Module Teaching Guide The Power of Story

Teaching Guide for The Power of Story Module

 

Background

 

Why do people gravitate towards certain leaders when they talk?  Why do certain companies evoke familiarity and loyalty more than others?  Why do we get emotional when we see certain ads or hear from charismatic leaders?  The answer to these questions lies in the power of story.  This module is predicated on two assumptions, which we believe to be true. First, story can impact peoples’ behavior, if used effectively.  Second, your success as a leader will depend greatly on your ability to influence and motivate others through storytelling.  If you can hone your effectiveness as a storyteller, you will be able to better engage people personally, within your organization, within your industry, or globally.  Research has shown that there are many ways to leverage stories for success.  In this module you will see how stories can be used for a powerful impact and learn tips from expert storytellers of ways you can fine-tune your own storytelling skills.

Module Purpose and Description

The purpose of this module is to help prepare you to better understand the mechanics of storytelling and tips to better leverage your experiences to make a strong impact as a leader.

Module Format

This module is built around a curated set of vignettes featuring leaders who share their experiences and insights to help you understand the opportunities you have to hone your own expertise as a storyteller.  The full storytelling module is broken into 4 parts: the power of story; the power of purpose; the power of empathy; and the power of humor. 

The Power of Story

If done well, a leader’s ability to tell stories can be a key factor in success.  Listeners are persuaded by compelling stories and this Module on the Power of Story shares insights from Professor Aaker and select leaders who have learned to leverage the power of story.

 

Additional Readings and Resources

 

https://people.stanford.edu/jaaker/research

 

Aaker, Jennifer and Andy Smith. The Dragonfly Effect: Quick, Effective, and Powerful Ways to Use Social Media to Drive Change, San Francisco: Jossey-Bass. Print. 28 Sept. 2010.

 

Vignettes

Video Vignette: Aaker on the Power of Story

Featuring: Professor Jennifer Aaker

Summary: Jennifer Aaker shares insights and research on the behavioral science behind story.  The science of story shows how it can persuade, influence and even sabotage individuals, organizations and teams, depending on how it is used.

Takeaway: Story can be a powerful tool if honed and refined to be used to its maximum potential.

Considerations and Questions:

1-    What surprises you about the research and science behind story?

2-    What is intuitive when it comes to story and what needs more of your focus?

3-    How can you develop a suite of stories to be used for more impact as a leader?

Video Vignette: Why Stories are Important

Featuring: Christian Roman

Summary: We use stories to learn about life and find ways to be successful. Keep in mind that mistakes are opportunities to learn and provide you with stories. When shaping your stories, do not settle on the first version of your story. Work with others to make your stories more powerful.  When you tell your story, ask people what they like, what is confusing, and advice on better ways of communicating. Build your stories as fast as you can by telling them, getting feedback, and constantly iterating.

Takeaway: Be intentioned about sharing your stories, learn from mistakes, and embrace failure as a positive way to get a good story.

Considerations and Questions:

1-    How do you gather feedback on your stories, especially when sharing them with new people?

2-    What inspires you to tell your stories and what impression do you want to leave with others about you or your work?

3-    What emotions do you want to evoke in your listeners?

Video Vignette: How to Define a Story

Featuring: Nicole Khan

Summary: Use the bar test to find a great story. When we tell stories at bars, we're naturally open and friendly. Tell your story as often as you can and get feedback from your listeners.  Think about when your listeners lean in.  Consider three elements that make a great story: 1) through line (clear message), 2) "put me in the room" (bring your story to life with rich details), 3) prioritize visuals over text.

Takeaway: Be intentional about the stories you share and take time to consider how you share it with others.

Considerations and Questions:

1-    How do you think about timing and initially get people’s attention to tell your story?

2-    How do you help people visualize your story?

3-    What story elements come naturally to you and how do you leverage them?

Video Vignette: Defining a Story

Featuring: Mindy Grossman

Summary: Storytelling is critical to long-term brand success. Storytelling saved HSN and was a critical part of reinventing the business model from selling to inspiring through stories.  She used storytelling to: help reinvigorate culture, convince the marketplace that HSN was the future, and help reconnect the company with consumers.  With storytelling, it is important to: incorporate a personal touch in the stories; find evangelists (not just employees but customers and partners); tell consistent stories; use multiple channels to reach your audience and understand the different mediums you have available

Takeaway: Storytelling is critical to long-term brand success as it can reinvigorate company culture, convince the marketplace of the brand's mission, and connect with consumers.

Considerations and Questions:

1-    How do you engage your employees as “evangelists”?

2-    How do you create a consistent stream of stories for yourself and your teams?

3-    What channels of communication are untapped potential for you to tell your story?

Video Vignette: How to Harness Personal Story to Lead

Featuring: Nancy Duarte

Summary: The job of every leader is to curate the stories in your company. Find stories, find meaning, and amplify them. Sometimes you will need to decommission some stories as the organization evolves.  Always keep in mind that you are the communicator and aspirational stories bring people together. Historical stories make people believe in you and energize toward a brighter future.  Be mindful about using the appropriate stories at the right time and remember that as a leader you are the narrator of all stories, collector of stories, and the one that pushes the narrative forward.

Takeaway: Your job as a leader is to curate stories.

Considerations and Questions:

1-    What future do you try to inspire for your employees when you share aspirational stories?

2-    What aspects of your history are inspirational for your team and customers?

3-    How do you reinforce stories that are part of your organization?

Video Vignette: How to Harness Story in a Digital World

Featuring: Christiana Shi

Summary: Stories are about connecting ideas and themes to the listener. A good story makes you think, a better story makes you feel, a really great story makes you remember it time and time again. Be authentic. In this digital world, you should take a layered approach to telling stories (YouTube, Twitter, website, etc.) to make it richer and reach a broader group of consumers. Be authentic, focused, and relevant.

Takeaway: Take advantage of multiple media channels to build a richer story and reach a broader audience.

Considerations and Questions:

1-    How do you make people think when you tell stories?

2-    What emotions trigger loyalty?  Action?  Willingness to take risk?

3-    How do you leverage your digital channels with your stories?

Video Case Vignette: Bare Power of Story

Featuring: Leslie Blodgett

Summary: Leslie Blodgett and the company Bare Escentuals show how story can make a difference in the minds of the consumer, the market and the staff.  It is critical to be as genuine as possible so that it resonates with people at every level of the organization and market.

Takeaway: Story can be very powerful if carefully crafted to resonate with the listener.

Considerations and Questions:

1-    What is especially remarkable about how Bare Escentuals tells its story?

2-    How does Bare impact listeners more than competitors to capture awareness and loyalty?

3-    What is unique and memorable about the Bare story to drive behavioral change?

Conclusion

The clips in this module have illustrated multiple perspectives on storytelling.  Continue to revisit this module as your role and organization evolve.  Be mindful of gathering stories through change and continue to practice how you share those stories with others.  Continue to gather feedback about your storytelling to develop your technique and hone your skills.  Keep in mind the potential you have to drive change in how others experience you, how you can drive change in your organization, and how you can use stories in your work to make an impact.

