storytelling example
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storytelling exampleTRANSCRIPT
STORYTELLINGIN PERSUASIVE BUSINESS COMMUNICATION
STARRINGKate BrennanMichael OvadiaJes WolfeDavid Park
GSBGEN 315March 1, 2010
STORYTELLINGIneffective Approach
STORYTELLINGCaptivating an Audience
STORYTELLINGIt’s Not New
CONTENT
Build a Story
Write Your Story
Six Types of Stories
Question & Answer
BUILD A STORYTemplate, Arcs and Tips
Situation/
Desire
Complication/
Obstacles
Solution/
Outcome
BUILD A STORYThe storytelling template
Situation/
Desire
Complication/
Obstacles
Solution/
Outcome
BUILD A STORYThe storytelling template
short
1. Drop into middle of action
2. Background information
3. Establish dramatic question
Situation/
Desire
Complication/
Obstacles
Solution/
Outcome
BUILD A STORYThe storytelling template
1. Character/situation developed
2. Core action of story happens
3. Protagonist’s path toward goal repeatedly blocked by daunting obstacles
longshort
1. Drop into middle of action
2. Background information
3. Establish dramatic question
Situation/
Desire
Complication/
Obstacles
Solution/
Outcome
BUILD A STORYThe storytelling template
1. Character/situation developed
2. Core action of story happens
3. Protagonist’s path toward goal repeatedly blocked by daunting obstacles
long
1. Crisis
2. Climax
3. Consequences
shortestshort
1. Drop into middle of action
2. Background information
3. Establish dramatic question
BUILD A STORY: Story ArcsCasablanca: A Rocky Build Up
BUILD A STORY: Story ArcsCasablanca: A Rocky Build Up
BUILD A STORY: Story Arcs James Bond: A Steep Decline, Followed by a Gradual Rise
BUILD A STORY: Story Arcs James Bond: A Steep Decline, Followed by a Gradual Rise
WOW!
What happened?
I don’t know …
He gets the girl
The End
BUILD A STORY: Story ArcsJurassic Park: Unexpected Shocks Throughout
BUILD A STORY: Story ArcsJurassic Park: Unexpected Shocks Throughout
Nothing going on
Nothing going on
Nothing going on
T-Rex!
BIG T-Rex!
REALLY REALLY BIG T-Rex!
Tip #1: Get the audience’s attention fast!
• Begin story with description of a place, circumstance, or premise that everyone understands and with which they readily identify
Tip #2: Focus on the protagonist or the character
• Understand the protagonist’s desires
• Personalize the protagonist so the audience feels a personal stake
Tip #3: Hone in on obstacles keeping the protagonist from his desires
• The people in your story have to want something
BUILD A STORYTips on How to Build a Story
Tip #4: Know what you want the audience to do
• Audience compelled to take action
• Audience has a personal stake in finding a solution
Tip #5: Keep stories short (3 – 5 minutes each)
Tip #6: Place stories strategically
• Introduction to warm up
• Middle to punctuate
• End to summarize and call to action
Tip #7: Ensure audience knows point of the story
• Answer in a few sentences
BUILD A STORYTips on How to Build a Story
WRITE YOUR STORY1-minute exercise
SIX TYPES OF STORIESHelpful tools for influence
Story #1: Who I Am
• Show, don’t tell
Story #2: Why I Am Here
• Overcome suspicions, illustrate your good intentions
Story #3: I Know What You Are Thinking
• Read your audience’s mind; they will love it
SIX TYPES OF STORIESEstablish trust and connect with audience
Story #4: The Vision
• Explain what is in it for the audience
Story #5: Teaching
• Choose a metaphor with a self-evident lesson
Story #6: Values-in-Action
• Provide an example to illustrate values
SIX TYPES OF STORIESConvince others to take action
SUMMARY
Build a Story
Write Your Story
Six Types of Stories
Question & Answer
THE ENDInfluence with Stories
SOURCES
How to Tell a Story (A &B), GSB Case M-323 (Build a Story)
“The Power of Telling a Story Refresher,” Jennifer Aaker(Write Your Story Exercise)
The Story Factor; Annette Simmons(Introduction, Six Types of Stories)