Teaching Guide for the Power of Empathy in Story 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.
The Power of Empathy
If done well, a leader’s ability to understand the listener and tell stories so that they are heard can be a key factor in success. Listeners are persuaded by compelling stories and this Module on the Power of Empathy shares insights from Professor Aaker and select leaders who have learned to leverage the power of empathy in story.
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
Vignettes
Video Vignette: Aaker on the Power Empathy
Featuring: Professor Jennifer Aaker
Summary: Jennifer Aaker shares lessons and research on how empathy is critical for storytellers to truly be impactful. By fully understanding how to gain and leverage empathy, you will be a more effective communicator and leader.
Takeaway: Empathy is a powerful tool that can be practiced and refined for more effective use.
Considerations and Questions:
1- For what types of people do you naturally feel empathy?
2- How do you seek to better understand the needs of people different from you?
3- How do you tap into your authentic self when leveraging empathy in your stories?
Video Vignette: How to Design for Empathy
Featuring: Jeff Jordan
Summary: Story is a way of bringing content to life and an important part of an funder’s decision to invest. When telling your story, be intentioned about making it authentic, heartfelt, and true.
Takeaway: Have authentic stories – they are a representation of who you are.
Considerations and Questions:
1- When you tell your story, do you consider what emotions you are trying to evoke in your listener?
2- When you tell your story, how do you get your listener to relate to the situation or context, if they have never experienced or seen anything similar?
3- What impression do you want others to have of you through your stories?
Video Vignette: Shifting the Audience Perspective
Featuring: Leslie Witt
Summary: Personal story about her infertility. Lessons: (1) power of diagnosis, (2) looking the worst-case scenario in the eye, and (3) reframe your mental model.
Takeaway: Take the power of words and allow it to shift the perspective of your audience.
Considerations and Questions:
1- How did she shift your perspective with her story?
2- What emotions did she evoke in you to drive your shift in perspective?
3- How did she surprise you, if at all?
Video Vignette: Using Story to Humanize a Business
Featuring: Nathan Hubbard
Summary: Nathan Hubbard shares how he relates his personal story as a way to humanize Ticketmaster to turn it around and revive the company. He leverages three story lines to establish himself as the face of the company. He influences his stakeholders by sharing the story of his upbringing and how his family finds unity in spite of diversity, telling story of his life as an artist working to win over the energy of a crowd as a performer and building credibility around his story as a competitor and founder of Live Nation, which gave him insights into the weaknesses and greatness of the company.
Takeaway: Stories make it possible to humanize corporations for consumers and build loyalty.
Considerations and Questions:
1- What story inspires you to do the work you do on a regular basis?
2- What story do you want others to tell about you?
3- What story can you tell about how your company can impact the world?
Video Vignette: Story in Nonprofits
Featuring: Christy Turlington
Summary: Christy Turlington talks about how she uses story to convey her message and organizational mission for a nonprofit. To be as impactful as possible, you must clearly communicate the core issue and problems that the organization is addressing for people to understand the purpose for the work.
Takeaway: Keep in mind that for nonprofits, story is especially critical for people to understand the potential impact you can have for your work.
Considerations and Questions:
1- How is storytelling different for nonprofits than for corporations?
2- What is essential for storytelling in nonprofits?
3- How should the story change for donors compared to those being served by the nonprofit mission?
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?
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 Empathy in Story 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.
The Power of Empathy
If done well, a leader’s ability to understand the listener and tell stories so that they are heard can be a key factor in success. Listeners are persuaded by compelling stories and this Module on the Power of Empathy shares insights from Professor Aaker and select leaders who have learned to leverage the power of empathy in story.
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
Vignettes
Video Vignette: Aaker on the Power Empathy
Featuring: Professor Jennifer Aaker
Summary: Jennifer Aaker shares lessons and research on how empathy is critical for storytellers to truly be impactful. By fully understanding how to gain and leverage empathy, you will be a more effective communicator and leader.
Takeaway: Empathy is a powerful tool that can be practiced and refined for more effective use.
Considerations and Questions:
1- For what types of people do you naturally feel empathy?
2- How do you seek to better understand the needs of people different from you?
3- How do you tap into your authentic self when leveraging empathy in your stories?
Video Vignette: How to Design for Empathy
Featuring: Jeff Jordan
Summary: Story is a way of bringing content to life and an important part of an funder’s decision to invest. When telling your story, be intentioned about making it authentic, heartfelt, and true.
Takeaway: Have authentic stories – they are a representation of who you are.
Considerations and Questions:
1- When you tell your story, do you consider what emotions you are trying to evoke in your listener?
