Seminar at Local Government Association, Young Councillors from across UK.

1. @nickjankel
STORYTELLING
FOR LEADERS
Nov 2013
© WECREATE WORLDWIDE LTD 2013
www.wecreateworldwide.com

2. THE SWITCH
NICK JANKEL
THE SURPRISING TRUTH ABOUT CREATIVITY &
HOW TO USE IT TO BREAK THROUGH ANYTHING
MY BOOK ON BREAKTHROUGH
PUBLISHED IN 2014. SIGN UP
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TH
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THE SWITCH
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NICK JANKEL
ODIO. DUIS IN ELEIFEND RISUS. AMET
E S WITC
THE SURPRISING TRUTH ABOUT CREATIVITY
AND HOW TO BREAK THROUGH ANYTHING

3. FREE EBOOK DOWNLOAD ON
SOCIAL INNOVATION AT
WWW.WECREATEWORLDWIDE.
COM
FREE ebook DOWNLOAD

5. PEOPLE
DO NOT ‘JUST’ SPONTANEOUSLY CHANGE
THEY TEND TOWARDS THE STATUS QUO

6. CHANGE
NEEDS TO BE ENCOURAGED, ACTIVATED, LED
I.E. EVERY CHANGE HAS TO BE PITCHED TO AN
AUDIENCE

7. 10 MINS
OR LESS!!!

8. EMOTIONAL
beliefs driven by
emotions
justified by reason
after fact
Sources: Antonio D’Amasio, Baba Shiv,
Andrew Newberg, Jonathan Haidt

9. CONTEXTUAL
meaning only comes
with context
need frames to
understand

10. NO
BEST POLICIES/ PARTIES / LEADERS
BEST PERCEPTIONS

11. “When you’re conversing with coworkers, customers, or investors,
the richness and meaning of your
story is what people really buy.
Everybody thinks it’s the return on
investment that you’re selling...but
it’s really the story about ROI that
an investor takes away.”
Tom Durel, Former CIO, Blue Cross Blue Shield,
Former CEO, Oceania

12. STORIES
CREATE NEW REALITIES & HELP PEOPLE
LOCATE THEMSELVES WITH THEM

13. JOIN DOTS BETWEEN DATA / INFORMATION IN
A WAY THAT INSPIRES, ENGAGES BECAUSE IT
MEANS SOMETHING

14. IN THE ABSENCE OF OUR NARRATIVE THEY
WILL MAKE ONE UP - AND IT IS UNLIKELY TO
WORK FOR US

15. “It turns out stories are a - if
not the - leadership answer of
our time.”
Tom Peters, Management Guru

16. STORY
DOESN’T CHANGE THE REAL-WORLD
BUT IT CHANGES THE PEOPLE THAT CHANGE
THE WORLD

19. CHANGE
THE PROJECT? THE REGION? THE WORLD?

20. CHANGE
THE STORY!

22. “Whoever tells the best
story wins.”
John Quincy Adams

23. STORIES
PACKAGE UP INSIGHTS, INFORMATION & DATA
IN A WAY THAT GENERATES ACTION / CHANGE
FOCUS LIMITED ATTENTION OIN WHAT
MATTERS

24. WIRED
FOR STORY
ALLOWS US TO ACCESS INFORMATION &
TRANSFORM INTO ACTION IN MILLISECONDS

26. “Story was crucial to our
evolution, more so than
opposable thumbs. [They] let us
hang on, story told us what to
hang on to.”
Lisa Cron, Wired For Story

27. MIND
7 +/- 2

28. BODY.MIND
14
10
GUT NERVES, HEART NERVES, BACTERIA

29. GOOD NEWS
EVERYONE HAS A GREAT STORY
EVERYONE HAS THE CAPACITY TO BE A GREAT
STORYTELLER

30. creativity is
in our DNA and
makes us
human
10
10
10 tools to
in 5000 years

31. BAD NEWS
STORIES ARE INCREDIBLY CHALLENGING TO
WRITE, CRAFT & DELIVER

33. Leadership
LEADERSHIP storytelling engine
Name
Version
8
8. Call to Action
7
7. Concrete Impact
6
6. Conviction
1. connection
1
5
2
2. Context
3
© 2013 WECREATE WORLDWIDE LTD
5. Concept
3. Conventions
break
through
4
4. CREATIVE Shift
breakthrough for a brilliant world
wecreateworldwide.com

