Transformational Communications: The Science of Storytelling Presented at a conference for The Sales Association, November 8, 2012.

1. Transformational
Communications:
The Science of Storytelling
Lynn Hazan, Lynn Hazan & Associates

2. “It is by logic that we prove,
but by intuition that we
discover.”
Henri Poincaré
French mathematician, theoretical physicist,
engineer, and a philosopher of science
Copyright 2012 by Lynn Hazan & Associates •
lhazan.com

3. Is there a scientific approach to
storytelling?
Copyright 2012 by Lynn Hazan & Associates •
lhazan.com

4. Why storytelling?
 Narrative - sticky in the brain
 Appeal to emotions
 If it’s memorable, it’s remembered
Copyright 2012 by Lynn Hazan & Associates •
lhazan.com

5. Why storytelling?
 Authentic
 Honest, transparent
 Builds trust
 It’s repeatable
Copyright 2012 by Lynn Hazan & Associates •
lhazan.com

6. “Storytelling is the singular
most powerful technique for
any organization or business
to attract attention and
trigger word of mouth buzz
that will ultimately enhance
leadership positioning.”
David Henderson,
Author and Media Strategist, davidhenderson.com
Copyright 2012 by Lynn Hazan & Associates •
lhazan.com

7. We live in VUCA times…
 V - Volatile
 U - Uncertain
 C - Complex
 A - Ambiguous
 Derived from military vocabulary in the
1990’s Copyright 2012 by Lynn Hazan & Associates •
lhazan.com

8. Barb
The VUCA Antidote Cheng, founder, presid
ent, and CEO of
Executive Core
 Vision
 With a clear vision, creative space opens
up for innovations.
Copyright 2012 by Lynn Hazan & Associates •
lhazan.com

9. Barb
The VUCA Antidote Cheng, founder, presid
ent, and CEO of
Executive Core
 Vision
 Understanding
 Listening and understanding can help
leaders discover new ways of thinking and
acting.
Copyright 2012 by Lynn Hazan & Associates •
lhazan.com

10. Barb
The VUCA Antidote Cheng, founder, presid
ent, and CEO of
Executive Core
 Vision
 Understanding
 Clarity
 Clarity works because people are so
confused that they grasp at anything that
helps them make sense out of chaos.
Copyright 2012 by Lynn Hazan & Associates •
lhazan.com

11. Barb
The VUCA Antidote Cheng, founder, presid
ent, and CEO of
Executive Core
 Vision
 Understanding
 Clarity
 Agility
 Leaders must be ready for surprises.
Have practices which support agility.
Copyright 2012 by Lynn Hazan & Associates •
lhazan.com

12. David Henderson on storytelling:
1. Emotional
2. Logical
3. Analytical
Copyright 2012 by Lynn Hazan & Associates •
lhazan.com

13. David Henderson on storytelling:
 Human dimension
 Bonding
 Shared experience
 Risky because imperfect
Copyright 2012 by Lynn Hazan & Associates •
lhazan.com

14. “Leadership is
essentially a task of
persuasion, of winning
people’s minds and
hearts.”
Stephen Denning
Copyright 2012 by Lynn Hazan & Associates •
lhazan.com

15. 7 Story Types:
 Who we are - Identity
 Springboard - Spark action
 Transmit values
 Communicate who the firm is (Branding)
 Foster collaboration
 Tame the grapevine
 Share knowledge
The Leader’s Guide to Storytelling by Stephen Denning
Copyright 2012 by Lynn Hazan & Associates •
lhazan.com

16. Who we are – Identity
Build trust - get to know person’s
background and history
The Chris Vasquez Story
 Senior Account Manager at
CCC Technologies Inc.
Copyright 2012 by Lynn Hazan & Associates •
lhazan.com

17. Who we are – Identity
The Chris Vasquez Story
Family, Results
Oriented, Competitive, Fun, Imagination
Copyright 2012 by Lynn Hazan & Associates •
lhazan.com

18. Springboard
Spark Action - visualize large-scale
transformation, act to realize it
 Lynn in Ethiopia
Copyright 2012 by Lynn Hazan & Associates •
lhazan.com

19. Transmit Values
Feels familiar to audience, rings a bell.
Prompts discussion.
 The Container Store
Copyright 2012 by Lynn Hazan & Associates •
lhazan.com

20. 7 Core Values – McLane Co.
 Respect for Individual
 Effective Communications
 Pride
 Creating Environment for Personal Growth
 Open Door Policy
 Teamwork
 Commitment
Copyright 2012 by Lynn Hazan & Associates •
lhazan.com

21. Communicate who the firm is
(Branding)
“Our people transformed an idea into a legend. That
legend will continue to grow only so long as it is
nourished by our people’s indomitable spirit, boundless
energy, immense goodwill and burning desire to excel.”
Herb Kelleher,
former CEO
Copyright 2012 by Lynn Hazan & Associates •
lhazan.com

