Storytelling
6/3/2016
Storytelling Training Methods that Impact Performance
1
6/3/2016
Legal Disclaimer Any content included in this presentation or discussed during this session (“Content”) is presented for educational and general reference purposes only. ACA International, either directly or indirectly through speakers, independent contractors, employees, or members of ACA International (collectively referred to as “ACA”), provides the Content as a courtesy to be used for informational purposes only. The Contents are not intended to serve as legal or other advice. ACA does not represent or warrant that the Content is accurate, complete, or current for any specific or particular purpose or application. This information is not intended to be a full and exhaustive explanation of the law in any area, nor should it be used to replace the advice of your own legal counsel. ACA is the sole owner of the Contents and all the associated copyrights. ACA hereby grants a limited license to the Contents solely in accordance with the copyright policy provided at www.acainternational.org. By using the Contents in any way, whether or not authorized, the user assumes all risk and hereby releases ACA from any liability associated with the Content. The views and opinions of the speakers expressed herein are solely those of the presenters and not ACA International.
The Power of the Story! Storytelling may seem old-fashioned…That’s exactly what makes it so powerful. Life happens in the narratives we tell one another. A story can go where quantitative analysis is denied admission: our hearts. Data can persuade people, but it doesn’t inspire them to act; to do that, you need to wrap your vision in a story that fires the imagination and stirs the soul Harrison Monarth
Author Breakthrough Communication
Photo Credit: Graeme Churchard †Photo Permissions
2
6/3/2016
Marketing has been telling us stories for years! (We Love it!)
Is Visa’s story that its accepted at 36 million locations? No their story is that they are the tool that fuels your life.
3
6/3/2016
#BetterForIt Nike isn’t telling women their shoes are the best shoes on the planet they aren’t even saying Serena Williams did it, now you can too. They are inviting everyday women to be part of the Nike Story.
STORY TELLING Why Story Telling has such power?
4
6/3/2016
We tend to look for order in an unordered universe Anciently the position of the stars in the sky were used for many important purposes including indicators of when to plant crops, a way to measure time, and of course navigation. Ancients didn’t just record the position of the stars in a Map they imbued the stars with order. They created characters and stories still being told.
Photo Credit: Max and Dee Bernt †Photo Permissions
We tend to look for order in an unordered universe Why? Its built in. Human Nature. Its part of who we are.
Photo Credit: Max and Dee Bernt †Photo Permissions
5
6/3/2016
Apophenia: A film shown to millions of people across the globe featuring a large triangle, small triangle, and a circle elicit amazing stories. The only hitch? There circles and Triangles. There isn’t a story! If employees are going to find stories anyway…isn’t it better that it’s a story we are telling.
Fritz Heider and Marianne Simmel 1944
Whole Brain Response When you receive data without any context your brain simply translates the words into meaning. A story on the other hand can engage the whole brain.
6
6/3/2016
Whole Brain Response
It’s more than engaging the whole brain.
• Stimulates Desire to learn • Improves Recall • Improves Enjoyment • Improves Flexibility
Photo Credit: Jim Pennucci †Photo Permissions
Stories Influence Thinking When we tell stories to others that have really influenced our way of thinking, we can actually have the same effect on our audience, as well. The brains of the storyteller and the story listener can actually synchronize. Uri Hasson, Princeton
7
6/3/2016
Getting our brains synced up! Listening to a story actually engages more of your brain but more importantly will sync your brain patterns to that of the individual telling the story! “Narrative Transportation”
Overcoming the first Hurdle Key Elements: • • •
Identifiable characters An imaginable plot Use of realism
Positive Effects: • Thoughts • Beliefs • Attitudes • Intentions Negative Effects: • critical thoughts
As research indicates we tend to respond to recognized patterns “stories” in predictable ways.
8
6/3/2016
Question Everything.
WHAT’S YOUR STORY?
Find your Story • • • • • •
Your Founding Myth Strengths Past successes People Skills Differentiators
Photo Credit: Dave Bleasdale †Photo Permissions
9
6/3/2016
Find your Story • Family Owned Company • Industry Experts • Technology Guru’s • Stable and Careful • Corporate • Pillar of the Community • Its all about results! Photo Credit: Dave Beasdale †Photo Permissions
Find your Story Tell the truth and be purposeful. You know it already…don’t you? At this point you don’t have a story…you have a culture. Photo Credit: Dave Bleasdale †Photo Permissions
10
6/3/2016
Culture vs. Story Defining your culture first allows you to be more purposeful when you are writing your story!
