Storytelling for change and influence
Kontext 1 – Strategiearbeit: Während der Zusammenarbeit des Transformation Board hatten wir mehrfach die Situation, dass Klarheitstools vorgestellt wurden (im Workshop, im Update, im Lagerfeuer) und danach keine Reaktion von den Empfänger:innen kam. Die Relevanz für die Rezipienten bleibt unklar.
Problem: Mach die Methode nicht zum Helden - Growth by Story
Kontext 2 – Research-Ergebnisse: Wir haben User Research durchgeführt und wertvolle Erkenntnisse für die Zusammenarbeit mit unseren Kunden herausgearbeitet. Wir stellen die Ergebnisse als Keynote mit Zitaten oder Video-Clips vor. Der gefühlte Effekt verpufft bei der Vorstellung der Ergebnisse.
Das Ziel von Storytelling
- Nutze Storytelling, um Menschen (emotional und buchstäblich) zu bewegen.
- Mache deine Geschichten für andere Menschen nacherzählbar, ohne den Kern zu verlieren
- Gestalte mit Storys bewusst das Erlebnis der Zuhörenden.
Theorie
Unterscheidung zwischen faktischer Kommunikation und Wunsch Zuhörende emotional zu erreichen. Für faktische Kommunikation, nutze BLUF (Bottom line up front).
WATCH: Is Thanos the Hero? Avengers vs Save the Cat’s Beat Sheet [Video Essay]
Typische Dramaturgien
Freytag Dreieck
](assets/freityag-pyramid-storytelling.png)
Frameworks
Verwende Frameworks, um einen Überblick und den Rhythmus deiner Geschichte zu erhalten. Verwende dann deine eigenen Ausschmückungen und Anpassungen.
Situation, Complication, Question, Answer – Barabara Minto
SCQA: What is it, how does it work, and how can it help me? - Analytic Storytelling
Situation: Functions as a starting point and a common basis. Therefore it primarily contains recognizable and agreed points.
Complication: Spells the reason for acting now. It contains threats / opportunities and the hurdles that need to be overcome.
Question: Asks the question how the hurdles of the C can be overcome. How can prevent the threat or seize the opportunity?
Answer: Provides the answer on how to overcome the hurdles. Explains how this will help deflect the threats or seize the opportunities.
Example
Situation: People who suffered an accident often train with a physical therapist. To fully recover, they should continue these physical exercises at home. Yet 70% of patients do not do this.
Complication: As a result, they recover much more slowly. Some never fully recover at all. The problem is that they lack motivation. They find their exercises boring or confusing. Or they don’t see any results.
Question: How can we motivate patients to do physical therapy exercises at home?
Answer: By gamification. A webcam feeds the patient’s movements to a video game. This makes the exercises simple to understand and more entertaining. Also will it make progress visible. In this way, patients will continue their exercises at home, allowing them to fully recover, and more quickly so.
The Story Spine
Once upon a time, there was…
Introduce the main character or setting to establish a baseline for the story.
Every day…
Describe the character’s ordinary life, establishing their routine or normal world before any big changes.
Until one day…
Introduce a conflict or inciting incident that disrupts the character’s normal life and propels the story forward.
Because of that…
Show the consequences of the inciting event, leading to a series of actions and reactions as the character faces new challenges.
Because of that…
Continue the chain of cause and effect, building momentum and emotional stakes as the character deals with increasing obstacles.
Because of that…
Continue the chain of cause and effect, building momentum and emotional stakes as the character deals with increasing obstacles.
Until finally…
Reach the story’s climax, where the character faces their biggest challenge and resolves the main conflict.
And ever since that day…
Conclude the story by showing how the character or their world has changed, leaving the audience with a sense of resolution.
Example: The Incredibles
Once upon a time there was a superhero named Mr. Incredible who was forced to live as an ordinary man in a society where superheroes were outlawed.
Every day, he grew more and more frustrated with his stifling, boring life.
But one day, he accepted a secret superhero job from a mysterious stranger.
Because of that, he fell into the diabolical trap of this mysterious stranger who turned out to be Syndrome, a super villain with a long-time grudge against Mr. Incredible.
Because of that, Syndrome was able to capture and imprison Mr. Incredible.
Because of that, Syndrome could now put his master plan into motion by setting a giant, killer-robot loose on civilization.
Until finally, Mr. Incredible escaped from his prison and foiled the villain by destroying the giant, killer-robot.
And ever since then, he was loved by all and able to be a Superhero again.
“The Story Spine is not the story, it’s the spine. It’s nothing but the bare-boned structure upon which the story is built. And, that’s what makes it such a powerful tool. It allows you, as a writer, to look at your story at its structural core and to ensure that the basic building blocks are all in the right place.”
Quellen & weitere Ressourcen
StrategicNarrative-Contrasts.pdf
Kenn Adams, Story Spine:Back to the Story Spine
Barbara Minto, SCQA: SCQA: What is it, how does it work, and how can it help me? - Analytic Storytelling
WATCH: Is Thanos the Hero? Avengers vs Save the Cat’s Beat Sheet [Video Essay]
Storytelling Techniques for Leaders Who Want to Shape Culture