Story Telling

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  • 1.Influence throughstorytellingJoyce HostynSenior Director, Experience Design Open Text

2. amount of evidence of sabotage or treasonagainst Japanese-American citizens 3. The very fact that no sabotage has taken place is a disturbing and confirmingindication that such action will be taken.General John DeWitt,WWII 4. problem with facts power of storyusing story to effect change 5. but before I start, I have a confession to make 6. Im not a natural bornstoryteller 7. cant draw 8. BUT 9. I believe powerfully 10. in the power of story 11. in visual thinking 12. I have never given a singlepresentation on why we needto do experience design 13. have never bothered costjustifying usability 14. nevertheless 15. Ive built successful experience design teams 16. and Im on a mission to effectchange through storytelling & design 17. What Ive learnedfrom my experience 18. You can use stories 19. and visual thinking 20. to influence people 21. and effect change 22. A health worker in Zambia, wasstruggling to find a solution for treatingmalaria. In this tiny and remote ruraltown, the health worker logged on tothe Web site of the U.S.s Center forDisease Control and Prevention andgot an answer. [The World Bank]doesnt have its know-how andexpertise organized so that someonelike the health worker in Zambia canhave access to it.But just imagineif it did Stephen Denning 23. What Ill cover Three brain theory Some basics of storytelling The art of possibility 24. but first 25. Draw your life2 wants (hopes for future) 4 you(reactions to idea of engagingpeople people)current3(important1 reality to your(parts that life)stand out) 26. three braintheory 27. we need to rethink a few assumptions 28. the assumptions beingOur model of the world is realityWe are aware of what we doWe know why we do what we doWe remember things as they reallyhappened 29. in other words, ourassumption that people arerational 30. recent brain research tells us unconscious mind controls up to 95% of behavior 31. We have three brains 32. unconsciousmind controls95% of behaviour 33. Lizard brain 34. fight flightfreeze 35. cant distinguishimagined reality fromactuality 36. Is itsafe? 37. Mammal brain emotions memories habits 38. tacit or embodied (know-how) 39. confidence is built on the experience of success 40. When we leap to a decision or have ahunch, our unconscious is... siftingthrough the situation in front of us,throwing out all that is irrelevant while we zero in on what really matters.Malcom Gladwell, Blink 41. Human brainreasonsrationalizes 42. becameprized duringage ofenlightenment 43. explicit or theoretical (know-why)10 steps for organizational change4 components for a balanced scorecard 44. mammal brain makesdecisions 45. human brain rationalizesthem 46. we buy on emotion and justifywith fact 47. They come to act like rewards, and salad ofthe rest of theperfectlybrain adapts itselfgrilledto predict andwoodsy-woodsy- acquire them Itsflavoreda proxy for thecalamari reward to come. Read Montague Why Choose This Book? 48. logic emotions,memories, habits 49. We think ourmodels of the worldare reality 50. Meet Harry example from Roger Martin, The Opposable Mind 51. Bill 52. Sally 53. I really like InnovateCorporation. Its been an innovative leader for a longtime. But Im coming under increasing pressureand have to maketrade-offs. 54. Customers value leadership and innovation.Customers arefeeling intense cost pressure. 55. Customers willstick with us if wecontinue to innovate and lead.Customers will migrate awayfrom us due to cost concernsand ourpricing. 56. Innovation andleadership are themost criticalavenues to pursue.Weve got toget our costsdown so wecan be pricecompetitive. 57. I really like InnovateCorporation. Its been an innovative leader for a longtime. But Im coming under increasing pressureand have to maketrade-offs. 58. "A way ofseeing is also away of not seeing."Kenneth Burke 59. We often dontsee whats before our eyes.We see our concept ofwhat realityshould be what weexpect to see. 60. our reality illusion is in place 61. and our experiences will tend to reinforce our initial stance 62. as we weave thoseexperiences into the story that already exists in our minds 63. Rarely pausing to consciouslyinspect the state & activity ofour unconscious mind 64. we makesense of theworldthrough stories 65. story is the emotional experience 66. the insight, the wisdom, the thing one has come to say 67. Just the facts,mam 68. 