Based on this common framework, specific workshops add and adapt contents according to their specific goals, as explained in the following points:

Story circle workshop is to help participants in crafting and sharing their personal story. This works like a personal development exercise for them beyond the acquired storytelling skills. Such workshops are usually focused on a specific issue about which the participants are especially interested and have a story to tell. This may go from very personal issues to business related issues or cultural issues. The last section of this Whitepaper “The transformational power of storytelling” goes into depth on the functioning of these types of workshops and the kinds of life-changing experiences that participants usually take away.

Change leadership storytelling workshop is to train leaders and community members in developing leadership related storytelling skills. It focuses on change and organizational stories, explaining how to tell them, who should tell them, the adequate media, the images to use to build a compelling narrative that conveys good feelings and a powerful vision. To drive change in an organization, a story really needs to stand out among other stories, and so the goal of the workshop is to help create outstanding stories.

A change leadership storytelling workshop is to deliver some specific points to take away:

  • Importance and key success factors of storytelling in organizations
  • Case studies of story successes and failures
  • How to build vision
  • Development of interpersonal skills for better team working and team building

Powerful stories manage to drive positive change in attitudes in all kinds of stakeholders. A corporate storyline has to convey where the organization is going, how it is meaningful in the members’ lives, and what it stands for. Without a storyline depicting a positive future, stakeholders are likely to feel insecure, and so acknowledging that the organization lacks a proper storyline is of great value to leaders. A good and easy-to-understand story in which all believe and feel identified is the most effective way to engage a group to work as a team.

Change stories are created to make complex changes easier to understand and accept, and can also be used to sell a vision to convince investors and other stakeholders in supporting the organizational efforts in the change process. Such stories are not crafted with creativity only. They are constructed following a thorough methodology based on a strategy plan. To be effective, they not only need a strategic approach and a logical structure, but also a clear objective and intention to evoke a specific emotion and move the audience to take a specific action. It should raise awareness about the need for change and make the audience envision the likely futures depending on the decisions made today. It should encompass various points:

  • Where do we come from? What makes us different?
  • Where do we want to go? What will the future be like upon accomplishing the stated goals?
  • What do we have to do to make it happen?

The Whitepaper “Building a culture of innovation and collaboration” is to explain in more detail all the process of culture change in the destination’s organizations.

Digital Storytelling workshops are designed to teach participants how to craft, assess and tell stories in the digital platforms. These are the workshops more closely related to the marketing storytelling, though the other two also have a significant influence in the marketing system. The specific learning outcomes of Digital Storytelling workshops may be:

  • Literal and anagogic modes of storytelling
  • Gamification of systems using storytelling
  • Storytelling through various kinds of media
  • Types of stories and their potential benefits
  • Storyboarding

Do you envision other types of storytelling training workshops?

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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