Narrative Workshop June 2013

GEORGE C. MARSHALL CENTERCollege of International Security Studies

Garmisch – Partenkirchen, Germany

LTC ULRICH M. JANSSENEmail: ulrich.janssen@marshallcenter.org

LinkedIn: Ulrich Janßen

Twitter: @UliJanOgau

Phone: +49-8821-750-2658

Lieutenant Colonel Ulrich (“Uli”) M. JANSSEN (DEU Army)

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Operating Environment 53 winters 1 daughter (23) Engaged Rhineland Oberammergau

Education Hamburg University, Masters in Economics Graduate of George C. Marshall European

Center for Security Studies, PASS 08-7 Information Operations Post-Graduate

Course in GBR Strategic Communications Master Class,

University of Cambridge

> 32 years of military service Command functions Staff functions Training & Education

Next to Military Sports Reading Good food, red wine

Last appointments: 5 years Arms Control & Verification

CFE-Treaty, Vienna Document, Dayton Peace Agreement

4 years JFC Brunssum J5/9 Joint Plans - Force Planning J2/CI - INFOSEC

2 years structure / PE review 4 years Joint Info Ops Branch

Concept Development, Plans, Requirements, Education, Training & Exercise

1993-2007 supporting speaker various courses

Mar 2008 Course Director / Instructor CD EW, INFO OPS, PSYOPS, STRATCOM Instructor OPC, EW, PAO, CIMIC, CM, Orientation

Courses Lecturer BDCOL, DEU General Staff College, UK NDA /

Cranfield University, AUT NDA, SWE NDC, BGR NDA, George C. Marshall Center

International conferences

June 2013 George C. Marshall Center

Introduction to Narratives as Influence Factor

NARRATIVES

Workshop Agenda & Aim

Introduction to Narratives as Influence Factor What’s a narrative? The power of a good story War, image and legitimacy Narratives in modern context Constructing a narrative Narratives in the military context

Practical exercise

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What’s a Narrative

Dictionary1. a story or account of events, experiences, or the like, whether

true or fictitious.

2. a book, literary work, etc., containing such a story.

3. the art, technique, or process of narrating stories. “Somerset Maugham was a master of narrative.”

WikipediaA narrative is a constructive format (…) that describes a sequence of non-fictional or fictional events.

The word derives from the Latin verb narrare, "to tell", and is related to the adjective gnarus, "knowing" or "skilled“

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Narratives and Stories

WikipediaThe word "story" may be used as a synonym of "narrative".

It can also be used to refer to the sequence of events described in a (larger) narrative.

The history of NATO … an (institutional) narrative The story of my life … my (individual) narrative What had happened to them … Their narrative

A narrative might be told by a character within a larger narrative. What a story tells … how a story is told– Robinson Crusoe, Perry Rhodan, Mr. Bean Never underestimate the power of a good story!

Heath Brothers: Made to Stick Stories make people act!

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…worth more than 1000 words

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WarImageLegitimacy

…telling a story

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…telling a story

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The power of a good story

Apr 11, 2023 10UNCLASSIFIED

“For to win one hundred

victories in one hundred

battles is not the acme of

skill. To subdue the enemy

without fighting is the

acme of skill.”

Narratives in modern context

Narrating stories / listening takes time A picture is worth more than thousand words Facts & figures speak for themselves KISS

Commanders, Planners, Units crash too often.

Apr 11, 2023 11UNCLASSIFIED

The brutal simplicity of thought

Six fundamental principles for SUCCESs-ful messaging

Simple Unexpected Concrete Credible Emotional Stories

Building a better airline, not just a bigger one.

Communication demands

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Fit the purpose (vision / end-state)

Help … to crash less often

By better considering people’s perceptions, motivations and behaviour

They’ve got the watches, we’ve got the time!You’re out – we’re in!

