- Yabs.io Search (in tags:strategy,storytelling)urn:uuid:{D8DEB92F-C167-3D51-123A-A4AE5581724B}2024-03-29T07:01:02ZBehavioural Design by Ritual | 3 Big Things Studio14850092023-10-26T12:09:35ZZ167weinreichStorytellers' Guide to Changing the World 2.012870072022-10-11T14:55:03ZZplus Field Guide companion doc to this download on same page167weinreichWhat's The Moral Of Your Story? The Power Of The Lesson To Move Your Audience12579542022-08-16T20:09:37ZZIf you want to improve your communication skills and utilize storytelling as a valuable tool, you might wonder how to begin or which story to tell. Try this exercise:167weinreich“Competing on Stories: Marketing and Cultural Narratives” – Christian Sarkar and Philip Kotler10311822022-03-08T10:48:27ZZTaking your offering to market requires a clear message that resonates with the audience. Your message is meaningful or meaningless: either your message aligns with the dominant cultural narrative and is accepted relatively easy, or your message must alter the cultural narrative before it gains widespread acceptance.
Progressive ideas shift the dominant narrative, often at great cost to the messenger. Martin Luther King, like Moses, did not live to enter into the Promised Land.
What makes a message convincing?
What is a narrative? What makes it dominant?
How does a message gain cultural acceptance?
How does one shift or disrupt a cultural narrative?
We will attempt to answer these questions by drawing on a number of diverse ideas and integrating them into a practical model.167weinreichLet Me Tell You A Story | Find the thread7974972021-09-29T19:08:39ZZOne of the most effective approaches I have learned is called SCIPAB, a technique developed by Steve Mandel and now spread by the company he founded, Mandel Communications. I was lucky enough to be trained in SCIPAB by Mandel Communications as part of a more general “presentation skills“ training. I don’t want to steal their thunder (or their business!), but I do want to share some of the insights that I carry with me and use regularly.
SCIPAB is an acronym, which stands for the phases of a story:
Situation
Complication
Implication
Proposal1
Action
Benefit167weinreichThe Features of Narratives: A Model of Narrative Form for Social Change Efforts | FrameWorks Institute7951702021-09-28T20:34:22ZZ167weinreichHow a 'tragically flawed' paradigm has derailed the science of obesity7950412021-09-23T12:13:34ZZWe argue that the reason so little progress has been made against obesity and type 2 diabetes is because the field has been laboring, quite literally, in the sense intended by philosopher of science Thomas Kuhn, under the wrong paradigm.
This energy-in-energy-out conception of weight regulation, we argue, is fatally, tragically flawed: Obesity is not an energy balance disorder, but a hormonal or constitutional disorder, a dysregulation of fat storage and metabolism, a disorder of fuel-partitioning. Because these hormonal responses are dominated by the insulin signaling system, which in turn responds primarily (although not entirely) to the carbohydrate content of the diet, this thinking is now known as the carbohydrate-insulin model.
Its implications are simple and profound: People don’t get fat because they eat too much, consuming more calories than they expend, but because the carbohydrates in their diets — both the quantity of carbohydrates and their quality — establish a hormonal milieu that fosters the accumulation of excess fat.167weinreichOp-Eds From the Future: Business School Students Predict Tomorrow’s Headlines | ideo.com6842442021-06-03T19:06:36ZZDesign fiction is one of the tools the students learn to prototype the future of business. Designers often use this strategy to help stakeholders envision divergent scenarios for their organization in the context of uncertainty.
We asked the students to consider the forces at play in today’s fast-changing society, such as artificial intelligence and decentralized governance models, and write a story about the future. Zooming out of this aspirational story, they mapped out what would have to be true from a technological and business standpoint to bring positive aspects of that future to fruition, while calling attention to factors or decisions that could negatively impact our world years from now. At its core, design fiction is a strategic exercise that connects the dots between vision and execution, transitioning teams from imagining the future to taking action.167weinreichChristy Dena's Field Notes From Earth » ARG Design Charts4384512020-12-03T19:28:25ZZ167weinreichChristy Dena's Field Notes From Earth » Narrative Design Methods: The Journey Chart4384502020-12-03T19:26:13Z2020-12-03T11:26:45ZThe Journey Chart is an overview of the different elements of a project juxtaposed to show how they work together over the duration of the player/audience/reader experience. I’m sharing the Journey Chart Method because I’ve found it to be a nifty way to externalise, discover, inspire, unify, direct, and communicate the various elements of a project and how they are all connected.167weinreichMaking a New Reality: A Toolkit for Inclusive Media Futures3850802020-09-22T08:51:09ZZWhy is it important to make sure that emerging media and communications technologies are created by people from a wide variety of backgrounds and identities? The media we consume has an enormous impact on our perception of reality. With this toolkit, we are trying to achieve something that humans have not yet achieved in the history of mass media — fair and equitable representation of the world’s stories and images.167weinreichThe eLearning Guild: Community & Resources for eLearning Professionals2852272020-03-08T14:37:01ZZ167weinreichWant to Know a Secret? Your Customers Do. | CXL2721842019-12-08T11:12:16ZZ167weinreichCommunicating Complexity in the Humanitarian Sector2720012019-11-18T17:38:56ZZWe realized we were using insider language to describe innovation (as exemplified by internal blog post titles like “Using GIS Technology to Map Shelter Allocation in Azraq Refugee Camp”), rather than communicating what innovation looks like and the benefits it would bring to UNHCR staff (for example, “How UNHCR Used Creativity to Improve Journalistic Accuracy and Collaboration, One Step at a Time”). So, we hit the reset button and asked ourselves these four questions before crafting our internal communications strategy:
What do we want to change? What do we want to be true that isn’t true right now?