A story is more than the narrative. Its characters, setting, sights and sounds and most importantly its about emotion.
Do it on Purpose.
TELLING YOUR STORY 11
6/3/2016
Act 1: Setup It’s the hook…it’s the thing that is going to interest someone enough to stop them from going for a sandwich. Climax Falling Action
Rising Action
Resolution Traditional Story Arc
Exposition
Get their attention! Introduce the characters set the scene. Introduce the problem.
Act 2: Tension Its when you need to hold their attention for the long haul. It’s the will they or won’t they. It’s why the commercial break is during the best part of the show. Climax Falling Action
Rising Action
Resolution Exposition
Traditional Story Arc
This step is crucial! Remember if you can’t hold their attention their thought patterns will not have time to sync.
12
6/3/2016
Act 3: Resolution Its finding an answer to whatever conflict you setup. It can’t be permanent resolution. Its never more than one season of Game of Thrones to the next. Climax Falling Action
Rising Action
Resolution Exposition
Traditional Story Arc
The ending should demonstrate the results of the behavior you are trying to promote. It should feel good to do the right thing.
Training Channels/Opportunities • • • • •
Onboarding Documentation Ongoing Training Unscripted Training Nontraditional Training Anytime!!!
13
6/3/2016
Who does the training? Where does the training occur? How long is the training? Is this really the best material to cover?
Who does the training? Where does the training occur? How long is the training? Is this really the best material to cover?
14
6/3/2016
Training Channels/Opportunities • • • • •
Onboarding Documentation Ongoing Training Unscripted Training Nontraditional Training Anytime!!!
Nontraditional Training • The layout of the office • Signage • Dress Code • Cubicle Height • Informal Communication • Where does the boss sit?
15
6/3/2016
Types of Stories you can tell. • Tell your Mythology • Tell your successes • Let your clients tell their mythologies • Let your employees tell their stories • Tell your consumer’s stories
Photo Credit: Sholeh †Photo Permissions
Purposefully Build an overall Story!
Think about it early.
QUICK WORD ON MEASUREMENT
16
6/3/2016
The Kirkpatrick Method 1. 2. 3. 4.
Reaction Learning Behavior Results
Level 1 (Reactions) • Enjoyment • Usefulness • Difficulty Level 2 (Learning) • Cognitive • Skill-Based Outcomes • Attitudinal Outcomes Level 3 (Behavior) • Daily • Weekly • Monthly Level 4 (Results) • KPI • Productivity • Morale • Profitability
Measurement (more than money) • Level 1 (Reactions) • Purposeful Conversation • Surveys • Listening
• Level 2 (Learning) – Testing Your employees – Scenario Testing
17
6/3/2016
Measurement (more than money) • Level 3 (Behavior) • Call Monitoring • System Monitoring • Eavesdropping
• Level 4 (Results) – Standard Reporting Options Just Be Careful!
Wrap it Up!
18
6/3/2016
Session Evaluation Please take a moment to complete the evaluation for this session using the Convention Mobile App on your mobile device • • • •
Find this session on the ‘Schedule’ tab Scroll down to ‘Forms’ Select ‘Session Evaluation’ Respond to the survey and press submit! Please also complete the overall Convention 2016 evaluation
†Photo Permissions Slide 4: © 2013 Graeme Churchard,“Cave Paintings” https://www.flickr.com/photos/graeme/8976341639/in/photostream/ License: CCBY 2.0* Slides 9 & 10: © 2014 Max and Dee Bernt,“Milky Way over Colorado” https://www.flickr.com/photos/lhanaphotography/15515134986 License: CC-BY 2.0* Slide 13: © 2014 Jim Pennucci, “Storytelling” https://www.flickr.com/photos/pennuja/13467178765 License: CC-BY 2.0* Slides 18-20: © 2014 Dave Bleasdale, “Story” https://www.flickr.com/photos/sidelong/15311687064 License: CC-BY 2.0* Slide 31: © 2008 Sholeh,“Lecture Hall” https://www.flickr.com/photos/sprochello/3036729806 License: CC-BY 2.0* *Creative Commons License @ https://creativecommons.org/licenses/by/2.0/legalcode
19
Storytelling Training Methods that Impact Performance
1
6/3/2016
Legal Disclaimer Any content included in this presentation or discussed during this session (“Content”) is presented for educational and general reference purposes only. ACA International, either directly or indirectly through speakers, independent contractors, employees, or members of ACA International (collectively referred to as “ACA”), provides the Content as a courtesy to be used for informational purposes only. The Contents are not intended to serve as legal or other advice. ACA does not represent or warrant that the Content is accurate, complete, or current for any specific or particular purpose or application. This information is not intended to be a full and exhaustive explanation of the law in any area, nor should it be used to replace the advice of your own legal counsel. ACA is the sole owner of the Contents and all the associated copyrights. ACA hereby grants a limited license to the Contents solely in accordance with the copyright policy provided at www.acainternational.org. By using the Contents in any way, whether or not authorized, the user assumes all risk and hereby releases ACA from any liability associated with the Content. The views and opinions of the speakers expressed herein are solely those of the presenters and not ACA International.
