Module Teaching Guide Storytelling Teaching Module

Teaching Guide for Storytelling Module

 

Background

 

Why do people gravitate towards certain leaders when they talk?  Why do certain companies evoke familiarity and loyalty more than others?  Why do we get emotional when we see certain ads or hear from charismatic leaders?  The answer to these questions lies in the power of story.  This module is predicated on two assumptions, which we believe to be true. First, story can impact peoples’ behavior, if used effectively.  Second, your success as a leader will depend greatly on your ability to influence and motivate others through storytelling.  If you can hone your effectiveness as a storyteller, you will be able to better engage people personally, within your organization, within your industry, or globally.  Research has shown that there are many ways to leverage stories for success.  In this module you will see how stories can be used for a powerful impact and learn tips from expert storytellers of ways you can fine-tune your own storytelling skills.

 

Module Purpose and Description

The purpose of this module is to help prepare you to better understand the mechanics of storytelling and tips to better leverage your experiences to make a strong impact as a leader.

 

Module Format

This module is built around a curated set of vignettes featuring leaders who share their experiences and insights to help you understand the opportunities you have to hone your own expertise as a storyteller.  The full storytelling module is broken into 4 parts: the power of story; the power of purpose; the power of empathy; and the power of humor. 

 

Additional Readings and Resources

 

https://people.stanford.edu/jaaker/research

 

Aaker, Jennifer and Andy Smith. The Dragonfly Effect: Quick, Effective, and Powerful Ways to Use Social Media to Drive Change, San Francisco: Jossey-Bass. Print. 28 Sept. 2010.

 

Vignettes

 

Video Vignette: Aaker on the Power of Story

Featuring: Professor Jennifer Aaker

Summary: Jennifer Aaker shares insights and research on the behavioral science behind story.  The science of story shows how it can persuade, influence and even sabotage individuals, organizations and teams, depending on how it is used.

Takeaway: Story can be a powerful tool if honed and refined to be used to its maximum potential.

Considerations and Questions:

1- What surprises you about the research and science behind story?

2- What is intuitive when it comes to story and what needs more of your focus?

3- How can you develop a suite of stories to be used for more impact as a leader?

 

Video Case Vignette: Bare Power of Story

Featuring: Leslie Blodgett

Summary: Leslie Blodgett and the company Bare Escentuals show how story can make a difference in the minds of the consumer, the market and the staff.  It is critical to be as genuine as possible so that it resonates with people at every level of the organization and market.

Takeaway: Story can be very powerful if carefully crafted to resonate with the listener.

Considerations and Questions:

1- What is especially remarkable about how Bare Escentuals tells its story?

2- How does Bare impact listeners more than competitors to capture awareness and loyalty?

3- What is unique and memorable about the Bare story to drive behavioral change?

 

Video Case Vignette: Bare Power of Purpose

Featuring: Leslie Blodgett

Summary: Leslie Blodgett and the company Bare Escentuals are very clear about messaging so that listeners understand the purpose and mission of the company.  By being consistent about the purpose, listeners can understand the motives for the company so they feel a sense of loyalty and commitment.

Takeaway: When listeners understand your motivation and purpose, they are more likely to trust you.

Considerations and Questions:

1- How can you tell your purpose as clearly and powerfully as possible?

2- Why is it important that the customer and listener understand your purpose, especially if their needs are being met?

3- As your purpose evolves, what must you consider when you tell the story about the changes?

 

Video Case Vignette: Bare Power of Empathy

Featuring: Leslie Blodgett

Summary: Leslie Blodgett and the company Bare Escentuals inspires the listener by communicating a true understanding of the needs and concerns the listener may have.  Consider the work that needs to be done to truly understand the listener and communicate these insights to them through story.

Takeaway: To capture the power of empathy, it is critical to first understand the listener.

Considerations and Questions:

1- What can you do to understand the needs and concerns of the listener?

2- How can you continue to tell the story with consistency while still capturing the interest of the listener?

3- How do you build empathy with an audience that is fundamentally different than yourself?

 

Video Vignette: Bare Power of Humor

Featuring: Leslie Blodgett

Summary: Leslie Blodgett and the Company Bare Escentuals are able to capture the heart and mind of listeners and customers by incorporating humor into the story behind the company.  This humor engages listeners and attracts them more strongly to the organization.

