If you really want to change the world, you must become a powerful storyteller. Storytelling isn’t just a communications tool, but a central element of your transformative work. We must share stories that shift perceptions, ignite imaginations and inspire action. Stories are the fabric of human identity. They are how we understand ourselves, each other and the world. Whether you are looking for funding, supporters, customers, working on writing a convincing business plan, delivering a 30 second elevator pitch, etc. you need to be able to tell a compelling story that moves people. Our ability to create change depends on our ability to tell a powerful story that not only enables others to see the world in a new way, but inspires them to become supports and champions of our causes. This workshop is designed to teach nonprofits, social entrepreneurs and professionals at all levels how to tell stories that catalyze their work and fulfill on their missions.

9. We need to IDENTIFY & CHANGE
the stories that are keeping us trapped
personally and systemically.

11. Dominant narratives are the
ARMOR of the status quo.

13. By telling new stories,
we can build
A N E W W O R L D .

14. The ability to dream up and spread
these solutions lives or dies on the
ability to tell great stories that inspire
people to think differently.
-Jonah Sachs, Story Wars

15. S TO R I E S H O L D O U R I D E N T I T I E S TO G E T H E R .

16. We cannot think without
language, we cannot process
experience without story.
-Christina Baldwin

17. S TO R I E S A L L O W U S TO C R E AT E
O R D E R O U T O F T H E C H A OT I C .

18. T H E Y D O T H I S B Y E D I T I N G O U T
I R R E L E V A N T D E TA I L S .

19. And defining a cause for
each effect.

20. Stories remain the invisible glue
through which people narrate the
meaning of their lives and interweave
their lives with other lives.
-Michael Margolis, Believe Me.

21. Use narrative to
create new frames.
T H E J O B O F T H E
C O N S C I O U S S TO R Y T E L L E R :

22. S TO R Y
-Event Unity
-The ‘who, what, when,
where, how’ of an event
that occured
-It has a begining, middle,
and end
N A R R AT I V E
-A system of stories: Two or
more stories that add up to
create a larger narrative
-Narrative: What do these
stories tell us about how the
world is?
-Open ended
V S

24. Don’t just flip
the coin.
R E F R A M I N G N A R R AT I V E S
That is still working within/being judged by
the old narrative’s frame.

28. T H I N K O F B R A N D N A R R AT I V E A S :
“This is the journey that we are on and we invite you to join us.”
“This is how it has been, but this is how it could be. Here’s how
we are making that happen and why we need you.”

29. Use narrative to
build movements.
T H E J O B O F T H E
C O N S C I O U S S TO R Y T E L L E R :

30. Stories are designed to persuade an
audience of a storyteller’s worldview.
H O W D O T H E Y D O T H I S ?
Stories express values.

31. Communities are groups bound by shared values.
Through storytelling, you communicate your values so your
audience can say, “Hey! I believe that too!”
S TO R I E S S Y N C H R O N I Z E B R A I N S

33. H O W TO C R A F T A V I S I O N A R Y N A R R AT I V E
1. Hook: Personal story that describes the status quo
OR a brief glimpse into what’s possible
2. Define the status quo.
3. Cost of the status quo.
4. Alternate reality. Other Possibility.
5. How do you know this other future is possible?
6. Compelling details of the new reality.
7. How your audience is essential/needed
in order for this new future to come true.

34. N E W N A R R AT I V E F R A M E
D E L I V E R E D T H R O U G H P E R S O N A L S TO R I E S
=T H E B E S T W AY TO A W A K E N T H E W O R L D

35. S TO R Y P O R T F O L I O :
The individual stories that add up
to your brand narrative.

36. Y O U R S TO R Y P O R T F O L I O
T Y P E O F S T O R Y D E S C R I P T I O N
The Calling Story Each person in your organization has a calling story. The story of
when they knew they had to do this work. The person they met.
The story of how your organization came to be. The story of
your founder’s insight that led to your formation.
Stories about someone whose life changed as a result of your
organization.
Stories about how your supporters got inspired to take action
and what they did as a result.
Stories about lessons that you’ve learned along your
changemaking path. “We realized we weren’t going to be
successful on our mission unless we....“
THE ORIGIN STORY
Lesson Stories
IMPACT STORIES
Movement Stories

37. H O W TO S T R U C T U R E Y O U R S TO R Y:
S T O R Y A R C H
MOMENT OF CHANGE
AFTER
CALL TO ACTION
The A-ha! Moment. Ground it in
a specific location.
How is life different because of
this realization? Include a detail or
anecdote about how the impact was
experienced.
Relate the story back to your
audience. Empower them to apply
the moral of the story to their lives.
BEGINNING
The hook: set the stage and
introduce who, what, when,
and where.
PROBLEM
Present the problem. Include a
detail or anecdote about how
the challenge was experienced.
JOURNEY TO CHANGE
Struggle of the journey makes
the character change.

38. Each character pursues some type
of goal in accordance with his or her
values, facing difficulty along the way
and either succeeds of fails according
to the storyteller’s view of how the
world works.

39. T E N E L E M E N T S O F
G R E AT S TO R I E S

40. Great stories...
Are emotional and show vulnerability.

41. Great stories...
Are about journeys where the
protagonist learns something about
the world.

42. Great stories...
Describe a personal transformation.

43. Great stories...
Have one protagonist at the heart.

44. Great stories...
have dramatic tension. The stakes are
high. They make the audience wonder,
“What will happen next?”

45. Great stories...
Include memorable details that are
relevant to the core message.

46. Great stories...
Are simple- they only include details
that illustrate the mesage.

47. Great stories...
Make the audience have an ‘A-ha!
moment’.

48. Great stories...
Have a moral at the heart of the story.

49. Great stories...
Present lessons that encourage
people to pursue their higher values.

50. C R E AT E
A W A R E N E S S
I N F L U E N C E
B E H A V I O R
C H A N G E AT T I T U D E S

51. P I C K I N G A S TO R Y
What is your goal?
What action do you want them to take?
What Ah-Ha! moment might help
them take that action?
What story will lead to
that Ah-Ha! moment?
CHOOSE THE STORY THAT WILL GET
THEM TO TAKE THAT ACTION

52. Think about the shift in perspective
you want the audience to have.
Do you have a story of when you had
that shift in perspective yourself?

53. S TO R Y T E L L I N G S T R AT E G Y:
CREATE your brand/campaign narrative
Figure out the smaller stories you can tell which
SUPPORT that larger narrative
ADAPT these stories for various platforms
and mediums and share over time/throughout
your campaign through newsletters, videos,
blogs, pinterest, facebook and twitter.

56. www.awakestorytelling.com
facebook.com/awakestorytelling
annie@awakestorytelling.com