Society for Storytelling

USING STORYTELLING IN ORGANISATIONS

USING STORYTELLING
IN ORGANISATIONS
Compiled by David England
This Fa!shee! has been p"od#ed !o add"ess $#es!ions !ha! a"e being as%ed
by a va"ie!y o& people'
()AT CAN A STORYTELLING DO FOR AN
ORGANISATION*
S!o"ies an be #sed &o" all manne" o& p#"poses in an o"ganisa!ion' Di&&e"en! p#"poses +ill
!end !o "e$#i"e di&&e"en! %inds o& s!o"ies' S!eve Denning ,de!ails in +ebsi!e lis! a! end-
o#!lines . possible p#"poses &o" #sing s!o"y!elling in o"ganisa!ions/
S!o"y!elling !o igni!e o"ganisa!ional hange
S!o"y!elling &o" omm#nia!ions
S!o"y!elling !o ap!#"e !ai! %no+ledge
S!o"y!elling !o embody and !"ans&e" %no+ledge
Use o& s!o"ies &o" innova!ion
S!o"y!elling !o b#ild omm#ni!y
S!o"y!elling !o enhane !ehnology
S!o"y!elling &o" individ#al g"o+!h
Simila"ly0 La""y Todd (ilson and olleag#e iden!i&y &o#" !ypes o& 1!"igge"s2 !ha! india!e
si!#a!ions in +hih s!o"y!elling o#ld be pa"!i#la"ly bene&iial/
Ne+ o" #ne3pe!ed si!#a!ions
Si!#a!ions !ha! "e$#i"e &eelings as +ell as !ho#gh!s
Comple3 si!#a!ions
Si!#a!ions in +hih yo# need !o help people #nde"s!and 1+hy2
PURPOSES
Storytelling to ignite organisational change 4 E3pe"iene has sho+n !ha! s!o"y!elling
an be highly e&&e!ive as a hange agen!0 even in hange5"esis!an! o"ganisa!ions' Telling
an app"op"ia!e s!o"y an s!im#la!e people !o !hin% a!ively abo#! !he implia!ions o& hange
and !o p"o6e!ing !hemselves in!o visions o& !he &#!#"e0 enabling !hem !o be!!e" #nde"s!and
+ha! i! +ill be li%e !o be doing !hings in a di&&e"en! +ay0 "a!he" !han being given vag#e0
abs!"a! onep!s abo#! i!'
7age 8
Society for Storytelling
USING STORYTELLING IN ORGANISATIONS
Storytelling for communications 4 In on!"as! !o !he onven!ional app"oah +hih vie+s
omm#nia!ions as !he sending o& a message &"om a omm#nia!o" !o a "eipien!0
s!o"y!elling is based on a mo"e in!e"a!ive vie+ o& omm#nia!ion' 9ea#se !he lis!ene"
imagina!ively "e"ea!es !he s!o"y in his o" he" o+n mind0 !he s!o"y is no! pe"eived as
oming &"om o#!side0 b#! "a!he" as some!hing !ha! is pa"! o& !he lis!ene":s o+n iden!i!y' The
idea beomes !he lis!ene":s o+n'
Storytelling to capture tacit knowledge 4 Tai! %no+ledge an be a m#l!i5laye"ed and
m#l!i5dimensional !hing and as s#h i! is o&!en di&&i#l! !o a"!i#la!e ,&o" e3ample0 have yo#
eve" !"ied !o e3plain !o someone +ho an2! s+im ho+ !o s+im0 +i!ho#! a!#ally sho+ing
!hem*-' S!o"ies an p"ovide a +ay o& allo+ing people !o e3p"ess and sha"e !ai!
%no+ledge in "ih and meaning&#l +ays0 "a!he" !hen being &o"ed !o a"!i#la!e i! in mo"e
1s!"#!#"ed2 +ays !ha! an de!"a! &"om i!s val#e'
Storytelling to embody and transfer knowledge 4 Simila"ly0 a simple s!o"y an
omm#nia!e a omple3 m#l!i5dimensioned idea0 no! simply by !"ansmi!!ing in&o"ma!ion as
a message0 b#! by a!ively involving !he lis!ene"s in o5"ea!ing !ha! idea' F#"!he"mo"e0 as
a s!o"y is !old and "e!old0 i! hanges0 and so !he %no+ledge embodied in i! is ons!an!ly
being developed and b#il! #pon'
Use of stories for innovation 4 The #se o& s!o"y!elling in innova!ion and %no+ledge
"ea!ion an eno#"age people !o move a+ay &"om linea" !hin%ing !o+a"ds a mo"e m#l!i5
dimensional vie+0 !o see ne+ onne!ions be!+een !hings0 and also !o ma""y sien!i&i
logi +i!h a mo"e "ea!ive o" in!#i!ive app"oah'
Storytelling to build community 4 The"e is some!hing abo#! s!o"ies !ha! b"ings people
!oge!he" and &os!e"s a sense o& omm#ni!y' S!o"y!elling is non5hie"a"hial0 i! #nlo%s
&eelings and emo!ions as +ell as !ho#gh! p"oesses0 and hene i! helps !o b#ild
"ela!ionships and !"#s!'
