This document outlines various storytelling frameworks that can be used in leadership and organizational development contexts. It provides an overview of symbolic-interpretive, social cognitive, and coordinated management of meaning frameworks. Additionally, it discusses digital storytelling, narrating the self and organization, and using storytelling for change. The document then proposes a workshop design to use storytelling to increase team unity and morale through self-disclosure and understanding. Key elements of the proposed workshop include establishing ground rules, explaining the storytelling process, facilitating story creation and sharing, and seeking participant feedback.

2. Communication &
Leadership Frameworks
• Symbolic-Interpretive (SI)
• Social Cognitive (SC)
• Coordinated Management of Meaning (CMM)
Adapted from Altman and Taylor (1973, cited in Caputo, Hazel, McMahon, &
Dannels, 2004, pp. 110-111); Bandura (2001); Cronen (2001); Griffin (2009);
Frey & Sunwolf (2005); IDEA (2010); Pearce (2004; 2008).

3. Storytelling Frameworks
Digital Storytelling
• Video & audio narratives
of participants
• Empowers the participant
• Allows for team building/understanding
• Participants choose the topic
Adapted from CFDS (2010); Gubrium (2009); Halpern and Lubar (2003);
Rulun (2010); The European Graduate School (2010).

4. Storytelling Frameworks
Narrating the Self
• Fosters individual identification
• Empowers the individual
Adapted from Denning (2005); Lipman (1999); McAdams (1993)

5. Storytelling Frameworks
Narrating the Organization
• Intended to unify the group
• Constructs the experience
Adapted from Denning (2005); McAdams (1993)

6. Storytelling Frameworks
Narrating Change
• Develops organizational identity
• Establishes visions, goals
• Inspires change (turning points)
Adapted from Bruner (1991); Denning (2005); Denzin (2003);
Maruska (2004); McKee (2003)

7. Consulting Approach
Usefulness
• Separate past from future anchor point
• Connect with the audience
• Allows audience participation
Adapted from Block (2009); Bruner (1991);
Lipman (1999); McKee (2003)

8. Assessing the Situation
What’s occurring in the organization?
• Understand internal risks:
changes in budget, layoffs, technology,
conflicts, etc.
• Understand the risks of storytelling
• Storytelling requires courage

9. Consulting Method
Design a storytelling workshop or retreat
depending on the hours an organization
wants to invest in this approach.

10. Design questions
Adapted from Denning (2005); J. Albert (personal communication, June 10, 2010)

11. Design Objectives
Purpose
Increase team unity and morale
through a relations-based method that
requires self-disclosure, self-awareness
& empathetic understanding
Adapted from J. Albert (personal communication, June 10, 2010); Rogers (1989)

12. Design Objectives
Timeline
• Workshop is 90 minutes to three hours
• Retreat is one to three days
• Content adjusted to meet allotted time

13. Design Objectives
Pacing
• Interval pacing
• Group activity interspersed with
presentation by trainer
• Breaks at 60 to 90 minutes

14. Design Objectives
Participant Skill Level
• Allow for a diverse group
• Participants must be:
• Willing to participate
• Open to other perspectives & stories

15. Design Objectives
Facilitator Skill Level
• Communicate clearly
• Familiarity with method and
presentation technology
• Aware of socio-psychological needs
• Ensure confidentiality
• Willingness to listen
• Engage feedback and participation
• Flexible
• Lead by example
Adapted from Denning (2005); Gubrium (2009); Lipman (1999);
Kouzes & Posner (2003); Rogers (1989)

16. Design Objectives
Story Typology
• Story of I
• Story of We
• Story of Place
• Story of Future
• I Want
Adapted from Block (2002); Campbell (2009); Lefer (2008); J. Albert (personal
communication, June 10, 2010)

17. Design Objectives
Group Size
• Need at least two groups
• Break groups into a minimum
of three or four individuals

18. Workshop
Prior to conducting the workshop
• Encourage participation through
sharing in a public setting
• Adaption to private settings
• Adaption to mass audiences
• Inform participants of desired outcomes
• Preparation of own stories
• Visual Aids incorporated into video
Adapted from Gurbium (2009); J. Albert (personal communication, June 10, 2010)

19. Workshop
Ground Rules
• Establish the level of confidentiality
for participants
• Maintain a positive atmosphere
• Participants should only present what they
feel comfortable sharing
Adapted from Gurbium (2009); J. Albert (personal communication, June 10, 2010)

20. Workshop
Phase 1: Introduction & Explanation
• Facilitate a safe & relaxed learning space
• Introduce the method of storytelling
• Present examples
• Explain the Seven Elements
• Describe the conceptual framework &
benefits behind personal narratives
Adapted from Denning (2005); Denzin (2003); Gurbium (2009); McAdams (1993);
J. Albert (personal communication, June 10, 2010); Silberman and Auerbach (2006)

21. Workshop
Phase 2: Co-create Content
• Restate ground rules of respect
• Provide an example that empowers
participants with courage
• Break into small groups
• Reiterate the Seven Elements
• Actively listen and respectfully comment
on stories when complete
Adapted from Denning (2005); Denzin (2003); Gurbium (2009); McAdams
(1993); J. Albert (personal communication, June 10, 2010); Silberman and
Auerbach (2006)

22. Workshop
Phase 3: Transition Content
to Digital Process
• Create a written script
• Consider feedback from peers
• Create stories as a group or individually
• Brief tutorial of digital image editing
• Instructions & tips about voice recording
• Remind participants practicing
will achieve competency
• Allot a time frame for completion
Adapted from Denning (2005); Denzin (2003); Gurbium (2009); McAdams
(1993); J. Albert (personal communication, June 10, 2010); Silberman and
Auerbach (2006)

23. Workshop
Phase 4: Finished Product
• May be necessary to help complete
digital story editing
• Invite participants to share stories
• Transition session to closure
• Share what was learned
• Seek feedback from participants
• Suggestions for improvement
• Conclude the workshop
Adapted from Denning (2005); Denzin (2003); Gurbium (2009); McAdams (1993);
J. Albert (personal communication, June 10, 2010); Silberman and Auerbach (2006)

24. Ethical implications
• No repercussions for sharing
• Establish confidentiality rules
• Consider immunity clauses
• Information only viewed by a select group
• Always gain permission from participants
to share any information
• Keep organization's expectations in mind

25. Intention of Storytelling
• Not a therapy session
• Empower the participant
• Improve moral
• Improve team dynamics & unity
• Only as successful as the participants allow
• Facilitators need to lead by example
Adapted from Denning (2005); J. Albert (personal communication, June 10, 2010);
Kouzes & Posner (2003)

26. Conclusion
• Learn from the past & create a future
• Positive results include:
• Self-awareness
• Fosters dialogue
• Presentation & technical skills
• Boost morale
• Inspire beneficial change
• Engage heart and mind
• Gain understanding of culture &
the organization, teams & departments

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