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CAPABILITIESCAPABILITIES

DODO

Motivation… based on perceived legitimacy

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UNDERSTANDINGUNDERSTANDING

WILLWILL

InformationKnowledge

AttitudesValuesNormsBeliefsCultureTraditions

ActionBehaviour

Adapted from Jeff French: Strategic Social Marketing

ToolsMeansTechnologyOrganization

Social Influence

Tim

e, cos

ts

Effort, convenience

Social consequences

Competing behaviour

Oth

er in

flu

en

cing

facto

rs

Perceived Risk

Emotion

Perception of Legitimacy

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Legitimacy

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Story Story Story

Archetypes Forms

Standard patterns on which stories may be based, defining

typical characters, actions, sequences

Standard characters expected in stories, with given motives

and in particular situations

Constructing a narrative

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Constructing a narrative(1) Rich Pictures

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Constructing a narrative (2) Mindmap: “Ensuring C5”

Master Narrative / Branding Model

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© Braithwaite Communications

An example

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Individual,Group, National

Narratives

Guidance,Strategy &

Plans

Coalition Narrative

MandateCoalition building

Developing a coalition narrative

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Narrative Applications… fit the purpose

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29th Organisational Development World Congress, Pretoria, 2009

Building narratives in the military context

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Grand Strategy

Institutional (NATO’s) Narrative

Theatre 2 Narrative

supportsupport

informinform

StoriesMotive

Motive

action/events

actions/events

Stories

Stakeholder & Audience Analysis

TheatreStrategies

Theatre 1 Narrative

C2(t)

© MNIOE 2013

Stakeholder Analysis

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8 different stakeholder groups: 1. Dormant stakeholders (Power,

no legitimacy and no urgency)2. Discretionary stakeholders

(Legitimacy, but no power and no urgency)

3. Demanding stakeholders (Urgency, but no legitimacy and no power)

4. Dominant stakeholders (Power and legitimacy, but no urgency)

5. Dangerous stakeholders (Power and urgency, but no legitimacy)

6. Dependent stakeholders (Legitimacy and urgency, but no power)

7. Definite stakeholders (Power, legitimacy and urgency)

8. Nonstakeholders (No power, no legitimacy and no urgency) http://dev.change-management-toolbook.com/mod/book/view.php?id=74

http://dev.change-management-toolbook.com/mod/book/print.php?id=74&chapterid=68

Ingredients of the NATO Narrative

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Our historyCommon values

and beliefsOur vision, mission,

aims, objectives

PolicyDoctrinePlansConceptsOrganizationResponsibilities

NATO’s NarrativeThe Washington Treaty“Keep the Germans down, the Americans in, and the Russians out.” (Lord Ismay, 4 Apr 1949)

Collective Defence Shared responsibility for security Burden sharing Strengthen the transatlantic link

Strategic Concept 2010 Active Engagement, Modern Defence

NATO Summit, Chicago, May 20125 declarations

Partnership Smart Defence & Development of Defence Capabilities Countering Terrorism Commitment in AFG post 2014

Mission specific

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Narrative Arc … to be consistent

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Prof Steven R. CormanCSC – Center for Strategic Communication

consistent?

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What’s the story?

Conflict

Desire

Satisfaction

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Apr 11, 2023 32Hamas party rally in Gaza City Mahmud Hams, AFP/Getty, 2005

Narrative Building Elements

Guiding Strategy and Vision Common values and beliefs … coalition building Projection of your story into the future … trajectory

Meme … a sticky message Prioritize, remember, agree story-telling enablers to make people care and motivate to act

Stories that link the strategic vision to a particular audience (stakeholders)

A common issue… common desire Joint activities … stories ‘official’ story, ‘core’ story (Adam & Eve) vs. ‘individual’ stories “Using the local narrative rather than countering it!”

(Tony Quinlan, Founder & CEO Narrate Ltd, UK)

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Telling our story listening to their stories

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Apr 11, 2023 35Taken from: Steven R. Corman: Narrating the Exit from Afghanistan

Final Reading Recommendations

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Introduction to Narratives as Influence Factor

NARRATIVES

Table Discussions / Practical Exercise

Common to all: The situation

Re-deployment of NATO forces from AFG

Enduring commitment to AFG security beyond 2014

Pick-up points– Strategic Concept 2010 “Active Engagement, Modern Defence”

– Chicago Summit 2012 Declaration on enduring commitment in AFG post 2014

Different: The Perspectives / Audiences

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Table Discussions

Audiences

Table 1: The people in European troop contributing nations

Table 2: The Afghan Government and Key Afghan Leaders

Table 3: Taleban Senior Leaders

Table 4: Local Afghan populace

Mission/task: Discuss narrative building elements

Backbrief @ time (3-5 mins per table) on Audience(s) / stakeholders Your group’s sticky core message Key themes Supporting story lines (bullets, rich picture, mindmap) Activities / events supporting the narrativeApr 11, 2023 39

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“If you don’t engage with

others, others will not engage

with you.”Maria-Rosa Moroso, Information Analyst, NCIA