Takeaway: Humor engages listeners to develop a stronger affinity to the storyteller and the company.

Considerations and Questions:

1- How does Bare Escentuals incorporate humor so that it is especially powerful?

2- What reaction do you have when you are amused or laugh at a story?

3- How can you incorporate humor in your story so that it sounds natural and genuine?


Conclusion

The clips in this module have illustrated multiple perspectives on storytelling.  Continue to revisit this module as your role and organization evolve.  Be mindful of gathering stories through change and continue to practice how you share those stories with others.  Continue to gather feedback about your storytelling to develop your technique and hone your skills.  Keep in mind the potential you have to drive change in how others experience you, how you can drive change in your organization, and how you can use stories in your work to make an impact.

Teaching Guide for Storytelling Module

 

Background

 

Why do people gravitate towards certain leaders when they talk?  Why do certain companies evoke familiarity and loyalty more than others?  Why do we get emotional when we see certain ads or hear from charismatic leaders?  The answer to these questions lies in the power of story.  This module is predicated on two assumptions, which we believe to be true. First, story can impact peoples’ behavior, if used effectively.  Second, your success as a leader will depend greatly on your ability to influence and motivate others through storytelling.  If you can hone your effectiveness as a storyteller, you will be able to better engage people personally, within your organization, within your industry, or globally.  Research has shown that there are many ways to leverage stories for success.  In this module you will see how stories can be used for a powerful impact and learn tips from expert storytellers of ways you can fine-tune your own storytelling skills.

 

Module Purpose and Description

The purpose of this module is to help prepare you to better understand the mechanics of storytelling and tips to better leverage your experiences to make a strong impact as a leader.

 

Module Format

This module is built around a curated set of vignettes featuring leaders who share their experiences and insights to help you understand the opportunities you have to hone your own expertise as a storyteller.  The full storytelling module is broken into 4 parts: the power of story; the power of purpose; the power of empathy; and the power of humor. 

 

Additional Readings and Resources

 

https://people.stanford.edu/jaaker/research

 

Aaker, Jennifer and Andy Smith. The Dragonfly Effect: Quick, Effective, and Powerful Ways to Use Social Media to Drive Change, San Francisco: Jossey-Bass. Print. 28 Sept. 2010.

 

Vignettes

 

Video Vignette: Aaker on the Power of Story

Featuring: Professor Jennifer Aaker

Summary: Jennifer Aaker shares insights and research on the behavioral science behind story.  The science of story shows how it can persuade, influence and even sabotage individuals, organizations and teams, depending on how it is used.

Takeaway: Story can be a powerful tool if honed and refined to be used to its maximum potential.

Considerations and Questions:

1- What surprises you about the research and science behind story?

2- What is intuitive when it comes to story and what needs more of your focus?

3- How can you develop a suite of stories to be used for more impact as a leader?

 

Video Case Vignette: Bare Power of Story

Featuring: Leslie Blodgett

Summary: Leslie Blodgett and the company Bare Escentuals show how story can make a difference in the minds of the consumer, the market and the staff.  It is critical to be as genuine as possible so that it resonates with people at every level of the organization and market.

Takeaway: Story can be very powerful if carefully crafted to resonate with the listener.

Considerations and Questions:

1- What is especially remarkable about how Bare Escentuals tells its story?

2- How does Bare impact listeners more than competitors to capture awareness and loyalty?

3- What is unique and memorable about the Bare story to drive behavioral change?

 

Video Case Vignette: Bare Power of Purpose

Featuring: Leslie Blodgett

Summary: Leslie Blodgett and the company Bare Escentuals are very clear about messaging so that listeners understand the purpose and mission of the company.  By being consistent about the purpose, listeners can understand the motives for the company so they feel a sense of loyalty and commitment.

Takeaway: When listeners understand your motivation and purpose, they are more likely to trust you.

Considerations and Questions:

1- How can you tell your purpose as clearly and powerfully as possible?

2- Why is it important that the customer and listener understand your purpose, especially if their needs are being met?

3- As your purpose evolves, what must you consider when you tell the story about the changes?

 

Video Case Vignette: Bare Power of Empathy

Featuring: Leslie Blodgett

Summary: Leslie Blodgett and the company Bare Escentuals inspires the listener by communicating a true understanding of the needs and concerns the listener may have.  Consider the work that needs to be done to truly understand the listener and communicate these insights to them through story.

