The document discusses how storytelling can be used effectively to promote a social enterprise's mission and goals. It provides tips for social entrepreneurs on finding compelling stories to share, crafting them well, and delivering the stories in a way that inspires and persuades audiences. Some key tips include identifying defining moments and lessons from the founder's experience, using rhetorical devices to increase impact, and preparing stories to last about three minutes with a clear payoff. The overall goal of storytelling for social enterprises is to spread their vision for creating a better world.

1. 1
Story Telling:
Articulating Your Social Mission
With Conviction
Social Enterprise
Organisation in
Singapore
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Presented by:
Gideon F. For-mukwai, CEM, MA

2. As the founder, manager, leader or executive director of a social
enterprise, you have to regularly promote your social mission to win
Introduction
new supporters and associates. Story telling is one of the most effective ways to introduce and persuade new
supporters to join your cause. If you do it right, you ‘ll inspire, influence and earn their trust.
Legendary screenwriting instructor, Robert McKee says, “Stories are by far the most effective way to introduce
ideas into the world today.” By using storytelling, you can disseminate your ideas, without coming across as pushy
or abrasive. Story telling is thus very effective, because stories are the “currency of human contact.”
# 1 Who are you? (What are your Goals)
Part I Finding Stories
Who is the founder of your social enterprise? It is important to identify three elements about the founder: his or
her origin, current situation, and future aspirations. In promoting your social enterprise, your destination is more
fascinating than your origin.
If your destination (vision) resonates well with people, and they are inspired, they will come to support your cause.
So you must be very concise in stating what issue or incident got your founder “fired up” to create a better world.
Ideas:
Who are you? .......................................................................................................................................................................................
Who are you in 6 words? ....................................................................................................................................................................
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3. # 2
What Defining Moments Have You Faced? (Igniting Incidents)
When you think back to the events and incidents that have shaped your life, you can identify the turning points.
Think about the moments when you have come to a major self-realisation or a major catharsis. Can you identify
the moment you first thought of creating your social enterprise? What was the inciting or igniting incident?
Very often in life, pain clarifies. Pain teaches. It often gives us greater meaning. Think back to the moment when you
first realised that our world is broken in one area and you could not help but take action. What inspired your?
What triggered that moment and that led up to the founding of your social enterprise. Take us there in story!
! Ideas:
Igniting Incident 1...................................................................................................................................................................................
Igniting Incident 2...................................................................................................................................................................................
Igniting Incident 3...................................................................................................................................................................................
....................................................................................................................................................................................................................
# 3
Lessons from Defining Events
For every defining event that has shaken you, there is a key lesson you can take away. Have you thought about the
lesson how you can share it with others? Defining moments give rise to decisive visions and values. Values and
ideals are the bedrock of social missions and enterprises.
! Ideas:
Human ideal 1........................................................................................................................................................................................
Human ideal 2 ........................................................................................................................................................................................
Human ideal 3 ........................................................................................................................................................................................
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4. # 4
Craft Compelling Openings Closings
The human brain tends to remember what it said first and
last. It is called the primacy and recency effect. For this
reason, craft your opening and closing very carefully to gain
Part II Crafting Polishing Stories
an optimum impact. In the opening, use an element of N _ _ _ _ _ _ to capture the attention. In the closing use a
P_ _ off or G_ _ _ _, as a reward to your listener(s).
! Ideas:
Less than 10 words ................................................................................................................................................................................
You-focused ...........................................................................................................................................................................................
You are not the H_ _ _ .......................................................................................................................................................................
....................................................................................................................................................................................................................
# 5
Use Rhetorical Devices for Greater Impact
When you craft your story, make use of rhetorical devices. These devices magnify the quality of your story. As far
as possible, incorporate metaphors, humor, antithesis or hyperbole to give your story a stronger appeal and impact.
These devices will sharpen and heighten your message. Above all, they will make your message memorable.
! Ideas:
Metaphor ..................................................................................................................................................................................................
Anaphora ..................................................................................................................................................................................................
Hyperbole ................................................................................................................................................................................................
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# 6
Start with the Prize (Pay Off) in Mind
Unless a story teaches a valuable lesson, it is worthless. Thus, start by thinking about the lesson or pay-off to the
listener, you ensure that your story ‘s message resonates with them. All details, characters and issues are geared at
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5. supporting that lesson or pay off. When your pay-off pays, the listener identifies with your cause. In essence,
this is how we humans make sense of the world around us. Our brains are designed this way.
! Ideas:
Universal? ........................................................................................................................................................................................
Relatable? ................................................................................................................................................................................................
Memorable? ............................................................................................................................................................................................
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# 7
Mind Your Body Language
For in person delivery, beware of your tone and
body language. Your body speaks much louder
than your voice and words. Research indicates
Part III Deliver Your Story Across Platforms
that your posture, gestures, tone and pitch play a far bigger role than words. Thus, pay close attention to the way
you carry yourself to ensure that your body, tone and words are in in harmony to emphasis the meaning, you want
to convey.
! Ideas:
Gentle Eye contact ..............................................................................................................................................................................
Confident Smile ....................................................................................................................................................................................
Broadcaster hand gestures .................................................................................................................................................................
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# 8
Deliver with Passion Authenticity
Your passion is very important. It breathes life into your story and your audience feeds on that. A good story is
steeped in passion, prose and poetry. It is an art that takes a long time to hone. Keep refining and testing it, until
you feel very comfortable.
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6. ! Ideas:
Peaks valleys ......................................................................................................................................................................................
Pause .......................................................................................................................................................................................................
Pace ..........................................................................................................................................................................................................
...................................................................................................................................................................................................................
# 9
Preparation is key to success
When you are well prepared, this shows through your composure. This means, you must have told your story to
someone else to get some feedback a few times. An ideal story for a business setting should last about 3 minutes
of less and it must end with the pay off.
For social enterprise entrepreneurs, it is ideal to have three types of
stories: Crucible story ie who you are, Credibility story ie who
Part IV Preparation
you have helped and Springboard story ie a story that encapsulates the better world you want to create
through your social enterprise.
! Ideas:
.....................................................................................................................................................................................................................
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In conclusion, story telling can make or break your social enterprise because stories are an integral part of your
brand. Stories are part of your social currency. If your stories inspire action, you would get more followers, fans and
fanatics as stakeholders who espouse your social vision for the world.
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7. For this to happen, the founder must show how the enterprise embodies a universal value to uplift or improve the
human condition. To do this effectively, tell stories that seek to serve
those in need; not you or your brand. Your brand is just a facilitator or
an enabler.
A compelling story is one that appeals to the stakeholders (fans, follower fanatics). It provides an igniting
incident that gets attention and inspires action. It follows through with a compelling narrative that shows how
an unlikely hero is able to potentially resolve a broken world issue, thanks to the stakeholders.
Additional Notes:
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Gideon is an award-winning speaker with over a decade of international experience from Asia, Middle East, Africa,
Europe and North America. He has presented training programmes to executives from organisations such as
Oracle, Siemens, Wyeth Pharmaceuticals, Dell Computers, Shell Eastern Petroleum, National University of
Singapore, DBS Bank, Gillette and more.
He is the founder of XtraMile Solutions, founded in 2004 in Singapore. It is dedicated training services provider.
XtraMile and its associates have directly trained over 15,550 professionals and executives around the world.
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Conclusion

