Archives for posts with tag: Organizational storytelling
Lisa's e-booklet is available on her Story Coach site

Lisa's e-booklet is available on her Story Coach site

Story practitioners of every stripe work with individuals and organizations to craft the narratives that will sell their services, attract clients, build trust, and impact a company’s culture or bottom line. For Story Coach Inc.‘s Lisa Bloom finding the compelling story is key to success. Subscribers to Lisa’s business-building e-zine, “Kachanga!”, receive a free copy of her booklet, “5 Common Mistakes People Make that a Good Story Can Fix”.

The five mistakes Lisa singles out are:

  1. Confusing your audience
  2. Alienating your audience by using marketing and sales language
  3. Not giving your audience clear direction
  4. Not connecting emotionally with your audience
  5. Not sharing your passion—leaving your audience cold

The solution to all these mistakes is to craft a compelling story. The how-to of that crafting is what Story Coach offers, including teleseminars that meet the requirements for continuing education credits through Continuing Coaching Education, International Coach Federation.

In the November 12, 2009 issue of IAC Voice (blog of the International Association of Coaching), Lisa writes:

Businesses in every industry, including coaching, are discovering that as we develop our storytelling skills, we learn how to better market our services by creating our own compelling story–the authentic story of what we can offer. It is the story that people remember, it is the story that has the potential to attract clients, it is the story that is becoming increasingly recognized as an effective business tool.

Likewise, as we develop advanced “storylistening” skills, we can better understand the stories that our prospective clients tell us. From that, our sales and marketing process becomes more exact and this helps us grow our business and break through to a new level of success.

Check out Lisa’s Web site and blog for more.

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Google is always thinking up some new way to keep people coming back to its search engine. Frankly, they’re pretty brilliant.

One of Google’s latest brilliant ideas is Google Search Stories. You’ve probably seen the one about the American finding love in Paris.

Now they’ve made it easy for anyone to create a search story. So I decided to tell the wandering path of my professional career in the seven steps allowed. (You can create your own, with infinite steps, but on Google Search Stories you have to pare it to seven.)

Here it is: my life in searches.

Come to think of it, I may never forgive the financial advisor who persuaded me not to invest in Google when they went public.

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“There is no conclusion in science; it is a continual and recursive process of story testing.” ~ Paul Grobstein

Eggs Benedict. Boiled eggs. Fried, scrambled, poached, coddled eggs. Huevos rancheros, omelettes, eggnog. Just listing them makes me drool. Yellow and white killers in a crusty shell? Or nature’s little health miracle? It’s all in the science, and science is all in the story.

For many years, I worked with organizations and systems that worshiped at the feet of science. This was generally defined as peer-reviewed studies published in peer-reviewed journals. The “gold standard” was the randomized clinical trial.

The minor gods in service of the ideal were quantitative methods that produced numbers that could be compared, graphed, and used to substantiate or reject the need for some project, methodology or program.

Qualitative methods were suspect, dealing, as they did, with the messiness of human nature. Results were often dismissed as interesting but no more valid than an informed guess.

Of course, both quantitative and qualitative methods produce useful stories that summarize current knowledge. What neither produces is Truth, that shy and elusive deity who is sought but never found.

Basket of eggs

The humble and much-maligned egg from woodleywonderworks ' photostream on Flickr

Take, for example, the simple and much-maligned egg. After years during which eggs were dangerous to our health, scientists have exonerated the humble barnyard gifts.

During the egg-as-demon years, I had numerous disagreements with colleagues and friends who insisted research was objective. They viewed my refusal to give up eggs as an attack on the scientific method and an absurdly unhealthy choice.

What was really at work in my stubborn brain was the sense that research is based on stories, and stories change. I just waited them out and quietly went on eating eggs.

So I chuckled when I ran across an essay by Paul Grobstein, a neurobiologist, biologist, philosopher, and educator at Bryn Mawr. In “Science as story telling and story revising”, he writes, “the scientific method cannot validate universal claims; so scientific stories should never be regarded as candidates (or competitors) for ‘Truth’. And they are true only insofar as one is satisfied with the provisional, i.e., with a story that summarizes all observations made up to the present.”

I wish I had had a copy of Grobstein’s essay to hand out during my years in community development. Whatever methods we used, qualitative or quantitative, to evaluate the projects and programs in which I was involved, the best we could offer was a story.

The story was based on what we hoped would happen at the outset, mixed with what we observed along the way, and blended with what we learned as we reflected on the whole process. Into that mix we threw the stories of other researchers, evaluators, and participants who had contributed their observations, learnings, and reflections.

