transformative storytelling - besocialchange - may 2015

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Lee-Sean Huang / [email protected] / @leesean Transformative Storytelling BeSocialChange May 2015 @leesean FOOSSA

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Lee-Sean Huang / [email protected] / @leesean

Transformative Storytelling

BeSocialChange

May 2015

@leesean FOOSSA

@leesean @leesean FOOSSA

Transformative Storytelling

1. Intro and Goals

2. Overview

3. Going Deeper

4. Discussion

5. Wrap Up and Next Steps

Why Storytelling?

@leesean @leesean FOOSSA

@leesean FOOSSA

“The #1 business skills for the next 5 years” https://www.linkedin.com/pulse/20130802112108-7374576-this-will-be-the-1-business-skill-of-the-next-5-years

- LinkedIn

“A strategic tool with ‘irresistible power’” https://hbr.org/2014/03/the-irresistible-power-of-storytelling-as-a-strategic-business-tool/

- Harvard Business Review

“The major business lesson of 2014” http://www.entrepreneur.com/article/239142

- Entrepreneur Magazine

Stories

help us make sense of the world

help us define our identity

help us connect with each other

are the building blocks of culture{http://www.psychologytoday.com/collections/201106/the-power-stories/direct-hit

Lee-Sean Huang / [email protected] / @leesean

http://www.journeyofhearts.org/kirstimd/tellstory.htmLee-Sean Huang / [email protected] / @leesean

Clay Shirky

http://www.youtube.com/watch?v=IyeihMTB2mE"feature=share"t=19m35s

“Stories organize our sense of reality.

Stories are how we process facts.

Stories are like food we consume that helps us turn into who we are.”

@leesean FOOSSA

Dr. Kirsti A. Dyer

http://www.journeyofhearts.org/kirstimd/tellstory.htm

“Storytelling is a part of life, intrinsic to most cultures. They help people make sense of the world--life's experiences, dilemmas and hardships.

Stories can educate, inspire and build rapport. They are a means of communicating, recreating, and helping preserve cultures by translating memories into a more concrete manner that can be handed down verbally or in written form.

Telling the story can provide the opportunity to gain a deeper understanding of one's experiences and oneself. “

http://www.psychologytoday.com/collections/201106/the-power-stories/direct-hit

Lee-Sean Huang / [email protected] / @leesean

http://www.journeyofhearts.org/kirstimd/tellstory.htm

@leesean FOOSSA

@leesean FOOSSA

“Storytelling comes naturally

to humans, but since we live

in an unnatural world, we

sometimes need a little help

doing what we’d naturally do.”

- Dan Harmon, Writer

@leesean FOOSSA

Stories1. are everywhere

2. are personal

3. connect us with each other

4. have a purpose or goal

5. embody values

6. have shapes/structures

7. are made up of moments

8. spark the senses & emotions

@leesean @leesean FOOSSA

Stories are just the beginning

1. Tell stories to spark action

2. Build a path to leveling up

3. Create a common identity

4. Share the social “source code” (tools,

methodologies, manifestos)

@leesean @leesean FOOSSA

Why are you here today?

Why are you here today?

Why are you here today?

Why are you here today?

Why are you here today?

WHAT?

Lee-Sean Huang / [email protected] / @leesean @leesean FOOSSA

HOW?

WHY?

@leesean FOOSSA

Stories1. are everywhere

2. are personal

3. connect us with each other

4. have a purpose or goal

5. embody values

6. have shapes/structures

7. are made up of moments

8. spark the senses & emotions

14

Lee-Sean Huang / [email protected] / @leesean @leesean FOOSSA

@leesean FOOSSA

MiLES (Made in the Lower East Side)

@leesean FOOSSA

MiLES (Made in the Lower East Side)

Every THING has a story. Artifacts tell stories too.

@leesean @leesean FOOSSA

18Lee-Sean Huang / [email protected] / @leesean

Artifacts

@leesean FOOSSA

Cultural

19Lee-Sean Huang / [email protected] / @leesean @leesean FOOSSA

20

https://sugru.com/

The Blue Lace Project

Lee-Sean Huang / [email protected] / @leesean @leesean FOOSSA

21

http://www.kickstarter.com/projects/jakehimself/the-bluelace-project-a-revolution-built-one-foot-a

http://articles.latimes.com/2013/nov/19/news/la-ar-blue-lace-project-20131119

Lee-Sean Huang / [email protected] / @leesean @leesean FOOSSA

@leesean @leesean FOOSSA

Ask your partner the story

behind an object/artifact

that they have.

@leesean FOOSSA

Stories1. are everywhere

2. are personal

3. connect us with each other

4. have a purpose or goal

5. embody values

6. have shapes/structures

7. are made up of moments

8. spark the senses & emotions

@leesean FOOSSA

MiLES (Made in the Lower East Side)

Founder Eric Ho in the New York Times

Everyone has a story.

Everyone is a storyteller.

@leesean @leesean FOOSSA

Who am I?

