Teaching Guide for The Power of Purpose in 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
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.
https://people.stanford.edu/jaaker/research
The Power of Purpose
A leader’s ability to harness stories with purpose can be a key factor in achieving a dream. Listeners are persuaded by compelling stories and this Module on the Power of Purpose shares insights from Professor Aaker and select leaders who have learned to leverage the power of purpose.
Vignettes
Video Vignette: Aaker on the Power of Purpose
Featuring: Professor Jennifer Aaker
Summary: Jennifer Aaker shares research and perspective on the importance of purpose in story. Story is a tool that can help organizations better communicate their purpose to engage people financially and emotionally for the cause and mission. By being as transparent and clear about your purpose, you more quickly build trust and loyalty.
Takeaway: Be intentioned about communicating your purpose to engage your listener in your cause and intent.
Considerations and Questions:
1- What story do you communicate about the purpose of your work and your organization?
2- What about the purpose of you and your work inspires people to want to follow and support you?
3- How can you include more purpose in your storytelling?
Video Vignette: How to Lead with Vision
Featuring: Tory Burch
Summary: Stories are important, but at the end of the day, it's all about the product. In a saturated market like fashion, products and stories must offer a unique point of view. It takes restraint in terms of opening stories of partnerships to look to the long term for shaping your fast-growing company, you must think forward and not just take what comes along in building your brand and business.
Takeaway: Shape stories that focus on how your product or solution is uniquely relevant.
Considerations and Questions:
1- What makes your product or solution more interesting than others?
2- How do you strategically design stories for the long term?
3- What is timeless about your product and brand that you may leverage?
Video Vignette: Using Story to Inspire
Featuring: Amy Brooks
Summary: Amy Brooks shares how her personal story inspired her and now inspires others. She talks about how her life was changed by specific actions and leverages that story to inspire others for her work.
Takeaway: Stories have the potential to impact others in life-changing ways.
Considerations and Questions:
1- Who has impacted you in a significant way and how did they influence you?
2- How do you surprise your listener when you tell your stories?
3- What times in your life were memorable and have the potential to inspire others?
Video Vignette: The Four Stories You Need
Featuring: James Buckhouse
Summary: Every type of business needs to tell stories because the products can't speak for themselves. A story can entice people to try your product and become a loyal customer. A four-word story can be that ‘North Star’ for your company to get your entire mission or purpose across. Four types of stories you need to be successful: (1) Pitch to Investors; (2) pitch to internal team; (3) pitch to the press; and (4) pitch to the consumer. Your story needs to talk about the particular fundamental human need your product is addressing.
Takeaway: Employees are going to be happy if they find meaning in the work they do (by articulating the meaning of their work).
Considerations and Questions:
1- What needs are you or your product solution addressing?
2- What would happen without your solution?
3- What difference is your solution making in the world?
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?
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 The Power of Purpose in 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
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.
https://people.stanford.edu/jaaker/research
The Power of Purpose
A leader’s ability to harness stories with purpose can be a key factor in achieving a dream. Listeners are persuaded by compelling stories and this Module on the Power of Purpose shares insights from Professor Aaker and select leaders who have learned to leverage the power of purpose.
Vignettes
Video Vignette: Aaker on the Power of Purpose
Featuring: Professor Jennifer Aaker
Summary: Jennifer Aaker shares research and perspective on the importance of purpose in story. Story is a tool that can help organizations better communicate their purpose to engage people financially and emotionally for the cause and mission. By being as transparent and clear about your purpose, you more quickly build trust and loyalty.
Takeaway: Be intentioned about communicating your purpose to engage your listener in your cause and intent.
Considerations and Questions:
1- What story do you communicate about the purpose of your work and your organization?
2- What about the purpose of you and your work inspires people to want to follow and support you?
3- How can you include more purpose in your storytelling?
Video Vignette: How to Lead with Vision
Featuring: Tory Burch
Summary: Stories are important, but at the end of the day, it's all about the product. In a saturated market like fashion, products and stories must offer a unique point of view. It takes restraint in terms of opening stories of partnerships to look to the long term for shaping your fast-growing company, you must think forward and not just take what comes along in building your brand and business.
Takeaway: Shape stories that focus on how your product or solution is uniquely relevant.