To be honest, I have to say that the people with whom I shared those stories over the years were very receptive. But it might have eased the worries of others, particularly those who were allies in the search for ongoing funding, if I could have shared Grobstein’s observation with them: “As summaries of observations, scientific stories are only as good as the breadth of observations they summarize, so the more people contributing observations the better. In addition to the observations, however, one needs the stories to summarize them, stories that in turn influence what new observations are made and what significance is attached to them….The more people, the more observations, the more stories the better.”

In the search for the Holy Grail of Truth, science’s latest stories are important. They are also incomplete, based, as they are, on current observations filtered through the lens of experience and belief the scientists brought to bear on their experimental methodology.

Maybe we should think of research findings and qualitative evaluations as interim truths. It would help us remember a quotation attributed to Albert Einstein:

Whoever undertakes to set himself up as a judge of Truth and Knowledge is shipwrecked by the laughter of the gods.

Grobstein, P. (2005). Revisiting science in culture: Science as story telling and story revising. Journal of Research Practice, 1(1), Article M1. Retrieved April 13, 2010, from http://jrp.icaap.org/index.php/jrp/article/view/9/18

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Eye-catching logo for the Our Stories conference

Our Stories conference logo

Without a doubt, the best organizational storytelling conference I’ve ever participated in was the Our Stories conference in 2007. Sponsored by Vancouver (Canada) Coastal Health, it drew an enthusiastic audience of 230 health professionals.

The conference co-sponsors were AHIP, the Aboriginal Health Initiative Program, and the Sharon Martin Community Health Fund. AHIP’s co-sponsorship and the focus on storytelling were what attracted a large contingent of First Nations and Métis participants.

That added richness and depth. Roughly half the participants came from cultural traditions that honor stories and storytelling. Their presence gave non-indigenous attendees the freedom to set aside, at least for two days, some of their (and their bosses’) worries about whether or not a storytelling conference could be justified in fiscal and temporal terms.

Graphic notes

Session notes were recorded graphically

The intent of Our Stories was “to build community capacity by supporting all stakeholders to:

  • Explore how stories can be used in reporting, funding applications, and communications with others.
  • Brainstorm cost effective ways to integrate storytelling into current or planned projects and programs.
  • Explore the use of spoken word, art, photography, videography, popular theatre and more to capture stories of change.”

It isn’t possible to capture ambience. Nor can a Web site show the joy of sharing discoveries and enthusiasm with other conference participants. But the Our Stories Web site has plenty of discoveries, food for thought, and even delight. On it you’ll find videos of the plenary sessions, PDFs of the presentations (including brief notes for my own, in the Foundations section), exercises, and graphic-recording images.

Story graphic

This graphic wove through the conference

Aline LaFlamme, a Métis woman who emceed the conference, beautifully summarized why the conference had a profound impact on all of us who came. Scroll down this page of the Our Stories site to see the video of her closing remarks. [There's a photograph of this beautiful and accomplished woman here.]

I transcribed the excerpt below, but do watch the video, which is powerfully moving. [Scroll down to near the bottom of the page and click on the video link below "Closing Remarks by Aline LaFlamme, Conference MC.]

I can’t really say enough about the importance of what has happened here.
Since contact between the people of this land and European people,
people of this land have always, always, always tried to speak
about the importance of storytelling.

It’s the way people were taught
from generation to generation to generation.
It was an inherent part of community. …

And we know that rich way of being in the world
and of sharing and building relationship
and of building a sense of self
was often ignored and invalidated and trampled.

So our voices and our ways of using our voices
that include spirit and heart were largely cast aside.…

It’s very significant to me that a large funder
and many, many, many other funders
and many people from all four directions
have come together
because all of us come from rich storytelling traditions.
If we go back to when we were more connected
to the land of our ancestors,
all of us come from rich storytelling communities and nations.
All of us do.…

And so, we’ve lived in this industrial world for a long time,
and in this industrial world we’ve largely cast off
many of those aspects of ourselves,
and we’ve come to kind of worship the intellectual ability,
the ability to quantify everything,
and we lost so much in doing that.

And so to me there’s huge significance
and huge healing between us as people,
for the people of this land and all the people that have come,
to say storytelling has great importance,
storytelling is valid,
and we’re going to promote it,
and we’re going to include it.

It’s a huge healing.