 

Teaching Guide for The Power of Story Module

 

Background

 

Why do people gravitate towards certain leaders when they talk?  Why do certain companies evoke familiarity and loyalty more than others?  Why do we get emotional when we see certain ads or hear from charismatic leaders?  The answer to these questions lies in the power of story.  This module is predicated on two assumptions, which we believe to be true. First, story can impact peoples’ behavior, if used effectively.  Second, your success as a leader will depend greatly on your ability to influence and motivate others through storytelling.  If you can hone your effectiveness as a storyteller, you will be able to better engage people personally, within your organization, within your industry, or globally.  Research has shown that there are many ways to leverage stories for success.  In this module you will see how stories can be used for a powerful impact and learn tips from expert storytellers of ways you can fine-tune your own storytelling skills.

Module Purpose and Description

The purpose of this module is to help prepare you to better understand the mechanics of storytelling and tips to better leverage your experiences to make a strong impact as a leader.

Module Format

This module is built around a curated set of vignettes featuring leaders who share their experiences and insights to help you understand the opportunities you have to hone your own expertise as a storyteller.  The full storytelling module is broken into 4 parts: the power of story; the power of purpose; the power of empathy; and the power of humor. 

The Power of Story

If done well, a leader’s ability to tell stories can be a key factor in success.  Listeners are persuaded by compelling stories and this Module on the Power of Story shares insights from Professor Aaker and select leaders who have learned to leverage the power of story.

 

Additional Readings and Resources

 

https://people.stanford.edu/jaaker/research

 

Aaker, Jennifer and Andy Smith. The Dragonfly Effect: Quick, Effective, and Powerful Ways to Use Social Media to Drive Change, San Francisco: Jossey-Bass. Print. 28 Sept. 2010.

 

Vignettes

Video Vignette: Aaker on the Power of Story

Featuring: Professor Jennifer Aaker

Summary: Jennifer Aaker shares insights and research on the behavioral science behind story.  The science of story shows how it can persuade, influence and even sabotage individuals, organizations and teams, depending on how it is used.

Takeaway: Story can be a powerful tool if honed and refined to be used to its maximum potential.

Considerations and Questions:

1-    What surprises you about the research and science behind story?

2-    What is intuitive when it comes to story and what needs more of your focus?

3-    How can you develop a suite of stories to be used for more impact as a leader?

Video Vignette: Why Stories are Important

Featuring: Christian Roman

Summary: We use stories to learn about life and find ways to be successful. Keep in mind that mistakes are opportunities to learn and provide you with stories. When shaping your stories, do not settle on the first version of your story. Work with others to make your stories more powerful.  When you tell your story, ask people what they like, what is confusing, and advice on better ways of communicating. Build your stories as fast as you can by telling them, getting feedback, and constantly iterating.

Takeaway: Be intentioned about sharing your stories, learn from mistakes, and embrace failure as a positive way to get a good story.

Considerations and Questions:

1-    How do you gather feedback on your stories, especially when sharing them with new people?

2-    What inspires you to tell your stories and what impression do you want to leave with others about you or your work?

3-    What emotions do you want to evoke in your listeners?

Video Vignette: How to Define a Story

Featuring: Nicole Khan

Summary: Use the bar test to find a great story. When we tell stories at bars, we're naturally open and friendly. Tell your story as often as you can and get feedback from your listeners.  Think about when your listeners lean in.  Consider three elements that make a great story: 1) through line (clear message), 2) "put me in the room" (bring your story to life with rich details), 3) prioritize visuals over text.

Takeaway: Be intentional about the stories you share and take time to consider how you share it with others.

Considerations and Questions:

1-    How do you think about timing and initially get people’s attention to tell your story?

2-    How do you help people visualize your story?

3-    What story elements come naturally to you and how do you leverage them?

Video Vignette: Defining a Story

Featuring: Mindy Grossman

Summary: Storytelling is critical to long-term brand success. Storytelling saved HSN and was a critical part of reinventing the business model from selling to inspiring through stories.  She used storytelling to: help reinvigorate culture, convince the marketplace that HSN was the future, and help reconnect the company with consumers.  With storytelling, it is important to: incorporate a personal touch in the stories; find evangelists (not just employees but customers and partners); tell consistent stories; use multiple channels to reach your audience and understand the different mediums you have available

Takeaway: Storytelling is critical to long-term brand success as it can reinvigorate company culture, convince the marketplace of the brand's mission, and connect with consumers.

Considerations and Questions:

1-    How do you engage your employees as “evangelists”?

2-    How do you create a consistent stream of stories for yourself and your teams?

3-    What channels of communication are untapped potential for you to tell your story?

Video Vignette: How to Harness Personal Story to Lead

Featuring: Nancy Duarte

Summary: The job of every leader is to curate the stories in your company. Find stories, find meaning, and amplify them. Sometimes you will need to decommission some stories as the organization evolves.  Always keep in mind that you are the communicator and aspirational stories bring people together. Historical stories make people believe in you and energize toward a brighter future.  Be mindful about using the appropriate stories at the right time and remember that as a leader you are the narrator of all stories, collector of stories, and the one that pushes the narrative forward.

Takeaway: Your job as a leader is to curate stories.

Considerations and Questions:

1-    What future do you try to inspire for your employees when you share aspirational stories?

2-    What aspects of your history are inspirational for your team and customers?

3-    How do you reinforce stories that are part of your organization?

Video Vignette: How to Harness Story in a Digital World

Featuring: Christiana Shi

Summary: Stories are about connecting ideas and themes to the listener. A good story makes you think, a better story makes you feel, a really great story makes you remember it time and time again. Be authentic. In this digital world, you should take a layered approach to telling stories (YouTube, Twitter, website, etc.) to make it richer and reach a broader group of consumers. Be authentic, focused, and relevant.

Takeaway: Take advantage of multiple media channels to build a richer story and reach a broader audience.

Considerations and Questions:

1-    How do you make people think when you tell stories?

2-    What emotions trigger loyalty?  Action?  Willingness to take risk?

3-    How do you leverage your digital channels with your stories?

Video Case Vignette: Bare Power of Story

Featuring: Leslie Blodgett

Summary: Leslie Blodgett and the company Bare Escentuals show how story can make a difference in the minds of the consumer, the market and the staff.  It is critical to be as genuine as possible so that it resonates with people at every level of the organization and market.

Takeaway: Story can be very powerful if carefully crafted to resonate with the listener.

Considerations and Questions:

1-    What is especially remarkable about how Bare Escentuals tells its story?

2-    How does Bare impact listeners more than competitors to capture awareness and loyalty?

3-    What is unique and memorable about the Bare story to drive behavioral change?

Conclusion

The clips in this module have illustrated multiple perspectives on storytelling.  Continue to revisit this module as your role and organization evolve.  Be mindful of gathering stories through change and continue to practice how you share those stories with others.  Continue to gather feedback about your storytelling to develop your technique and hone your skills.  Keep in mind the potential you have to drive change in how others experience you, how you can drive change in your organization, and how you can use stories in your work to make an impact.