Who are you?

@leesean @leesean FOOSSA

@leesean @leesean FOOSSA

What’s the story behind

your name?

28

Lee-Sean Huang / [email protected] / @leesean

Lee Sean@leesean @leesean FOOSSA

@leesean @leesean FOOSSA

What’s the story behind

your company’s name?

Lee-Sean Huang / [email protected] / @leesean @leesean FOOSSA

User Experience

Strategic Storytelling

Community Management

Movement Building

Community Centered

Design

Lee-Sean Huang / [email protected] / @leesean @leesean FOOSSA

32

We research behavioral, cultural and technological insights to identify opportunities for innovation.

Lee-Sean Huang / [email protected] / @leesean @leesean @leesean FOOSSA

RESEARCH

33

We advise and train teams in community- centered design, storytelling, and social innovation.

Lee-Sean Huang / [email protected] / @leesean @leesean @leesean FOOSSA

STRATEGY

34

We craft brand experiences and build business models to grow communities, shape cultures and scale enterprises.

Lee-Sean Huang / [email protected] / @leesean @leesean @leesean FOOSSA

DESIGN

@leesean FOOSSA

Stories1. are everywhere

2. are personal

3. connect us with each other

4. have a purpose or goal

5. embody values

6. have shapes/structures

7. are made up of moments

8. spark the senses & emotions

36

Lee-Sean Huang / [email protected] / @leesean @leesean FOOSSA

MiLES (Made in the Lower East Side)

Marshal Ganz

Elements of a Public Story

A story of self: why you were called to what you have been called to.

A story of us: what your constituency, community, organization has been called to its shared purposes, goals, vision.

A story of now: the challenge this community now faces, the choices it must make, and the hope to which “we” can aspire.

@leesean FOOSSA

Marshal Ganz

Telling Your Public Story

A good story public story is drawn from the series of choice points that have structured the “plot” of your life – the challenges you faced, choices you made, and outcomes you experienced.

@leesean FOOSSA

39

http://wearethe99percent.tumblr.com/

We are the 99%

@leesean FOOSSA

40

http://wearethe15percent.com/post/52232149870/in-may-cheerios-posted-this-new-commercial-on

We are the 15%

@leesean FOOSSA

41

http://emuscampaign.org/

@leesean FOOSSA

Lee-Sean Huang / [email protected] / @leesean @leesean FOOSSA

@leesean FOOSSA

@leesean FOOSSA

Stories1. are everywhere

2. are personal

3. connect us with each other

4. have a purpose or goal

5. embody values

6. have shapes/structures

7. are made up of moments

8. spark the senses & emotions

@leesean FOOSSA

“A company without a story is usually

a company without a strategy.”

- Ben Horowitz, Co-Founder, Andreesen Horowitz

47

Elements of (Narrative) Strategy

@leesean @leesean FOOSSA

* Purpose

* Plan

* Sequence of Actions

* Measurable Goal

48

Elements of (Narrative) Strategy

@leesean

* Purpose

* Plan

* Sequence of Actions

* Measurable Goal

Narra

tive/S

tory

@leesean FOOSSA

@leesean @leesean FOOSSA

50

@leesean @leesean FOOSSA

51

@leesean @leesean FOOSSA

@leesean @leesean FOOSSA

* Purpose

* Plan

* Sequence of Actions

* Measurable Goal

Developing a Narrative Strategy

@leesean

1. Current State: Where are you now?

2. Desired State: Where do you want to be?

3. Document and Share. Visualize.

4. Prioritize.

5. Simplify.

6. Test. Recalibrate. Repeat.

@leesean FOOSSA

@leesean FOOSSA

Stories1. are everywhere

2. are personal

3. connect us with each other

4. have a purpose or goal

5. embody values

6. have shapes/structures

7. are made up of moments

8. spark the senses & emotions

55

Manifestos

Lee-Sean Huang / [email protected] / @leesean @leesean FOOSSA

Lee-Sean Huang / [email protected] / @leesean @leesean FOOSSA

Lee-Sean Huang / [email protected] / @leesean @leesean FOOSSA

Lee-Sean Huang / [email protected] / @leesean @leesean FOOSSA

Lee-Sean Huang / [email protected] / @leesean @leesean FOOSSA

Lee-Sean Huang / [email protected] / @leesean

Our ValuesWe believe that increased participation by youth and members of the emerging middle class in the political process will help bring about greater accountability and transparency.

We are non-partisan and independent. We don’t accept money from government or political parties.

We believe that the internet can serve as a school for a more robust democracy.

We are committed to open source sharing. We value remix and reuse.

@leesean FOOSSA

@leesean @leesean FOOSSA

What are your

brand values?