When our dear one spoke about residential school earlier,
and I know how many of our relatives
had blocks of wood put in their mouths and tied there
so they could not have a voice,
when I come to a conference that’s about telling stories,
it’s really casting off those blocks of wood
and those rags that held the wood in place.…

And if we can connect back to those good traditions,
it means we can go forward,
and we can bring this forward
to our children and our grandchildren.…

~Aline LaFlamme

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A few months into a new job as Food and Health Project Manager for Interior Health (the health authority that serves British Columbia’s southeast region), I was asked to lead a storytelling workshop at the Population Health conference.

The invitation was not totally out of the blue. Storytelling had been part of my community development work in northern B.C.

I figured a three-hour workshop would be easy, though the audience might be skeptical of the value of storytelling in a health context. I was well prepared until, a week before the conference, the terms changed.

The organizers had shifted their thinking. Storytelling would no longer be a sideshow. It would be the main attraction.

Two and a half days with administrators, managers, front-line staff…that’s an enormous investment of resources. It had to be worthwhile.

Naramata Centre

Naramata Centre, setting for the workshop

I had used a narrative approach in all my community development work. I had promoted storytelling as an essential part of any non-profit’s bag of tools. What I hadn’t done was preach the storytelling gospel to management and staff of a bureaucracy with 18,000 employees. I felt like a very small frog in an ocean-sized pool.

We started the first session sitting in a large circle. I looked at all my new colleagues and wondered if I could pull it off.

Introductions began. One of the first to speak was Dr. Paul Hasselback, the Chief Medical Health Officer. Whatever he said would help set the tone for the event.

I was nervous. If he were skeptical of the value of storytelling, others might be less inclined to set aside any doubts they had brought with them.

I needn’t have worried. A year before, he had participated in an invitational conference in in Montréal. Sponsored by the Canadian Health Services Research Foundation, the focus of the conference had been…storytelling. [Details below.]

Dr. Hasselback talked about storytelling in the context of research, evaluation, and policy direction. He said we needed to be better at translating our work for a lay audience. We needed to tell better stories.

I don’t know if the whole room relaxed, but I certainly did. This group of overly busy people had just been given permission to become storytellers. I had no doubt I was the right person to plant seeds in the soil Dr. Hasselback had loosened for me.

The evaluations were glowing, but I was most pleased by a direct and immediate result. Two days after the conference, one of the attendees opened a meeting with a story. This wasn’t just any meeting. It was a meeting called to deal with a particularly volatile issue. Staff came ready to pounce.

Naramata Centre waterfront

Beach at the Naramata Centre in British Columbia

The story, a metaphor for the controversy at hand, poured oil on the proverbial troubled waters. The temperature of the room dropped from boiling to warm. An explosive situation was defused.

Over the next few years, I had many opportunities to embed storytelling in the corporate culture of the health authority. I know I would have done it anyway, however the initial workshop had turned out. Storytelling has been part of my work since before I even knew what to call it.

But it made a difference to everything that came afterward that my new colleagues “got” it and gave me permission to share it.

***********

In March 2003 the annual conference of the Canadian Health Services Research Foundation brought together “150 managers, policy makers, and health services researchers to understand the use and abuse of stories, but also to enhance their ability to effectively use stories and anecdotes to bring research to life and encourage evidence-based decisions.”

The conference report, “Once Upon a Time…The Use and Abuse of Storytelling and Anecdote in the Health Sector”, is organized in four sections:

  1. The Abuse of Stories and Anecdotes in the Health System
  2. Stories and Anecdotes in Health Services Research, Management, and Policy
  3. Characteristics of Effective Stories in the Health Sector
  4. Towards Evidence-Based Stories
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When it comes to evaluating a project, the people who dreamed it into being are the ones who know it most intimately. In the non-profit world, that can mean people with limited or no experience in measuring outcomes are asked to reduce their work to something that can be slotted into a form. That’s a bit like describing a butterfly by naming its color and antennae.

Rebecca's Café in Port Fairy

Rebecca's Café in Port Fairy

What those at the grassroots level can do best, better than anyone coming in as an outside expert, is tell the project’s stories. They know the three women who dreamed of opening a bakery. They helped them with start-up loans and training. They were amazed when one of those women learned to read and write so she could handle the fledgling company’s paperwork. Literacy was not being funded and won’t be measured, but the story of that unanticipated outcome may end up being the most compelling reason for the micro-lending project to continue.

Conveying the significance of a project’s stories has always been a challenge. Fortunately, there is a tool: Most Significant Change, a technique that gives stories the credibility that allows them to stand alongside other evaluation tools.

The technique grew out of a problem. Back in 1996 Rick Davies was working on a micro-credit project in Bangladesh, and Jess Dart was working on a family systems project in India. The projects had to be evaluated, but they involved multiple community and individual approaches that had no indicators in common.

