storytelling: an ancient strategy for a new world

StorytellingAn ancient strategy for

a new world

Holly Minch UC Berkeley Center for Health Leadership

January 30, 2012

Holding good ideas up to the light

INTENTIONClarity of goals and the means to track progress towards them

ILLUMINATIONInformation and perspective to inform action

INSPIRATIONPassion and purpose working together to create momentum

INSIGHTAlignment of people, purpose, and resources preparing you to meet challenges in a new way

INSPIRATIONIL

LUM

INAT

ION

INTENTION

INSIGHT IMPACT

Power of Stories

Smart Professionals Tell Stories, Too

Strategic Storytelling

Kivi Leroux Miller www.nonprofitmarketingguide.com

Five questions you should answer with

stories…

Strategic Storytelling

1What Do

Other People Think About This?

2Are People

Here Like Me?

3DoesThis

Work?

4What

Difference Can a Single

Person Make?

5Can I

Come Along?

Story-based Strategies

Public Education

FundraisingPolicy

Advocacy

OrganizingLitigation

Direct ServicePolitics

Storytelling as Best Practice

How stories strengthen your organization, engage your audience, and advance your mission.

by Andy Goodman

IDENTITY

“I got this tattoo when...”

“At my first job, I...”

“Today on Facebook...”

“On the morning of

9/11...”

“I became a l do-gooder because...”

CULTURE

The Triumphant Individual

Story

The Mob at the Gates

Story

The Rot at the Top Story

The Benevolent Community

Story

TRIBAL IDENTITY & CULTURE

“The Nature of Our

Challenge”

“How We Started”

“Performance”

“Where We Are Going”

“Emblematic Success”

“How We’re Striving to Improve”

LIGHTBOX IDENTITY & CULTURE

“The Nature of Our

Challenge”

Moratorium on butt-

backwards strategy

“How We Started”

Crisitunity

“Performance”The parable of

the plumber

“Where We Are Going”

“Emblematic Success”

“How We’re Striving to Improve”

The day we retire

early

ICUC saves $2.1M for families

John Edwards,

local realtor

TRIBAL IDENTITY & CULTURE

“The Nature of Our

Challenge”

“How We Started”

“Performance”

“Where We Are Going”

“Emblematic Success”

“How We’re Striving to Improve”

What are your

headlines?

• Concept

• Capture

• Collect

• Commit

Building your library of stories

Lunch Break!

Elements of

Successful Stories

RESOLUTION

PROTAGONIST

BARRIER

What Makes a Good Story?

BARRIER

BARRIERINCITING INCIDENT

GOAL

ACT I ACT II ACT III

WIDENTHE LENS

• Name names!

• Less telling, more showing.

• The right details paint the picture.

Storytelling Tips

What’s your story?

Storytelling Tools

Storytelling Web Sites

Storytelling Web Sites

Web Site Storytelling Best Practices

• Show us the characters – support the story with photos and video

• Weave the elements – integrate core story throughout site

• Provide opportunities for others – let people share their stories

Video Storytelling

Video Storytelling Best Practices

• Keep it short– 90-120 seconds

• First person – people who can tell story firsthand

• Details– choose TITLE carefully – include URL in video

Podcast Storytelling

Podcast Storytelling Best Practices

• Invest in a good microphone

• Conversations make good listening

• Edit into content chunks

• Plan for mobility – use to your advantage

• Use the iTunes store to push podcast content to interested audiences

Social Media Storytelling

Social Media Storytelling Best Practices

• Empower and align many voices to share stories

• Invite stories; ask questions

• Push stories out through all social media channels

What are your

ideas?

INSPIRATIONIL

LUM

INAT

ION

INTENTION

INSIGHT IMPACT

Holding good ideas up to the light

holly@lightboxcollaborative.com415-225-8597

@LBCollab