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GEORGE C. MARSHALL CENTERCollege of International Security Studies
Garmisch – Partenkirchen, Germany
LTC ULRICH M. JANSSENEmail: [email protected]
LinkedIn: Ulrich Janßen
Twitter: @UliJanOgau
Phone: +49-8821-750-2658
Lieutenant Colonel Ulrich (“Uli”) M. JANSSEN (DEU Army)
Apr 11, 2023 2
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
Apr 11, 2023 4
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“
Apr 11, 2023 5
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!
Apr 11, 2023 6
…worth more than 1000 words
Apr 11, 2023 7
WarImageLegitimacy
…telling a story
Apr 11, 2023 8
…telling a story
Apr 11, 2023 9
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
Apr 11, 2023 12
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!
Apr 11, 2023 13
CAPABILITIESCAPABILITIES
DODO
Motivation… based on perceived legitimacy
Apr 11, 2023 14
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
Apr 11, 2023 15
Apr 11, 2023 16
Legitimacy
Apr 11, 2023 17
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
Apr 11, 2023 18
Constructing a narrative(1) Rich Pictures
Apr 11, 2023 19
Apr 11, 2023 20
Constructing a narrative (2) Mindmap: “Ensuring C5”
Master Narrative / Branding Model
Apr 11, 2023 21
© Braithwaite Communications
An example
Apr 11, 2023 22
Individual,Group, National
Narratives
Guidance,Strategy &
Plans
Coalition Narrative
MandateCoalition building
Developing a coalition narrative
Apr 11, 2023 23
Narrative Applications… fit the purpose
Apr 11, 2023 24
29th Organisational Development World Congress, Pretoria, 2009
Building narratives in the military context
Apr 11, 2023 25
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
Apr 11, 2023 26
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
Apr 11, 2023 27
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
Apr 11, 2023 28
Narrative Arc … to be consistent
Apr 11, 2023 29
Prof Steven R. CormanCSC – Center for Strategic Communication
consistent?
Apr 11, 2023 30
What’s the story?
Conflict
Desire
Satisfaction
Apr 11, 2023 31
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)
Apr 11, 2023 33
Telling our story listening to their stories
Apr 11, 2023 34
Apr 11, 2023 35Taken from: Steven R. Corman: Narrating the Exit from Afghanistan
Final Reading Recommendations
Apr 11, 2023 36
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
Apr 11, 2023 38
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
Apr 11, 2023 40
“If you don’t engage with
others, others will not engage
with you.”Maria-Rosa Moroso, Information Analyst, NCIA