In the case of stories related to organizational change, apart from the aforementioned points, there are some specific key success factors to take into consideration:

  • A strong sense of a plot to convince the listeners that the organization is heading to an exciting end for them all.
  • Meaning that drives action to help the organization’s members understand what their role is, what they have to do to play their role and which are the expected results.
  • Inclusive multiple versions to motivate all kinds of organization’s members to take action according to their role. Each member should see him or herself as a story character.
  • Simplicity helps in better understanding the plot and the logic of the sequence. This applies not only to the plot but also to the language used in the story.
  • Context is usually necessary for listeners to understand why everything happens, and so to be fully convinced that whatever happens is because it had to happen this way.

Beyond the story itself, skilled storytellers have the ability to connect with the audience and convey the emotions embedded in the story. How the message is delivered is as equally important as the content of the message itself. By telling the story with passion, enthusiasm and expression, the audience is more likely to get engaged.

Besides, great storytellers have the ability to turn “me” into a “we”, by telling stories that shine the light on a concern that both the teller and the audience share. This connection creates empathy and opens people’s hearts, hence appealing to their human spirit and enhancing commitment to taking action.

Do you think of any other key success factor?

Posted by Jordi Pera

Jordi Pera is an economist passionate about tourism, strategy, marketing, sustainability, business modelling and open innovation. He has international experience in marketing, intelligence research, strategy planning, business model innovation and lecturing, having developed most of his career in the tourism industry. Jordi is keen on tackling innovation and strategy challenges that require imagination, entail thoughtful analysis and are to be solved with creative solutions.

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