2- When you tell your story, how do you get your listener to relate to the situation or context, if they have never experienced or seen anything similar?
3- What impression do you want others to have of you through your stories?
Video Vignette: Shifting the Audience Perspective
Featuring: Leslie Witt
Summary: Personal story about her infertility. Lessons: (1) power of diagnosis, (2) looking the worst-case scenario in the eye, and (3) reframe your mental model.
Takeaway: Take the power of words and allow it to shift the perspective of your audience.
Considerations and Questions:
1- How did she shift your perspective with her story?
2- What emotions did she evoke in you to drive your shift in perspective?
3- How did she surprise you, if at all?
Video Vignette: Using Story to Humanize a Business
Featuring: Nathan Hubbard
Summary: Nathan Hubbard shares how he relates his personal story as a way to humanize Ticketmaster to turn it around and revive the company. He leverages three story lines to establish himself as the face of the company. He influences his stakeholders by sharing the story of his upbringing and how his family finds unity in spite of diversity, telling story of his life as an artist working to win over the energy of a crowd as a performer and building credibility around his story as a competitor and founder of Live Nation, which gave him insights into the weaknesses and greatness of the company.
Takeaway: Stories make it possible to humanize corporations for consumers and build loyalty.
Considerations and Questions:
1- What story inspires you to do the work you do on a regular basis?
2- What story do you want others to tell about you?
3- What story can you tell about how your company can impact the world?
Video Vignette: Story in Nonprofits
Featuring: Christy Turlington
Summary: Christy Turlington talks about how she uses story to convey her message and organizational mission for a nonprofit. To be as impactful as possible, you must clearly communicate the core issue and problems that the organization is addressing for people to understand the purpose for the work.
Takeaway: Keep in mind that for nonprofits, story is especially critical for people to understand the potential impact you can have for your work.
Considerations and Questions:
1- How is storytelling different for nonprofits than for corporations?
2- What is essential for storytelling in nonprofits?
3- How should the story change for donors compared to those being served by the nonprofit mission?
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?
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 Empathy in Story 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.
The Power of Empathy
If done well, a leader’s ability to understand the listener and tell stories so that they are heard can be a key factor in success. Listeners are persuaded by compelling stories and this Module on the Power of Empathy shares insights from Professor Aaker and select leaders who have learned to leverage the power of empathy in story.
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
Vignettes
Video Vignette: Aaker on the Power Empathy
Featuring: Professor Jennifer Aaker
Summary: Jennifer Aaker shares lessons and research on how empathy is critical for storytellers to truly be impactful. By fully understanding how to gain and leverage empathy, you will be a more effective communicator and leader.
Takeaway: Empathy is a powerful tool that can be practiced and refined for more effective use.
Considerations and Questions:
1- For what types of people do you naturally feel empathy?
2- How do you seek to better understand the needs of people different from you?
3- How do you tap into your authentic self when leveraging empathy in your stories?
Video Vignette: How to Design for Empathy
Featuring: Jeff Jordan
Summary: Story is a way of bringing content to life and an important part of an funder’s decision to invest. When telling your story, be intentioned about making it authentic, heartfelt, and true.
Takeaway: Have authentic stories – they are a representation of who you are.
Considerations and Questions:
1- When you tell your story, do you consider what emotions you are trying to evoke in your listener?
2- When you tell your story, how do you get your listener to relate to the situation or context, if they have never experienced or seen anything similar?
3- What impression do you want others to have of you through your stories?
Video Vignette: Shifting the Audience Perspective
Featuring: Leslie Witt
Summary: Personal story about her infertility. Lessons: (1) power of diagnosis, (2) looking the worst-case scenario in the eye, and (3) reframe your mental model.
Takeaway: Take the power of words and allow it to shift the perspective of your audience.
Considerations and Questions:
1- How did she shift your perspective with her story?
2- What emotions did she evoke in you to drive your shift in perspective?
3- How did she surprise you, if at all?
Video Vignette: Using Story to Humanize a Business
Featuring: Nathan Hubbard
Summary: Nathan Hubbard shares how he relates his personal story as a way to humanize Ticketmaster to turn it around and revive the company. He leverages three story lines to establish himself as the face of the company. He influences his stakeholders by sharing the story of his upbringing and how his family finds unity in spite of diversity, telling story of his life as an artist working to win over the energy of a crowd as a performer and building credibility around his story as a competitor and founder of Live Nation, which gave him insights into the weaknesses and greatness of the company.
Takeaway: Stories make it possible to humanize corporations for consumers and build loyalty.
Considerations and Questions:
1- What story inspires you to do the work you do on a regular basis?
