trends #2 storyteling quick checklist

Why use stories:
􀂉 To break barriers
􀂉 To put information into context
􀂉 To be persuasive
􀂉 To make an emotional connection
􀂉 To enliven a presentation of facts and figures
􀂉 To keep you foremost in people’s minds
􀂉 To give you control of the spotlight

How to use stories:

􀂉 Spark transformations
􀂉 Build community
􀂉 Ignite innovation
􀂉 Learn (and unlearn) from experiences
􀂉 Share values
􀂉 Create and promote culture
􀂉 Build organizational capacity
􀂉 Shape and speed action

Where to use stories:
􀂉 Corporate histories
􀂉 Business plans and proposals
􀂉 Product development and launches
􀂉 Product messaging
􀂉 Case studies and success stories
􀂉 Customer and employee profiles
􀂉 Executive profiles
􀂉 Sales and training materials
􀂉 Newsletters
􀂉 Magazine articles
􀂉 Advertising copy

Qualities of a story:
􀂉 Narrative—a beginning, middle and end
􀂉 Suspense—something that holds our interest and makes us want to find out what happens next
􀂉 Visual details—we can picture what takes place
􀂉 Emotional content—such as fear, greed, anger, happiness and love
􀂉 Credibility—a trustworthy voice or narrator
􀂉 Optimism—faith in the ability to triumph over obstacles

Some kinds of stories:
􀂉 Legend
􀂉 Fable
􀂉 News
􀂉 Humorous
􀂉 Anecdote
􀂉 History