22. Foster collaboration
Deanie Elsner
 Executive Vice President
and President of
Beverages for Kraft
Foods North America
 Revitalized Gevalia
brand in Europe Copyright 2012 by Lynn Hazan & Associates •
lhazan.com

23. Share knowledge
Walgreens - Former CEO sharing story
about employees and the prom
Copyright 2012 by Lynn Hazan & Associates •
lhazan.com

24. Be a Leader
 Adaptive capacity
 Shared meaning or common vision
 Distinctive and compelling voice
 Do the right thing
 Sense of integrity
From Geeks and Geezers: How Era, Values and Defining Moments Shape Leaders, by
Warren G. Bennis and Robert J. Thomas
Copyright 2012 by Lynn Hazan & Associates •
lhazan.com

25. Could this be you?
Could this be your company?
Copyright 2012 by Lynn Hazan & Associates •
lhazan.com

26. Telling Your Story
Copyright 2012 by Lynn Hazan & Associates •
lhazan.com

27. The Hemmingway Challenge
Write a story
in only 6 words
Copyright 2012 by Lynn Hazan & Associates •
lhazan.com

28. “For Sale. Baby shoes.
Never worn.”
Copyright 2012 by Lynn Hazan & Associates •
lhazan.com

29. What’s your Story?
 Write your story in only 6 words
 Lynn’s story as a recruiter:
Passionate recruiter loves placing superb talent!
Copyright 2012 by Lynn Hazan & Associates •
lhazan.com

30. Techniques for In-Person Storytelling
 Tone of voice - avoid monotone/modulate
 Facial expressions, gestures, posture
 Eye contact
 Don’t hide behind
the podium
 The uncrowded
stage: own the space
Copyright 2012 by Lynn Hazan & Associates •
lhazan.com

31. The Music of Storytelling
 Transitions
 Pauses
 Rhythm and tempo, repetition
 Integrate with music
 Appeal to the five senses
Copyright 2012 by Lynn Hazan & Associates •
lhazan.com

32. Your Storytelling Practice
 Practice makes perfect
 Develop your own style
 Rehearse in front of the
mirror
 Get a coach
 Incubate - ideas,
techniques gel
 It’s okay to make mistakes
Copyright 2012 by Lynn Hazan & Associates •
lhazan.com

33. How to Source Material
 Content is all around you
 Interview your customers?
 It’s a process, step by step
 Success breeds success
 Top-down and bottom-up
 Walk around management style
Copyright 2012 by Lynn Hazan & Associates •
lhazan.com

34. Components of a Story
Think of the 5 W’s
 Structure: beginning, middle, end
 Issue: conflict, drama, problem
 Character: staff, president, clients
 Location: at work, on the road
 Time: day, night, season
 Resolution: happy ending or not
Copyright 2012 by Lynn Hazan & Associates •
lhazan.com

35. Themes
 The Journey
 Employee as Hero
 Transformation
 Overcoming Adversity
Copyright 2012 by Lynn Hazan & Associates •
lhazan.com

36. Footsteps Activity
Copyright 2012 by Lynn Hazan & Associates •
lhazan.com

37. Your turn….
Your Story will Find You
 Close your eyes
 Think of incident that impacted on you
 W5: Who, What, When, Where, Why
 What feelings or emotions came up?
 Resolution?
Copyright 2012 by Lynn Hazan & Associates •
lhazan.com

38. Paired Share with your Neighbor
 Remember your 5 senses
 Keep it simple
 What kind of story
do you want to tell?
 Give your story a title
Copyright 2012 by Lynn Hazan & Associates •
lhazan.com

39. Evaluate Your Story
 Why did I tell the story?
 Believable?
 Relate to it?
 Human element?
 How did it feel to be
the listener?
Copyright 2012 by Lynn Hazan & Associates •
lhazan.com

40. “Management fads come
and go, but storytelling has
been around forever. If
telling stories has lasted this
long, there is probably
something to it.”
David Armstrong,
CEO: Armstrong Industries
from Managing by Storying Around
Copyright 2012 by Lynn Hazan & Associates •
lhazan.com

41. Go forth and tell!
Lynn Hazan
lynn@lhazan.com
www.lhazan.com
312-863-5401
Follow me on Connect with me on
Twitter: Linkedin:
lynnhazan Lynn Hazan
Copyright 2012 by Lynn Hazan & Associates •
lhazan.com

42. Resources
 Have a Kind Week, Dan Jorndt
 The Leader’s Guide to Storytelling: Mastering
the Art and Discipline of Business
Narrative, Stephen Denning
 The Springboard: How Storytelling Ignites
Action in Knowledge-Era
Organizations, Stephen Denning
 Managing by Storying Around: A New Method
of Leadership, David Armstrong
 The Media Savvy Leader: Visibility, Influence
and Results in a Competitive World, David
Henderson Copyright 2012 by Lynn Hazan & Associates •
lhazan.com