Laura Packer Storytelling

(c) 2015 Laura S. Packer

Telling your story

U.S. Sourcelink 2015

Laura Packerthinkstory.com


Who am I?

daughter

writer

storyteller

coach

step-mother

cyclist

cancersurvivor

friend

teacher

cook

human

evolving

entrepreneur

consultant

cancer widow


What is storytelling?

Story:ORIGIN late Middle English: Latin from Greek

historia - “finding out”

When we tell stories we are at onceconveying information and finding out more information.

performanceart

writing

talking

lying

marketing

Humans are storytelling creatures.

living


Why organizational storytelling

• Persuasive; highly influential• Transfers knowledge• Emotions trigger action• Builds relationships and community• Conveys culture and history• Tough stuff; numbers• Fosters change• Fun, entertaining, powerful, poignant, etc.


The role of organizational storytelling

• Funding• Employee relations• Marketing• Branding• Damage control• Etc.


How does it work?Why is it so powerful?

• Neurology• The story triangle• Emotional catalyst


A little story theory

storyteller

audience story

When we tell stories we are at onceconveying information

and finding out more information.

Storytelling is all about building relationships

and allowing the audience room for their own experiences, interpretation and emotions.

This will move them to action.


Information vs. StoryInformation = factual value

Story = emotional value

• Of 1.6 million new U.S. cancer diagnoses in 2014, more than 550K+ will die

• 2nd most common cause of death in the U.S.• Costs in excess of $226.8 billion/year

• I am a cancer survivor• My husband died from pancreatic cancer• You or people you love may be affected too.


Storyteller’s toolkit

1. Listening


The role of listening

• Allows space for new creative thinking • Empower the speaker• Deepen relationships• Deeply understand others• Identify problems and

creative solutions• Good listening can

be addictive


Competitive listening


1:1 listening

• Listener listens– Don’t interrupt– Be present– Confidentiality

• Speaker speaks– Not telling a story, just being listened to– Silence is okay– Emotion is okay

• Switch

A time when your organization made a difference



1. Listening2. Crafting the story; understanding your

audience


Who is your audience?

What kinds of stories do they need to hear?

What will move them to action?



Craft the story for a particular audience.What will move them to action?– Listener listens– Speaker speaks– Switch



1. Listening2. Crafting the story; understanding your

audience3. Invoking emotion; telling a good story


What makes a good story?

• Beginning, middle and end• Emotional honesty and sensory detail• Authenticity



Craft the story for a particular audienceWhat will move them to action?

What do you want your audience to do after they hear this story?

Think of your beginning lineThink of the impact this event had on youThink of your ending

– Listener listens– Speaker speaks– Switch


The same story can be recrafted

• Different audiences• Different context• Different needs

All the same story


How do you foster better organizational storytelling?

• Listen• Ask• Practice


Critical stories for every organization

• History; how we got here, who I am• Passion; mission, vision and values in action• People and results; success and failure• Personal commitment; why I am here• Manifesto; the future


So where do you find stories?

• Personal experience• Stakeholders• Media• Etc.


Meaningful stories will be remembered

and repeated

Meaningful storiescreate change


Questions


Preorder

The Five Stories Every Organization

Needs to Know and Tell

Prepublication sale $14.95Will be $44.95 after release


If you’d like to learn more, please contact me.

• Sign up for my newsletter atThinkstory.com

• Laurapacker.com• Skype: lspacker• Truestorieshonestlies.blogspot.com• Think-story.blogspot.com• @storylaura• [email protected]• 781-526-7255

Laura Packer Storytelling

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