8. About the Presenter
Gideon F. For-mukwai, MA, CEM
Gideon ‘s forte lies in is his ability to communicate complex issues with simple practical and metaphorical
narratives that keep audiences engaged. He combines his journalistic research know-how,
compelling storytelling, and academic curiosity in finding and sharing new ideas that
participants worldwide.
He a former Senior Officer and Instructor with the Singapore Civil Defence Force (SCDF),
Gideon is a graduate from MA programme in Journalism from the Reynolds School of
Journalism, University of Nevada, Reno.
List of References:
1. Story Wars by Jonah Sachs
2. Story Theatre Method by Doug Stephenson
3. Around the Corporate Campfire by Evelyn Clark
4. Wired for Story by Lisa Cron
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9. 5. Word Painting by Rebecca Maclanahan
6. Tell me about yourself by Catherine Hansen
7. Lead with Story by Paul Smith
8. The Power of Storytelling by Harriet Mason
9. Metaphorically Selling by Anne Miller
10. Pitch Anything by Oren Klaff
11. Mastering and Marketing your Performance by Judy Buch
12. Presenting to Win by Jerry Weissman
13. The Power Presenter by Jerry Weissman
14. Tell to Win by Peter Gruber
15. What Great Sales People Do by Michael Bosworth and Ben Zoldan
16. How to Write a Dawm Good Novel by James N. Frey
17. The Non-Profit Narrative by Dan Portnoy
18. Using Myth to Power Your Story by Christopher Vogler
19. Contagious by Jonah Berger
20. Fascinate by Sally Hogshead
21. The Power of Storytelling by Jim Holtje
22. The Art of Story Telling by Marsh Cassady
23. A Leader ‘s Guide to Storytelling by Stephen Denning
24. Made to Stick by Chip and Dan Heath
25. The Anatomy of Story by John Truby
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