laura packer storytelling

(c) 2015 Laura S. Packer

Telling your story

U.S. Sourcelink 2015

Laura Packerthinkstory.com

(c) 2015 Laura S. Packer

Who am I?

daughter

writer

storyteller

coach

step-mother

cyclist

cancersurvivor

friend

teacher

cook

human

evolving

entrepreneur

consultant

cancer widow

(c) 2015 Laura S. Packer

What is storytelling?

Story:ORIGIN late Middle English: Latin from Greek

historia - “finding out”

When we tell stories we are at onceconveying information and finding out more information.

performanceart

writing

talking

lying

marketing

Humans are storytelling creatures.

living

(c) 2015 Laura S. Packer

Why organizational storytelling

• Persuasive; highly influential• Transfers knowledge• Emotions trigger action• Builds relationships and community• Conveys culture and history• Tough stuff; numbers• Fosters change• Fun, entertaining, powerful, poignant, etc.

(c) 2015 Laura S. Packer

The role of organizational storytelling

• Funding• Employee relations• Marketing• Branding• Damage control• Etc.

(c) 2015 Laura S. Packer

How does it work?Why is it so powerful?

• Neurology• The story triangle• Emotional catalyst

(c) 2015 Laura S. Packer

(c) 2015 Laura S. Packer

A little story theory

storyteller

audience story

When we tell stories we are at onceconveying information

and finding out more information.

Storytelling is all about building relationships

and allowing the audience room for their own experiences, interpretation and emotions.

This will move them to action.

(c) 2015 Laura S. Packer

Information vs. StoryInformation = factual value

Story = emotional value

• Of 1.6 million new U.S. cancer diagnoses in 2014, more than 550K+ will die

• 2nd most common cause of death in the U.S.• Costs in excess of $226.8 billion/year

• I am a cancer survivor• My husband died from pancreatic cancer• You or people you love may be affected too.

(c) 2015 Laura S. Packer

Storyteller’s toolkit

1. Listening

(c) 2015 Laura S. Packer

The role of listening

• Allows space for new creative thinking • Empower the speaker• Deepen relationships• Deeply understand others• Identify problems and

creative solutions• Good listening can

be addictive

(c) 2015 Laura S. Packer

Competitive listening

(c) 2015 Laura S. Packer

1:1 listening

• Listener listens– Don’t interrupt– Be present– Confidentiality

• Speaker speaks– Not telling a story, just being listened to– Silence is okay– Emotion is okay

• Switch

A time when your organization made a difference

(c) 2015 Laura S. Packer

Storyteller’s toolkit

1. Listening2. Crafting the story; understanding your

audience

(c) 2015 Laura S. Packer

Who is your audience?

What kinds of stories do they need to hear?

What will move them to action?

(c) 2015 Laura S. Packer

A time when your organization made a difference

Craft the story for a particular audience.What will move them to action?– Listener listens– Speaker speaks– Switch

(c) 2015 Laura S. Packer

Storyteller’s toolkit

1. Listening2. Crafting the story; understanding your

audience3. Invoking emotion; telling a good story

(c) 2015 Laura S. Packer

What makes a good story?

• Beginning, middle and end• Emotional honesty and sensory detail• Authenticity

(c) 2015 Laura S. Packer

A time when your organization made a difference

Craft the story for a particular audienceWhat will move them to action?

What do you want your audience to do after they hear this story?

Think of your beginning lineThink of the impact this event had on youThink of your ending

– Listener listens– Speaker speaks– Switch

(c) 2015 Laura S. Packer

The same story can be recrafted

• Different audiences• Different context• Different needs

All the same story

(c) 2015 Laura S. Packer

How do you foster better organizational storytelling?

• Listen• Ask• Practice

(c) 2015 Laura S. Packer

Critical stories for every organization

• History; how we got here, who I am• Passion; mission, vision and values in action• People and results; success and failure• Personal commitment; why I am here• Manifesto; the future

(c) 2015 Laura S. Packer

So where do you find stories?

• Personal experience• Stakeholders• Media• Etc.

(c) 2015 Laura S. Packer

Meaningful stories will be remembered

and repeated

Meaningful storiescreate change

(c) 2015 Laura S. Packer

Questions

(c) 2015 Laura S. Packer

Preorder

The Five Stories Every Organization

Needs to Know and Tell

Prepublication sale $14.95Will be $44.95 after release

(c) 2015 Laura S. Packer

If you’d like to learn more, please contact me.

• Sign up for my newsletter atThinkstory.com

• Laurapacker.com• Skype: lspacker• Truestorieshonestlies.blogspot.com• Think-story.blogspot.com• @storylaura• laura@thinkstory.com• 781-526-7255