a narrative approach to adoption and engagement

narrative approach to adoption and engagement

Paul J Corney and Phil Hill | 7 April 2014

engaging the organization

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the value of future stories...

It’s May 2015. ----------’s second twitter story competition, this one on the financing of Hong Kong opium trades, has just closed with a record number of entries.

Following the successful 2014 competition that used the photo essay of the mothballed Sierra Leone branch as a provocation piece on which the ‘we never walk away’ stories were based, the bank decided to tackle an emotive subject from its past.

objects, scenarios and stories

imagine an organization…

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…not just ‘I’m taking it to senior management’ but it comes back from senior management.

…when I arrived I was helped to find my feet quickly and supported in contributing to my full potential….

…I know when people are going on a business trip and get the chance to chip in and help, and I hear all about it when they get back….

…I know how to search for what I need and can find it quickly in databases and save the harder questions to approach colleagues about…..

…I am aware of what others in the company are doing and how they have done it…


source: Sparknow LLP assignment

‘your’ world in 2020 – ‘A day in the life’

imagine a day in the life of patient doctor nurse/midwife health official public health researcher community health worker

on January 1st 2020


‘your’ world in 2020 – ‘A day in the life’ build a profile

age location education & where studied length of service (to 2020) married or unmarried with a family or no family

tell us the story of what ‘you’ did on 1st January 2020 where you went to work and how you got there? what hours did you do? who did you work with? who did you meet? what systems did you use? what did you do when you got home? what’s different today from your way of working in 2013


‘your’ world in 2020 –Doctor

Dr Anwar: graduated in 2011, lives in Soba, Sudan, recently married


‘your’ world in 2020 – telling the story


2013 2020

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‘your’ world in 2020 - back casting


2 | using scenarios to get adoption of an IT strategy

slide 9 objects, scenarios and stories

Let me tell you a story…

What were we trying to do?


Obtain agreement from the Group board, made up entirely of Insurance practitioners, to develop and implement a complex set of business and technical solutions that provided the technical and processing environment that would support the CEO’s vision for the future, which was…

They are not really interested….


What were we really trying to do?


•  Get the HIPPOs on our side

•  Get agreement for what we want to achieve, not how we do it

•  Gain empathetic support through true understanding

How we did it – Seven Stories


Jade’s Story


Jade Thompson is 35 and has worked in the London Insurance Market for 14 years. She has agreed to join BMS as a senior underwriter, moving on from one of the big Insurance Companies.

She wants to work for a company that really supports her initiative and drive – not one that swaddles her in red tape.

source: one of a set of scenarios developed for BMS Group by Sparknow LLP

Jade’s Story


The week before Jade joins, she receives at home a package from her new employer

Inside she finds an iPad etched with a Corporate logo and the slogan:

“Using clever technology”

There’s an iPhone, also with a BMS logo and her name engraved on the back

She reads the attached note, welcoming her to the company and giving her the logon and password information she needs to use the equipment. “Wow!” she says to herself, “this is great – they really know how to make you feel special.”

Jade’s Story


Jade switches on the iPad and logs on as instructed. There‘s an icon on the first screen, “Welcome”. Touching the icon starts a video of the CEO welcoming her to the company. Various members of the board and HR provide insights into BMS and what she might expect in her first few days. There is also a pointer to other information on the iPad, such as all aspects of the induction procedure including the standard health and safety video. Thrilling, she thinks to herself. Checking further, Jade finds a comprehensive set of electronic brochures and videos about the company and their products.

Jade’s Story


Monday morning arrives. She comes into the office with her iPhone and iPad. She meets HR to cover the final detail– an unusually brief session

HR point out that her iPad contains a map of each of the BMS offices and a directory of all staff, including photos, biographies and locations. She shouldn’t get lost.

This information is provided by the office WiFi to which her phone and tablet connect automatically.

Jade’s Story


At the end of the day, she goes for a drink with a group of friends from her previous employer. They’re dying to find out about her first day. As she settles down, her friends ask what BMS is like…

Jade’s Story – what have we proposed?


Internet/Intranet/Extranet support Central Information Library Content management Strategy Sales management process E-Files, and paper file vault Mobile core information provision, including electronic brochures Revised Induction strategy and delivery Tablet strategy Effective Content management System Customer relationship management system Integrated Internet/Intranet/Extranet, Including blog Multimedia file support, including video

Warnings!


Stories are only of the moment – the Jade Story was written in late 2009

If you are right – it was obvious (iPads and iPhones) If you are wrong, you are an idiot with evidence

(Desk to Desk Video) If you do this right, the empathy and understanding

will lead the HIPPO’s to think they thought of the ideas – the Pied Piper syndrome!

references


Doctor Anwar and making use of what he and others know in Sudan http://www.knowledgeetal.com/?p=533

‘…it can be quite lonely at times’ I postcards from Henley KM http://www.knowledgeetal.com/?p=60

your speakers


your speakers

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Phil Hill,

mobile: +44 7870262395 email: [email protected]


a narrative approach to adoption and engagement

Technology