains
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 dreamdream
Martin Luther
King Jr.
Everyone thinks of changing the world, but no one thinks but no one thinks of changing himself.
Leo Tolstoy
If you keep doing what you’ve always done…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 worldviewworldview
that you’re not aware you’re makingmaking
you have no control over your storystory
Beliefs and values are not inherited or coded in
the genes. They are assumptions about life.
Are your beliefs and values helping take
your story where you the genes. They are assumptions about life.
your story where you want to go?
As long as you’re making assumptions…assumptions…
why not make assumptions that make you more powerful
and effectiveand 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 • 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 othersothers
create a new language
vision
gap
reality
gap
To get you to do things, you're got to
create a purpose and a story so compelling that you are moved to make 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 youchange if you
believe it
are authentic
persistent
and live it
learn to seelearn to see
The real voyage of discovery
consists not in making new
landscapes but in having new in having new
eyes.
Marcel Proust
yourself
others
the whole system
seek to understandseek to understand
the language that binds you
how the situation occurs to you & othersyou & others
stories you tell yourself
stories you tell others
stories you tell ABOUT othersothers
EMBRACE the dark side
not being picked a captain of the school patrolthe school patrol
boss from hell
discovering I’m not a key employeeemployee
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