1. There Are Five Sides To
Every Story: Which Are
You Missing?
By Lori L. Silverman
Presentation by Danielle Dahlgren
CMST 412 Article Presentation

2. Key Terms
• Sto·ry: noun, plural Sto·ries: Karen Dietz
Definition
• 5 Practices surrounding the use of stories:
1. Finding Stories
2. Digging Into Stories
3. Selecting Stories
4. Crafting Stories
5. Embodying Stories

3. What was the purpose of this
study?

4. Finding Stories
• Evoke Stories by using prompts … “Tell me
about a time when..” or “How did you handle
the situation?”
• There needs to be a listener who can behaves
in an appreciative manner.

5. Digging into Stories
• Collecting stories, rather than specific answers
• May bring up unknown issues, concerns, or
problems within an organization
• Companies may identify a dominant story
narrative

6. Selecting Stories
• Determining criteria to build a story upon that
will reinforce values inside and outside the
organization
What are the core values?
 How will we highlight our strengths and
downplay our weaknesses?

7. Crafting Stories
• All stories have pattern
• The meaning of the story needs to come from
those closely involved with it.
• Story needs to be sincere
• Listeners will always draw their own
conclusions. So, it important to identify the
true meaning.

8. Embodying Stories
• Telling the story in person
• Symbolism
• Silverman’s chair example

9. Methodology
• In-depth interviews conducted with more than 170 business leaders in
80-plus organizations throughout the world.

10. Rationale for this study
•
•
•
•
Branding
Public relations
Internal employee communications
Appeal to investors

11. Implications and Limitations
• Listeners drawing their own conclusions
• Stories that are not told, that should be told
• Specific data of ROI is hard to detail.

12. • 36 percent have experienced positive financial impact
to the bottom line through increased growth,
profitability, and/or increased funding.
• 18 percent have noted that story has moved them
closer to furthering specific organizational goals.
• 17 percent have reported increased levels of
engagement between people and the organization
and/or higher levels of teamwork.

13. Thanks for listening!