Guy Pattison, CEO, Stronger Stories Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

1. stronger
internal
stories
@strongerstories #CCinternalcomms
Guy Pattison

2. “If anyone
here is in
advertising
or marketing,
kill yourself” Bill Hicks
#CCinternalcomms @strongerstories

3. Share
storytelling
power
Stronger
story
Stronger
story
tellers
So good ideas
get the attention
they deserve.
stronger
story
telling
#CCinternalcomms @strongerstories

4. Why do stories Matter?
#CCinternalcomms @strongerstories

5. First day -
internal
comms Brief:
#CCinternalcomms @strongerstories

6. End of First
week –
reality check:
#CCinternalcomms @strongerstories

7. Finding the
sweet spot:
#CCinternalcomms @strongerstories

8. Hardwired POWERPATTERN
#CCinternalcomms @strongerstories

9. Daniel Kahneman, Thinking Fast and Slow
“The confidence that individuals
have... depends mostly on the quality
of the story they can tell about
what they see, even if they see little.”
WE are Hyper
intelligent,
social,
emotional
and irrational
beings.
#CCinternalcomms @strongerstories

10. HARDWIRED.

11. FIGHT OR FLIGHT.

12. COGNITIVE REVOLUTION.

13. GOSSIP.

14. MYTH.

15. BRAND.

16. HARDWIRED!

17. and why do some stories
matter more than others?
#CCinternalcomms @strongerstories

18. Hardwired POWERPATTERN
#CCinternalcomms @strongerstories

19. The pattern to the
world’s most
successful stories
#CCinternalcomms @strongerstories

20. THE HERO’S
JOURNEY.

21. Our 9
steps for
a journey
of change
Everyday hero
Ordinary world
Compelling villain
Mentor and gifts
Call to adventure
Cross the threshold
Allies and gifts
Three challenges
Better world#CCinternalcomms @strongerstories

22. Spoiler alert!
#CCinternalcomms @strongerstories

23. Blackpanther
Everyday hero. Ordinary world. Compelling villain. Call to adventure. Crossing the threshold.
Three challenges.Allies, mentors and gifts. Better world.

24. TheHungerGames
Everyday hero. Ordinary world. Compelling villain. Call to adventure. Crossing the threshold.
Three challenges. Better world.Allies, mentors and gifts.

25. ALIEN
Everyday hero. Ordinary world. Compelling villain. Call to adventure. Crossing the threshold.
Three challenges.Allies, mentors and gifts. Better world.

26. Jaws
Everyday hero. Ordinary world. Compelling villain. Call to adventure. Crossing the threshold.
Three challenges.Allies, mentors and gifts. Better world.

27. WhenHARRYMETSALLY
Everyday hero. Ordinary world. Compelling villain. Call to adventure. Crossing the threshold.
Three challenges. Better world.Allies, mentors and gifts.

28. Moana
Everyday hero. Ordinary world. Compelling villain. Call to adventure. Crossing the threshold.
Three challenges.Allies, mentors and gifts. Better world.

29. And can be used to CREATE A
STRONGER STORY ABOUT the
mission, vision and purpose
of a charity, community,
CAMPAIGN OR SERVICE...
#CCinternalcomms @strongerstories

30. SpaceX,Tesla,etc
Everyday hero. Ordinary world. Compelling villain. Call to adventure. Crossing the threshold.
Three challenges. Better world.Allies, mentors and gifts.

31. TOMS
Everyday hero. Ordinary world. Compelling villain. Call to adventure. Crossing the threshold.
Three challenges.Allies, mentors and gifts. Better world.

32. TheBodyShop
Everyday hero. Ordinary world. Compelling villain. Call to adventure. Crossing the threshold.
Three challenges. Better world.Allies, mentors and gifts.

33. TheroyalStar&GARTER
Everyday heroes. Ordinary world. Compelling villain. Call to adventure. Crossing the threshold.
Three challenges.Allies, mentors and gifts. Better world.

34. #BlackLivesMatter
Everyday heroes. Ordinary world. Compelling villain. Call to adventure. Crossing the threshold.
Three challenges.Allies, mentors and gifts. Better world.

35. Extinctionrebellion
Everyday heroes. Ordinary world. Compelling villain. Call to adventure. Crossing the threshold.
Three challenges.Allies, mentors and gifts. Better world.

36. ORDINARY
WORLD
COMPELLING
VILLAIN
Better
world
THREE
CHALLENGES
CALL TO
ADVENTURE
CROSSING THE
THRESHOLD
ALLIES AND
GIFTS
MENTOR AND
GIFTS
EVERDAY
HERO
Story canvas framework:
Strongerstories.org
Inspired by Joseph Campbell’s Hero’s Journey and adapted from The Business Model Canvas.
Licensed under the Creative Commons Attribution-Share Alike 3.0 Un-ported License.

37. StarWars:ANewHope
Everyday hero. Ordinary world. Compelling villain. Call to adventure. Crossing the threshold.
Three challenges. Better world.Allies, mentors and gifts.

38. Hardwired POWERPATTERN
#CCinternalcomms @strongerstories

39. What Can story do for
internal comms?
#CCinternalcomms @strongerstories

40. Story is a single
tonic for many
strategic ailments.
#CCinternalcomms @strongerstories

41. ONLY A story can
REPLACE A STORY.
#CCinternalcomms @strongerstories

42. YOUR INTERNAL
STORYTELLING
START POINT:
#CCinternalcomms @strongerstories

43. Greater
satisfaction
Greater
PERFORMANCE
Greater
Innovation
Greater
reach
Greater
trust
Greater
Motivation
The power
of Engaged
employee
storytellers
Those employers with the highest
engagement scores (top 25%) averaged
18% higher productivity. (Gallup).
70% of the more engaged employees have
a good understanding of customer needs
against only 17% of the disengaged (PWC).
59% of the more engaged employees say
work brings out their most creative ideas,
against 3% of the less engaged (Gallup).
84% of people value information from
people they know above all other
forms of communication (Nielsen)
Employee content Is re-shared 24 times
more than content posted through official
social media channels (MSLGroup)
Meaningful work is the single largest
contributor to a positive employee
experience (Globoforce)
#CCinternalcomms

44. INSPIRED?
start
exploring
your Story
in OLD ways.
#CCinternalcomms @strongerstories

45. Can Anyone help
me become a
charity that
shares
storytelling
power?
#CCinternalcomms @strongerstories

46. THANK YOU
Any questions or any advice
for me, please feel free:
guy@strongerstories.org
@guypattison
#CCinternalcomms
@strongerstories

47. Narrative-based strategic
storytelling
Supported by
30 April 2019
Internal Comms Group
London
#CCinternalcomms

48. Visit the CharityComms website to view
slides from past events, see what events
we have coming up and to check out
what else we do:
www.charitycomms.org.uk