 

Teaching Guide for The Power of Story Module

 

Background

 

Why do people gravitate towards certain leaders when they talk?  Why do certain companies evoke familiarity and loyalty more than others?  Why do we get emotional when we see certain ads or hear from charismatic leaders?  The answer to these questions lies in the power of story.  This module is predicated on two assumptions, which we believe to be true. First, story can impact peoples’ behavior, if used effectively.  Second, your success as a leader will depend greatly on your ability to influence and motivate others through storytelling.  If you can hone your effectiveness as a storyteller, you will be able to better engage people personally, within your organization, within your industry, or globally.  Research has shown that there are many ways to leverage stories for success.  In this module you will see how stories can be used for a powerful impact and learn tips from expert storytellers of ways you can fine-tune your own storytelling skills.

Module Purpose and Description

The purpose of this module is to help prepare you to better understand the mechanics of storytelling and tips to better leverage your experiences to make a strong impact as a leader.

Module Format

This module is built around a curated set of vignettes featuring leaders who share their experiences and insights to help you understand the opportunities you have to hone your own expertise as a storyteller.  The full storytelling module is broken into 4 parts: the power of story; the power of purpose; the power of empathy; and the power of humor. 

The Power of Story

If done well, a leader’s ability to tell stories can be a key factor in success.  Listeners are persuaded by compelling stories and this Module on the Power of Story shares insights from Professor Aaker and select leaders who have learned to leverage the power of story.

 

Additional Readings and Resources

 

https://people.stanford.edu/jaaker/research

 

Aaker, Jennifer and Andy Smith. The Dragonfly Effect: Quick, Effective, and Powerful Ways to Use Social Media to Drive Change, San Francisco: Jossey-Bass. Print. 28 Sept. 2010.

 

Vignettes

Video Vignette: Aaker on the Power of Story

Featuring: Professor Jennifer Aaker

Summary: Jennifer Aaker shares insights and research on the behavioral science behind story.  The science of story shows how it can persuade, influence and even sabotage individuals, organizations and teams, depending on how it is used.

Takeaway: Story can be a powerful tool if honed and refined to be used to its maximum potential.

Considerations and Questions:

1-    What surprises you about the research and science behind story?

2-    What is intuitive when it comes to story and what needs more of your focus?

3-    How can you develop a suite of stories to be used for more impact as a leader?

Video Vignette: Why Stories are Important

Featuring: Christian Roman

Summary: We use stories to learn about life and find ways to be successful. Keep in mind that mistakes are opportunities to learn and provide you with stories. When shaping your stories, do not settle on the first version of your story. Work with others to make your stories more powerful.  When you tell your story, ask people what they like, what is confusing, and advice on better ways of communicating. Build your stories as fast as you can by telling them, getting feedback, and constantly iterating.

Takeaway: Be intentioned about sharing your stories, learn from mistakes, and embrace failure as a positive way to get a good story.

Considerations and Questions:

1-    How do you gather feedback on your stories, especially when sharing them with new people?

2-    What inspires you to tell your stories and what impression do you want to leave with others about you or your work?

3-    What emotions do you want to evoke in your listeners?

Video Vignette: How to Define a Story

Featuring: Nicole Khan

Summary: Use the bar test to find a great story. When we tell stories at bars, we're naturally open and friendly. Tell your story as often as you can and get feedback from your listeners.  Think about when your listeners lean in.  Consider three elements that make a great story: 1) through line (clear message), 2) "put me in the room" (bring your story to life with rich details), 3) prioritize visuals over text.

Takeaway: Be intentional about the stories you share and take time to consider how you share it with others.

Considerations and Questions:

1-    How do you think about timing and initially get people’s attention to tell your story?

2-    How do you help people visualize your story?

3-    What story elements come naturally to you and how do you leverage them?

Video Vignette: Defining a Story

Featuring: Mindy Grossman

Summary: Storytelling is critical to long-term brand success. Storytelling saved HSN and was a critical part of reinventing the business model from selling to inspiring through stories.  She used storytelling to: help reinvigorate culture, convince the marketplace that HSN was the future, and help reconnect the company with consumers.  With storytelling, it is important to: incorporate a personal touch in the stories; find evangelists (not just employees but customers and partners); tell consistent stories; use multiple channels to reach your audience and understand the different mediums you have available

Takeaway: Storytelling is critical to long-term brand success as it can reinvigorate company culture, convince the marketplace of the brand's mission, and connect with consumers.

Considerations and Questions:

1-    How do you engage your employees as “evangelists”?

2-    How do you create a consistent stream of stories for yourself and your teams?

3-    What channels of communication are untapped potential for you to tell your story?

Video Vignette: How to Harness Personal Story to Lead

Featuring: Nancy Duarte

Summary: The job of every leader is to curate the stories in your company. Find stories, find meaning, and amplify them. Sometimes you will need to decommission some stories as the organization evolves.  Always keep in mind that you are the communicator and aspirational stories bring people together. Historical stories make people believe in you and energize toward a brighter future.  Be mindful about using the appropriate stories at the right time and remember that as a leader you are the narrator of all stories, collector of stories, and the one that pushes the narrative forward.

Takeaway: Your job as a leader is to curate stories.

Considerations and Questions:

1-    What future do you try to inspire for your employees when you share aspirational stories?

2-    What aspects of your history are inspirational for your team and customers?

3-    How do you reinforce stories that are part of your organization?

Video Vignette: How to Harness Story in a Digital World

Featuring: Christiana Shi

Summary: Stories are about connecting ideas and themes to the listener. A good story makes you think, a better story makes you feel, a really great story makes you remember it time and time again. Be authentic. In this digital world, you should take a layered approach to telling stories (YouTube, Twitter, website, etc.) to make it richer and reach a broader group of consumers. Be authentic, focused, and relevant.

Takeaway: Take advantage of multiple media channels to build a richer story and reach a broader audience.

Considerations and Questions:

1-    How do you make people think when you tell stories?

2-    What emotions trigger loyalty?  Action?  Willingness to take risk?

3-    How do you leverage your digital channels with your stories?

Video Case Vignette: Bare Power of Story

Featuring: Leslie Blodgett

Summary: Leslie Blodgett and the company Bare Escentuals show how story can make a difference in the minds of the consumer, the market and the staff.  It is critical to be as genuine as possible so that it resonates with people at every level of the organization and market.

Takeaway: Story can be very powerful if carefully crafted to resonate with the listener.

Considerations and Questions:

1-    What is especially remarkable about how Bare Escentuals tells its story?

2-    How does Bare impact listeners more than competitors to capture awareness and loyalty?

3-    What is unique and memorable about the Bare story to drive behavioral change?

Conclusion

The clips in this module have illustrated multiple perspectives on storytelling.  Continue to revisit this module as your role and organization evolve.  Be mindful of gathering stories through change and continue to practice how you share those stories with others.  Continue to gather feedback about your storytelling to develop your technique and hone your skills.  Keep in mind the potential you have to drive change in how others experience you, how you can drive change in your organization, and how you can use stories in your work to make an impact.