34. Leadership
The storytelling engine
Name
Version
1. connection
What is the problem
or need? How many
people have it?
What are the most
shocking facts and
figures? Can you tell
us about one person
who is suffering?
How does that feel
to you? Why might
others resonate with
this? Why should we
listen to you? Why
are you involved?
How does it impact
you? What are your
intentions around it?
What is at stake for
you? What are your
past successes that
relate to this issue?
What is the headline
keeping us listening?
1
8
8. Call to Action
7
What is your ask?
Do you have an invite for them?
What would you like them to
provide for you exactly? What
are you going to do with it?
2. Context
7. Concrete Impact
What has already
been thought of that
has failed? What
already exists but is
not available, usable
or enjoyable enough
for a mass solution?
Where have all your
‘competitors’ got to?
What models of
change have been
applied (and where
have they gone
wrong)?
How does it, or could it, have an impact? What
analogies or parallels can you draw on to
demonstrate it? How will you measure this impact?
What new behaviors and patterns do you hope to
create? How does this bring about the preferred
state of the system in your vision? What other
impacts do you expect? What is the size of pie and
the slice of pie? How can you bring it to life in words
or images? What do you want from the listener?
What is the call to action?
2
3. Conventions
What are the
underlying
assumptions that
originate the problem?
What are the things
everyone thinks that
are actually the root
drivers of the
problem? What are
the key reason’s that
other people’s models
do not work? What
part of the current
story is no longer
working?
6
4. CREATIVE Shift
How do you see things
differently? What is your
insight into human nature
or the world that opens up
a new possibility? What is
your epiphany?
6. Conviction
5
What is the purpose of the project or enterprise?
Who is the team that has conviction to execute
this purpose? What is the preferred state of the
system / market according to your vision? What
are you resolved to do as specific brand and
growth strategies to get there?
5. Concept
3
© 2013 WECREATE WORLDWIDE LTD
break
through
4
What is the essence of your idea or project (or
the question you want to investigate / answer)?
What, for who, when, where? How is it designed
to work for real-people? How will they use it?
How can it be sustainable? Scaleable? What is a
prototype and MVP for the concept? Longer
term, what is the roadmap for seizing the
opportunity? How can you offer people more
membership, mastery or meaning?
breakthrough for a brilliant world
wecreateworldwide.com

35. Leadership
The storytelling engine
STAGE
1. connection
FOCUS
THE PROBLEM OR NEED AND
WHY IT IS IMPORTANT
KEY QUESTIONS
What is the headline problem or need? What is the possibility
that could be in its place?
Who has this problem? How many people have it? What are the
most shocking facts and figures? Can sketch the suffering of one
person?
Why should we listen to you about it? Why are you involved? How
does it impact you?
2. Context
WHY CURRENT OR PREVIOUS
SOLUTIONS HAVE FAILED TO
SOLVE THE PROBLEM
What has already been thought of that has failed? What already
exists but is not available, accessible or usable enough for a
scaleable solution? What models of change have been tried and
where have they gone wrong?
3. Conventions
THE ASSUMPTIONS, BELIEFS
AND MYTHS THAT PERPETUATE
THE PROBLEM
What are the key reason’s that other people’s models do not work
optimally? What part of the current story is no longer working?
What assumptions are no longer valid?
4. CREATIVE Shift
5. Concept
THE CREATIVE LEAPS &
BREAKTHROUGH THINKING
OF THE TEAM
THE SOLUTION, IMPACT
MODEL & ROAD MAP
How do you see things differently?
What is your insights?
What is the essence of your idea or project? What, for who, when,
where?
What is the value proposition? Who is going to pay and what? How
is value delivered to users / community?
How will this be sustained and scaled over time?
6. Conviction
THE PURPOSE & VISION
What is the purpose of the project or enterprise?
What is the long-term vision of how things could be once you have
scaled?
7. Concrete Impact
THE DESIRED STATE WITH
IMPACT MEASURES
How does it, or could it, have an impact? How will you measure
this impact?
What new behaviors and beliefs do you hope to create amongst
users and the community? How will it shift the system?
How can you bring the scale of the impact to life in words or
images?
8. Call to Action
WHAT YOU WANT
YOUR AUDIENCE TO DO
What do you want from the listener? What is your ask?
What would you like them to provide for you exactly? What are
you going to do with it?
THE STORY

