Transformative Storytelling Workshop at Smart Impact, Mexico City

Lee-Sean Huang / [email protected] / @leesean

Transformative Storytelling

Lee-Sean Huang

@leesean FOOSSA

Everyone has a story.

Everyone is a storyteller.

@leesean @leesean FOOSSA

@leesean FOOSSA

“Storytelling comes naturally

to humans, but since we live

in an unnatural world, we

sometimes need a little help

doing what we’d naturally do.”

- Dan Harmon, Writer

Who am I?

Who are you?



��@leesean @leesean FOOSSA

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Lee Sean@leesean @leesean FOOSSA


What’s the story behind

your name?


What’s the story behind

your company’s name?

User Experience

Strategic Storytelling

Community Management

Movement Building

Community Centered

Design

Lee-Sean Huang / [email protected] / @leesean @leesean FOOSSA

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We research behavioral, cultural and technological insights to identify opportunities for innovation.

Lee-Sean Huang / [email protected] / @leesean @leesean @leesean FOOSSA

RESEARCH

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We advise and train teams in community- centered design, storytelling, and social innovation.


STRATEGY

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We craft brand experiences and build business models to grow communities, shape cultures and scale enterprises.


DESIGN


Why are you here today?





WHAT?


HOW?

WHY?

Every THING has a story. Artifacts tell stories too.


16Lee-Sean Huang / [email protected] / @leesean

Artifacts

Cultural

17Lee-Sean Huang / [email protected] / @leesean @leesean FOOSSA

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https://sugru.com/

The Blue Lace Project


https://sugru.com/

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http://www.kickstarter.com/projects/jakehimself/the-bluelace-project-a-revolution-built-one-foot-a

http://articles.latimes.com/2013/nov/19/news/la-ar-blue-lace-project-20131119


http://www.kickstarter.com/projects/jakehimself/the-bluelace-project-a-revolution-built-one-foot-a

http://articles.latimes.com/2013/nov/19/news/la-ar-blue-lace-project-20131119


Ask your partner the story

behind an object/artifact

that they have.

Why Storytelling?


@leesean FOOSSA

“The #1 business skills for the next 5 years” https://www.linkedin.com/pulse/20130802112108-7374576-this-will-be-the-1-business-skill-of-the-next-5-years

- LinkedIn

“A strategic tool with ‘irresistible power’” https://hbr.org/2014/03/the-irresistible-power-of-storytelling-as-a-strategic-business-tool/

- Harvard Business Review

“The major business lesson of 2014” http://www.entrepreneur.com/article/239142

- Entrepreneur Magazine

https://www.linkedin.com/pulse/20130802112108-7374576-this-will-be-the-1-business-skill-of-the-next-5-years

https://hbr.org/2014/03/the-irresistible-power-of-storytelling-as-a-strategic-business-tool/

http://www.entrepreneur.com/article/239142

@leesean FOOSSA

“A company without a story is usually

a company without a strategy.”

- Ben Horowitz, Co-Founder, Andreesen Horowitz

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Elements of (Narrative) Strategy

@leesean

* Purpose

* Plan

* Sequence of Actions

* Measurable Goal

@leesean FOOSSA

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Elements of (Narrative) Strategy

@leesean

* Purpose

* Plan


* Measurable Goal

Narrative

/Story

@leesean FOOSSA


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@leesean

* Purpose

* Plan


* Measurable Goal

* Narrative

@leesean FOOSSA

Developing a Narrative Strategy

@leesean

1. Current State: Where are you now?

2. Desired State: Where do you want to be?

3. Document and Share. Visualize.

4. Prioritize.

5. Simplify.

6. Test. Recalibrate. Repeat.

@leesean FOOSSA

Stories

help us make sense of the world

help us define our identity

help us connect with each other

are the building blocks of culture{http://www.psychologytoday.com/collections/201106/the-power-stories/direct-hit


http://www.psychologytoday.com/collections/201106/the-power-stories/direct-hit

http://www.journeyofhearts.org/kirstimd/tellstory.htmLee-Sean Huang / [email protected] / @leesean

Clay Shirky

http://www.youtube.com/watch?v=IyeihMTB2mE"feature=share"t=19m35s

“Stories organize our sense of reality.

Stories are how we process facts.

Stories are like food we consume that helps us turn into who we are.”

@leesean FOOSSA

http://www.journeyofhearts.org/kirstimd/tellstory.htm

http://www.youtube.com/watch?v=IyeihMTB2mE&feature=share&t=19m35s

Dr. Kirsti A. Dyer


“Storytelling is a part of life, intrinsic to most cultures. They help people make sense of the world--life's experiences, dilemmas and hardships.

Stories can educate, inspire and build rapport. They are a means of communicating, recreating, and helping preserve cultures by translating memories into a more concrete manner that can be handed down verbally or in written form.

Telling the story can provide the opportunity to gain a deeper understanding of one's experiences and oneself. “




@leesean FOOSSA




What have I done with stories?


