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Hello and welcome! My name is Jessica Hilt. You can tweet me at @bztbaa. The beauty of doing this asynchronously is that I can tweet you back even though I'm not live on stage right now.
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In this talk, titled 'Strategic Storytelling,' I’d like to share my perspective on storytelling. I often tell people that I once mistakenly walked into a physics class thinking it was a literature class, and no one told me otherwise. I ended up stuck in a place I didn’t belong. So, since you clicked on this link, I want to assure you it’s about strategic storytelling, and you can leave if it’s not what you need.
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You might be wondering who I am and what authority I have to discuss this topic. I graduated from the University of California, San Diego, in 2010. I was a late bloomer who obtained a degree in literature, but I had also worked in the tech industry for ten years. After quitting my job at a tech company, I pursued writing, only to discover how lonely the life of a writer can be.
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To combat this loneliness, I sought out other writers and joined a non-profit organization called 'So Say We All,' which strives to elevate voices traditionally underrepresented in storytelling. This includes veterans, people with disabilities, women, and communities of color. They also created a space for people to share their embarrassing stories and experiences. I eventually told my first story on stage and continued sharing, leading to an invitation to help teach storytelling.
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During the last five years, while teaching storytelling classes about refining narratives and integrating emotional truths, I also returned to the workforce because writing felt lonely. I obtained a job at UC San Diego, where I observed that individuals who could share compelling stories had more success in getting their ideas accepted than those who only presented data or facts.
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This realization motivated me to share the art of storytelling with those in data-driven fields, making it accessible to a broader audience, not just traditional writers. So, what is storytelling? When asked about personal storytelling experiences, many may conjure memories of camping and sharing ghost stories around the fire, or recounting fairy tales handed down through generations.
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Yet we often overlook the realm of non-fiction storytelling that surrounds us, including podcasts like 'Radiolab,' 'This American Life,' and '538.' We must recognize that these are forms of storytelling that contribute to our understanding, even if we don’t typically identify them as stories. A common structure in many narratives is Freytag's Pyramid, which includes exposition, rising action, climax, falling action, and resolution.
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So why is storytelling important? In the tech world, I often hear, 'But Jessica, what about data, facts, and science?' Some insist that these alone are enough to approve a project. However, I challenge that notion with research supporting the brain's response to storytelling. Studies have shown that storytelling activates brain areas that merely presenting data does not. For instance, when a story resonates, it can trigger oxytocin release in the brain, enhancing feelings of generosity.
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Listeners tends to turn a story into their experience, which explains emotional responses we have when we watch movies or television shows. Those narratives can spark personal investment, leading us to share our thoughts and feelings about what we’ve consumed. Some research indicates that a significant portion of our conversations, about 65%, revolve around personal stories and narratives. We are biologically wired for storytelling.
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So, when we’re in meetings about projects or updates and we present only dry facts, our audience disengages. Humans crave stories; they help us bond, convey essential information, and build understanding across generations. Storytelling enhances neurocognitive organization, enabling us to grasp complex subjects.
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Research also indicates that reliving others' experiences through stories reduces individuals’ likelihood to engage in risky behavior. Storytelling serves a pivotal evolutionary function, from connecting us as a team to passing down crucial survival knowledge. One insightful book on this topic is Brian Jackson’s 'Neuroscience and the New Urgency of Emotional Appeals,' which discusses the brain’s reliance on emotional engagement rather than purely rational thinking.
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For instance, a study at the University of Massachusetts Medical School found that introducing patients with uncontrolled hypertension to peers who shared their success stories led to better health outcomes than simply administering medication. This showcases the power of storytelling in producing measurable positive changes.
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So yes, today’s talk is indeed about strategic storytelling—the interplay of creativity and business. You might associate strategic storytelling with marketing—a technique used in commercials to present a compelling narrative that drives action. However, it can also manifest in mission statements and founder stories. These narratives resonate with audiences and promote connection.
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The link between strong storytelling and improved business outcomes is clear. Research indicates companies with effective narratives experience higher staff productivity and develop stronger emotional ties with their consumers. Products that evoke emotional responses often lead to increased recognition and sales.
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Nonetheless, there’s a significant issue: 80% of employees at 450 organizations surveyed did not understand their company's strategic direction, often due to jargon-filled mission statements. A well-articulated narrative fosters commitment and motivation, which is crucial, especially in non-profits.
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As Paul Zak noted, employees are more motivated by their organization's transcendent purpose compared to transactional purposes. A strong strategic story focuses on 'why' rather than 'what'—it’s imperative to clarify the deeper significance behind a product or mission.
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I personally experienced the impact of strategic storytelling during a job interview. Coming from a tech background, I faced skepticism regarding my fit for an outreach role. When asked how I stayed updated on developments, I made a light-hearted reference to my dating life with tech enthusiasts, demonstrating my personality and competence, which led to successful rapport with the interviewers.
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Now, you may agree that strategic storytelling is important, but how do we craft one effectively? There are three main components to consider: truth, audience, and narrative. Starting with the truth, it is essential to present a balanced perspective, including the positives, challenges, and past missteps. Your audience won’t buy into unrealistic optimism—they want authenticity.
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An excellent illustration of this principle is Steve Jobs’ announcement of iCloud, where he candidly acknowledged the shortcomings of its predecessor, MobileMe. By owning his past failures, he built trust with the audience, facilitating their acceptance of what came next.
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Similarly, I recall a significant error in a former workplace concerning the release of flawed software for Federal Election Commission reporting. Instead of being evasive, my team and I chose transparency, admitting to clients that mistakes had occurred while offering to help rectify issues. This decision not only built trust but also cultivated goodwill among clients.
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Another critical aspect is understanding the audience. A push strategy in storytelling simply conveys messages from the top down, whereas a pull strategy actively engages and involves the audience. For example, Canada’s Board of Tourism employed a hashtag campaign inviting locals to share beautiful images of Canada, generating interest and pride.
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This campaign proved to be successful as it drew in crowds and encouraged individuals to participate, resulting in significant economic benefits. The success was not just about showcasing stunning landscapes but also about fostering a connection among Canadians that made them proud of their home country.
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Finally, the narrative itself—the classic Freytag’s Pyramid—still remains a relevant component of strategic storytelling. It’s crucial to set the stage properly with clear exposition, rising action, a climax, and resolution.
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For instance, when discussing projects, outline past experiences, external pressures, and challenges. Use personal anecdotes to frame these experiences, as they resonate with audiences. The dramatic conflict, full of uncertainties and what-ifs, requires open conversation about potential pitfalls and past failures.
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Simultaneously, a strong call to action can arise from collective discussions and knowledge-sharing. The audience needs to feel their participation is valuable in steering the narrative.
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Importantly, emphasize that challenges can yield rewarding experiences, and authentic storytelling should resonate with truth, vulnerability, and personal connections with facts and data. The balance between art and science enriches the stories we tell, demonstrating the significant role data plays in reinforcing the narratives.
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As I conclude, I invite you to engage further by reaching out to me via email or Twitter. I’m passionate about storytelling, and I welcome any questions you may have. This format removes the pressure typically found in live Q&A sessions, allowing for thoughtful dialogue at your convenience.