 

Teaching Guide for The Power of Story Module

 

Background

 

Why do people gravitate towards certain leaders when they talk?  Why do certain companies evoke familiarity and loyalty more than others?  Why do we get emotional when we see certain ads or hear from charismatic leaders?  The answer to these questions lies in the power of story.  This module is predicated on two assumptions, which we believe to be true. First, story can impact peoples’ behavior, if used effectively.  Second, your success as a leader will depend greatly on your ability to influence and motivate others through storytelling.  If you can hone your effectiveness as a storyteller, you will be able to better engage people personally, within your organization, within your industry, or globally.  Research has shown that there are many ways to leverage stories for success.  In this module you will see how stories can be used for a powerful impact and learn tips from expert storytellers of ways you can fine-tune your own storytelling skills.

Module Purpose and Description

The purpose of this module is to help prepare you to better understand the mechanics of storytelling and tips to better leverage your experiences to make a strong impact as a leader.

Module Format

This module is built around a curated set of vignettes featuring leaders who share their experiences and insights to help you understand the opportunities you have to hone your own expertise as a storyteller.  The full storytelling module is broken into 4 parts: the power of story; the power of purpose; the power of empathy; and the power of humor. 

The Power of Story

If done well, a leader’s ability to tell stories can be a key factor in success.  Listeners are persuaded by compelling stories and this Module on the Power of Story shares insights from Professor Aaker and select leaders who have learned to leverage the power of story.

 

Additional Readings and Resources

 

https://people.stanford.edu/jaaker/research

 

Aaker, Jennifer and Andy Smith. The Dragonfly Effect: Quick, Effective, and Powerful Ways to Use Social Media to Drive Change, San Francisco: Jossey-Bass. Print. 28 Sept. 2010.

 

Vignettes

Video Vignette: Aaker on the Power of Story

Featuring: Professor Jennifer Aaker

Summary: Jennifer Aaker shares insights and research on the behavioral science behind story.  The science of story shows how it can persuade, influence and even sabotage individuals, organizations and teams, depending on how it is used.

Takeaway: Story can be a powerful tool if honed and refined to be used to its maximum potential.

Considerations and Questions:

1-    What surprises you about the research and science behind story?

2-    What is intuitive when it comes to story and what needs more of your focus?

3-    How can you develop a suite of stories to be used for more impact as a leader?

Video Vignette: Why Stories are Important

Featuring: Christian Roman

Summary: We use stories to learn about life and find ways to be successful. Keep in mind that mistakes are opportunities to learn and provide you with stories. When shaping your stories, do not settle on the first version of your story. Work with others to make your stories more powerful.  When you tell your story, ask people what they like, what is confusing, and advice on better ways of communicating. Build your stories as fast as you can by telling them, getting feedback, and constantly iterating.

Takeaway: Be intentioned about sharing your stories, learn from mistakes, and embrace failure as a positive way to get a good story.

Considerations and Questions:

1-    How do you gather feedback on your stories, especially when sharing them with new people?

2-    What inspires you to tell your stories and what impression do you want to leave with others about you or your work?

3-    What emotions do you want to evoke in your listeners?

Video Vignette: How to Define a Story

Featuring: Nicole Khan

Summary: Use the bar test to find a great story. When we tell stories at bars, we're naturally open and friendly. Tell your story as often as you can and get feedback from your listeners.  Think about when your listeners lean in.  Consider three elements that make a great story: 1) through line (clear message), 2) "put me in the room" (bring your story to life with rich details), 3) prioritize visuals over text.

Takeaway: Be intentional about the stories you share and take time to consider how you share it with others.

Considerations and Questions:

1-    How do you think about timing and initially get people’s attention to tell your story?

2-    How do you help people visualize your story?

3-    What story elements come naturally to you and how do you leverage them?

Video Vignette: Defining a Story

Featuring: Mindy Grossman

Summary: Storytelling is critical to long-term brand success. Storytelling saved HSN and was a critical part of reinventing the business model from selling to inspiring through stories.  She used storytelling to: help reinvigorate culture, convince the marketplace that HSN was the future, and help reconnect the company with consumers.  With storytelling, it is important to: incorporate a personal touch in the stories; find evangelists (not just employees but customers and partners); tell consistent stories; use multiple channels to reach your audience and understand the different mediums you have available

Takeaway: Storytelling is critical to long-term brand success as it can reinvigorate company culture, convince the marketplace of the brand's mission, and connect with consumers.

Considerations and Questions:

1-    How do you engage your employees as “evangelists”?

2-    How do you create a consistent stream of stories for yourself and your teams?

3-    What channels of communication are untapped potential for you to tell your story?

Video Vignette: How to Harness Personal Story to Lead

Featuring: Nancy Duarte

Summary: The job of every leader is to curate the stories in your company. Find stories, find meaning, and amplify them. Sometimes you will need to decommission some stories as the organization evolves.  Always keep in mind that you are the communicator and aspirational stories bring people together. Historical stories make people believe in you and energize toward a brighter future.  Be mindful about using the appropriate stories at the right time and remember that as a leader you are the narrator of all stories, collector of stories, and the one that pushes the narrative forward.

Takeaway: Your job as a leader is to curate stories.

Considerations and Questions:

1-    What future do you try to inspire for your employees when you share aspirational stories?

2-    What aspects of your history are inspirational for your team and customers?

3-    How do you reinforce stories that are part of your organization?

Video Vignette: How to Harness Story in a Digital World

Featuring: Christiana Shi

Summary: Stories are about connecting ideas and themes to the listener. A good story makes you think, a better story makes you feel, a really great story makes you remember it time and time again. Be authentic. In this digital world, you should take a layered approach to telling stories (YouTube, Twitter, website, etc.) to make it richer and reach a broader group of consumers. Be authentic, focused, and relevant.

Takeaway: Take advantage of multiple media channels to build a richer story and reach a broader audience.

Considerations and Questions:

1-    How do you make people think when you tell stories?

2-    What emotions trigger loyalty?  Action?  Willingness to take risk?

3-    How do you leverage your digital channels with your stories?

Video Case Vignette: Bare Power of Story

Featuring: Leslie Blodgett

Summary: Leslie Blodgett and the company Bare Escentuals show how story can make a difference in the minds of the consumer, the market and the staff.  It is critical to be as genuine as possible so that it resonates with people at every level of the organization and market.

Takeaway: Story can be very powerful if carefully crafted to resonate with the listener.

Considerations and Questions:

1-    What is especially remarkable about how Bare Escentuals tells its story?

2-    How does Bare impact listeners more than competitors to capture awareness and loyalty?

3-    What is unique and memorable about the Bare story to drive behavioral change?

Conclusion

The clips in this module have illustrated multiple perspectives on storytelling.  Continue to revisit this module as your role and organization evolve.  Be mindful of gathering stories through change and continue to practice how you share those stories with others.  Continue to gather feedback about your storytelling to develop your technique and hone your skills.  Keep in mind the potential you have to drive change in how others experience you, how you can drive change in your organization, and how you can use stories in your work to make an impact.