2- What story do you want others to tell about you?
3- What story can you tell about how your company can impact the world?
Video Vignette: Story in Nonprofits
Featuring: Christy Turlington
Summary: Christy Turlington talks about how she uses story to convey her message and organizational mission for a nonprofit. To be as impactful as possible, you must clearly communicate the core issue and problems that the organization is addressing for people to understand the purpose for the work.
Takeaway: Keep in mind that for nonprofits, story is especially critical for people to understand the potential impact you can have for your work.
Considerations and Questions:
1- How is storytelling different for nonprofits than for corporations?
2- What is essential for storytelling in nonprofits?
3- How should the story change for donors compared to those being served by the nonprofit mission?
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?
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 Empathy in Story 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.
The Power of Empathy
If done well, a leader’s ability to understand the listener and tell stories so that they are heard can be a key factor in success. Listeners are persuaded by compelling stories and this Module on the Power of Empathy shares insights from Professor Aaker and select leaders who have learned to leverage the power of empathy in story.
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
Vignettes
Video Vignette: Aaker on the Power Empathy
Featuring: Professor Jennifer Aaker
Summary: Jennifer Aaker shares lessons and research on how empathy is critical for storytellers to truly be impactful. By fully understanding how to gain and leverage empathy, you will be a more effective communicator and leader.
Takeaway: Empathy is a powerful tool that can be practiced and refined for more effective use.
Considerations and Questions:
1- For what types of people do you naturally feel empathy?
2- How do you seek to better understand the needs of people different from you?
3- How do you tap into your authentic self when leveraging empathy in your stories?
Video Vignette: How to Design for Empathy
Featuring: Jeff Jordan
Summary: Story is a way of bringing content to life and an important part of an funder’s decision to invest. When telling your story, be intentioned about making it authentic, heartfelt, and true.
Takeaway: Have authentic stories – they are a representation of who you are.
Considerations and Questions:
1- When you tell your story, do you consider what emotions you are trying to evoke in your listener?
2- When you tell your story, how do you get your listener to relate to the situation or context, if they have never experienced or seen anything similar?
3- What impression do you want others to have of you through your stories?
Video Vignette: Shifting the Audience Perspective
Featuring: Leslie Witt
Summary: Personal story about her infertility. Lessons: (1) power of diagnosis, (2) looking the worst-case scenario in the eye, and (3) reframe your mental model.
Takeaway: Take the power of words and allow it to shift the perspective of your audience.
Considerations and Questions:
1- How did she shift your perspective with her story?
2- What emotions did she evoke in you to drive your shift in perspective?
3- How did she surprise you, if at all?
Video Vignette: Using Story to Humanize a Business
Featuring: Nathan Hubbard
Summary: Nathan Hubbard shares how he relates his personal story as a way to humanize Ticketmaster to turn it around and revive the company. He leverages three story lines to establish himself as the face of the company. He influences his stakeholders by sharing the story of his upbringing and how his family finds unity in spite of diversity, telling story of his life as an artist working to win over the energy of a crowd as a performer and building credibility around his story as a competitor and founder of Live Nation, which gave him insights into the weaknesses and greatness of the company.
Takeaway: Stories make it possible to humanize corporations for consumers and build loyalty.
Considerations and Questions:
1- What story inspires you to do the work you do on a regular basis?
2- What story do you want others to tell about you?
3- What story can you tell about how your company can impact the world?
Video Vignette: Story in Nonprofits
Featuring: Christy Turlington
Summary: Christy Turlington talks about how she uses story to convey her message and organizational mission for a nonprofit. To be as impactful as possible, you must clearly communicate the core issue and problems that the organization is addressing for people to understand the purpose for the work.
Takeaway: Keep in mind that for nonprofits, story is especially critical for people to understand the potential impact you can have for your work.
Considerations and Questions:
1- How is storytelling different for nonprofits than for corporations?
2- What is essential for storytelling in nonprofits?
3- How should the story change for donors compared to those being served by the nonprofit mission?
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?
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 Empathy in Story 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.
The Power of Empathy
If done well, a leader’s ability to understand the listener and tell stories so that they are heard can be a key factor in success. Listeners are persuaded by compelling stories and this Module on the Power of Empathy shares insights from Professor Aaker and select leaders who have learned to leverage the power of empathy in story.
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
Vignettes
Video Vignette: Aaker on the Power Empathy
Featuring: Professor Jennifer Aaker
Summary: Jennifer Aaker shares lessons and research on how empathy is critical for storytellers to truly be impactful. By fully understanding how to gain and leverage empathy, you will be a more effective communicator and leader.
Takeaway: Empathy is a powerful tool that can be practiced and refined for more effective use.