Takeaway: To capture the power of empathy, it is critical to first understand the listener.

Considerations and Questions:

1- What can you do to understand the needs and concerns of the listener?

2- How can you continue to tell the story with consistency while still capturing the interest of the listener?

3- How do you build empathy with an audience that is fundamentally different than yourself?

 

Video Vignette: Bare Power of Humor

Featuring: Leslie Blodgett

Summary: Leslie Blodgett and the Company Bare Escentuals are able to capture the heart and mind of listeners and customers by incorporating humor into the story behind the company.  This humor engages listeners and attracts them more strongly to the organization.

Takeaway: Humor engages listeners to develop a stronger affinity to the storyteller and the company.

Considerations and Questions:

1- How does Bare Escentuals incorporate humor so that it is especially powerful?

2- What reaction do you have when you are amused or laugh at a story?

3- How can you incorporate humor in your story so that it sounds natural and genuine?


Conclusion

The clips in this module have illustrated multiple perspectives on storytelling.  Continue to revisit this module as your role and organization evolve.  Be mindful of gathering stories through change and continue to practice how you share those stories with others.  Continue to gather feedback about your storytelling to develop your technique and hone your skills.  Keep in mind the potential you have to drive change in how others experience you, how you can drive change in your organization, and how you can use stories in your work to make an impact.

Teaching Guide for Storytelling Module

 

Background

 

Why do people gravitate towards certain leaders when they talk?  Why do certain companies evoke familiarity and loyalty more than others?  Why do we get emotional when we see certain ads or hear from charismatic leaders?  The answer to these questions lies in the power of story.  This module is predicated on two assumptions, which we believe to be true. First, story can impact peoples’ behavior, if used effectively.  Second, your success as a leader will depend greatly on your ability to influence and motivate others through storytelling.  If you can hone your effectiveness as a storyteller, you will be able to better engage people personally, within your organization, within your industry, or globally.  Research has shown that there are many ways to leverage stories for success.  In this module you will see how stories can be used for a powerful impact and learn tips from expert storytellers of ways you can fine-tune your own storytelling skills.

 

Module Purpose and Description

The purpose of this module is to help prepare you to better understand the mechanics of storytelling and tips to better leverage your experiences to make a strong impact as a leader.

 

Module Format

This module is built around a curated set of vignettes featuring leaders who share their experiences and insights to help you understand the opportunities you have to hone your own expertise as a storyteller.  The full storytelling module is broken into 4 parts: the power of story; the power of purpose; the power of empathy; and the power of humor. 

 

Additional Readings and Resources

 

https://people.stanford.edu/jaaker/research

 

Aaker, Jennifer and Andy Smith. The Dragonfly Effect: Quick, Effective, and Powerful Ways to Use Social Media to Drive Change, San Francisco: Jossey-Bass. Print. 28 Sept. 2010.

 

Vignettes

 

Video Vignette: Aaker on the Power of Story

Featuring: Professor Jennifer Aaker

Summary: Jennifer Aaker shares insights and research on the behavioral science behind story.  The science of story shows how it can persuade, influence and even sabotage individuals, organizations and teams, depending on how it is used.

Takeaway: Story can be a powerful tool if honed and refined to be used to its maximum potential.

Considerations and Questions:

1- What surprises you about the research and science behind story?

2- What is intuitive when it comes to story and what needs more of your focus?

3- How can you develop a suite of stories to be used for more impact as a leader?

 

Video Case Vignette: Bare Power of Story

Featuring: Leslie Blodgett

Summary: Leslie Blodgett and the company Bare Escentuals show how story can make a difference in the minds of the consumer, the market and the staff.  It is critical to be as genuine as possible so that it resonates with people at every level of the organization and market.

Takeaway: Story can be very powerful if carefully crafted to resonate with the listener.

Considerations and Questions:

1- What is especially remarkable about how Bare Escentuals tells its story?

2- How does Bare impact listeners more than competitors to capture awareness and loyalty?

3- What is unique and memorable about the Bare story to drive behavioral change?