 

Teaching Guide for The Power of Story Module

 

Background

 

Why do people gravitate towards certain leaders when they talk?  Why do certain companies evoke familiarity and loyalty more than others?  Why do we get emotional when we see certain ads or hear from charismatic leaders?  The answer to these questions lies in the power of story.  This module is predicated on two assumptions, which we believe to be true. First, story can impact peoples’ behavior, if used effectively.  Second, your success as a leader will depend greatly on your ability to influence and motivate others through storytelling.  If you can hone your effectiveness as a storyteller, you will be able to better engage people personally, within your organization, within your industry, or globally.  Research has shown that there are many ways to leverage stories for success.  In this module you will see how stories can be used for a powerful impact and learn tips from expert storytellers of ways you can fine-tune your own storytelling skills.

Module Purpose and Description

The purpose of this module is to help prepare you to better understand the mechanics of storytelling and tips to better leverage your experiences to make a strong impact as a leader.

Module Format

This module is built around a curated set of vignettes featuring leaders who share their experiences and insights to help you understand the opportunities you have to hone your own expertise as a storyteller.  The full storytelling module is broken into 4 parts: the power of story; the power of purpose; the power of empathy; and the power of humor. 

The Power of Story

If done well, a leader’s ability to tell stories can be a key factor in success.  Listeners are persuaded by compelling stories and this Module on the Power of Story shares insights from Professor Aaker and select leaders who have learned to leverage the power of story.

 

Additional Readings and Resources

 

https://people.stanford.edu/jaaker/research

 

Aaker, Jennifer and Andy Smith. The Dragonfly Effect: Quick, Effective, and Powerful Ways to Use Social Media to Drive Change, San Francisco: Jossey-Bass. Print. 28 Sept. 2010.

 

Vignettes

Video Vignette: Aaker on the Power of Story

Featuring: Professor Jennifer Aaker

Summary: Jennifer Aaker shares insights and research on the behavioral science behind story.  The science of story shows how it can persuade, influence and even sabotage individuals, organizations and teams, depending on how it is used.

Takeaway: Story can be a powerful tool if honed and refined to be used to its maximum potential.

Considerations and Questions:

1-    What surprises you about the research and science behind story?

2-    What is intuitive when it comes to story and what needs more of your focus?

3-    How can you develop a suite of stories to be used for more impact as a leader?

Video Vignette: Why Stories are Important

Featuring: Christian Roman

Summary: We use stories to learn about life and find ways to be successful. Keep in mind that mistakes are opportunities to learn and provide you with stories. When shaping your stories, do not settle on the first version of your story. Work with others to make your stories more powerful.  When you tell your story, ask people what they like, what is confusing, and advice on better ways of communicating. Build your stories as fast as you can by telling them, getting feedback, and constantly iterating.

Takeaway: Be intentioned about sharing your stories, learn from mistakes, and embrace failure as a positive way to get a good story.

Considerations and Questions:

1-    How do you gather feedback on your stories, especially when sharing them with new people?

2-    What inspires you to tell your stories and what impression do you want to leave with others about you or your work?

3-    What emotions do you want to evoke in your listeners?

Video Vignette: How to Define a Story

Featuring: Nicole Khan

Summary: Use the bar test to find a great story. When we tell stories at bars, we're naturally open and friendly. Tell your story as often as you can and get feedback from your listeners.  Think about when your listeners lean in.  Consider three elements that make a great story: 1) through line (clear message), 2) "put me in the room" (bring your story to life with rich details), 3) prioritize visuals over text.

Takeaway: Be intentional about the stories you share and take time to consider how you share it with others.

Considerations and Questions:

1-    How do you think about timing and initially get people’s attention to tell your story?

2-    How do you help people visualize your story?

3-    What story elements come naturally to you and how do you leverage them?

Video Vignette: Defining a Story

Featuring: Mindy Grossman

Summary: Storytelling is critical to long-term brand success. Storytelling saved HSN and was a critical part of reinventing the business model from selling to inspiring through stories.  She used storytelling to: help reinvigorate culture, convince the marketplace that HSN was the future, and help reconnect the company with consumers.  With storytelling, it is important to: incorporate a personal touch in the stories; find evangelists (not just employees but customers and partners); tell consistent stories; use multiple channels to reach your audience and understand the different mediums you have available

Takeaway: Storytelling is critical to long-term brand success as it can reinvigorate company culture, convince the marketplace of the brand's mission, and connect with consumers.

Considerations and Questions:

1-    How do you engage your employees as “evangelists”?

2-    How do you create a consistent stream of stories for yourself and your teams?

3-    What channels of communication are untapped potential for you to tell your story?

Video Vignette: How to Harness Personal Story to Lead

Featuring: Nancy Duarte

Summary: The job of every leader is to curate the stories in your company. Find stories, find meaning, and amplify them. Sometimes you will need to decommission some stories as the organization evolves.  Always keep in mind that you are the communicator and aspirational stories bring people together. Historical stories make people believe in you and energize toward a brighter future.  Be mindful about using the appropriate stories at the right time and remember that as a leader you are the narrator of all stories, collector of stories, and the one that pushes the narrative forward.

Takeaway: Your job as a leader is to curate stories.

Considerations and Questions:

1-    What future do you try to inspire for your employees when you share aspirational stories?

2-    What aspects of your history are inspirational for your team and customers?

3-    How do you reinforce stories that are part of your organization?

Video Vignette: How to Harness Story in a Digital World

Featuring: Christiana Shi

Summary: Stories are about connecting ideas and themes to the listener. A good story makes you think, a better story makes you feel, a really great story makes you remember it time and time again. Be authentic. In this digital world, you should take a layered approach to telling stories (YouTube, Twitter, website, etc.) to make it richer and reach a broader group of consumers. Be authentic, focused, and relevant.

Takeaway: Take advantage of multiple media channels to build a richer story and reach a broader audience.

Considerations and Questions:

1-    How do you make people think when you tell stories?

2-    What emotions trigger loyalty?  Action?  Willingness to take risk?

3-    How do you leverage your digital channels with your stories?

Video Case Vignette: Bare Power of Story

Featuring: Leslie Blodgett

Summary: Leslie Blodgett and the company Bare Escentuals show how story can make a difference in the minds of the consumer, the market and the staff.  It is critical to be as genuine as possible so that it resonates with people at every level of the organization and market.

Takeaway: Story can be very powerful if carefully crafted to resonate with the listener.

Considerations and Questions:

1-    What is especially remarkable about how Bare Escentuals tells its story?

2-    How does Bare impact listeners more than competitors to capture awareness and loyalty?

3-    What is unique and memorable about the Bare story to drive behavioral change?

Conclusion

The clips in this module have illustrated multiple perspectives on storytelling.  Continue to revisit this module as your role and organization evolve.  Be mindful of gathering stories through change and continue to practice how you share those stories with others.  Continue to gather feedback about your storytelling to develop your technique and hone your skills.  Keep in mind the potential you have to drive change in how others experience you, how you can drive change in your organization, and how you can use stories in your work to make an impact.

