Building an organizational story that inspires - 2013 Retreat, Day 1

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1. Organizational Storytelling UpStart Bay Area Retreat 2013 Ralph Guggenheim 2. What Well Cover ! More on value proposition & customer segments ! Your one-line organization story ! Traditional story structure ! Lunch ! Apply story structure to your organizations story ! Draft your organizational story ! Sara Bamberger: Kevah 3. Why Stories? ! The (social) entrepreneurs challenge is to effectivelycommunicate their value proposition, not only to customers, but also to vendors, partners, investors, and their own team. Especially for technical founders, this is normally all about presenting impressive facts. But in reality facts only go so far. Stories often work better, because humans dont always make rational decisions. ! -Martin Zwilling, Forbes Magazine 4. Value Proposition ! 1st element in communicating your organizations story ! Write down your value proposition ! Not the What or How, but the Why 5. The Why Simon Sinek 6. Value Proposition ! 1st element in communicating your organizations story ! Write down your value proposition ! Not the What or How, but the Why 7. Customer Segments ! Write down the Customer Segments related to yourValue Proposition ! All stakeholders ! All partners ! Pick one as your audience for today 8. The Logline ! Can you reduce your value prop to 1-2 sentences? 9. The Logline ! Can you reduce your value prop to 1-2 sentences?Example: Hollywood screenplays ! The Descendants - A descendant of Hawaiian royaltystruggles to raise his daughters after a motorboat accident leaves their mother in a coma.! Midnight Cowboy Nave Joe Buck arrives in NY City tomake his fortune as a hustler, but soon strikes up an unlikely friendship with the first scoundrel he falls prey to. 10. The Logline: Structure ! The logline is specific in time, place, needs and emotions ! Logline MadLibs![protagonist][verb][antagonist][goal][stakes] 11. The Logline: Structure ! The logline is specific in time, place, needs and emotions ! Logline structure:[protagonist][verb][antagonist][goal][stakes] ! Gravity Two astronauts struggle to survive in outer spacewhen their ship is destroyed and shipmates killed. ! Captain Phillips A cargo ship captain must protect the livesof his crew and himself when his ship is captured by Somali pirates. 12. Loglines for Organizations ! The logline can overstate the how and whatbecause its a pitch piece. ! Logline structure:[protagonist][verb][antagonist][goal][stakes] ! For organizations, we need to emphasize the Why ! The Why is in the goals and stakes of the logline 13. Loglines for Organizations - 2 Example: The Union of Concerned Scientists ! What they say:The Union of Concerned Scientists puts rigorous, independent science to work to solve our planet's most pressing problems. 14. Loglines for Organizations - 3 Example: The Red Cross ! What they say:The American Red Cross exists to provide compassionate care to those in need. 15. Loglines for Organizations - 4 Example: The Union of Concerned Scientists ! What they say:The Union of Concerned Scientists puts rigorous, independent science to work to solve our planet's most pressing problems.Example: The Red Cross ! What they say:The American Red Cross exists to provide compassionate care to those in need.Whats the difference? 16. Loglines for Organizations - 5 Example: The Union of Concerned Scientists ! What they say:The Union of Concerned Scientists puts rigorous, independent science to work to solve our planet's most pressing problems. ! What they bury:Our decades of achievements show that thoughtful action based on the best available science can help safeguard our future and the future of our planet. 17. Loglines for Organizations - 6 Exercise: Develop a logline for your organization. Hints: Keep in mind! Value Proposition ! Stakeholder/Customer Segments ! Empathy 18. The Elements of Story Structure ! Loglines only go so far. We still need to tell our story. ! Stories generally need a: ! Beginning ! Middle ! End! In traditional storytelling we have a name for these. 19. Classic Story Structure Three Acts: ! Act I: the hero confronts a Problem that initiates amission or journey ! Act II: the hero overcomes Obstacles along theway ! Act III: the hero devises a Strategy, executes it andsucceeds (or fails) 20. Classic Story Structure In brief: Introduce the hero, get him up a tree, throw rocks at him, then get him out of the tree. - Robert McKee, Screenwriting Guru 21. An ExampleJAWS (1975) 22. Act I the Problem 23. Act II the Obstacle 24. Act III the Strategy 25. Classic Story Structure Three Acts: ! Act I: the hero confronts a Problem that initiates amission or journey ! Act II: the hero overcomes Obstacles along theway ! Act III: the hero devises a Strategy, executes it andsucceeds (or fails) 26. Organizational Story Structure Exercise: ! Take a familiar story and break it down into a three-actsequence. 