Storytelling to enhance technology 4 7eople o&!en &ind i! di&&i#l! !o omm#nia!e abo#!
!ehnology' Use"s an have !"o#ble a"!i#la!ing !hei" needs and e3pe!a!ions0 +hile
e3pe"!s an have di&&i#l!y 1!al%ing in plain English2' (he"eve" !he"e is a gap in lang#age
and #nde"s!anding0 s!o"y!elling an p"ovide a b"idge0 by omm#nia!ing !he "eal essene
o& +ha! eah pa"!y is !"ying !o ge! a"oss'
Storytelling for individual growth 4 S!o"y!elling is a s%ill0 and one !ha! d"a+s on a
n#mbe" o& o!he" %ey s%ills0 mos!ly "ela!ing !o in!e"pe"sonal omm#nia!ion' The
developmen! o& !hese s%ills is an impo"!an! omponen! o& mos! %no+ledge managemen!
p"og"ammes'
TRIGGERS
New or unexpected situations 4 A"e yo# +o"%ing in an #n&amilia" si!#a!ion and o#ld
bene&i! &"om !he s!o"ies and lessons lea"ned o& o!he"s +ho have al"eady 1been !he"e2* Do
yo# need !o omm#nia!e !he la!es! ne+s on an iss#e* )ave yo# disove"ed a be!!e" +ay
o& doing some!hing* O" e3pe"iened an #ne3pe!ed o#!ome !o some!hing yo# did as pe"
#s#al*
7age ;
Society for Storytelling
USING STORYTELLING IN ORGANISATIONS
Situations that require feelings as well as thoughts 4 Do yo# need !o &aili!a!e
aep!ane o& a ne+ pe"son in!o a g"o#p and also sho+ !hem 1ho+ !hings a"e done a"o#nd
he"e2* Do yo# need !o "emove ba""ie"s !o a!ion and mo!iva!e people* Do yo# need !o
pe"s#ade someone o& some!hing*
Complex situations 4 A"e yo# dealing +i!h a si!#a!ion !ha! involves many aspe!s o"
va"iables* Do yo# need !o help o!he"s !o b"idge a gap be!+een !heo"y and p"a!ie*
Situations in which you need to help people understand why 4 Do yo# need !o
ap!#"e lessons lea"ned0 and !o help people #nde"s!and +hy some!hing did o" didn2! +o"%
o#! as planned*
WHAT IS A STORYTELLER?
< A s!o"y!elle" is an a"!is!0 an en!e"!aine" and an ed#a!o"' S!o"y!elling is one o& !he
mos! anien! a"! &o"ms0 s!"e!hing ba% &o" as long as h#mans have had speeh'
< A s!o"y!elle" #ses +o"ds !o !a%e yo# on a 6o#"ney o& !he imagina!ion' Eah pe"son
+ill hea" some!hing di&&e"en! as !he s!o"y is "ea!ed in !he spae be!+een !he !elle"
and !he lis!ene"'
< S!o"y!elle"s may !ell !"adi!ional &ol% !ales0 +"i!!en !ales0 anedo!es0 #"ban my!hs0
s!o"ies &"om his!o"y0 "eligio#s o" mo"al !ales0 s!o"ies !hey have "ea!ed !hemselves
o" +hih have been "ea!ed &o" a spei&i even!'