 

Teaching Guide for The Power of Story Module

 

Background

 

Why do people gravitate towards certain leaders when they talk?  Why do certain companies evoke familiarity and loyalty more than others?  Why do we get emotional when we see certain ads or hear from charismatic leaders?  The answer to these questions lies in the power of story.  This module is predicated on two assumptions, which we believe to be true. First, story can impact peoples’ behavior, if used effectively.  Second, your success as a leader will depend greatly on your ability to influence and motivate others through storytelling.  If you can hone your effectiveness as a storyteller, you will be able to better engage people personally, within your organization, within your industry, or globally.  Research has shown that there are many ways to leverage stories for success.  In this module you will see how stories can be used for a powerful impact and learn tips from expert storytellers of ways you can fine-tune your own storytelling skills.

Module Purpose and Description

The purpose of this module is to help prepare you to better understand the mechanics of storytelling and tips to better leverage your experiences to make a strong impact as a leader.

Module Format

This module is built around a curated set of vignettes featuring leaders who share their experiences and insights to help you understand the opportunities you have to hone your own expertise as a storyteller.  The full storytelling module is broken into 4 parts: the power of story; the power of purpose; the power of empathy; and the power of humor. 

The Power of Story

If done well, a leader’s ability to tell stories can be a key factor in success.  Listeners are persuaded by compelling stories and this Module on the Power of Story shares insights from Professor Aaker and select leaders who have learned to leverage the power of story.

 

Additional Readings and Resources

 

https://people.stanford.edu/jaaker/research

 

Aaker, Jennifer and Andy Smith. The Dragonfly Effect: Quick, Effective, and Powerful Ways to Use Social Media to Drive Change, San Francisco: Jossey-Bass. Print. 28 Sept. 2010.

 

Vignettes

Video Vignette: Aaker on the Power of Story

Featuring: Professor Jennifer Aaker

Summary: Jennifer Aaker shares insights and research on the behavioral science behind story.  The science of story shows how it can persuade, influence and even sabotage individuals, organizations and teams, depending on how it is used.

Takeaway: Story can be a powerful tool if honed and refined to be used to its maximum potential.

Considerations and Questions:

1-    What surprises you about the research and science behind story?

2-    What is intuitive when it comes to story and what needs more of your focus?

3-    How can you develop a suite of stories to be used for more impact as a leader?

Video Vignette: Why Stories are Important

Featuring: Christian Roman

Summary: We use stories to learn about life and find ways to be successful. Keep in mind that mistakes are opportunities to learn and provide you with stories. When shaping your stories, do not settle on the first version of your story. Work with others to make your stories more powerful.  When you tell your story, ask people what they like, what is confusing, and advice on better ways of communicating. Build your stories as fast as you can by telling them, getting feedback, and constantly iterating.

Takeaway: Be intentioned about sharing your stories, learn from mistakes, and embrace failure as a positive way to get a good story.

Considerations and Questions:

1-    How do you gather feedback on your stories, especially when sharing them with new people?

2-    What inspires you to tell your stories and what impression do you want to leave with others about you or your work?

3-    What emotions do you want to evoke in your listeners?

Video Vignette: How to Define a Story

Featuring: Nicole Khan

Summary: Use the bar test to find a great story. When we tell stories at bars, we're naturally open and friendly. Tell your story as often as you can and get feedback from your listeners.  Think about when your listeners lean in.  Consider three elements that make a great story: 1) through line (clear message), 2) "put me in the room" (bring your story to life with rich details), 3) prioritize visuals over text.

Takeaway: Be intentional about the stories you share and take time to consider how you share it with others.

Considerations and Questions:

1-    How do you think about timing and initially get people’s attention to tell your story?

2-    How do you help people visualize your story?

3-    What story elements come naturally to you and how do you leverage them?

Video Vignette: Defining a Story

Featuring: Mindy Grossman

Summary: Storytelling is critical to long-term brand success. Storytelling saved HSN and was a critical part of reinventing the business model from selling to inspiring through stories.  She used storytelling to: help reinvigorate culture, convince the marketplace that HSN was the future, and help reconnect the company with consumers.  With storytelling, it is important to: incorporate a personal touch in the stories; find evangelists (not just employees but customers and partners); tell consistent stories; use multiple channels to reach your audience and understand the different mediums you have available

Takeaway: Storytelling is critical to long-term brand success as it can reinvigorate company culture, convince the marketplace of the brand's mission, and connect with consumers.

Considerations and Questions:

1-    How do you engage your employees as “evangelists”?

2-    How do you create a consistent stream of stories for yourself and your teams?

3-    What channels of communication are untapped potential for you to tell your story?

Video Vignette: How to Harness Personal Story to Lead

Featuring: Nancy Duarte

Summary: The job of every leader is to curate the stories in your company. Find stories, find meaning, and amplify them. Sometimes you will need to decommission some stories as the organization evolves.  Always keep in mind that you are the communicator and aspirational stories bring people together. Historical stories make people believe in you and energize toward a brighter future.  Be mindful about using the appropriate stories at the right time and remember that as a leader you are the narrator of all stories, collector of stories, and the one that pushes the narrative forward.

Takeaway: Your job as a leader is to curate stories.

Considerations and Questions:

1-    What future do you try to inspire for your employees when you share aspirational stories?

2-    What aspects of your history are inspirational for your team and customers?

3-    How do you reinforce stories that are part of your organization?

Video Vignette: How to Harness Story in a Digital World

Featuring: Christiana Shi

Summary: Stories are about connecting ideas and themes to the listener. A good story makes you think, a better story makes you feel, a really great story makes you remember it time and time again. Be authentic. In this digital world, you should take a layered approach to telling stories (YouTube, Twitter, website, etc.) to make it richer and reach a broader group of consumers. Be authentic, focused, and relevant.

Takeaway: Take advantage of multiple media channels to build a richer story and reach a broader audience.

Considerations and Questions:

1-    How do you make people think when you tell stories?

2-    What emotions trigger loyalty?  Action?  Willingness to take risk?

3-    How do you leverage your digital channels with your stories?

Video Case Vignette: Bare Power of Story

Featuring: Leslie Blodgett

Summary: Leslie Blodgett and the company Bare Escentuals show how story can make a difference in the minds of the consumer, the market and the staff.  It is critical to be as genuine as possible so that it resonates with people at every level of the organization and market.

Takeaway: Story can be very powerful if carefully crafted to resonate with the listener.

Considerations and Questions:

1-    What is especially remarkable about how Bare Escentuals tells its story?

2-    How does Bare impact listeners more than competitors to capture awareness and loyalty?

3-    What is unique and memorable about the Bare story to drive behavioral change?

Conclusion

The clips in this module have illustrated multiple perspectives on storytelling.  Continue to revisit this module as your role and organization evolve.  Be mindful of gathering stories through change and continue to practice how you share those stories with others.  Continue to gather feedback about your storytelling to develop your technique and hone your skills.  Keep in mind the potential you have to drive change in how others experience you, how you can drive change in your organization, and how you can use stories in your work to make an impact.