@leesean FOOSSA

Stories1. are everywhere

2. are personal

3. connect us with each other

4. have a purpose or goal

5. embody values

6. have shapes/structures

7. are made up of moments

8. spark the senses & emotions

1 strong start

2 emotional

climax 3 desired

outcome

65

Lee-Sean Huang / [email protected] / @leesean @leesean FOOSSA

@leesean FOOSSA

Lee-Sean Huang / [email protected] / @leesean @leesean FOOSSA

@leesean FOOSSA

Problem-Solution

Opportunity-Obstacle-Choice

@leesean FOOSSA

FOR____________

ONLY___________

BECAUSE________

http://www.markpollard.net/how-to-position-your-business-in-3-sentences/

@leesean @leesean FOOSSA

What is the shape/

structure of your story?

Ira Glass

2 Basic Building Blocks of a Story

(1) The anecdote (2) The moment of reflection

In a good story you need both -- you can flip back and forth between the two. The Anecdote and the Moment of Reflection are interwoven to make a story.

http://www.presentationzen.com/presentationzen/2007/03/ira_glasstips_o.html

Ira Glass

(1) The anecdote, a sequence of actions, a story in its purest form, one thing following from another (rather than just disjointed "facts").

"The Power of the anecdote is so great...No matter how boring the material is, if it is in story form...there is suspense in it, it feels like something's going to happen. The reason why is because literally it's a sequence of events...you can feel through its form [that it's] inherently like being on a train that has a destination...and that you're going to find something..."

http://www.presentationzen.com/presentationzen/2007/03/ira_glasstips_o.html

Ira Glass

(1a) Raise questions.

Provide the "bait" (the hook) The anecdote should raise a question right from the beginning. Implied in any question that you raise, however, is that you are going to answer it.

Constantly raise questions and answer them. The shape of the story is that you are throwing out questions and answering them along the way.

http://www.presentationzen.com/presentationzen/2007/03/ira_glasstips_o.html

Ira Glass

(2) The moment of reflection.

What is the key point? What does this all mean? Why have I asked you to sit and listen for 30 min, etc. It is not just a series of facts/events.

Many people get the first part, they tell an interesting sequence of events, but in the end it fails because it doesn't say anything new, it did not have meaning. And sometimes people have the reflection part and the question is clear in their mind, but they fail to put it in a sequence that compels people to follow and engage.

http://www.presentationzen.com/presentationzen/2007/03/ira_glasstips_o.html

@leesean @leesean FOOSSA

Share an anecdote.

@leesean FOOSSA

Stories1. are everywhere

2. are personal

3. connect us with each other

4. have a purpose or goal

5. embody values

6. have shapes/structures

7. are made up of moments

8. spark the senses & emotions

“I’m an author of moments”

Nesby Phips

Loglines Stories can be condensed.

@leesean @leesean FOOSSA

Charlie Brown is finally invited to a Halloween party; Snoopy engages the Red Baron in a dogfight; and Linus waits patiently in the pumpkin patch for the Great Pumpkin.

@leesean FOOSSA

Charlie Brown is finally invited to a Halloween party; Snoopy engages the Red Baron in a dogfight; and Linus waits patiently in the pumpkin patch for the Great Pumpkin.

—Logline for It's the Great Pumpkin, Charlie Brown

It's the Great Pumpkin, Charlie Brown

A 17th Century tale of adventure on the high seas where a roguish yet charming captain joins forces with a young blacksmith in a gallant attempt to rescue the Governor of England's daughter and reclaim his ship.

@leesean FOOSSA

Pirates of the Caribbean

A young man and woman from different social classes fall in love, must outwit her abusive fiancé, and find a way to survive aboard an ill-fated voyage at sea.

@leesean FOOSSA

Titanc

Movement Loglines

92

Tea Party

Freedom is under assault in our country. We will band together to restore freedom in America.

Slow Food

Started as a protest against McDonald’s in Rome, we are now a worldwide movement advocating for good, clean, fair food.

Occupy

From NYC and around the world, we are fighting back against the corrosive power of major banks and multinational corporations over the democratic process.

@leesean FOOSSA

@leesean @leesean FOOSSA

“We are the 99%”

@leesean @leesean FOOSSA

6 word stories. “For sale. Baby shoes. Never worn.”

https://twitter.com/sixwordstories

@leesean FOOSSA

Stories1. are everywhere

2. are personal

3. connect us with each other

4. have a purpose or goal

5. embody values

6. have shapes/structures

7. are made up of moments

8. spark the senses & emotions

Do Good Design Delight

@leesean @leesean FOOSSA

@leesean FOOSSA

MiLES (Made in the Lower East Side)

@leesean FOOSSA

MiLES (Made in the Lower East Side)

99

Lee-Sean Huang / [email protected] / @leesean @leesean FOOSSA

@leesean FOOSSA

Stories1. are everywhere

2. are personal

3. connect us with each other

4. have a purpose or goal

5. embody values

6. have shapes/structures

7. are made up of moments

8. spark the senses & emotions

@leesean @leesean FOOSSA

Stories are just the beginning

1. Tell stories to spark action

2. Build a path to leveling up

3. Create a common identity

4. Share the social “source code” (tools,

methodologies, manifestos)