Narrative takes on an increased importance during times of monumental change. If you’re one of the visionaries leading people towards a brighter future, you need to apply the tools of narrative to your mission, so you can touch people’s hearts and souls as much as you convince their heads. You need to “tell a story” — one that resonates authentically, that connects meaningfully and that generates the kind of purpose-driven sense of belonging that powers innovative and collaborative work.
That’s the goal of Transformational Storytelling. This unique approach to communications mixes the art and science of storytelling with cutting-edge digital strategy to create messages that touch people deeply.
Most business people would never identify themselves as a storyteller, because “storytelling” has the connotation of something made up or false. But the truth is that organizational boardrooms, workspaces and sales calls are the fertile terrain of narrative. Whenever we envision something that doesn’t yet exist and use the stories of our past — and ideal future — as a mechanism for explaining, analyzing and motivating influence, we are necessarily employing the tools of storytelling.
For both individuals and their organizations, the urgency to focus on their storytelling arises in particular at any moment of profound change. In these moments, what people face is not just a new way of working, but a new way of being — a new way of identifying one’s own sense of self in relationship to the changing organization. This deeply intimate need to “re-story” is particularly urgent at these moments in the life of an organization:
By this definition, an individual or organizational story is not a single entity, but their dynamic and deeply intimate process of change.
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