Whose behavior change is necessary to making that happen? Who has to do something (or stop doing something) they’re not doing now for us to achieve that goal? (This is about targeting a narrowly defined audience whose action or behavioral change is fundamental to your goal.)
What would that individual or group believe if they took that action? In other words, what does that narrowly defined audience care about most, and how can we include that in our messages?
How will we get that message in front of them? Where are their eyes?167weinreichUnsticking Stuck Mental Models: Adventures in Systems Change2667442019-09-10T09:38:18ZZ167weinreichVerywell's tool can help you talk to a vaccine skeptic2642662019-07-14T16:32:32ZZ167weinreichA Guide to Hope-Based Communications | OpenGlobalRights2533402019-06-11T20:27:40Z2020-04-23T03:26:24ZAlso see author's org: https://www.hope-based.com/
5 shifts:
1) Fear to hope
2) Against to for
3) Problem to solution
4) Threat to opportunity
5) Victims to heroes167weinreichPlay your way to impact with a new media engagement strategy game | MEDIA IMPACT FUNDERS764042016-09-16T12:06:35ZZ167weinreichHow to Build a Strategic Narrative765602016-04-05T19:43:57ZZSchultz writes: “Starbucks’ coffee is exceptional, yes, but emotional connection is our true value proposition. Starbucks is not a coffee company that serves people. It is a people company that serves coffee.”167weinreichPeople love learning but hate training | Robert Pratten | LinkedIn766192016-01-03T16:19:37ZZ"Real-world personalized training is the key to engagement Our key to learner engagement has been the use of real-life stories told in real-life places. This strengthens relevance and motivation and demonstrates actual on-the-job benefits. Secondly we use interactive, branching narratives that show learners the consequences of their decisions – intrinsically motivating them through autonomy and providing multiple learning pathways. Third and finally our participatory experiences focus on doing rather than just knowing – making the learner an active player in their own personalized learning journey."167weinreichHow to run a transmedia storysprint – Learn Do Share772112014-11-20T22:13:27ZZ167weinreichA Facilitator’s Guide to Running a Reboot Lab – Part 1 of 4 – Learn Do Share772122014-11-20T22:11:49ZZ167weinreichNuno Bernardo: The more we give away, the more people will pay773682014-09-09T04:14:21ZZ167weinreichTransmedia – different fields, different uses | Simon Staffans // Developing Media775492014-05-12T22:38:53ZZ167weinreich#STORYTOOLKIT: Hollywood's Storytelling Tips & Tricks Revealed777182013-12-09T07:18:31ZZ167weinreich“Storytelling and Social Change” guide | Working Narratives777912013-10-04T07:24:07ZZ167weinreichZen Films: Transmedia Workflow778132013-09-03T05:20:39ZZ167weinreichHow to Write a Transmedia Production Bible - Gary Hayes778142013-09-03T05:19:59ZZ167weinreichHow One Transmedia Storyteller Used Audience Research: Does "Ruby Skye" Suggest a Changing Approach to Writing (Online) Motion Pictures? | Randy Finch's Film778502013-08-05T18:28:19ZZ167weinreichNow & Next: Future of Engagement778942013-05-29T18:23:39ZZ167weinreichNancy Duarte, That Resonates With Me, Reinvention Summit786232010-11-18T21:09:13ZZ167weinreichJeff Gomez Reveals Secrets to Transmedia Franchise Development at CineKid | ARGNet: Alternate Reality Gaming Network786582010-11-01T19:49:15ZZ167weinreichTransmedia: 5-Steps to Selecting the Right Platforms « Culture Hacker786692010-10-21T03:45:31ZZ167weinreichCommunicating your transmedia experience « Culture Hacker786802010-10-17T20:20:30ZZ167weinreichLarge-scale tragedies 'don't connect with people emotionally'787342010-09-22T08:13:19ZZ167weinreichA Content Strategy For Audience Engagement « Culture Hacker788512010-08-06T07:42:55ZZ167weinreichWhole new worlds: Transmedia storytelling opens licensing vistas - KidScreen789202010-06-18T04:05:49ZZ167weinreichTransmedia Project "Bible" Template (.docx)789362010-06-08T19:33:31ZZ167weinreichEmotional messaging works; rational messaging hurts791302009-08-14T23:10:53ZZ167weinreich