Some s!o"y!elle"s +ill "ea!e a s!o"y spon!aneo#sly !o s#i! !he a#diene'
< A s!o"y!elle" !ells s!o"ies &"om memo"y "a!he" !han "eading !hem &"om !he boo%0
memo"ising s!o"ies image by image no! +o"d &o" +o"d'
< S!o"y!elle"s may !ell a s!o"y di&&e"en!ly eah !ime !hey !ell i!0 in!e"a!ing +i!h !hei"
a#diene0 hoosing s!o"ies and images !o omm#nia!e +i!h !hem'
< Some s!o"y!elle"s #se m#si0 dane0 song0 pi!#"es o" p#ppe!s'
< =any s!o"y!elle"s o&&e" +o"%shop sessions0 +hih
may ei!he" !eah s!o"y!elling s%ills o" engage pa"!iipan!s in "ea!ive a!ivi!ies lin%ed
!o !he s!o"ies'
7age >
Society for Storytelling
USING STORYTELLING IN ORGANISATIONS
CHECKLIST OF THINGS TO CONSIDER WHEN
BOOKING A STORYTELLER
(i!h an eve"5in"easing va"ie!y o& s!o"y!elle"s !o hoose &"om0 ho+ do yo# &ind !hose +ho
+ill s#i! yo#* (ha!eve" even! yo# a"e planning0 give yo#"sel& plen!y o& !ime' =any pop#la"
s!o"y!elle"s a"e boo%ed #p mon!hs in advane'
Have a clear idea o !"a# $o% !a&#'
Is !his !o be a one5o&& even! o" a "esideny*
Do yo# +an! a pe"&o"mane o" a +o"%shop*
(ha! g"o#ps +ill be involved*
)ave any o& !hem speial needs !he s!o"y!elle" sho#ld be a+a"e o&*
A"e yo# loo%ing &o" s!o"ies on a pa"!i#la" !heme*
(ill i! be &o"mal o" "ela3ed0 a pe"&o"mane in &"on! o& a la"ge a#diene o" +o"%ing
+i!h smalle" g"o#ps*
)o+ many sessions +ill !he"e be*
)o+ long do yo# +an! eah session !o be*
)o+ m#h a#diene pa"!iipa!ion do yo# +an!*
(ha! ven#e a"e yo# planning !o #se*
Do yo# "e$#i"e !he s!o"y!elle" !o +o"% o#!doo"s*
W"e& $o% "ave a& idea o #"e (or# o eve&# $o% are ai)i&* or'
Loo% in !he $#i% "e&e"ene se!ion o& !he Di"e!o"y o& S!o"y!elle"s0 no!e !hose +ho
mee! yo#" "e$#i"emen!s'
Loo% in !he Co#n!y lis!ing !o see +hih s!o"y!elle"s a"e loal !o yo#'
Loo% !h"o#gh !he Di"e!o"y and pi% o#! s!o"y!elle"s +ho yo# li%e !he so#nd o&'
7hone !he s!o"y!elle"s on yo#" sho"!5lis! !o dis#ss yo#" needs0 !hey may be able !o
give yo# mo"e ideas abo#! +ha! yo# o#ld do o" help yo# modi&y yo#" plans'
As% +ha! !hey ha"ge and i& !his inl#des !"avelling e3penses'
E3pe! !o pay as m#h as yo# +o#ld &o" a &aili!a!o"'
As% i& !hey a"e available on !he da!es yo# +an!'
As% &o" a o#ple o& "e&e"enes &"om people &o" +hom !hey have done simila" +o"%'
Yo# do no! have !o ma%e a &i"m boo%ing a! !his s!age'
I& yo# need any mo"e assis!ane in &inding a s!o"y!elle" on!a! !he adminis!"a!o" a! !he
Soie!y &o" S!o"y!elling'
W"e& $o% "ave decided !"ic" S#or$#eller $o% !a&# #o +oo,'
7hone !o on&i"m !hey a"e s!ill &"ee and a"e +illing !o ome'
("i!e !o on&i"m da!e0 !ime0 plae and &ee'
I& yo# a"e sen! a on!"a! please omple!e and send i! ba% in good !ime'
Inl#de a map and a !ime!able'
I& yo# have dis#ssed a po!en!ial boo%ing +i!h a s!o"y!elle"0 and deided no! no
employ !hem0 please on!a! !hem in good !ime so !hey an "elease !he da!e &o"
o!he" boo%ings'
7age ?
Society for Storytelling
USING STORYTELLING IN ORGANISATIONS
GETTING THE BEST FRO- YOUR STORYTELLER
Employing any ons#l!an! is an e3pense and yo# +an! yo#" money2s +o"!h' )o+ do yo#
ens#"e s#ess on !he day*
W"e& $o% are .la&&i&* #"e eve&#'
Choose a ven#e +he"e !he s!o"y!elle" and a#diene +ill no! be dis!#"bed'
Thin% abo#! ho+ yo# +ill se! #p !he spae so !he a#diene an si! in om&o"! and
see !he s!o"y!elle" lea"ly' I& !he"e is !o be a +o"%shop as% !he s!o"y!elle" ho+ !hey
+an! !he "oom se! o#!' Dis#ss +i!h !he s!o"y!elle" ho+ long eah session is !o be'
T"e !ee, +eore'
7hone !he s!o"y!elle" !o ens#"e !ha! !hey have "eeived yo#" on&i"ma!ion0 map0
!ime!able e!' As% i& !he"e is any!hing !hey +ill need yo# !o p"ovide on !he day' (ill
!hey be "e$#i"ing l#nh and i& so do !hey have any speial die!a"y "e$#i"emen!s*
Con&i"m a""angemen!s &o" paymen!'