Considerations and Questions:
1- For what types of people do you naturally feel empathy?
2- How do you seek to better understand the needs of people different from you?
3- How do you tap into your authentic self when leveraging empathy in your stories?
Video Vignette: How to Design for Empathy
Featuring: Jeff Jordan
Summary: Story is a way of bringing content to life and an important part of an funder’s decision to invest. When telling your story, be intentioned about making it authentic, heartfelt, and true.
Takeaway: Have authentic stories – they are a representation of who you are.
Considerations and Questions:
1- When you tell your story, do you consider what emotions you are trying to evoke in your listener?
2- When you tell your story, how do you get your listener to relate to the situation or context, if they have never experienced or seen anything similar?
3- What impression do you want others to have of you through your stories?
Video Vignette: Shifting the Audience Perspective
Featuring: Leslie Witt
Summary: Personal story about her infertility. Lessons: (1) power of diagnosis, (2) looking the worst-case scenario in the eye, and (3) reframe your mental model.
Takeaway: Take the power of words and allow it to shift the perspective of your audience.
Considerations and Questions:
1- How did she shift your perspective with her story?
2- What emotions did she evoke in you to drive your shift in perspective?
3- How did she surprise you, if at all?
Video Vignette: Using Story to Humanize a Business
Featuring: Nathan Hubbard
Summary: Nathan Hubbard shares how he relates his personal story as a way to humanize Ticketmaster to turn it around and revive the company. He leverages three story lines to establish himself as the face of the company. He influences his stakeholders by sharing the story of his upbringing and how his family finds unity in spite of diversity, telling story of his life as an artist working to win over the energy of a crowd as a performer and building credibility around his story as a competitor and founder of Live Nation, which gave him insights into the weaknesses and greatness of the company.
Takeaway: Stories make it possible to humanize corporations for consumers and build loyalty.
Considerations and Questions:
1- What story inspires you to do the work you do on a regular basis?
2- What story do you want others to tell about you?
3- What story can you tell about how your company can impact the world?
Video Vignette: Story in Nonprofits
Featuring: Christy Turlington
Summary: Christy Turlington talks about how she uses story to convey her message and organizational mission for a nonprofit. To be as impactful as possible, you must clearly communicate the core issue and problems that the organization is addressing for people to understand the purpose for the work.
Takeaway: Keep in mind that for nonprofits, story is especially critical for people to understand the potential impact you can have for your work.
Considerations and Questions:
1- How is storytelling different for nonprofits than for corporations?
2- What is essential for storytelling in nonprofits?
3- How should the story change for donors compared to those being served by the nonprofit mission?
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?
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 Empathy in Story 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.
The Power of Empathy
If done well, a leader’s ability to understand the listener and tell stories so that they are heard can be a key factor in success. Listeners are persuaded by compelling stories and this Module on the Power of Empathy shares insights from Professor Aaker and select leaders who have learned to leverage the power of empathy in story.
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
Vignettes
Video Vignette: Aaker on the Power Empathy
Featuring: Professor Jennifer Aaker
Summary: Jennifer Aaker shares lessons and research on how empathy is critical for storytellers to truly be impactful. By fully understanding how to gain and leverage empathy, you will be a more effective communicator and leader.
Takeaway: Empathy is a powerful tool that can be practiced and refined for more effective use.
Considerations and Questions:
1- For what types of people do you naturally feel empathy?
2- How do you seek to better understand the needs of people different from you?
3- How do you tap into your authentic self when leveraging empathy in your stories?
Video Vignette: How to Design for Empathy
Featuring: Jeff Jordan
Summary: Story is a way of bringing content to life and an important part of an funder’s decision to invest. When telling your story, be intentioned about making it authentic, heartfelt, and true.
Takeaway: Have authentic stories – they are a representation of who you are.
Considerations and Questions:
1- When you tell your story, do you consider what emotions you are trying to evoke in your listener?
2- When you tell your story, how do you get your listener to relate to the situation or context, if they have never experienced or seen anything similar?
3- What impression do you want others to have of you through your stories?
Video Vignette: Shifting the Audience Perspective
Featuring: Leslie Witt
Summary: Personal story about her infertility. Lessons: (1) power of diagnosis, (2) looking the worst-case scenario in the eye, and (3) reframe your mental model.
Takeaway: Take the power of words and allow it to shift the perspective of your audience.
Considerations and Questions:
1- How did she shift your perspective with her story?
2- What emotions did she evoke in you to drive your shift in perspective?
3- How did she surprise you, if at all?