Considerations and Questions:
1- What makes your product or solution more interesting than others?
2- How do you strategically design stories for the long term?
3- What is timeless about your product and brand that you may leverage?
Video Vignette: Using Story to Inspire
Featuring: Amy Brooks
Summary: Amy Brooks shares how her personal story inspired her and now inspires others. She talks about how her life was changed by specific actions and leverages that story to inspire others for her work.
Takeaway: Stories have the potential to impact others in life-changing ways.
Considerations and Questions:
1- Who has impacted you in a significant way and how did they influence you?
2- How do you surprise your listener when you tell your stories?
3- What times in your life were memorable and have the potential to inspire others?
Video Vignette: The Four Stories You Need
Featuring: James Buckhouse
Summary: Every type of business needs to tell stories because the products can't speak for themselves. A story can entice people to try your product and become a loyal customer. A four-word story can be that ‘North Star’ for your company to get your entire mission or purpose across. Four types of stories you need to be successful: (1) Pitch to Investors; (2) pitch to internal team; (3) pitch to the press; and (4) pitch to the consumer. Your story needs to talk about the particular fundamental human need your product is addressing.
Takeaway: Employees are going to be happy if they find meaning in the work they do (by articulating the meaning of their work).
Considerations and Questions:
1- What needs are you or your product solution addressing?
2- What would happen without your solution?
3- What difference is your solution making in the world?
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?
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 The Power of Purpose in 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
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.
https://people.stanford.edu/jaaker/research
The Power of Purpose
A leader’s ability to harness stories with purpose can be a key factor in achieving a dream. Listeners are persuaded by compelling stories and this Module on the Power of Purpose shares insights from Professor Aaker and select leaders who have learned to leverage the power of purpose.
Vignettes
Video Vignette: Aaker on the Power of Purpose
Featuring: Professor Jennifer Aaker
Summary: Jennifer Aaker shares research and perspective on the importance of purpose in story. Story is a tool that can help organizations better communicate their purpose to engage people financially and emotionally for the cause and mission. By being as transparent and clear about your purpose, you more quickly build trust and loyalty.
Takeaway: Be intentioned about communicating your purpose to engage your listener in your cause and intent.
Considerations and Questions:
1- What story do you communicate about the purpose of your work and your organization?
2- What about the purpose of you and your work inspires people to want to follow and support you?
3- How can you include more purpose in your storytelling?
Video Vignette: How to Lead with Vision
Featuring: Tory Burch
Summary: Stories are important, but at the end of the day, it's all about the product. In a saturated market like fashion, products and stories must offer a unique point of view. It takes restraint in terms of opening stories of partnerships to look to the long term for shaping your fast-growing company, you must think forward and not just take what comes along in building your brand and business.
Takeaway: Shape stories that focus on how your product or solution is uniquely relevant.
Considerations and Questions:
1- What makes your product or solution more interesting than others?
2- How do you strategically design stories for the long term?
3- What is timeless about your product and brand that you may leverage?
Video Vignette: Using Story to Inspire
Featuring: Amy Brooks
Summary: Amy Brooks shares how her personal story inspired her and now inspires others. She talks about how her life was changed by specific actions and leverages that story to inspire others for her work.
Takeaway: Stories have the potential to impact others in life-changing ways.
Considerations and Questions:
1- Who has impacted you in a significant way and how did they influence you?
2- How do you surprise your listener when you tell your stories?
3- What times in your life were memorable and have the potential to inspire others?
Video Vignette: The Four Stories You Need
Featuring: James Buckhouse
Summary: Every type of business needs to tell stories because the products can't speak for themselves. A story can entice people to try your product and become a loyal customer. A four-word story can be that ‘North Star’ for your company to get your entire mission or purpose across. Four types of stories you need to be successful: (1) Pitch to Investors; (2) pitch to internal team; (3) pitch to the press; and (4) pitch to the consumer. Your story needs to talk about the particular fundamental human need your product is addressing.
Takeaway: Employees are going to be happy if they find meaning in the work they do (by articulating the meaning of their work).
Considerations and Questions:
1- What needs are you or your product solution addressing?
2- What would happen without your solution?
3- What difference is your solution making in the world?