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 drivers 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. 69. Expecting listeners to accept the factsEveryone knows the media exaggeratesYou pulled those numbers out ofthin airThats actuallynot a lot 70. Instead of telling stories 71. Facts aremeaninglesswithout a contextualstory 72. War is evil. Its always evil. It represents a massive human failure and never truly resolves anything. 73. Evil exists in the world.If left unchecked, it can spread like a deadly disease. 74. .AP AP 75. We are all capable of believing things which weknow to be untrue, and then, when we are finally proved wrong, impudentlytwistingthe facts so as to show that wewere 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 beliefbumps up against solid reality, usually on a battlefield.George Orwell 76. Facts are, "likefish in theOcean," that wemay only happento catch a few,only anindication ofwhat is belowthe surface.E. H. CarrWhat is History? 77. Fact is notdialog 78. Faced with the choice between changing ones mind and proving theres no needto do so, almost everyone gets busy on the proof.John Kenneth Galbraith 79. using facts kicks in the confirmation bias 80. People dont need new facts.They need a new story. Annette SimmonsThe Story Factor 81. three aspects of story Listening Thinking Telling 82. Listening forstories 83. WHOis your who? 84. Conversations at the water cooler 85. use the 5 whys to get to the real story 86. Collect and capture stories 87. 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 amusedhappy jealous close pity remorse sad surprise worried unhappy respect appreciated distant 88. Practice empathy, seek to understandfirst, and assume the best motives inothers 89. Who needs to change? Map their current ecosystemWantsMotivatorsInfluencersEnvironment/context Tell a story of why they dont want to change from their perspective 90. learn to seethe stories aroundyou 91. Thinking withstories 92. 93. use storiesto think 94. Telling stories 95. 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 96. OMG new mom, new city, no jobChina not a boss fromacquired tripnephew 1962 nursehell (again) arrives Joan farmbound garden passed overSasha not a keyDisney new new bossprof from(again)school patrolhell arrives employeepitch boss 97. six story types Whoever Tells the Best Story Wins, Annette Simmons 98. People prefer not totrust you 99. ambitious, greedy,inexperienced, dumb 100. who I ambreak through the worst case stories they tell themselves about youwith a story that builds faith in you 101. Mine your timeline for storiesHavenTree OMG pregnant, new city, no job not a boss from acquired againnephew 1962 nursehell arrivesJoan farmbound garden passed overSashaDisney boss laidprof fromnot a keyChinaoffschool patrolhell arrivesemployee pitchtrip 102. why I am here exposes whats in it for youor people tend to make up rat reasons 103. teaching combine what with howless about what you want than how you want it done What would do? 104. vision whats in it for themso they can imagine the payoff in the future 105. values in action about doing the right thingvalues create culture and culture creates values 106. I know what youre thinkingwe dont 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 107. good storiescreate an experience in images that evokes an emotional response 108. Cartersconfidence,energy andintenselyemotionaldelivery makeher talksthemselves aforce of natureGuy Kawasaki on passionMajora Carters TED talk 109. To provide food forher family, Sufiyaworked all day in hermuddy yard makingbamboo stools.Yetsomehow her hardwork was unable tolife her family out ofpoverty. Why? curiosityMuhammad Yunuspioneer of the microcreditmovement 110. authenticity 111. hope 112. emotionalconnection 113. visual 114. stories let gut feeling talk to gut feeling 115. if what we see is arepresentation of reality 116. stories are one of the most effective ways in which wecommunicate our view of reality to others 117. transporting people to differentpoints of viewreframing what factsmean to them 118. tell storiesto connect 119. People dont believe what you tell them They rarely believe what you show themThey often believe what their friends tell them They always believe what they tell themselvesWhat leaders do: they give peo