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THE LEADERS GUIDE TO STORYTELLINGMASTERING THE ART OFBUSINESS NARRATIVE
www.stevedenning.com
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WARNINGWhat you are about to hear may seem:
• Contrary to most of what you learned in college
• At odds with the way most organizations are saidto be run.
• Challenging the basic premises of the Westernintellectual tradition, ever since Plato’s Republic.
• Disturbing, because it may raise issues with some of thedeepest beliefs of your life
Feelings of disorientation are normal!
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Problem
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Analysis
?
Solution!
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The Western Intellectual tradition…
Get theirattention
Stimulatedesire
Reinforcewith
reasons
Effective presentation to get action
Inspiring inattentive, difficult audiences
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Howdo you getpeople
to buy intostrange new ideas?
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“Go and look intoinformation”
February 1996
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Why don’twe share
our knowledge?
“Go and look into information”February 1996
We’re a bank,
remember?
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Persuasion method Efficacy
How does one person persuade many?
Charts with boxesand arrows
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Chart
Socialization
Externalization
CombinationInternalization
Tacit
Tacit
Tacit
Tacit
Explicit
Explicit
ExplicitExplicit
Nonaka: The KnowledgeCreating Organization
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A managercontemplatestheknowledgespiral
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Persuasion method Efficacy
How does one person persuade many?
Charts (boxes, arrows) Zero
Rational argument
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Knowledge Management caters to thecritical issues of organizationaladaptation, survival and competence inface of increasingly discontinuouschange.
www.brint.com
What is knowledge management?
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FACTIn June 1995, a health
worker in Kamana, Zambialogged on to the CDCweb-site in Atlanta andgot the answer to a
question on how to treatmalaria
June 1995, not June 2015A small remote town, not the capital
Zambia, not a middle income country
CDC, not the World Bank
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We need to invest in the necessarysystems, in Washington andworldwide, that will enhance ourability to gather developmentinformation and experience, andshare it with our clients…
President WolfensohnOctober 1, 1996
Announcement at the Annual Meeting 1996
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Persuasion method Efficacy
How does one person persuade many?
Charts (boxes, arrows) Zero
Zero
ImpracticalDialogue
Rational argument
HighStorytelling
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It was September 1998…The financial world was in ashambles…- The Asian miracle had crumbled
- Japan was mired in endless recession.
- Russia had come unstuck in mid-August
- Brazil was teetering on the brink.
- Europe was struggling with the Euro.
- The dollar and the Stock Exchange weregyrating wildly.
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I was askedto make apresentation
It was September 1998…
Define
knowledge
management
or die!!!
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August 20, 1998Pakistan Government seeksurgent advice on premature
pavement failure and wantsto try
a different technology
In the past
the Bank would not havebeen able to providevaluable input by the
tight deadline
Now
Bank staff in fieldoffice contacts theRoad Network for
urgent help
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In-house response;task manager inJordan gives
promising experiencein Jordan
Same day
Argentina field officeOverview of
experience in Asia,Australia and Africa,
Same day
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External response;CEO, South Africannational roads agency
cites significantexperience
with the technology
Client gets theglobal experience,
just enough,just in time,Just for you
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SouthAfrica,Jordanotherexperience
Knowledgebase
The experience willbe edited for re-use
and enteredinto the knowledge base
Jordan,SouthAfrica,otherexperience
KMS
In future
The client will be ableto get this material
from the Web
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Field office,Pakistan
TaskmanagerJordan
TransportThematicgroup
Head,SA HighwayAuthority
While technology is a facilitator
Sharing depends on community
ArgentinaFieldoffice
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Let metell youaboutPakistan
September 1998
That’sremarkablehow quicklywe couldrespond
Imagine ifwe could hadthis kind ofcapability todeal with ourproblems…
The springboard story
This is thekind of
organizationwe are going
to be
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Stories can….
…. Entertain
…. Convey information
…. Preserve cultures
…. Build relationships and communities
…. Change organizations
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It’s notevery story
that’s useful!
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We are not talking about this….
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We are not talking about this….
Let’s all gather roundthe corporate campfire
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Using story as atool requiresunderstandingthe pattern
underlying thenarrative
32Story tospark action True
Truth Positive DetailPurpose Outcome
ActionPositive Minimalist
Springboard story
1. Springboard storytelling
Storytelling that cancommunicate a complex ideaand spark action.
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November 19, 2000THE RIGHT THING
Storytelling Only Works if Tales Are TrueBy JEFFREY L. SEGLIN
…. “One of my rules is: Never lie…”Robert Metcalfe3Com Corporation
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What is a true story?
Not just a story without inaccuracy….
e.g. 700 happy passengersreach new york after thetitanic’s maiden voyage!
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Would you like togive me your frank,honest and possibly
career-ending opinions?
Corporate world
36Story tospark action True
Truth Positive DetailPurpose Outcome
ActionPositive Minimalist
Springboard story
1. Springboard storytelling
Storytelling that cancommunicate a complex ideaand spark action.
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The findings of neuroscience
Human brainCortex
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The findings of neuroscience
Human brainCortex
Mammal BrainLimbic system
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The findings of neuroscience
Human brainCortex
Mammal BrainLimbic system
Reptile Brain
Not smartbut quick
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Story with an unhappy ending
Human brainCortex
Mammal BrainLimbic system
Reptile Brain
Fight orflight!
Reactionis fasterthanconsciousthought!
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Story with a happy ending
Human brainCortex
Mammal Brain
Reptile Brain
“Warm floatyfeeling”
Endogenousopiate reward
42Story tospark action True
Truth Positive DetailPurpose Outcome
ActionPositive Minimalist
Springboard story
1. Springboard storytelling
Storytelling that cancommunicate a complex ideaand spark action.
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The Littlevoice inthe head
The springboard story
There are two listeners…
TheListenerthat I see
Just think ofthe emails
building up inmy office!
Let metell youaboutZambia
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The springboard story
You tell a story in a waythat elicits a second story…
How do you stimulatethe little voice in the head?
(You give the littlevoice something to do…)
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The springboard story
Let metell you
about whathappened in
Zambia
What if wetried thisin roads?
Maybethis couldwork infinance?
Could thishelp us inRussia?
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Imagine if I hada website
like that….
Of course, wewould need
to get organized
We would needbudgets ….
We would needto get peopleinvolved ….Why don’t
we do it?
The springboard story
Everybodyloves their
own creation!
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47Story tospark action True
Truth Positive DetailPurpose Outcome
ActionPositive Minimalist
Springboard story
1. Springboard storytelling
Storytelling that cancommunicate a complex ideaand spark action.
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Who can be a springboard storyteller?
Everyone!
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u
Dogs sniffeach other
Human beingstell stories
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1. Sparking action
2. Communicating who you are
3. Communicating the brand
4. Fostering collaboration
5. Transmitting values
6. Knowledge sharing story
7. Taming the grapevine
8. Future stories
kinds of stories