transformational communications: the science of storytelling
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Transformational Communications: The Science of Storytelling Presented at a conference for The Sales Association, November 8, 2012.TRANSCRIPT
Transformational Communications:
The Science of Storytelling
Lynn Hazan, Lynn Hazan & Associates
Copyright 2012 by Lynn Hazan & Associates • lhazan.com
“It is by logic that we prove,
but by intuition that we discover.”
Henri PoincaréFrench mathematician, theoretical physicist,
engineer, and a philosopher of science
Copyright 2012 by Lynn Hazan & Associates • lhazan.com
Is there a scientific approach to storytelling?
Copyright 2012 by Lynn Hazan & Associates • lhazan.com
Why storytelling?
Narrative - sticky in the brain Appeal to emotions If it’s memorable, it’s remembered
Copyright 2012 by Lynn Hazan & Associates • lhazan.com
Why storytelling?
Authentic Honest, transparent Builds trust It’s repeatable
Copyright 2012 by Lynn Hazan & Associates • lhazan.com
“Storytelling is the singular most powerful
technique for any organization or business to
attract attention and trigger word of mouth
buzz that will ultimately enhance leadership
positioning.”
David Henderson,
Author and Media Strategist, davidhenderson.com
Copyright 2012 by Lynn Hazan & Associates • lhazan.com
We live in VUCA times…
V - Volatile U - Uncertain C - Complex A - Ambiguous
Derived from military vocabulary in the 1990’s
Copyright 2012 by Lynn Hazan & Associates • lhazan.com
The VUCA Antidote
Vision
Barb Cheng, founder, president,
and CEO of Executive Core
With a clear vision, creative space opens up for innovations.
Copyright 2012 by Lynn Hazan & Associates • lhazan.com
Listening and understanding can help leaders discover new ways of thinking and acting.
The VUCA Antidote
Vision Understanding
Barb Cheng, founder, president,
and CEO of Executive Core
Copyright 2012 by Lynn Hazan & Associates • lhazan.com
Clarity works because people are so confused that they grasp at anything that helps them make sense out of chaos.
The VUCA Antidote
Vision Understanding Clarity
Barb Cheng, founder, president,
and CEO of Executive Core
Copyright 2012 by Lynn Hazan & Associates • lhazan.com
Leaders must be ready for surprises. Have practices which support agility.
The VUCA Antidote
Vision Understanding Clarity Agility
Barb Cheng, founder, president,
and CEO of Executive Core
Copyright 2012 by Lynn Hazan & Associates • lhazan.com
David Henderson on storytelling:
1. Emotional
2. Logical
3. Analytical
Copyright 2012 by Lynn Hazan & Associates • lhazan.com
David Henderson on storytelling:
Human dimension Bonding Shared experience Risky because imperfect
Copyright 2012 by Lynn Hazan & Associates • lhazan.com
“Leadership is essentially a task of
persuasion, of winning people’s
minds and hearts.”
Stephen Denning
Copyright 2012 by Lynn Hazan & Associates • lhazan.com
7 Story Types: Who we are - Identity Springboard - Spark action Transmit values Communicate who the firm is
(Branding) Foster collaboration Tame the grapevine Share knowledgeThe Leader’s Guide to Storytelling by Stephen Denning
Copyright 2012 by Lynn Hazan & Associates • lhazan.com
Who we are – Identity Build trust - get to know person’s
background and history
The Chris Vasquez Story
Senior Account Manager at CCC Technologies Inc.
Copyright 2012 by Lynn Hazan & Associates • lhazan.com
Who we are – Identity
The Chris Vasquez Story
Family, Results Oriented, Competitive, Fun, Imagination
Copyright 2012 by Lynn Hazan & Associates • lhazan.com
Springboard Spark Action - visualize large-scale
transformation, act to realize it
Lynn in Ethiopia
Copyright 2012 by Lynn Hazan & Associates • lhazan.com
Transmit Values
Feels familiar to audience, rings a bell.
Prompts discussion.
The Container Store
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7 Core Values – McLane Co.