Video Vignette: Using Story to Humanize a Business
Featuring: Nathan Hubbard
Summary: Nathan Hubbard shares how he relates his personal story as a way to humanize Ticketmaster to turn it around and revive the company. He leverages three story lines to establish himself as the face of the company. He influences his stakeholders by sharing the story of his upbringing and how his family finds unity in spite of diversity, telling story of his life as an artist working to win over the energy of a crowd as a performer and building credibility around his story as a competitor and founder of Live Nation, which gave him insights into the weaknesses and greatness of the company.
Takeaway: Stories make it possible to humanize corporations for consumers and build loyalty.
Considerations and Questions:
1- What story inspires you to do the work you do on a regular basis?
2- What story do you want others to tell about you?
3- What story can you tell about how your company can impact the world?
Video Vignette: Story in Nonprofits
Featuring: Christy Turlington
Summary: Christy Turlington talks about how she uses story to convey her message and organizational mission for a nonprofit. To be as impactful as possible, you must clearly communicate the core issue and problems that the organization is addressing for people to understand the purpose for the work.
Takeaway: Keep in mind that for nonprofits, story is especially critical for people to understand the potential impact you can have for your work.
Considerations and Questions:
1- How is storytelling different for nonprofits than for corporations?
2- What is essential for storytelling in nonprofits?
3- How should the story change for donors compared to those being served by the nonprofit mission?
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?
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 Empathy in Story 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.
The Power of Empathy
If done well, a leader’s ability to understand the listener and tell stories so that they are heard can be a key factor in success. Listeners are persuaded by compelling stories and this Module on the Power of Empathy shares insights from Professor Aaker and select leaders who have learned to leverage the power of empathy in story.
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
Vignettes
Video Vignette: Aaker on the Power Empathy
Featuring: Professor Jennifer Aaker
Summary: Jennifer Aaker shares lessons and research on how empathy is critical for storytellers to truly be impactful. By fully understanding how to gain and leverage empathy, you will be a more effective communicator and leader.
Takeaway: Empathy is a powerful tool that can be practiced and refined for more effective use.
Considerations and Questions:
1- For what types of people do you naturally feel empathy?
2- How do you seek to better understand the needs of people different from you?
3- How do you tap into your authentic self when leveraging empathy in your stories?
Video Vignette: How to Design for Empathy
Featuring: Jeff Jordan
Summary: Story is a way of bringing content to life and an important part of an funder’s decision to invest. When telling your story, be intentioned about making it authentic, heartfelt, and true.
Takeaway: Have authentic stories – they are a representation of who you are.
Considerations and Questions:
1- When you tell your story, do you consider what emotions you are trying to evoke in your listener?
2- When you tell your story, how do you get your listener to relate to the situation or context, if they have never experienced or seen anything similar?
3- What impression do you want others to have of you through your stories?
Video Vignette: Shifting the Audience Perspective
Featuring: Leslie Witt
Summary: Personal story about her infertility. Lessons: (1) power of diagnosis, (2) looking the worst-case scenario in the eye, and (3) reframe your mental model.
Takeaway: Take the power of words and allow it to shift the perspective of your audience.
Considerations and Questions:
1- How did she shift your perspective with her story?
2- What emotions did she evoke in you to drive your shift in perspective?
3- How did she surprise you, if at all?
Video Vignette: Using Story to Humanize a Business
Featuring: Nathan Hubbard
Summary: Nathan Hubbard shares how he relates his personal story as a way to humanize Ticketmaster to turn it around and revive the company. He leverages three story lines to establish himself as the face of the company. He influences his stakeholders by sharing the story of his upbringing and how his family finds unity in spite of diversity, telling story of his life as an artist working to win over the energy of a crowd as a performer and building credibility around his story as a competitor and founder of Live Nation, which gave him insights into the weaknesses and greatness of the company.
Takeaway: Stories make it possible to humanize corporations for consumers and build loyalty.
Considerations and Questions:
1- What story inspires you to do the work you do on a regular basis?
2- What story do you want others to tell about you?
3- What story can you tell about how your company can impact the world?
Video Vignette: Story in Nonprofits
Featuring: Christy Turlington
Summary: Christy Turlington talks about how she uses story to convey her message and organizational mission for a nonprofit. To be as impactful as possible, you must clearly communicate the core issue and problems that the organization is addressing for people to understand the purpose for the work.
Takeaway: Keep in mind that for nonprofits, story is especially critical for people to understand the potential impact you can have for your work.
Considerations and Questions:
1- How is storytelling different for nonprofits than for corporations?
2- What is essential for storytelling in nonprofits?
3- How should the story change for donors compared to those being served by the nonprofit mission?
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?
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.