The Power of the Story! Storytelling may seem old-fashioned…That’s exactly what makes it so powerful. Life happens in the narratives we tell one another. A story can go where quantitative analysis is denied admission: our hearts. Data can persuade people, but it doesn’t inspire them to act; to do that, you need to wrap your vision in a story that fires the imagination and stirs the soul Harrison Monarth
Author Breakthrough Communication
Photo Credit: Graeme Churchard †Photo Permissions
2
6/3/2016
Marketing has been telling us stories for years! (We Love it!)
Is Visa’s story that its accepted at 36 million locations? No their story is that they are the tool that fuels your life.
3
6/3/2016
#BetterForIt Nike isn’t telling women their shoes are the best shoes on the planet they aren’t even saying Serena Williams did it, now you can too. They are inviting everyday women to be part of the Nike Story.
STORY TELLING Why Story Telling has such power?
4
6/3/2016
We tend to look for order in an unordered universe Anciently the position of the stars in the sky were used for many important purposes including indicators of when to plant crops, a way to measure time, and of course navigation. Ancients didn’t just record the position of the stars in a Map they imbued the stars with order. They created characters and stories still being told.
Photo Credit: Max and Dee Bernt †Photo Permissions
We tend to look for order in an unordered universe Why? Its built in. Human Nature. Its part of who we are.
Photo Credit: Max and Dee Bernt †Photo Permissions
5
6/3/2016
Apophenia: A film shown to millions of people across the globe featuring a large triangle, small triangle, and a circle elicit amazing stories. The only hitch? There circles and Triangles. There isn’t a story! If employees are going to find stories anyway…isn’t it better that it’s a story we are telling.
Fritz Heider and Marianne Simmel 1944
Whole Brain Response When you receive data without any context your brain simply translates the words into meaning. A story on the other hand can engage the whole brain.
6
6/3/2016
Whole Brain Response
It’s more than engaging the whole brain.
• Stimulates Desire to learn • Improves Recall • Improves Enjoyment • Improves Flexibility
Photo Credit: Jim Pennucci †Photo Permissions
Stories Influence Thinking When we tell stories to others that have really influenced our way of thinking, we can actually have the same effect on our audience, as well. The brains of the storyteller and the story listener can actually synchronize. Uri Hasson, Princeton
7
6/3/2016
Getting our brains synced up! Listening to a story actually engages more of your brain but more importantly will sync your brain patterns to that of the individual telling the story! “Narrative Transportation”
Overcoming the first Hurdle Key Elements: • • •
Identifiable characters An imaginable plot Use of realism
Positive Effects: • Thoughts • Beliefs • Attitudes • Intentions Negative Effects: • critical thoughts
As research indicates we tend to respond to recognized patterns “stories” in predictable ways.
8
6/3/2016
Question Everything.
WHAT’S YOUR STORY?
Find your Story • • • • • •
Your Founding Myth Strengths Past successes People Skills Differentiators
Photo Credit: Dave Bleasdale †Photo Permissions
9
6/3/2016
Find your Story • Family Owned Company • Industry Experts • Technology Guru’s • Stable and Careful • Corporate • Pillar of the Community • Its all about results! Photo Credit: Dave Beasdale †Photo Permissions
Find your Story Tell the truth and be purposeful. You know it already…don’t you? At this point you don’t have a story…you have a culture. Photo Credit: Dave Bleasdale †Photo Permissions
10
6/3/2016
Culture vs. Story Defining your culture first allows you to be more purposeful when you are writing your story!