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?
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 The Power of Purpose in 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
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.
https://people.stanford.edu/jaaker/research
The Power of Purpose
A leader’s ability to harness stories with purpose can be a key factor in achieving a dream. Listeners are persuaded by compelling stories and this Module on the Power of Purpose shares insights from Professor Aaker and select leaders who have learned to leverage the power of purpose.
Vignettes
Video Vignette: Aaker on the Power of Purpose
Featuring: Professor Jennifer Aaker
Summary: Jennifer Aaker shares research and perspective on the importance of purpose in story. Story is a tool that can help organizations better communicate their purpose to engage people financially and emotionally for the cause and mission. By being as transparent and clear about your purpose, you more quickly build trust and loyalty.
Takeaway: Be intentioned about communicating your purpose to engage your listener in your cause and intent.
Considerations and Questions:
1- What story do you communicate about the purpose of your work and your organization?
2- What about the purpose of you and your work inspires people to want to follow and support you?
3- How can you include more purpose in your storytelling?
Video Vignette: How to Lead with Vision
Featuring: Tory Burch
Summary: Stories are important, but at the end of the day, it's all about the product. In a saturated market like fashion, products and stories must offer a unique point of view. It takes restraint in terms of opening stories of partnerships to look to the long term for shaping your fast-growing company, you must think forward and not just take what comes along in building your brand and business.
Takeaway: Shape stories that focus on how your product or solution is uniquely relevant.
Considerations and Questions:
1- What makes your product or solution more interesting than others?
2- How do you strategically design stories for the long term?
3- What is timeless about your product and brand that you may leverage?
Video Vignette: Using Story to Inspire
Featuring: Amy Brooks
Summary: Amy Brooks shares how her personal story inspired her and now inspires others. She talks about how her life was changed by specific actions and leverages that story to inspire others for her work.
Takeaway: Stories have the potential to impact others in life-changing ways.
Considerations and Questions:
1- Who has impacted you in a significant way and how did they influence you?
2- How do you surprise your listener when you tell your stories?
3- What times in your life were memorable and have the potential to inspire others?
Video Vignette: The Four Stories You Need
Featuring: James Buckhouse
Summary: Every type of business needs to tell stories because the products can't speak for themselves. A story can entice people to try your product and become a loyal customer. A four-word story can be that ‘North Star’ for your company to get your entire mission or purpose across. Four types of stories you need to be successful: (1) Pitch to Investors; (2) pitch to internal team; (3) pitch to the press; and (4) pitch to the consumer. Your story needs to talk about the particular fundamental human need your product is addressing.
Takeaway: Employees are going to be happy if they find meaning in the work they do (by articulating the meaning of their work).
Considerations and Questions:
1- What needs are you or your product solution addressing?
2- What would happen without your solution?
3- What difference is your solution making in the world?
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?
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 The Power of Purpose in 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
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.
https://people.stanford.edu/jaaker/research
The Power of Purpose
A leader’s ability to harness stories with purpose can be a key factor in achieving a dream. Listeners are persuaded by compelling stories and this Module on the Power of Purpose shares insights from Professor Aaker and select leaders who have learned to leverage the power of purpose.
Vignettes
Video Vignette: Aaker on the Power of Purpose
Featuring: Professor Jennifer Aaker
Summary: Jennifer Aaker shares research and perspective on the importance of purpose in story. Story is a tool that can help organizations better communicate their purpose to engage people financially and emotionally for the cause and mission. By being as transparent and clear about your purpose, you more quickly build trust and loyalty.
Takeaway: Be intentioned about communicating your purpose to engage your listener in your cause and intent.
Considerations and Questions:
1- What story do you communicate about the purpose of your work and your organization?
2- What about the purpose of you and your work inspires people to want to follow and support you?
3- How can you include more purpose in your storytelling?
Video Vignette: How to Lead with Vision
Featuring: Tory Burch
Summary: Stories are important, but at the end of the day, it's all about the product. In a saturated market like fashion, products and stories must offer a unique point of view. It takes restraint in terms of opening stories of partnerships to look to the long term for shaping your fast-growing company, you must think forward and not just take what comes along in building your brand and business.
Takeaway: Shape stories that focus on how your product or solution is uniquely relevant.