I& !hey a"e oming by p#bli !"anspo"! he% !o see i& !hey need olle!ing &"om !he
s!a!ion and +hen !hei" !"ain a""ives'
Tell !he s!a&& !he"e +ill be a s!o"y!elle" oming in!o +o"% ne3! +ee% and s!a"! b#ilding
a li!!le e3i!emen! abo#! !he even!'
O& #"e da$'
)ave a membe" o& s!a&& %eep a loo%o#! "eady !o g"ee! and eso"! !he s!o"y!elle"'
(hen !hey a""ive sho+ !hem +he"e !hey +ill be +o"%ing0 o&&e" !hem a d"in%0 as% i&
!hey need help a""ying any!hing &"om !hei" a"'
9e&o"e !hey s!a"! ma%e s#"e !hey have a glass o& +a!e"0 %no+ +he"e !he !oile!s a"e0
he% i& !he"e is any!hing else !hey need'
Ens#"e yo# a"e "eady !o s!a"! on !ime'
I& yo# a"e in!"od#ing !hem he% ho+ !hey +an! !o be in!"od#ed and ho+ !o
p"ono#ne !hei" name0 many s!o"y!elle"s a"e happy !o in!"od#e !hemselves'
Sho+ !he s!a&& !ha! yo# val#e !he s!o"y!elle"2s +o"% by inl#ding manage"s'
Avoid in!e""#p!ions d#"ing !he session'
A! b"ea% !imes0 i& !he s!o"y!elle" has 6oined yo# in !he "e&"eshmen! a"ea0 ens#"e !hey
a"e inl#ded in !he onve"sa!ion'
A#er!ard('
Give !he s!o"y!elle" some &eedba% 5 +ha! +en! +ell0 any one"ns' '
Ens#"e paymen! is sen! p"omp!ly'
7age @
Society for Storytelling
USING STORYTELLING IN ORGANISATIONS
STORYTELLING IN ORGANISATIONS WEBSITES
Riha"d Seel +++'ne+5pa"adigm'o'#%As!o"y'h!m
S!eve Denning 5 &o"me" p"og"am di"e!o"0 %no+ledge managemen! a! The (o"ld 9an% and
a#!ho" o& The Spring-board: How Storytelling Ignites Action in Knowledge-Era
Organizations. BThe +ebsi!e &o" b#siness and o"ganiCa!ional s!o"y!ellingD
+++'s!evedenning'omAlea"n'h!m
Golden Fleee +++'s!o"ya!+o"%'om
S!o"y!elling 4 7asspo"! !o !he ;8
s!
Cen!#"y0 La""y 7"#sa%0 I9=0 e! al
+++'"ea!ing!he;8s!en!#"y'o"g
Eno+ledge managemen! 4 N)S
+++'nelh'nhs'#%A%no+ledge5managemen!A%m;As!o"y!ellingF!ool%i!'asp
S!"a!egi 7lanning Soie!y 5 S!"a!egi S!o"y!elling in O"ganisa!ions =as!e"lass0 Shell0
=GS0 9ody Shop0 I9= and >= a"e &inding help&#l in !he a"! o& !he S!o"y!elle"'
h!!p/AA+++'sps'o"g'#%A+o"%shopsF;'h!m
Se!h Eahan0 (o"ld 9an% 5 S!o"y!elling and !he =ode"n O"ganiCa!ion
h!!p/AA+++'se!h%ahan'omAReso#"esFH9"inging9#siness'h!ml
Eno+ledge SoialiCa!ion 7"o6e! a! I9= Resea"h0 E3e#!ive S#mma"y/
The Eno+ledge SoialiCa!ion p"o6e! is a "esea"h p"o6e! being ond#!ed a! I9=:s T'I'
(a!son Resea"h Cen!e"'
The p"o6e!:s goals in b"ie& a"e/
To iden!i&y ho+ s!o"ies an be bes! inl#ded in a %no+ledge managemen! e&&o"! 55 ho+
bes! !o olle! !hem0 o"ganiCe !hem0 p"esen! !hem0 and p"ovide &aili!ies !o sea"h
!h"o#gh !hem and naviga!e among !hem'
To iden!i&y ho+ !ehnology an be bes! applied !o !he #se o& s!o"ies in a %no+ledge
managemen! e&&o"!'
To iden!i&y ho+ !he #se o& s!o"ies as a %no+ledge managemen! a!ivi!y an be
s#ppo"!ed and enhaned a! I9='
h!!p/AA+++'"esea"h'ibm'omA%no+soA

7age J