 

Teaching Guide for The Power of Story Module

 

Background

 

Why do people gravitate towards certain leaders when they talk?  Why do certain companies evoke familiarity and loyalty more than others?  Why do we get emotional when we see certain ads or hear from charismatic leaders?  The answer to these questions lies in the power of story.  This module is predicated on two assumptions, which we believe to be true. First, story can impact peoples’ behavior, if used effectively.  Second, your success as a leader will depend greatly on your ability to influence and motivate others through storytelling.  If you can hone your effectiveness as a storyteller, you will be able to better engage people personally, within your organization, within your industry, or globally.  Research has shown that there are many ways to leverage stories for success.  In this module you will see how stories can be used for a powerful impact and learn tips from expert storytellers of ways you can fine-tune your own storytelling skills.

Module Purpose and Description

The purpose of this module is to help prepare you to better understand the mechanics of storytelling and tips to better leverage your experiences to make a strong impact as a leader.

Module Format

This module is built around a curated set of vignettes featuring leaders who share their experiences and insights to help you understand the opportunities you have to hone your own expertise as a storyteller.  The full storytelling module is broken into 4 parts: the power of story; the power of purpose; the power of empathy; and the power of humor. 

The Power of Story

If done well, a leader’s ability to tell stories can be a key factor in success.  Listeners are persuaded by compelling stories and this Module on the Power of Story shares insights from Professor Aaker and select leaders who have learned to leverage the power of story.

 

Additional Readings and Resources

 

https://people.stanford.edu/jaaker/research

 

Aaker, Jennifer and Andy Smith. The Dragonfly Effect: Quick, Effective, and Powerful Ways to Use Social Media to Drive Change, San Francisco: Jossey-Bass. Print. 28 Sept. 2010.

 

Vignettes

Video Vignette: Aaker on the Power of Story

Featuring: Professor Jennifer Aaker

Summary: Jennifer Aaker shares insights and research on the behavioral science behind story.  The science of story shows how it can persuade, influence and even sabotage individuals, organizations and teams, depending on how it is used.

Takeaway: Story can be a powerful tool if honed and refined to be used to its maximum potential.

Considerations and Questions:

1-    What surprises you about the research and science behind story?

2-    What is intuitive when it comes to story and what needs more of your focus?

3-    How can you develop a suite of stories to be used for more impact as a leader?

Video Vignette: Why Stories are Important

Featuring: Christian Roman

Summary: We use stories to learn about life and find ways to be successful. Keep in mind that mistakes are opportunities to learn and provide you with stories. When shaping your stories, do not settle on the first version of your story. Work with others to make your stories more powerful.  When you tell your story, ask people what they like, what is confusing, and advice on better ways of communicating. Build your stories as fast as you can by telling them, getting feedback, and constantly iterating.

Takeaway: Be intentioned about sharing your stories, learn from mistakes, and embrace failure as a positive way to get a good story.

Considerations and Questions:

1-    How do you gather feedback on your stories, especially when sharing them with new people?

2-    What inspires you to tell your stories and what impression do you want to leave with others about you or your work?

3-    What emotions do you want to evoke in your listeners?

Video Vignette: How to Define a Story

Featuring: Nicole Khan

Summary: Use the bar test to find a great story. When we tell stories at bars, we're naturally open and friendly. Tell your story as often as you can and get feedback from your listeners.  Think about when your listeners lean in.  Consider three elements that make a great story: 1) through line (clear message), 2) "put me in the room" (bring your story to life with rich details), 3) prioritize visuals over text.

Takeaway: Be intentional about the stories you share and take time to consider how you share it with others.

Considerations and Questions:

1-    How do you think about timing and initially get people’s attention to tell your story?

2-    How do you help people visualize your story?

3-    What story elements come naturally to you and how do you leverage them?

Video Vignette: Defining a Story

Featuring: Mindy Grossman

Summary: Storytelling is critical to long-term brand success. Storytelling saved HSN and was a critical part of reinventing the business model from selling to inspiring through stories.  She used storytelling to: help reinvigorate culture, convince the marketplace that HSN was the future, and help reconnect the company with consumers.  With storytelling, it is important to: incorporate a personal touch in the stories; find evangelists (not just employees but customers and partners); tell consistent stories; use multiple channels to reach your audience and understand the different mediums you have available

Takeaway: Storytelling is critical to long-term brand success as it can reinvigorate company culture, convince the marketplace of the brand's mission, and connect with consumers.

Considerations and Questions:

1-    How do you engage your employees as “evangelists”?

2-    How do you create a consistent stream of stories for yourself and your teams?

3-    What channels of communication are untapped potential for you to tell your story?

Video Vignette: How to Harness Personal Story to Lead

Featuring: Nancy Duarte

Summary: The job of every leader is to curate the stories in your company. Find stories, find meaning, and amplify them. Sometimes you will need to decommission some stories as the organization evolves.  Always keep in mind that you are the communicator and aspirational stories bring people together. Historical stories make people believe in you and energize toward a brighter future.  Be mindful about using the appropriate stories at the right time and remember that as a leader you are the narrator of all stories, collector of stories, and the one that pushes the narrative forward.

Takeaway: Your job as a leader is to curate stories.

Considerations and Questions:

1-    What future do you try to inspire for your employees when you share aspirational stories?

2-    What aspects of your history are inspirational for your team and customers?

3-    How do you reinforce stories that are part of your organization?

Video Vignette: How to Harness Story in a Digital World

Featuring: Christiana Shi

Summary: Stories are about connecting ideas and themes to the listener. A good story makes you think, a better story makes you feel, a really great story makes you remember it time and time again. Be authentic. In this digital world, you should take a layered approach to telling stories (YouTube, Twitter, website, etc.) to make it richer and reach a broader group of consumers. Be authentic, focused, and relevant.

Takeaway: Take advantage of multiple media channels to build a richer story and reach a broader audience.

Considerations and Questions:

1-    How do you make people think when you tell stories?

2-    What emotions trigger loyalty?  Action?  Willingness to take risk?

3-    How do you leverage your digital channels with your stories?

Video Case Vignette: Bare Power of Story

Featuring: Leslie Blodgett

Summary: Leslie Blodgett and the company Bare Escentuals show how story can make a difference in the minds of the consumer, the market and the staff.  It is critical to be as genuine as possible so that it resonates with people at every level of the organization and market.

Takeaway: Story can be very powerful if carefully crafted to resonate with the listener.

Considerations and Questions:

1-    What is especially remarkable about how Bare Escentuals tells its story?

2-    How does Bare impact listeners more than competitors to capture awareness and loyalty?

3-    What is unique and memorable about the Bare story to drive behavioral change?

Conclusion

The clips in this module have illustrated multiple perspectives on storytelling.  Continue to revisit this module as your role and organization evolve.  Be mindful of gathering stories through change and continue to practice how you share those stories with others.  Continue to gather feedback about your storytelling to develop your technique and hone your skills.  Keep in mind the potential you have to drive change in how others experience you, how you can drive change in your organization, and how you can use stories in your work to make an impact.

