REFLECTION - STORYTELLING

CHALLENGE: I work for a large Oil & Gas company and this industry is undergoing dramatic changes in order to reduce CO2 emissions as the world moves towards more environmentally friendly energy sources.  The challenge we face is how to best utilize the company’s Oil & Gas reserves while reducing carbon emissions.  There are many strategies being implemented simultaneously within the company such as CO2 capture and storage to transforming current resources to Hydrogen base fuels.  The challenge is how to sell these strategies within the organization to create common purpose within a large organization.

SELECTION: I chose storytelling as the design tool because I believe in the power that it has to create common purpose.  I have attended many meetings where these strategies are described with activities, timelines & deliverables; however, I realized that since the challenge is immense, there are many skeptics and it is difficult to motivate colleagues because of the scope of the challenge.  Angel Vera’s description of how to sell an idea through storytelling resonated with me, so I decided to give it a try.

APPLICATION: In order to create a good story, I needed success stories from industry peers on how tackling the problem has led to new business opportunities.  My research led me to an excellent example of how Shell is using its vast experience in reservoir management and hydrocarbon product distribution to create a new business unit which serves other industries looking to lower their carbon footprint.  Since I work in engineering myself, this presented many possibilities for my company.  I created a storyline around CO2 capture and storage which highlighted the “Bic Problem”.  The big problem for the problem for the world is lowering carbon emissions. However, the big problem for my company is how to do in an O&G company.  The tension was obvious, the result of lowering carbon emissions globally is a reduction in demand for my company’s main products.  The answer to this question was ‘by creating new business opportunities’ and I used the Shell example as a model.

I delivered the story to my management in a presentation. Rather than developing a traditional presentation, created one around the story line. The general format was 1.  Explain the big problem 2. Describe the stakeholders 3. Describe the challenges and raise questions to create tension and provide for moments of reflection.  And finally, provide potential answers to the questions by describing possibilities.  I focused on what could be rather than what is.

INSIGHT: The technique of storytelling proved to be useful in engaging the meeting attendees.  Many commented afterwards that it was one of the best presentations they had attended.  Like any new skill, I need to continue to apply this technique in order to improve my skills.  However, I believe the technique was very helpful in delivering the message for which the presentation was intended.

APPROACH: An alternate approach would have been to use mind mapping and visualization to scope the problem statement.  I did not apply this approach; however, I intend to give it a try in smaller work groups in the future.


REFLECTION - STORYTELLING CHALLENGE : I work for a large Oil & Gas company and this industry is undergoing dramatic changes in order to reduce CO2 emissions as the world moves towards more environmentally friendly energy sources . The challenge we face is how to best utilize the company ’s Oil & Gas reserves while reducing carbon emissions . There are many strategies being implemented simultaneously within the company such as CO2 capture and storage to transforming current resources to Hydrogen base fuels . The challenge is how to sell these strategies within the organization to create common purpose within a large organization . SELECTION : I chose storytelling as the design tool because I believe in the power that it has to create common purpose . I have attended many meetings where these strategies are described with activities , timelines & deliverables ; however , I realized that since the challenge is immense , there are many skeptics and it is difficult to motivate colleagues because of the scope of the challenge . Angel Vera ’s description of how to sell an idea through storytelling resonated with me , so I decided to give it a try . APPLICATION : In order to create a good story , I needed success stories from industry peers on how tackling the problem has led to new business opportunities . My research led me to an excellent example of how Shell is using its vast experience in reservoir management and hydrocarbon product distribution to create a new business unit which serves other industries looking to lower their carbon footprint . Since I work in engineering myself , this presented many possibilities for my company . I created a storyline around CO2 capture and storage which highlighted the “ Bic Problem ” . The big problem for the problem for the world is lowering carbon emissions . However , the big problem for my company is how to do in an O&G company . The tension was obvious , the result of lowering carbon emissions globally is a reduction in demand for my company ’s main products . The answer to this question was ‘ by creating new business opportunities ’ and I used the Shell example as a model . I delivered the story to my management in a presentation . Rather than developing a traditional presentation , created one around the story line . The general format was 1 . Explain the big problem 2 . Describe the stakeholders 3 . Describe the challenges and raise questions to create tension and provide for moments of reflection . And finally , provide potential answers to the questions by describing possibilities . I focused on what could be rather than what is . INSIGHT : The technique of storytelling proved to be useful in engaging the meeting attendees . Many commented afterwards that it was one of the best presentations they had attended . Like any new skill , I need to continue to apply this technique in order to improve my skills . However , I believe the technique was very helpful in delivering the message for which the presentation was intended . APPROACH : An alternate approach would have been to use mind mapping and visualization to scope the problem statement . I did not apply this approach ; however , I intend to give it a try in smaller work groups in the future .