storytelling

Story spotting: listening for stories in your organisation

Everyone is a storyteller. Because we are human. We tell our friends and families what happened at work. We tell our colleagues what happened on the way to work. We tell stories.

And we make sense through stories. We are hardwired for it.

But not everyone is a natural Storyteller.

Here are three resources that start to help identify and shape the stories you encounter in organisations.

Once. Then. Then. The story spine.

A couple of years ago, Pixar’s 22 rules for storytelling

The story spine, Kenn Adams’ definition has been used by Pixar and Disney.

 

The Moth’s 8 Tips

The Moth is a not-for-profit foundation committed to the development of art and craft of storytelling. Amongst their many resources for improving oral storytelling, including videos and podcasts, they have a simple list of 8 tips.  These include:

  • No essays
  • Start in the action
  • Have some stakes

Stakes are essential in live storytelling.  What do you stand to gain or lose? Why is what happens in the story important to you? If you can’t answer this, then think of a different story. A story without stakes is an essay and is best experienced on the page, not the stage.

Anecdote’s Spotting Oral Stories Infographic

The clever folk at Anecdote have created a useful guide to recognising stories within an organisation.

The following graphic has been created by http://www.anecdote.com

Spotting Oral Stories

 

Story matters. Choose wisely.

Stories are how we sense-make our world.

 

 

Upworthy are sorry for the clickbait, and you won’t believe what they are doing next (It’s storytelling)

We have all seen the shift in ‘content marketing’ that was driven by Upworthy’s radical A/B Testing (A/B/C/D/E/F/G Testing) of headlines that led to massive growth in their media platform. The unintended consequence was a mass adoption of the method and metrics by every content marketer striving to increase traffic.

Now, in this apology (and infinitely shareable strategic repositioning statement) from Editorial Director Amy O’Leary, Upworthy are entering the already crowded ‘Storytelling’ market.

The point of difference appears to be in their perspective on bringing the best of the craft of storytelling to the emerging area of data driven stories. It’s not an entirely new idea (as this 2013 blog post from Juice Analytics illustrates) but given Upworthy’s proven ability to have a game changing impact on content sharing, this will be a space to watch.

Story wars

Not everything is a story. But ‘story’ is the trend in terms of marketing and digital in particular.

In organisations, there are a few camps in the story wars.

On one side we have the social scientists. In this group we have the behaviourists, the ethnographers, the anthropologists, who consider stories as a way of sense making, and of helping people create meaning (at work and beyond). The humanists. In the workplace, these are the change agents, the organisational psychologists, the culture practitioners.

On the other side we have the marketers. In this group we have the branders, the advertisers, the sales pitch creators. This group understands that stories told well create desires that can be met by products. The sellers. In the workplace, this is the sales and marketing team.

And then we have the creatives. Here are the people who have looked at the craft of story. The writers, illustrators, the performers. The tellers. These practitioners are not limited to one part of an organisation. A leader can be a natural at story performance. A researcher may be adept at finding the story within the data.

Types of storytelling

Daniel Pink tried to bridge these worlds in his book To Sell Is Human. He equates the process of storytelling with the need to create currency for ideas and in terms ‘trade’: we all try to persuade, every day. There is such mixed practice around what stories are and how they are used that frustrations sometimes boil over, as in this slightly NSFW argument by designer Stefan Sagmeister at a conference earlier this year.

Trevor Young, AKA the PR Warrior provides a pragmatic definition of organisational storytelling, the sweet spot between all the definitions in a recent post on this topic.

smart organisations look to storytelling as a way to gain a competitive advantage and use stories to help differentiate their brand in the marketplace; to be successful, these stories – and the perpetuation of them in the community in which they operate – need an organisation’s employees and partners to become involved. Essentially, it becomes a cultural thing.

Many communicators are caught between these worlds, and in the skirmishes. The challenge is to remember that in organisations we communicate for a purpose. Communicators have to find a path between these different forms of sense-making. They have to wear all of the ‘story’ hats and understand the difference between story sharing as culture, storytelling as motivation, and story as information.

Everyone IS a storyteller, because we are human. It is impossible for us not to tell stories. But there is a difference in kind between sharing stories around the contemporary campfire –  the dinner table, the water cooler, and sharing them in a public space (whether that space is real or virtual).