 

Video Case Vignette: Bare Power of Purpose

Featuring: Leslie Blodgett

Summary: Leslie Blodgett and the company Bare Escentuals are very clear about messaging so that listeners understand the purpose and mission of the company.  By being consistent about the purpose, listeners can understand the motives for the company so they feel a sense of loyalty and commitment.

Takeaway: When listeners understand your motivation and purpose, they are more likely to trust you.

Considerations and Questions:

1- How can you tell your purpose as clearly and powerfully as possible?

2- Why is it important that the customer and listener understand your purpose, especially if their needs are being met?

3- As your purpose evolves, what must you consider when you tell the story about the changes?

 

Video Case Vignette: Bare Power of Empathy

Featuring: Leslie Blodgett

Summary: Leslie Blodgett and the company Bare Escentuals inspires the listener by communicating a true understanding of the needs and concerns the listener may have.  Consider the work that needs to be done to truly understand the listener and communicate these insights to them through story.

Takeaway: To capture the power of empathy, it is critical to first understand the listener.

Considerations and Questions:

1- What can you do to understand the needs and concerns of the listener?

2- How can you continue to tell the story with consistency while still capturing the interest of the listener?

3- How do you build empathy with an audience that is fundamentally different than yourself?

 

Video Vignette: Bare Power of Humor

Featuring: Leslie Blodgett

Summary: Leslie Blodgett and the Company Bare Escentuals are able to capture the heart and mind of listeners and customers by incorporating humor into the story behind the company.  This humor engages listeners and attracts them more strongly to the organization.

Takeaway: Humor engages listeners to develop a stronger affinity to the storyteller and the company.

Considerations and Questions:

1- How does Bare Escentuals incorporate humor so that it is especially powerful?

2- What reaction do you have when you are amused or laugh at a story?

3- How can you incorporate humor in your story so that it sounds natural and genuine?


Conclusion

The clips in this module have illustrated multiple perspectives on storytelling.  Continue to revisit this module as your role and organization evolve.  Be mindful of gathering stories through change and continue to practice how you share those stories with others.  Continue to gather feedback about your storytelling to develop your technique and hone your skills.  Keep in mind the potential you have to drive change in how others experience you, how you can drive change in your organization, and how you can use stories in your work to make an impact.

Teaching Guide for Storytelling Module

 

Background

 

Why do people gravitate towards certain leaders when they talk?  Why do certain companies evoke familiarity and loyalty more than others?  Why do we get emotional when we see certain ads or hear from charismatic leaders?  The answer to these questions lies in the power of story.  This module is predicated on two assumptions, which we believe to be true. First, story can impact peoples’ behavior, if used effectively.  Second, your success as a leader will depend greatly on your ability to influence and motivate others through storytelling.  If you can hone your effectiveness as a storyteller, you will be able to better engage people personally, within your organization, within your industry, or globally.  Research has shown that there are many ways to leverage stories for success.  In this module you will see how stories can be used for a powerful impact and learn tips from expert storytellers of ways you can fine-tune your own storytelling skills.

 

Module Purpose and Description

The purpose of this module is to help prepare you to better understand the mechanics of storytelling and tips to better leverage your experiences to make a strong impact as a leader.

 

Module Format

This module is built around a curated set of vignettes featuring leaders who share their experiences and insights to help you understand the opportunities you have to hone your own expertise as a storyteller.  The full storytelling module is broken into 4 parts: the power of story; the power of purpose; the power of empathy; and the power of humor. 

 

Additional Readings and Resources

 

https://people.stanford.edu/jaaker/research

 

Aaker, Jennifer and Andy Smith. The Dragonfly Effect: Quick, Effective, and Powerful Ways to Use Social Media to Drive Change, San Francisco: Jossey-Bass. Print. 28 Sept. 2010.

 

Vignettes

 

Video Vignette: Aaker on the Power of Story

Featuring: Professor Jennifer Aaker

Summary: Jennifer Aaker shares insights and research on the behavioral science behind story.  The science of story shows how it can persuade, influence and even sabotage individuals, organizations and teams, depending on how it is used.

Takeaway: Story can be a powerful tool if honed and refined to be used to its maximum potential.

Considerations and Questions:

1- What surprises you about the research and science behind story?

2- What is intuitive when it comes to story and what needs more of your focus?

3- How can you develop a suite of stories to be used for more impact as a leader?