Considerations and Questions:
1- What makes your product or solution more interesting than others?
2- How do you strategically design stories for the long term?
3- What is timeless about your product and brand that you may leverage?
Video Vignette: Using Story to Inspire
Featuring: Amy Brooks
Summary: Amy Brooks shares how her personal story inspired her and now inspires others. She talks about how her life was changed by specific actions and leverages that story to inspire others for her work.
Takeaway: Stories have the potential to impact others in life-changing ways.
Considerations and Questions:
1- Who has impacted you in a significant way and how did they influence you?
2- How do you surprise your listener when you tell your stories?
3- What times in your life were memorable and have the potential to inspire others?
Video Vignette: The Four Stories You Need
Featuring: James Buckhouse
Summary: Every type of business needs to tell stories because the products can't speak for themselves. A story can entice people to try your product and become a loyal customer. A four-word story can be that ‘North Star’ for your company to get your entire mission or purpose across. Four types of stories you need to be successful: (1) Pitch to Investors; (2) pitch to internal team; (3) pitch to the press; and (4) pitch to the consumer. Your story needs to talk about the particular fundamental human need your product is addressing.
Takeaway: Employees are going to be happy if they find meaning in the work they do (by articulating the meaning of their work).
Considerations and Questions:
1- What needs are you or your product solution addressing?
2- What would happen without your solution?
3- What difference is your solution making in the world?
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?
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 The Power of Purpose in 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
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.
https://people.stanford.edu/jaaker/research
The Power of Purpose
A leader’s ability to harness stories with purpose can be a key factor in achieving a dream. Listeners are persuaded by compelling stories and this Module on the Power of Purpose shares insights from Professor Aaker and select leaders who have learned to leverage the power of purpose.
Vignettes
Video Vignette: Aaker on the Power of Purpose
Featuring: Professor Jennifer Aaker
Summary: Jennifer Aaker shares research and perspective on the importance of purpose in story. Story is a tool that can help organizations better communicate their purpose to engage people financially and emotionally for the cause and mission. By being as transparent and clear about your purpose, you more quickly build trust and loyalty.
Takeaway: Be intentioned about communicating your purpose to engage your listener in your cause and intent.
Considerations and Questions:
1- What story do you communicate about the purpose of your work and your organization?
2- What about the purpose of you and your work inspires people to want to follow and support you?
3- How can you include more purpose in your storytelling?
Video Vignette: How to Lead with Vision
Featuring: Tory Burch
Summary: Stories are important, but at the end of the day, it's all about the product. In a saturated market like fashion, products and stories must offer a unique point of view. It takes restraint in terms of opening stories of partnerships to look to the long term for shaping your fast-growing company, you must think forward and not just take what comes along in building your brand and business.
Takeaway: Shape stories that focus on how your product or solution is uniquely relevant.
Considerations and Questions:
1- What makes your product or solution more interesting than others?
2- How do you strategically design stories for the long term?
3- What is timeless about your product and brand that you may leverage?
Video Vignette: Using Story to Inspire
Featuring: Amy Brooks
Summary: Amy Brooks shares how her personal story inspired her and now inspires others. She talks about how her life was changed by specific actions and leverages that story to inspire others for her work.
Takeaway: Stories have the potential to impact others in life-changing ways.
Considerations and Questions:
1- Who has impacted you in a significant way and how did they influence you?
2- How do you surprise your listener when you tell your stories?
3- What times in your life were memorable and have the potential to inspire others?
Video Vignette: The Four Stories You Need
Featuring: James Buckhouse
Summary: Every type of business needs to tell stories because the products can't speak for themselves. A story can entice people to try your product and become a loyal customer. A four-word story can be that ‘North Star’ for your company to get your entire mission or purpose across. Four types of stories you need to be successful: (1) Pitch to Investors; (2) pitch to internal team; (3) pitch to the press; and (4) pitch to the consumer. Your story needs to talk about the particular fundamental human need your product is addressing.
Takeaway: Employees are going to be happy if they find meaning in the work they do (by articulating the meaning of their work).
Considerations and Questions:
1- What needs are you or your product solution addressing?
2- What would happen without your solution?
3- What difference is your solution making in the world?
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?
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.