changing behavior through strategic storytelling
TRANSCRIPT
Changing Behavior through Strategic Storytelling
Melinda Briana Epler @mbrianaepler | @changecatalysts
My vision: Change the world! How? No idea!!!!
Mass media to build awareness
Community- and business-based change
Individuallifestyle change
Intellectual & emotional awareness building
Individual behavior (through public health)
Now: all of the above.
Strategies & stories that improve individual behaviors, organizational decisions, and social/environmental impact.
STEP 1.Define Your Vision
It’s your collective story:
• It ignites storytellers• It aligns goals• It brings people with you
Paint a picture:
• When the sun comes up on your new day, what does the world look like?
• What does it feel, smell, taste, sound like?
STEP 1.Define Your Vision
STEP 2.Develop Your Big Story
STEP 2.Develop Your Big Story
Who is your hero?What must
he/she do to realize the vision?
How will he/she accomplish this?
STEP 3.Know Your Hero
STEP 3.Know Your Hero
STEP 3.Know Your Hero
Invite them to the table
Learn what they want and need
Meet them wherever they are
STEP 3.Know Your Hero
Who influences him/her?
What are his/her challenges?
What motivates him/her?
STEP 4.Design the Experience
Awareness Contemplation Preparation Action Maintenance
A behavior change model should lay the foundation for your experience journey
Adapted Transtheoretical Model
Transtheoretical Experience!
Awareness Contemplation Preparation Action Maintenance
Adapted Transtheoretical Model
We all want to be a hero.
What’s your story?
STEP 5.TellSHARE Stories
ChallengeChallenge
ChallengeCrisis!
Midpoint
Climax
IncidentNormal New normal
Three act story structure. You know this!
Act 1 Act 2 Act 3
Beginning! Middle! End!
STEP 6.Continuously Engage
STEP 6.Continuously Engage
Invite the “crowd” to tell stories
Spark conversations
Answer questions publicly
Let go and trust your
vision
STEP 7.Listen
STEP 8.Celebrate successes
STEP 9.Allow Your Story To Evolve
Don’t get stuck in the Molasses Swamp!
STEP 4.Design An Experience
STEP 2.Develop Your Big Story
STEP 3.Know Your Hero
STEP 1.Define Your Vision
STEP 5.Share Stories
STEP 9.Allow Your Story To Evolve
STEP 6.Continuously Engage
STEP 7.Listen
STEP 8.Celebrate successes
STEP 4.Design An Experience
STEP 2.Develop Your Theory Of Change
STEP 3.Understand Your Target Audience
STEP 1.Define Your Vision
STEP 5.TellSHARE Stories
STEP 9.Allow Your Story To Evolve
STEP 6.Continuously Engage
STEP 7.Listen
STEP 8.Celebrate successes
STEP 10.RefreshRinse
Repeat
Embrace a culture of entrepreneurship
Release early & often! Agile, simple, inclusive, engaging, iterative, collaborative, forever learning and growing.
Behavior Change CanvasVision The igniting end to your story: what future do you wish to see?
Big storyYour high-level map: Who is your hero, what must he/she do to realize the vision, how will he/she do this? (This is your Theory of Change.)
Heroine/HeroWho must change their behavior?
Heroine/Hero personaDraw a quick visual sketch of your hero, including his/her name.
ChallengesWhat keeps your hero from changing?
InfluencersWho helps your hero to change?
MotivatorsWhat motivates your hero to change?
Experience journeyUsing a behavior model, map what experience you will create for your hero.
Sub-storiesWhat stories will help drive your hero from a > b > c…?
ChannelsWho will tell these stories? What media does hero use regularly?
ResourcesWhat do you need to make this all work?
“Energy to Care” Behavior Change CanvasA national energy efficiency campaign for hospitals.
Vision The igniting end to your story: what future do you wish to see?
Put $1 billion back into patient care through energy efficiency.
Big storyYour high-level map: Who is your hero, what must he/she do to realize the vision, how will he/she do this? (This is your Theory of Change.)
Facility managers lead their teams to at least a 10% reduction per facility, by benchmarking and taking 5 action steps.
Heroine/HeroWho must change their behavior?
Facility managers
Heroine/Hero personaDraw a quick visual sketch of your hero, including his/her name.
ChallengesWhat keeps your hero from changing?
Money, Time, Risk averse
InfluencersWho helps your hero to change?
CFOs, CEOs, ASHE chapter, AHA, environmental services, nurses, supply chain, patients
MotivatorsWhat motivates your hero to change?
Recognition, patient care, jobs
Experience journeyUsing a behavior model, map what experience you will create for your hero.
Design against the challenges.Design utilizing the motivators.
Sub-storiesWhat stories will help drive your hero from a > b > c…?
ChannelsWho will tell these stories? What media does hero use regularly?
ResourcesWhat do you need to make this all work?
Exercise 1. Outline your big storyVision The igniting end to your story: what future do you wish to see?
Big storyYour high-level map: Who is your hero, what must he/she do to realize the vision, how will he/she do this? (This is your Theory of Change.)
Exercise 2. Develop your heroHero/heroineWho must change their behavior?
Hero/heroine personaDraw a quick visual sketch of your hero, including his/her name.What does he/she wear, think, say, do, feel, hear and say?
ChallengesWhat keeps your hero from changing?
InfluencersWho helps your hero to change?
MotivatorsWhat motivates your hero to change?
“Energy to Care” Behavior Change CanvasA national energy efficiency campaign for hospitals.
Vision The igniting end to your story: what future do you wish to see?
Put $1 billion back into patient care through energy efficiency.
Big storyYour high-level map: Who is your hero, what must he/she do to realize the vision, how will he/she do this? (This is your Theory of Change.)
Facility managers lead their teams to at least a 10% reduction per facility, by benchmarking and taking 5 action steps.
Heroine/HeroWho must change their behavior?
Facility managers
Heroine/Hero personaDraw a quick visual sketch of your hero, including his/her name.
ChallengesWhat keeps your hero from changing?
Money, Time, Risk averse
InfluencersWho helps your hero to change?
CFOs, CEOs, ASHE chapter, AHA, environmental services, nurses, supply chain, patients
MotivatorsWhat motivates your hero to change?
Recognition, patient care, jobs
Experience journeyUsing a behavior model, map what experience you will create for your hero.
Design against the challenges.Design utilizing the motivators.
1. Awareness2. Contemplation3. Preparation4. Action5. Maintenance
Sub-storiesWhat stories will help drive your hero from a > b > c…?
ChannelsWho will tell these stories? What media does hero use regularly?
ResourcesWhat do you need to make this all work?
Exercise 3. Commit to next stepsI will commit to doing the following next steps:
I will do the first item on my list by the following date:
I will engage the following people in this process:
Signed and dated:
PlanningWe help clients make forward-looking infrastructure investments with critical planning.
FinanceWe help clients understand & access creative ways to financetheir infrastructure investments.
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Changing Behavior through Strategic Storytelling
Melinda Briana Epler @mbrianaepler | @changecatalysts