 

Video Case Vignette: Bare Power of Story

Featuring: Leslie Blodgett

Summary: Leslie Blodgett and the company Bare Escentuals show how story can make a difference in the minds of the consumer, the market and the staff.  It is critical to be as genuine as possible so that it resonates with people at every level of the organization and market.

Takeaway: Story can be very powerful if carefully crafted to resonate with the listener.

Considerations and Questions:

1- What is especially remarkable about how Bare Escentuals tells its story?

2- How does Bare impact listeners more than competitors to capture awareness and loyalty?

3- What is unique and memorable about the Bare story to drive behavioral change?

 

Video Case Vignette: Bare Power of Purpose

Featuring: Leslie Blodgett

Summary: Leslie Blodgett and the company Bare Escentuals are very clear about messaging so that listeners understand the purpose and mission of the company.  By being consistent about the purpose, listeners can understand the motives for the company so they feel a sense of loyalty and commitment.

Takeaway: When listeners understand your motivation and purpose, they are more likely to trust you.

Considerations and Questions:

1- How can you tell your purpose as clearly and powerfully as possible?

2- Why is it important that the customer and listener understand your purpose, especially if their needs are being met?

3- As your purpose evolves, what must you consider when you tell the story about the changes?

 

Video Case Vignette: Bare Power of Empathy

Featuring: Leslie Blodgett

Summary: Leslie Blodgett and the company Bare Escentuals inspires the listener by communicating a true understanding of the needs and concerns the listener may have.  Consider the work that needs to be done to truly understand the listener and communicate these insights to them through story.

Takeaway: To capture the power of empathy, it is critical to first understand the listener.

Considerations and Questions:

1- What can you do to understand the needs and concerns of the listener?

2- How can you continue to tell the story with consistency while still capturing the interest of the listener?

3- How do you build empathy with an audience that is fundamentally different than yourself?

 

Video Vignette: Bare Power of Humor

Featuring: Leslie Blodgett

Summary: Leslie Blodgett and the Company Bare Escentuals are able to capture the heart and mind of listeners and customers by incorporating humor into the story behind the company.  This humor engages listeners and attracts them more strongly to the organization.

Takeaway: Humor engages listeners to develop a stronger affinity to the storyteller and the company.

Considerations and Questions:

1- How does Bare Escentuals incorporate humor so that it is especially powerful?

2- What reaction do you have when you are amused or laugh at a story?

3- How can you incorporate humor in your story so that it sounds natural and genuine?


Conclusion

The clips in this module have illustrated multiple perspectives on storytelling.  Continue to revisit this module as your role and organization evolve.  Be mindful of gathering stories through change and continue to practice how you share those stories with others.  Continue to gather feedback about your storytelling to develop your technique and hone your skills.  Keep in mind the potential you have to drive change in how others experience you, how you can drive change in your organization, and how you can use stories in your work to make an impact.

Teaching Guide for Storytelling Module

 

Background

 

Why do people gravitate towards certain leaders when they talk?  Why do certain companies evoke familiarity and loyalty more than others?  Why do we get emotional when we see certain ads or hear from charismatic leaders?  The answer to these questions lies in the power of story.  This module is predicated on two assumptions, which we believe to be true. First, story can impact peoples’ behavior, if used effectively.  Second, your success as a leader will depend greatly on your ability to influence and motivate others through storytelling.  If you can hone your effectiveness as a storyteller, you will be able to better engage people personally, within your organization, within your industry, or globally.  Research has shown that there are many ways to leverage stories for success.  In this module you will see how stories can be used for a powerful impact and learn tips from expert storytellers of ways you can fine-tune your own storytelling skills.

 

Module Purpose and Description

The purpose of this module is to help prepare you to better understand the mechanics of storytelling and tips to better leverage your experiences to make a strong impact as a leader.

 

Module Format

This module is built around a curated set of vignettes featuring leaders who share their experiences and insights to help you understand the opportunities you have to hone your own expertise as a storyteller.  The full storytelling module is broken into 4 parts: the power of story; the power of purpose; the power of empathy; and the power of humor. 

 

Additional Readings and Resources

 

https://people.stanford.edu/jaaker/research

 

Aaker, Jennifer and Andy Smith. The Dragonfly Effect: Quick, Effective, and Powerful Ways to Use Social Media to Drive Change, San Francisco: Jossey-Bass. Print. 28 Sept. 2010.