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http://emuscampaign.org/

@leesean FOOSSA

http://emuscampaign.org/


@leesean FOOSSA

https://www.youtube.com/watch?v=Q9KTIkuh6Dw













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@leesean FOOSSA


Stories are personal.


Marshal Ganz

Handout: Telling Your Public Story Worksheet

Telling Your Public Story

A good story public story is drawn from the series of choice points that have structured the “plot” of your life – the challenges you faced, choices you made, and outcomes you experienced.

Marshal Ganz

Elements of a Public Story

A story of self: why you were called to what you have been called to.

A story of us: what your constituency, community, organization has been called to its shared purposes, goals, vision.

A story of now: the challenge this community now faces, the choices it must make, and the hope to which “we” can aspire.

@leesean FOOSSA

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http://wearethe99percent.tumblr.com/

We are the 99%

@leesean FOOSSA

http://wearethe99percent.tumblr.com/

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http://wearethe15percent.com/post/52232149870/in-may-cheerios-posted-this-new-commercial-on

We are the 15%

@leesean FOOSSA

http://wearethe15percent.com/post/52232149870/in-may-cheerios-posted-this-new-commercial-on/

Stories embody values.


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Manifesto







Our Values

We believe that increased participation by youth and members of the emerging middle class in the political process will help bring about greater accountability and transparency.

We are non-partisan and independent. We don’t accept money from government or political parties.

We believe that the internet can serve as a school for a more robust democracy.

We are committed to open source sharing. We value remix and reuse.

@leesean FOOSSA


What are your

brand’s values?

Stories have shapes. Stories have structures.


1

strong

start

2

emotional

climax3

desired

outcome

@leesean FOOSSA

Problem-Solution

Opportunity-Obstacle-Choice

@leesean FOOSSA

FOR____________

ONLY___________

BECAUSE________

http://www.markpollard.net/how-to-position-your-business-in-3-sentences/

http://www.markpollard.net/how-to-position-your-business-in-3-sentences/


What is the shape/

structure of your story?

Ira Glass

2 Basic Building Blocks of a Story

(1) The anecdote

(2) The moment of reflection

In a good story you need both -- you can flip back and forth between the two. The Anecdote and the Moment of Reflection are interwoven to make a story.

http://www.presentationzen.com/presentationzen/2007/03/ira_glasstips_o.html


Ira Glass

(1) The anecdote, a sequence of actions, a story in its purest form, one thing following from another (rather than just disjointed "facts").

"The Power of the anecdote is so great...No matter how boring the material is, if it is in story form...there is suspense in it, it feels like something's going to happen. The reason why is because literally it's a sequence of events...you can feel through its form [that it's] inherently like being on a train that has a destination...and that you're going to find something..."



Ira Glass

(1a) Raise questions.

Provide the "bait" (the hook) The anecdote should raise a question right from the beginning. Implied in any question that you raise, however, is that you are going to answer it.

Constantly raise questions and answer them. The shape of the story is that you are throwing out questions and answering them along the way.



Ira Glass

(2) The moment of reflection.

What is the key point? What does this all mean? Why have I asked you to sit and listen for 30 min, etc. It is not just a series of facts/events.

Many people get the first part, they tell an interesting sequence of events, but in the end it fails because it doesn't say anything new, it did not have meaning. And sometimes people have the reflection part and the question is clear in their mind, but they fail to put it in a sequence that compels people to follow and engage.




Share an anecdote.

Stories can be condensed.


Charlie Brown is finally invited to a Halloween party; Snoopy engages the Red Baron in a dogfight; and Linus waits patiently in the pumpkin patch for the Great Pumpkin.

@leesean FOOSSA

Charlie Brown is finally invited to a Halloween party; Snoopy engages the Red Baron in a dogfight; and Linus waits patiently in the pumpkin patch for the Great Pumpkin.

—Logline for It's the Great Pumpkin, Charlie Brown

It's the Great Pumpkin, Charlie Brown

A 17th Century tale of adventure on the high seas where a roguish yet charming captain joins forces with a young blacksmith in a gallant attempt to rescue the Governor of England's daughter and reclaim his ship.

@leesean FOOSSA

Pirates of the Caribbean

A young man and woman from different social classes fall in love, must outwit her abusive fiancé, and find a way to survive aboard an ill-fated voyage at sea.

@leesean FOOSSA

Titanc

Narrative: Movement Loglines

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Tea Party Freedom is under assault in our country. We will band together to restore freedom in America.

Slow Food Started as a protest against McDonald’s in Rome, we are now a worldwide movement advocating for good, clean, fair food.

Occupy From NYC and around the world, we are fighting back against the corrosive power of major banks and multinational corporations over the democratic process.

@leesean FOOSSA


6 word stories. “For sale. Baby shoes. Never worn.”

https://twitter.com/sixwordstories

https://twitter.com/sixwordstories

Same story. Different audiences.


@leesean FOOSSA

How would you tell your story to:

your customer

your investor

your grandma

THANK YOU! [email protected]