A story is more than the narrative. Its characters, setting, sights and sounds and most importantly its about emotion.
Do it on Purpose.
TELLING YOUR STORY 11
6/3/2016
Act 1: Setup It’s the hook…it’s the thing that is going to interest someone enough to stop them from going for a sandwich. Climax Falling Action
Rising Action
Resolution Traditional Story Arc
Exposition
Get their attention! Introduce the characters set the scene. Introduce the problem.
Act 2: Tension Its when you need to hold their attention for the long haul. It’s the will they or won’t they. It’s why the commercial break is during the best part of the show. Climax Falling Action
Rising Action
Resolution Exposition
Traditional Story Arc
This step is crucial! Remember if you can’t hold their attention their thought patterns will not have time to sync.
12
6/3/2016
Act 3: Resolution Its finding an answer to whatever conflict you setup. It can’t be permanent resolution. Its never more than one season of Game of Thrones to the next. Climax Falling Action
Rising Action
Resolution Exposition
Traditional Story Arc
The ending should demonstrate the results of the behavior you are trying to promote. It should feel good to do the right thing.
Training Channels/Opportunities • • • • •
Onboarding Documentation Ongoing Training Unscripted Training Nontraditional Training Anytime!!!
13
6/3/2016
Who does the training? Where does the training occur? How long is the training? Is this really the best material to cover?
Who does the training? Where does the training occur? How long is the training? Is this really the best material to cover?
14
6/3/2016
Training Channels/Opportunities • • • • •
Onboarding Documentation Ongoing Training Unscripted Training Nontraditional Training Anytime!!!
Nontraditional Training • The layout of the office • Signage • Dress Code • Cubicle Height • Informal Communication • Where does the boss sit?
15
6/3/2016
Types of Stories you can tell. • Tell your Mythology • Tell your successes • Let your clients tell their mythologies • Let your employees tell their stories • Tell your consumer’s stories
Photo Credit: Sholeh †Photo Permissions
Purposefully Build an overall Story!
Think about it early.
QUICK WORD ON MEASUREMENT
16
6/3/2016
The Kirkpatrick Method 1. 2. 3. 4.
Reaction Learning Behavior Results
Level 1 (Reactions) • Enjoyment • Usefulness • Difficulty Level 2 (Learning) • Cognitive • Skill-Based Outcomes • Attitudinal Outcomes Level 3 (Behavior) • Daily • Weekly • Monthly Level 4 (Results) • KPI • Productivity • Morale • Profitability
Measurement (more than money) • Level 1 (Reactions) • Purposeful Conversation • Surveys • Listening
• Level 2 (Learning) – Testing Your employees – Scenario Testing
17
6/3/2016
Measurement (more than money) • Level 3 (Behavior) • Call Monitoring • System Monitoring • Eavesdropping
• Level 4 (Results) – Standard Reporting Options Just Be Careful!
Wrap it Up!
18
6/3/2016
Session Evaluation Please take a moment to complete the evaluation for this session using the Convention Mobile App on your mobile device • • • •
Find this session on the ‘Schedule’ tab Scroll down to ‘Forms’ Select ‘Session Evaluation’ Respond to the survey and press submit! Please also complete the overall Convention 2016 evaluation
†Photo Permissions Slide 4: © 2013 Graeme Churchard,“Cave Paintings” https://www.flickr.com/photos/graeme/8976341639/in/photostream/ License: CCBY 2.0* Slides 9 & 10: © 2014 Max and Dee Bernt,“Milky Way over Colorado” https://www.flickr.com/photos/lhanaphotography/15515134986 License: CC-BY 2.0* Slide 13: © 2014 Jim Pennucci, “Storytelling” https://www.flickr.com/photos/pennuja/13467178765 License: CC-BY 2.0* Slides 18-20: © 2014 Dave Bleasdale, “Story” https://www.flickr.com/photos/sidelong/15311687064 License: CC-BY 2.0* Slide 31: © 2008 Sholeh,“Lecture Hall” https://www.flickr.com/photos/sprochello/3036729806 License: CC-BY 2.0* *Creative Commons License @ https://creativecommons.org/licenses/by/2.0/legalcode
19