 

Vignettes

 

Video Vignette: Aaker on the Power of Story

Featuring: Professor Jennifer Aaker

Summary: Jennifer Aaker shares insights and research on the behavioral science behind story.  The science of story shows how it can persuade, influence and even sabotage individuals, organizations and teams, depending on how it is used.

Takeaway: Story can be a powerful tool if honed and refined to be used to its maximum potential.

Considerations and Questions:

1- What surprises you about the research and science behind story?

2- What is intuitive when it comes to story and what needs more of your focus?

3- How can you develop a suite of stories to be used for more impact as a leader?

 

Video Case Vignette: Bare Power of Story

Featuring: Leslie Blodgett

Summary: Leslie Blodgett and the company Bare Escentuals show how story can make a difference in the minds of the consumer, the market and the staff.  It is critical to be as genuine as possible so that it resonates with people at every level of the organization and market.

Takeaway: Story can be very powerful if carefully crafted to resonate with the listener.

Considerations and Questions:

1- What is especially remarkable about how Bare Escentuals tells its story?

2- How does Bare impact listeners more than competitors to capture awareness and loyalty?

3- What is unique and memorable about the Bare story to drive behavioral change?

 

Video Case Vignette: Bare Power of Purpose

Featuring: Leslie Blodgett

Summary: Leslie Blodgett and the company Bare Escentuals are very clear about messaging so that listeners understand the purpose and mission of the company.  By being consistent about the purpose, listeners can understand the motives for the company so they feel a sense of loyalty and commitment.

Takeaway: When listeners understand your motivation and purpose, they are more likely to trust you.

Considerations and Questions:

1- How can you tell your purpose as clearly and powerfully as possible?

2- Why is it important that the customer and listener understand your purpose, especially if their needs are being met?

3- As your purpose evolves, what must you consider when you tell the story about the changes?

 

Video Case Vignette: Bare Power of Empathy

Featuring: Leslie Blodgett

Summary: Leslie Blodgett and the company Bare Escentuals inspires the listener by communicating a true understanding of the needs and concerns the listener may have.  Consider the work that needs to be done to truly understand the listener and communicate these insights to them through story.

Takeaway: To capture the power of empathy, it is critical to first understand the listener.

Considerations and Questions:

1- What can you do to understand the needs and concerns of the listener?

2- How can you continue to tell the story with consistency while still capturing the interest of the listener?

3- How do you build empathy with an audience that is fundamentally different than yourself?

 

Video Vignette: Bare Power of Humor

Featuring: Leslie Blodgett

Summary: Leslie Blodgett and the Company Bare Escentuals are able to capture the heart and mind of listeners and customers by incorporating humor into the story behind the company.  This humor engages listeners and attracts them more strongly to the organization.

Takeaway: Humor engages listeners to develop a stronger affinity to the storyteller and the company.

Considerations and Questions:

1- How does Bare Escentuals incorporate humor so that it is especially powerful?

2- What reaction do you have when you are amused or laugh at a story?

3- How can you incorporate humor in your story so that it sounds natural and genuine?


Conclusion

The clips in this module have illustrated multiple perspectives on storytelling.  Continue to revisit this module as your role and organization evolve.  Be mindful of gathering stories through change and continue to practice how you share those stories with others.  Continue to gather feedback about your storytelling to develop your technique and hone your skills.  Keep in mind the potential you have to drive change in how others experience you, how you can drive change in your organization, and how you can use stories in your work to make an impact.

Teaching Guide for Storytelling Module

 

Background

 

Why do people gravitate towards certain leaders when they talk?  Why do certain companies evoke familiarity and loyalty more than others?  Why do we get emotional when we see certain ads or hear from charismatic leaders?  The answer to these questions lies in the power of story.  This module is predicated on two assumptions, which we believe to be true. First, story can impact peoples’ behavior, if used effectively.  Second, your success as a leader will depend greatly on your ability to influence and motivate others through storytelling.  If you can hone your effectiveness as a storyteller, you will be able to better engage people personally, within your organization, within your industry, or globally.  Research has shown that there are many ways to leverage stories for success.  In this module you will see how stories can be used for a powerful impact and learn tips from expert storytellers of ways you can fine-tune your own storytelling skills.

