frank wintle story in internal communications
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How to use the power of story-telling to energise and inspire staffTRANSCRIPT
Finding and using the corporate story in internal communications
Frank Wintle
Finding and Using the Corporate Story in Internal Communications - © Frank Wintle,
PanMedia, 2009
Internal communication …
… is external communicationFinding and Using the Corporate Story in
Internal Communications - © Frank Wintle, PanMedia, 2009
Act One …. Act Two… Act Three
A rainy day in New York What he didn’t know And the winner is…
Finding and Using the Corporate Story in Internal Communications - © Frank Wintle,
PanMedia, 2009
Once upon a time And then one day
What they didn’t realise Resolution
Finding and Using the Corporate Story in Internal Communications - © Frank Wintle,
PanMedia, 2009
Once upon a time And then one day
What they didn’t realise Resolution
external or internal forces
critical choices made comprehension
a settled world
Finding and Using the Corporate Story in Internal Communications - © Frank Wintle,
PanMedia, 2009
Once upon a time And then one day
What they didn’t realise Resolution
external or internal forces
critical choices made comprehension
a settled world
calm, complacent conflict, chase
character tested, changes
Finding and Using the Corporate Story in Internal Communications - © Frank Wintle,
PanMedia, 2009
“Narrative is the primary human tool for explanation, prediction, evaluation and planning” ------- Mark Thomas, The Narrative Mind
“We live, and call ourselves awake, and make decisions by telling ourselves stories” ------ Julian Jaynes, The Origins of Consciousness
Finding and Using the Corporate Story in Internal Communications - © Frank Wintle,
PanMedia, 2009
Once upon a time …
… And then one day
the settled worldthe stagnant worldcomplacencytorpor
calls to armsself-definitionsbattles won
chase… …race against time… …conflict
Finding and Using the Corporate Story in Internal Communications - © Frank Wintle,
PanMedia, 2009
What they didn’t realise …
… Resolution
the ground shifts under your feetunintended consequencesnew enemies
reinventionsnew beginnings(because we have tostart again…)
…the true tests of character…
Finding and Using the Corporate Story in Internal Communications - © Frank Wintle,
PanMedia, 2009
Seven Characteristics
1. Asymmetry
2. Simplicity
3. Austerity
4. Naturalness
5. Resonance
6. Freedom
7. Tranquillity
Adapted fromHisamatsu Shin’ichi: Zen and the Fine Arts
Finding and Using the Corporate Story in Internal Communications - © Frank Wintle,
PanMedia, 2009
Desire
Urgency
Obstacles
FIRST MODEL
Finding and Using the Corporate Story in Internal Communications - © Frank Wintle,
PanMedia, 2009
Challenge
Do nothing
Temptation
Journey
Goal
SECOND MODEL
Finding and Using the Corporate Story in Internal Communications - © Frank Wintle,
PanMedia, 2009
… Momentum
Reaction…
… People
THREE RULES
Finding and Using the Corporate Story in Internal Communications - © Frank Wintle,
PanMedia, 2009
FOUR TOOLS
1. Research 2. Character
3. Timing 4. Cause
Finding and Using the Corporate Story in Internal Communications - © Frank Wintle,
PanMedia, 2009
What is the one essential story-factor that corporatecommunicators almost invariably leave out of their narratives?
Finding and Using the Corporate Story in Internal Communications - © Frank Wintle,
PanMedia, 2009
What was the media report that emerged from this Press Release?
“Marathon Oil is implementing an organisational realignment plan and business process improvements that will further enable Marathon to focus on and execute on its core business strategies.”
Finding and Using the Corporate Story in Internal Communications - © Frank Wintle,
PanMedia, 2009
Finding and Using the Corporate Story in Internal Communications - © Frank Wintle,
PanMedia, 2009
“The only author worth reading is the one who doesn’t try to tell us what to think”
Finding and Using the Corporate Story in Internal Communications - © Frank Wintle,
PanMedia, 2009
“Audiences shrink from sermons…”Akira Kurosawa
Finding and Using the Corporate Story in Internal Communications - © Frank Wintle,
PanMedia, 2009
“I think that I have made them aware…”
Finding and Using the Corporate Story in Internal Communications - © Frank Wintle,
PanMedia, 2009
The Corporate Journey...
Subjective to Objective, Author to Authoritarian....
Finding and Using the Corporate Story in Internal Communications - © Frank Wintle,
PanMedia, 2009
So who’s your corporate story teller?
And where’s the story being told?
Finding and Using the Corporate Story in Internal Communications - © Frank Wintle,
PanMedia, 2009
Finding and using the corporate story in internal communications
Frank Wintle
Finding and Using the Corporate Story in Internal Communications - © Frank Wintle,
PanMedia, 2009