advocacy symposium 2016

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Vancouver, CAN (Global HQ) • Boston, USA • Los Angeles, USA • Nottingham, UK

A PRESENTATION BY

Stephen AbramPhil Green

May 18, 2016

A PRESENTATION BY

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Using Metrics and StoriesWhat Does Success Really Look Like?: A Conversation with Stephen Abram

Sarah Nichols

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It’s a cliché, but we really do live in interesting

times.

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Sarah Nichols

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Today’s Outline1.What is a measurement?2.What do we use them for?3.What is a story?4.What is a story’s purpose?5.Now, how do we craft great,

impactful stories?6.What are our next steps?

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What is measurement?

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1.Statistics are not enough!What is measurement?

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1.Statistics are not enough!2.Measurements are two or more

statistics which, in combination, show directionality, insight, or highlight a point.


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1.Statistics are not enough!2.Measurements are two or more

statistics which, in combination, show directionality, insight, or highlight a point.

3.They are best kept short, large and visual.


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What do we use measurements for?

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In special libraries:1.Monthly or regular

reports


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reports2.Business cases


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reports2.Business cases3.Justifications


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reports2.Business cases3.Justifications4.Feasibility studies


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In public libraries:1.Monthly or regular

reports2.Business cases3.Justifications4.Feasibility studies5.Marketing and

positioning


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In his book The Springboard, Steve Denning describes these stories as “less a vehicle for communication of large amounts of information and more a tiny fuse that ignites a new story in the listeners’ minds, which establishes new connections and patterns in the listeners’ existing information, attitudes and perceptions.”

What is a story?

Sarah Nichols

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In special libraries:1.Testimonials

What is a story?

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In special libraries:1.Testimonials2.Elevator stories3.Water cooler / meetings prep4.Coffee break stories (Starbucks)5.Lunch stories (or hot dog cart)6.Corporate events conversations7.Social media hits

What is a story?

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What is a story’s purpose?

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1.To connect our emotional brain with our logical brain.


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1.To connect our emotional brain with our logical brain.

2.To move minds, and connect with users and decision-makers on their level of goals and dreams.


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How do we crafta great story?

Highly recommended reading:The idea of a springboard story was first explained in the book, The Springboard: How Storytelling Ignites Action in Knowledge-Era Organizations published by Butterworth Heinemann, in October 2000.

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1.Testimonials


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1.Testimonials2.Know the internal social

relationships


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relationships 3.Embed ourselves in the visible

social relationships (meetings, presentations, intranet, social media)


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relationships 3.Embed ourselves in the visible

social relationships (meetings, presentations, intranet, social media)

4. It takes practice…


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Crafting a springboard story1.Must be a “story” with a beginning, middle and end that is relevant to the

listeners. 2.Must be highly compressed – the original springboard story contained 29

words. 3.Must have a hero – the story must be about a person who accomplished

something notable or noteworthy. 4.Must include a surprising element – the story should shock the listener out of

their complacency. It should shake up their model of reality. 5.Must stimulate an “of course!” reaction – once the surprise is delivered, the

listener should see the obvious path to the future.6.Must embody the change process desired, be relatively recent and “pretty

much” true.7.Must have a happy ending.

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What are your next steps?

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1.Know your ‘right’ numbersWhat are your next steps?

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1.Know your ‘right’ numbers2.Know your ‘right’ measurements


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1.Know your ‘right’ numbers2.Know your ‘right’ measurements3.Start surveys/polls on the question

and project level


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and project level4.Gather testimonials – keep a file


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and project level4.Gather testimonials – keep a file5.Develop a sharing stories plan/schedule


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and project level4.Gather testimonials – keep a file5.Develop a sharing stories plan/schedule6.Get visual


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and project level4.Gather testimonials – keep a file5.Develop a sharing stories plan/schedule6.Get visual7.Share and practice


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Springboard Storytellinghttp://www.creatingthe21stcentury.org/springboardstory.html

Springboard Storieshttp://thinksmart.typepad.com/convergence_2005/files/springboard_stories.pdf

Read these

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Q&A

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A PRESENTATION BYTHANK YOU FOR ATTENDING

Vancouver, CAN (Global HQ) • Boston, USA • Los Angeles, USA • Nottingham, UK

www.lucidea.com

Stephen AbramA PRESENTATION BYTHANK YOU FOR ATTENDING

Thank You!

www.lucidea.com

Sarah Nichols

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advocacy symposium 2016

Government & Nonprofit