 

Module Purpose and Description

The purpose of this module is to help prepare you to better understand the mechanics of storytelling and tips to better leverage your experiences to make a strong impact as a leader.

 

Module Format

This module is built around a curated set of vignettes featuring leaders who share their experiences and insights to help you understand the opportunities you have to hone your own expertise as a storyteller.  The full storytelling module is broken into 4 parts: the power of story; the power of purpose; the power of empathy; and the power of humor. 

 

Additional Readings and Resources

 

https://people.stanford.edu/jaaker/research

 

Aaker, Jennifer and Andy Smith. The Dragonfly Effect: Quick, Effective, and Powerful Ways to Use Social Media to Drive Change, San Francisco: Jossey-Bass. Print. 28 Sept. 2010.

 

Vignettes

 

Video Vignette: Aaker on the Power of Story

Featuring: Professor Jennifer Aaker

Summary: Jennifer Aaker shares insights and research on the behavioral science behind story.  The science of story shows how it can persuade, influence and even sabotage individuals, organizations and teams, depending on how it is used.

Takeaway: Story can be a powerful tool if honed and refined to be used to its maximum potential.

Considerations and Questions:

1- What surprises you about the research and science behind story?

2- What is intuitive when it comes to story and what needs more of your focus?

3- How can you develop a suite of stories to be used for more impact as a leader?

 

Video Case Vignette: Bare Power of Story

Featuring: Leslie Blodgett

Summary: Leslie Blodgett and the company Bare Escentuals show how story can make a difference in the minds of the consumer, the market and the staff.  It is critical to be as genuine as possible so that it resonates with people at every level of the organization and market.

Takeaway: Story can be very powerful if carefully crafted to resonate with the listener.

Considerations and Questions:

1- What is especially remarkable about how Bare Escentuals tells its story?

2- How does Bare impact listeners more than competitors to capture awareness and loyalty?

3- What is unique and memorable about the Bare story to drive behavioral change?

 

Video Case Vignette: Bare Power of Purpose

Featuring: Leslie Blodgett

Summary: Leslie Blodgett and the company Bare Escentuals are very clear about messaging so that listeners understand the purpose and mission of the company.  By being consistent about the purpose, listeners can understand the motives for the company so they feel a sense of loyalty and commitment.

Takeaway: When listeners understand your motivation and purpose, they are more likely to trust you.

Considerations and Questions:

1- How can you tell your purpose as clearly and powerfully as possible?

2- Why is it important that the customer and listener understand your purpose, especially if their needs are being met?

3- As your purpose evolves, what must you consider when you tell the story about the changes?

 

Video Case Vignette: Bare Power of Empathy

Featuring: Leslie Blodgett

Summary: Leslie Blodgett and the company Bare Escentuals inspires the listener by communicating a true understanding of the needs and concerns the listener may have.  Consider the work that needs to be done to truly understand the listener and communicate these insights to them through story.

Takeaway: To capture the power of empathy, it is critical to first understand the listener.

Considerations and Questions:

1- What can you do to understand the needs and concerns of the listener?

2- How can you continue to tell the story with consistency while still capturing the interest of the listener?

3- How do you build empathy with an audience that is fundamentally different than yourself?

 

Video Vignette: Bare Power of Humor

Featuring: Leslie Blodgett

Summary: Leslie Blodgett and the Company Bare Escentuals are able to capture the heart and mind of listeners and customers by incorporating humor into the story behind the company.  This humor engages listeners and attracts them more strongly to the organization.

Takeaway: Humor engages listeners to develop a stronger affinity to the storyteller and the company.

Considerations and Questions:

1- How does Bare Escentuals incorporate humor so that it is especially powerful?

2- What reaction do you have when you are amused or laugh at a story?

3- How can you incorporate humor in your story so that it sounds natural and genuine?


Conclusion

The clips in this module have illustrated multiple perspectives on storytelling.  Continue to revisit this module as your role and organization evolve.  Be mindful of gathering stories through change and continue to practice how you share those stories with others.  Continue to gather feedback about your storytelling to develop your technique and hone your skills.  Keep in mind the potential you have to drive change in how others experience you, how you can drive change in your organization, and how you can use stories in your work to make an impact.