36. CONNECTION
THE PROBLEM IN REAL, HUMAN TERMS
A USER VIGNETTE OR EXPERIENCE
A METAPHOR OR IMAGE
WHY LISTEN TO YOU NOW?

37. FRAME
GET BEYOND PEOPLE’S VOICE OF REASON &
CYNICISM
QUESTION, FACTOID, FUTURE / BACK CAST,
ANECDOTE / APHORISM, QUOTATION,
ANALOGY

39. CONTEXT
THE STORY BEHIND THE SUCCESSES & FAILURES.
WHAT HAS ALREADY BEEN THOUGHT OF THAT
HAS FAILED? WHAT ALREADY EXISTS BUT IS NOT
AVAILABLE, ACCESSIBLE OR USABLE ENOUGH
FOR A SCALEABLE SOLUTION?
CONTEXT CREATES MEANING!

40. “Within the brain
things are always
evaluated within a
specific context.”
Richard Restak

41. CONVENTIONS
WHAT ARE THE KEY REASON’S THAT OTHER
PEOPLE’S MODELS DO NOT WORK OPTIMALLY?
WHAT PART OF THE CURRENT STORY IS NO
LONGER WORKING?
WHAT ASSUMPTIONS ARE NO LONGER VALID?

42. SERVING UP THE BREAKTHROUGH

43. CREATIVE
SHIFT
THE INSIGHT
THE CREATIVE LEAP
THE NEW WAY OF THINKING

44. We can't solve problems by using the
same kind of thinking we used when
we created them.
Albert Einstein

45. CONCEPT
THE IDEA, THE SOLUTION: WHAT, FOR WHO,
WHEN, WHERE?
WHAT IS THE VALUE PROPOSITION? WHO IS
GOING TO PAY AND WHAT? HOW IS VALUE
DELIVERED TO USERS / THE COMMUNITY?

46. CONVICTION
WHAT IS THE PURPOSE OF THE PROJECT OR
ENTERPRISE?
WHAT IS THE LONG-TERM VISION OF HOW THINGS
COULD BE ONCE YOU HAVE
SCALED?

47. CONCRETE IMPACT
HOW DOES IT, OR COULD IT, HAVE AN IMPACT? HOW
WILL YOU MEASURE THIS IMPACT?
WHAT NEW BEHAVIORS AND BELIEFS? HOW WILL IT
SHIFT THE SYSTEM?
HOW CAN YOU BRING THE SCALE OF THE IMPACT TO
LIFE IN WORDS OR IMAGES?
WHAT IS IN IT FOR US?

48. IMPACT
PROFIT
PEOPLE
PLANET
PURPOSE

49. CALL TO ACTION
WHAT DO YOU WANT FROM THE LISTENER?
WHAT IS YOUR ASK?
WHAT WOULD YOU LIKE THEM TO PROVIDE FOR
YOU EXACTLY? WHAT ARE YOU GOING TO DO
WITH IT?
WHAT CAN WE START DOING TOGETHER?

50. Leadership
storytelling journey
1. connection
2. Context
3. Conventions
4. CREATIVE Shift
5. Concept
6. Conviction
7. Concrete
Impact
8. Call to Action
BACK STORY
© 2013 WECREATE WORLDWIDE LTD
NOW
breakthrough for a brilliant world
FUTURE STORY
wecreateworldwide.com

51. MOMENTUM
THIS STORY WILL HAPPEN WITH OR WITHOUT
YOU
OPTIMISTIC YET HUMBLE

52. “If you’re going to have a
story, have a big story, or
none at all.”
Joseph Campell

53. Ask me anything
nick@wecreateworldwide.com
@nickjankel
© WECREATE WORLDWIDE LTD 2013
@nickjankel
www.wecreateworldwide.com

54. You never change things by fighting the
existing reality. To change something,
build a new model that makes the
existing model obsolete.
R. Buckminster Fuller
Inspire us.
Challenge us.
Break through with us.
wecreateworldwide. com