27. Organizational Story Structure Three Parts: ! Part I: the Organization confronts a Problem thatinitiates a search to define a business/service model ! Part II: the Organization iterates to resolve Obstaclesthat confront the model ! Part III: the Organization evolves a Strategy, executes itand succeeds (or fails) 28. - Lunch - 29. Organizational Story Structure Three Parts: ! Part I: the Organization confronts a Problem thatinitiates a search to define a business/service model ! Part II: the Organization iterates to resolve Obstaclesthat confront the model ! Part III: the Organization evolves a Strategy, executes itand succeeds (or fails) 30. A Framework for Our Stories- DavidHutchens.com 31. Organizational Story What Purpose Does It Serve? ! What is it? ! Whats so special about the story? ! What venues can be used to transmit it? ! What are some common types of stories? 32. Organizational Story - Definition ! A means of capturing the essence of theorganizations experience and sharing it in a dramatic, narrative fashion. 33. Whats So Special About Them? ! Truthiness: Organizational stories are largely true. Whensomething is true, it has greater power as a teaching story. ! Familiarity: The context of stories told in organizations isgenerally well-known, making them easy to understand. And familiarity leads to an assumption of truth. ! Familiarity begets exclusivity: The listener feels special becausethey believe they understand the story while others may not. ! Personal: Stories in organizations are often quite personal,either being a direct experience of the storyteller or naming specific people. - ChangingMinds.org 34. Storytelling Venues ! Internal Publications ! Speeches andPresentations ! Meetings ! Face-to-face and Phone Calls ! Email and Chat ! Blogs, Online Forums, Social Media - ChangingMinds.org 35. Types of Stories - Film Film Genres: ! Western ! Horror ! Drama ! Romantic Comedy ! Dramedy ! Thriller, etc. 36. Types of Stories - Organizations Founding Stories: ! Genesis Stories ! Founder MythsRole Model Stories: ! Leadership Stories ! Heroic StoriesPredictive Stories: ! Visionary Stories ! Stories of Hope ! Stories of Transformation-ChangingMinds.org 37. Founding Stories Organizational Genres: ! Genesis Stories ! Founder MythsBill Hewlett and Dave Packard started HP with little strong intent other than wanting to invent useful things and enjoy work. Dell started with student Michael Dell making and selling computers from his college dorm room. -ChangingMinds.org 38. Role Model Stories ! Leadership Stories ! Heroic StoriesThese tell how the organization, confronted with a problem and chaos, found a leader who takes charge and creates organization and restores order. These are teaching tales that show praiseworthy behavior.-ChangingMinds.org 39. Predictive Stories ! Visionary Stories: describe adesirable future that inspires and motivates people to work towards that future.! Stories of Hope: Theyspeak of the the hope for rescue from dire straits, of someone who will save the people and save the organization from the mess in which it finds itself now.! Stories of Transformation: Tellabout how individuals, groups and entire organizations create deep and fundamental change, transforming from one state to another. -ChangingMinds.org 40. Example: G-dcast 41. Example: Wilderness Torah 42. Other Organizations My Experience: ! Pixar The Quest ! Walt Disney Corp. - The Brand ! Apple Computer / Steve Jobs Evolution & Re-Birth ! Electronic Arts The PublisherOrganizational stories evolve as the organization grows and changes. 43. The Essential Questions ! Who is the audience (i.e. customer/stakeholders)? ! What are they interested in? ! What type of story best explains my organization? ! How can I best communicate it to them? 44. Drafting Your Story ! Think about: ! Value Proposition ! Customer Segment (i.e. audience) ! Problem, Obstacle, Strategy ! Genre(s)! Create a Beat Outline (25 min.) ! Talking Points ! Storyboard ! Diagram 45. Final Thoughts & Suggestions ! Get out of your head and into your audiences ! Engage with your audience body language, humor,enthusiasm! Find a way to move your audience emotionally ! Demonstrate vulnerability and perseverance ! Listen actively - this is an interactive experience ! Edit, Edit, Edit!! ! Practice, Practice, Practice!