Respect for Individual Effective Communications Pride Creating Environment for Personal
Growth Open Door Policy Teamwork Commitment
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Communicate who the firm is (Branding)
“Our people transformed an idea into a legend. That legend will continue to grow only so long as it is
nourished by our people’s indomitable spirit, boundless energy, immense goodwill and burning desire to excel.”
Herb Kelleher, former CEO
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Foster collaboration
Deanie Elsner Executive Vice President
and President of Beverages for Kraft Foods North America
Revitalized Gevalia brand in Europe
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Share knowledge
Walgreens - Former CEO sharing story about employees and the prom
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Be a Leader
Adaptive capacity Shared meaning or common vision Distinctive and compelling voice Do the right thing Sense of integrity
From Geeks and Geezers: How Era, Values and Defining Moments Shape Leaders, by Warren G. Bennis and Robert J. Thomas
Copyright 2012 by Lynn Hazan & Associates • lhazan.com
Could this be you?
Could this be your company?
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Telling Your Story
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The Hemmingway Challenge
Write a story
in only 6 words
Copyright 2012 by Lynn Hazan & Associates • lhazan.com
“For Sale. Baby shoes. Never worn.”
Copyright 2012 by Lynn Hazan & Associates • lhazan.com
What’s your Story?
Write your story in only 6 words
Lynn’s story as a recruiter:
Passionate recruiter loves placing superb talent!
Copyright 2012 by Lynn Hazan & Associates • lhazan.com
Techniques for In-Person Storytelling
Tone of voice - avoid monotone/modulate
Facial expressions, gestures, posture Eye contact Don’t hide behind
the podium The uncrowded
stage: own the space
Copyright 2012 by Lynn Hazan & Associates • lhazan.com
The Music of Storytelling
Transitions Pauses Rhythm and tempo, repetition Integrate with music Appeal to the five senses
Copyright 2012 by Lynn Hazan & Associates • lhazan.com
Your Storytelling Practice
Practice makes perfect Develop your own style Rehearse in front of the
mirror Get a coach Incubate - ideas,
techniques gel It’s okay to make
mistakes
Copyright 2012 by Lynn Hazan & Associates • lhazan.com
How to Source Material
Content is all around you Interview your customers? It’s a process, step by step Success breeds success Top-down and bottom-up Walk around management style
Copyright 2012 by Lynn Hazan & Associates • lhazan.com
Components of a Story
Think of the 5 W’sStructure: beginning, middle, end Issue: conflict, drama, problemCharacter: staff, president, clientsLocation: at work, on the roadTime: day, night, seasonResolution: happy ending or not
Copyright 2012 by Lynn Hazan & Associates • lhazan.com
Themes
The Journey Employee as Hero Transformation Overcoming Adversity
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Footsteps Activity
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Your turn….Your Story will Find You
Close your eyes Think of incident that impacted on
you W5: Who, What, When, Where, Why What feelings or emotions came up? Resolution?
Copyright 2012 by Lynn Hazan & Associates • lhazan.com
Paired Share with your Neighbor
Remember your 5 senses Keep it simple What kind of story
do you want to tell? Give your story a title
Copyright 2012 by Lynn Hazan & Associates • lhazan.com
Evaluate Your Story
Why did I tell the story? Believable? Relate to it? Human element? How did it feel to be
the listener?
Copyright 2012 by Lynn Hazan & Associates • lhazan.com
“Management fads come and go, but storytelling
has been around forever. If telling stories has
lasted this long, there is probably something to
it.”
David Armstrong, CEO: Armstrong Industries
from Managing by Storying Around
Copyright 2012 by Lynn Hazan & Associates • lhazan.com
Go forth and tell!
Connect with me on Linkedin:
Lynn Hazan
Follow me on Twitter:
lynnhazan
Lynn [email protected]
www.lhazan.com
312-863-5401
Copyright 2012 by Lynn Hazan & Associates • lhazan.com
Resources
Have a Kind Week, Dan Jorndt The Leader’s Guide to Storytelling: Mastering the
Art and Discipline of Business Narrative, Stephen Denning
The Springboard: How Storytelling Ignites Action in Knowledge-Era Organizations, Stephen Denning
Managing by Storying Around: A New Method of Leadership, David Armstrong
The Media Savvy Leader: Visibility, Influence and Results in a Competitive World, David Henderson