 

Teaching Guide for The Power of Story Module

 

Background

 

Why do people gravitate towards certain leaders when they talk?  Why do certain companies evoke familiarity and loyalty more than others?  Why do we get emotional when we see certain ads or hear from charismatic leaders?  The answer to these questions lies in the power of story.  This module is predicated on two assumptions, which we believe to be true. First, story can impact peoples’ behavior, if used effectively.  Second, your success as a leader will depend greatly on your ability to influence and motivate others through storytelling.  If you can hone your effectiveness as a storyteller, you will be able to better engage people personally, within your organization, within your industry, or globally.  Research has shown that there are many ways to leverage stories for success.  In this module you will see how stories can be used for a powerful impact and learn tips from expert storytellers of ways you can fine-tune your own storytelling skills.

Module Purpose and Description

The purpose of this module is to help prepare you to better understand the mechanics of storytelling and tips to better leverage your experiences to make a strong impact as a leader.

Module Format

This module is built around a curated set of vignettes featuring leaders who share their experiences and insights to help you understand the opportunities you have to hone your own expertise as a storyteller.  The full storytelling module is broken into 4 parts: the power of story; the power of purpose; the power of empathy; and the power of humor. 

The Power of Story

If done well, a leader’s ability to tell stories can be a key factor in success.  Listeners are persuaded by compelling stories and this Module on the Power of Story shares insights from Professor Aaker and select leaders who have learned to leverage the power of story.

 

Additional Readings and Resources

 

https://people.stanford.edu/jaaker/research

 

Aaker, Jennifer and Andy Smith. The Dragonfly Effect: Quick, Effective, and Powerful Ways to Use Social Media to Drive Change, San Francisco: Jossey-Bass. Print. 28 Sept. 2010.

 

Vignettes

Video Vignette: Aaker on the Power of Story

Featuring: Professor Jennifer Aaker

Summary: Jennifer Aaker shares insights and research on the behavioral science behind story.  The science of story shows how it can persuade, influence and even sabotage individuals, organizations and teams, depending on how it is used.

Takeaway: Story can be a powerful tool if honed and refined to be used to its maximum potential.

Considerations and Questions:

1-    What surprises you about the research and science behind story?

2-    What is intuitive when it comes to story and what needs more of your focus?

3-    How can you develop a suite of stories to be used for more impact as a leader?

Video Vignette: Why Stories are Important

Featuring: Christian Roman

Summary: We use stories to learn about life and find ways to be successful. Keep in mind that mistakes are opportunities to learn and provide you with stories. When shaping your stories, do not settle on the first version of your story. Work with others to make your stories more powerful.  When you tell your story, ask people what they like, what is confusing, and advice on better ways of communicating. Build your stories as fast as you can by telling them, getting feedback, and constantly iterating.

Takeaway: Be intentioned about sharing your stories, learn from mistakes, and embrace failure as a positive way to get a good story.

Considerations and Questions:

1-    How do you gather feedback on your stories, especially when sharing them with new people?

2-    What inspires you to tell your stories and what impression do you want to leave with others about you or your work?

3-    What emotions do you want to evoke in your listeners?

Video Vignette: How to Define a Story

Featuring: Nicole Khan

Summary: Use the bar test to find a great story. When we tell stories at bars, we're naturally open and friendly. Tell your story as often as you can and get feedback from your listeners.  Think about when your listeners lean in.  Consider three elements that make a great story: 1) through line (clear message), 2) "put me in the room" (bring your story to life with rich details), 3) prioritize visuals over text.

Takeaway: Be intentional about the stories you share and take time to consider how you share it with others.

Considerations and Questions:

1-    How do you think about timing and initially get people’s attention to tell your story?

2-    How do you help people visualize your story?

3-    What story elements come naturally to you and how do you leverage them?

Video Vignette: Defining a Story

Featuring: Mindy Grossman

Summary: Storytelling is critical to long-term brand success. Storytelling saved HSN and was a critical part of reinventing the business model from selling to inspiring through stories.  She used storytelling to: help reinvigorate culture, convince the marketplace that HSN was the future, and help reconnect the company with consumers.  With storytelling, it is important to: incorporate a personal touch in the stories; find evangelists (not just employees but customers and partners); tell consistent stories; use multiple channels to reach your audience and understand the different mediums you have available

Takeaway: Storytelling is critical to long-term brand success as it can reinvigorate company culture, convince the marketplace of the brand's mission, and connect with consumers.

Considerations and Questions:

1-    How do you engage your employees as “evangelists”?

2-    How do you create a consistent stream of stories for yourself and your teams?

3-    What channels of communication are untapped potential for you to tell your story?

Video Vignette: How to Harness Personal Story to Lead

Featuring: Nancy Duarte

Summary: The job of every leader is to curate the stories in your company. Find stories, find meaning, and amplify them. Sometimes you will need to decommission some stories as the organization evolves.  Always keep in mind that you are the communicator and aspirational stories bring people together. Historical stories make people believe in you and energize toward a brighter future.  Be mindful about using the appropriate stories at the right time and remember that as a leader you are the narrator of all stories, collector of stories, and the one that pushes the narrative forward.

Takeaway: Your job as a leader is to curate stories.

Considerations and Questions:

1-    What future do you try to inspire for your employees when you share aspirational stories?

2-    What aspects of your history are inspirational for your team and customers?

3-    How do you reinforce stories that are part of your organization?

Video Vignette: How to Harness Story in a Digital World

Featuring: Christiana Shi

Summary: Stories are about connecting ideas and themes to the listener. A good story makes you think, a better story makes you feel, a really great story makes you remember it time and time again. Be authentic. In this digital world, you should take a layered approach to telling stories (YouTube, Twitter, website, etc.) to make it richer and reach a broader group of consumers. Be authentic, focused, and relevant.

Takeaway: Take advantage of multiple media channels to build a richer story and reach a broader audience.

Considerations and Questions:

1-    How do you make people think when you tell stories?

2-    What emotions trigger loyalty?  Action?  Willingness to take risk?

3-    How do you leverage your digital channels with your stories?

Video Case Vignette: Bare Power of Story

Featuring: Leslie Blodgett

Summary: Leslie Blodgett and the company Bare Escentuals show how story can make a difference in the minds of the consumer, the market and the staff.  It is critical to be as genuine as possible so that it resonates with people at every level of the organization and market.

Takeaway: Story can be very powerful if carefully crafted to resonate with the listener.

Considerations and Questions:

1-    What is especially remarkable about how Bare Escentuals tells its story?

2-    How does Bare impact listeners more than competitors to capture awareness and loyalty?

3-    What is unique and memorable about the Bare story to drive behavioral change?

Conclusion

The clips in this module have illustrated multiple perspectives on storytelling.  Continue to revisit this module as your role and organization evolve.  Be mindful of gathering stories through change and continue to practice how you share those stories with others.  Continue to gather feedback about your storytelling to develop your technique and hone your skills.  Keep in mind the potential you have to drive change in how others experience you, how you can drive change in your organization, and how you can use stories in your work to make an impact.