Anyone who has worked in the non-profit world understands the dilemma. Funders and project sponsors need data. They need graphs and charts. They need solid evidence their money and attention are making a difference.

What people at the community level need is an evaluation that takes more into account than statistics. They know the hopes with which they began. They see the roadblocks that sent them in a new direction. They understand when an outcome may seem modest to an outsider but represents a giant step in the community. Reducing everything to easily measured outcomes can miss the most important impacts of the project.

Faced with the challenge of evaluating complex projects, Dart and Davies came up with separate methodologies. By Jess’s admission, Rick’s was better. Most Significant Change was born.

Their initial trial was a success. Jess made it the focus of her PhD. The two of them went on to develop a guide, which can be downloaded free. Now the methodology is used around the world, not as a stand-alone approach but as a powerful addition.

And it is all based on stories.

To explore Most Significant Change:

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During years of work in the field of community development, I’ve seen fantastic projects that popped with excitement. Even if their funders changed focus, the intrepid project leaders managed to tell the project’s story in a way that kept the dollars flowing in. Others dropped out of sight once initial funding ended.

There are many reasons some community projects are a brief flash and others glow on for years. But one thing that can improve the odds is storytelling.

It isn’t enough to do good work. You have to tell the story—to funders, media, clients, municipal government, and all the other audiences who can support the work.

There are lots of ways to go about that. We’ll explore some of them on Story Route and through links to the work of some talented story practitioners.

As a start, here’s a PowerPoint Theresa Healy and I prepared back in 2003 for a workshop we were doing with diabetes projects. The tips in it are still worth trying so we’re happy to share it with you here.

©2010 Cathryn Wellner and Theresa Healy

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As this 5:55-minute video opens, a blind beggar sits by his hand-lettered sign as people walk by. Some toss coins. Most ignore him.

We see a businessman, carrying a briefcase, walking toward the square. Will he give the man a coin? Walk by? We know the juxtaposition of rich and poor is important to the story, but we don’t know how until the end.

I don’t want to give this one away so will only say that this beautiful little film is a good example of how changing the story can change the outcome.

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We live in the age of citizen journalism. Stories that never reached a mass audience are now daily fare on the Web. Many of these stories lift the heart. Those told by witnesses to war sear the soul.

Last night we went to the University of British Columbia’s Distinguished Speakers series to hear Kevin Sites talk about his years of butting up against the limits of broadcast journalism. As an embedded reporter and a self-professed conflict junkie (my words, not his), Sites is passionate about waking people up to the horrors of war, for soldiers and civilians.

The story told in his book is horrifying. Sites hopes it will change the way we look at war.

Links to each chapter of Sites’ searing video, A World of Conflict, can be found on YouTube. Prepare to be disturbed.

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Religious leaders, teachers, grandparents, politicians, and advertisers have long understood the power of storytelling. In recent years business and organizational leaders have caught on, thanks, in part, to the work of people like Michael Margolis, Annette Simmons, Lori Silverman, Steven Denning, Seth Kahan, Shawn Callahan, and Rick Davies.

Now Michael Margolis offers the gift of a free download of his insightful small gem, Believe Me: a storytelling manifesto for change-makers and innovators.  In the introduction he sets the stage for his premise that our “vision, brand, and leadership need a bigger story.” He writes, “If you learn how to change the story, you can change anything.”

Margolis structures Believe Me as a story in three acts: How ideas become reality; Engaging the status quo; and Finding relevance. Each “act” begins with a story that provides an over-arching metaphor for the chapter’s content. As he builds the case for story as an essential business tool, the author makes an equally strong case that narrative is the primary building block of all change.

I wish I had had this poetic little guide to organizational storytelling when I began my career in community development. What I came to understand through direct experience, Margolis articulates so clearly I would have re-read Believe Me every time I began a new project.

Every section of the book is filled with gems. While Believe Me is short enough to read in an hour, it is meaty enough I found myself slowing down to reflect. Much of my professional life has been about working with groups to move beyond a broken or limiting story. Both my successes and my failures have taught me the truth of Margolis’s statement, “We cannot force our beliefs onto anyone. We must create a story worth believing. The future rests in our ability to tell these kinds of stories.”

Margolis has plans for guides that will add the practical side to this philosophical treatise. Those planned are: “1) what stories every entrepreneur must master, 2) how to use stories to effect large-scale change, and 3) the powerful elements that can transform any brand into a cultural flashpoint.”

The initial taste offered in Believe Me will have readers returning for the full story.

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