transformational communications: the science of storytelling

Transformational Communications:

The Science of Storytelling

Lynn Hazan, Lynn Hazan & Associates

Copyright 2012 by Lynn Hazan & Associates • lhazan.com

“It is by logic that we prove,

but by intuition that we discover.”

Henri PoincaréFrench mathematician, theoretical physicist,

engineer, and a philosopher of science


Is there a scientific approach to storytelling?


Why storytelling?

Narrative - sticky in the brain Appeal to emotions If it’s memorable, it’s remembered


Why storytelling?

Authentic Honest, transparent Builds trust It’s repeatable


“Storytelling is the singular most powerful

technique for any organization or business to

attract attention and trigger word of mouth

buzz that will ultimately enhance leadership

positioning.”

David Henderson,

Author and Media Strategist, davidhenderson.com


We live in VUCA times…

V - Volatile U - Uncertain C - Complex A - Ambiguous

Derived from military vocabulary in the 1990’s


The VUCA Antidote

Vision

Barb Cheng, founder, president,

and CEO of Executive Core

With a clear vision, creative space opens up for innovations.


Listening and understanding can help leaders discover new ways of thinking and acting.

The VUCA Antidote

Vision Understanding




Clarity works because people are so confused that they grasp at anything that helps them make sense out of chaos.

The VUCA Antidote

Vision Understanding Clarity




Leaders must be ready for surprises. Have practices which support agility.

The VUCA Antidote

Vision Understanding Clarity Agility




David Henderson on storytelling:

1. Emotional

2. Logical

3. Analytical


David Henderson on storytelling:

Human dimension Bonding Shared experience Risky because imperfect


“Leadership is essentially a task of

persuasion, of winning people’s

minds and hearts.”

Stephen Denning


7 Story Types: Who we are - Identity Springboard - Spark action Transmit values Communicate who the firm is

(Branding) Foster collaboration Tame the grapevine Share knowledgeThe Leader’s Guide to Storytelling by Stephen Denning


Who we are – Identity Build trust - get to know person’s

background and history

The Chris Vasquez Story

Senior Account Manager at CCC Technologies Inc.


Who we are – Identity

The Chris Vasquez Story

Family, Results Oriented, Competitive, Fun, Imagination


Springboard Spark Action - visualize large-scale

transformation, act to realize it

Lynn in Ethiopia


Transmit Values

Feels familiar to audience, rings a bell.

Prompts discussion.

The Container Store


7 Core Values – McLane Co.

Respect for Individual Effective Communications Pride Creating Environment for Personal

Growth Open Door Policy Teamwork Commitment


Communicate who the firm is (Branding)

“Our people transformed an idea into a legend. That legend will continue to grow only so long as it is

nourished by our people’s indomitable spirit, boundless energy, immense goodwill and burning desire to excel.”

Herb Kelleher, former CEO


Foster collaboration

Deanie Elsner Executive Vice President

and President of Beverages for Kraft Foods North America

Revitalized Gevalia brand in Europe


Share knowledge

Walgreens - Former CEO sharing story about employees and the prom


Be a Leader

Adaptive capacity Shared meaning or common vision Distinctive and compelling voice Do the right thing Sense of integrity

From Geeks and Geezers: How Era, Values and Defining Moments Shape Leaders, by Warren G. Bennis and Robert J. Thomas


Could this be you?

Could this be your company?


Telling Your Story


The Hemmingway Challenge

Write a story

in only 6 words


“For Sale. Baby shoes. Never worn.”


What’s your Story?

Write your story in only 6 words

Lynn’s story as a recruiter:

Passionate recruiter loves placing superb talent!


Techniques for In-Person Storytelling

Tone of voice - avoid monotone/modulate

Facial expressions, gestures, posture Eye contact Don’t hide behind

the podium The uncrowded

stage: own the space


The Music of Storytelling

Transitions Pauses Rhythm and tempo, repetition Integrate with music Appeal to the five senses


Your Storytelling Practice

Practice makes perfect Develop your own style Rehearse in front of the

mirror Get a coach Incubate - ideas,

techniques gel It’s okay to make

mistakes


How to Source Material

Content is all around you Interview your customers? It’s a process, step by step Success breeds success Top-down and bottom-up Walk around management style


Components of a Story

Think of the 5 W’sStructure: beginning, middle, end Issue: conflict, drama, problemCharacter: staff, president, clientsLocation: at work, on the roadTime: day, night, seasonResolution: happy ending or not


Themes

The Journey Employee as Hero Transformation Overcoming Adversity


Footsteps Activity


Your turn….Your Story will Find You

Close your eyes Think of incident that impacted on

you W5: Who, What, When, Where, Why What feelings or emotions came up? Resolution?


Paired Share with your Neighbor

Remember your 5 senses Keep it simple What kind of story

do you want to tell? Give your story a title


Evaluate Your Story

Why did I tell the story? Believable? Relate to it? Human element? How did it feel to be

the listener?


“Management fads come and go, but storytelling

has been around forever. If telling stories has

lasted this long, there is probably something to

it.”

David Armstrong, CEO: Armstrong Industries

from Managing by Storying Around


Go forth and tell!

Connect with me on Linkedin:

Lynn Hazan

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lynnhazan

Lynn [email protected]

www.lhazan.com

312-863-5401

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Resources

Have a Kind Week, Dan Jorndt The Leader’s Guide to Storytelling: Mastering the

Art and Discipline of Business Narrative, Stephen Denning

The Springboard: How Storytelling Ignites Action in Knowledge-Era Organizations, Stephen Denning

Managing by Storying Around: A New Method of Leadership, David Armstrong

The Media Savvy Leader: Visibility, Influence and Results in a Competitive World, David Henderson

transformational communications: the science of storytelling

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