STORYTELLING

1. Challenge: Describe your challenge, including all relevant information

You are embellishing the truth a lot

When you oversell your brand & what it offers, you leave yourself open to customers perceiving

your products or services as being of lesser value than they initially expected. This has a dramatic

knock-on effect when it comes to word of mouth & repeat purchase.

You are being too creative

For example, imagery that you might believe really defines who your brand is & why, might

impress people, but leave them with more questions than answers… or no questions (or curiosity)

at all. The end result? A potentially entertaining experience for the user with no results for you.

Yes, your story should aim to create connections & build trust, but your message should be simple

& easy to understand – no questions needed.

2. What is a storytelling?

Storytelling is the interactive art of using words and actions to reveal the elements and images of

a story while encouraging the listener’s imagination.

Why I select storytelling for my challenge.

Because everything starts with story. Story is the core building block of all memorable

communication. Seriously, every bit of ancient history we know is because of the stories that

persevered and made it out. Story is the most authentic and sustainable way there is to

communicate.

Stories teach us about life, about ourselves and about others. Storytelling is a unique way for

students to develop an understanding, respect and appreciation for other cultures, and can promote

a positive attitude to people from different lands, races and religions.

3. Describe how you applied the tool you selected to your challenge (e.g., what you did and

how the tool was applied effectively or ineffectively).

Make It Visual

There is a reason children’s storybooks are mostly pictures, and that so many of the greatest stories

ever told have been made into movies. Images bring a story to life. You can tell a story just by

standing up and talking, but it had better be one heart-clutches of a story. And even then, added

images will make it more powerful.

Make It Personal & Easy to Relate To

Talk as you talk. Show your personality. Reveal a bit of your weaknesses and your fears.

Everybody else has those weaknesses and fears, too. This leverages a subtle power of storytelling:

When we tell our own story, often we are telling other people’s story too. Those people are your

ideal audience, and your ideal customers or clients.

Add Surprise

A story with no surprises is boring. You knew this already (because you are already a storyteller,

remember?), but it bears repeating. Whether it is a good surprise or a bad surprise, every good

story has at least one surprise. This is an essential to a story as conflict.

4. Insight: Describe the insight you gained from applying the tool you selected to your

challenge (e.g., how an insight affected your thinking about the challenge and about design

thinking more broadly).

In a world divided by a multitude of things, stories bring people together and create a sense of

community. Despite our language, religion, political preferences, or ethnicity, stories connect us

through the way we feel and respond to them … Stories make us human.

Stories inspire and motivate.

Stories make us human, and the same goes for brands. When brands get transparent and authentic,

it brings them down-to-earth and helps consumers connect with them and the people behind them.

Tapping into people’s emotions and baring both the good and bad is how stories inspire and

motivate … and eventually, drive action. Stories also foster brand loyalty. Creating a narrative

around your brand or product not only humanizes it but also inherently markets your business.

5. Approach: Describe what you might do differently next time -- applying the same tool you

selected or a different one -- and the reason(s) why.

Storytelling, as its name suggests, is a data collection tool that focuses on story. This approach is

closely linked with methods and tools such as Most Significant Change, Case Studies and Photo

Voice. Stories offer surprising perspectives and reveal hidden knowledge.

Storytelling is a powerful mode of human expression that helps make sense of the past and to

understand possible futures. While coming together to exchange stories is an ancient tradition,

evaluations also make use of personal stories through different narrative techniques to get

information on the impact of development initiatives.”


STORYTELLING 1 . Challenge : Describe your challenge , including all relevant information You are embellishing the truth a lot When you oversell your brand & what it offers , you leave yourself open to customers perceiving your products or services as being of lesser value than they initially expected . This has a dramatic knock - on effect when it comes to word of mouth & repeat purchase . You are being too creative For example , imagery that you might believe really defines who your brand is & why , might impress people , but leave them with more questions than answers … or no questions ( or curiosity ) at all . The end result ? A potentially entertaining experience for the user with no results for you . Yes , your story should aim to create connections & build trust , but your message should be simple & easy to understand – no questions needed . 2 . What is a storytelling ? Storytelling is the interactive art of using words and actions to reveal the elements and images of a story while encouraging the listener ’s imagination . Why I select storytelling for my challenge . Because everything starts with story . Story is the core building block of all memorable communication . Seriously , every bit of ancient history we know is because of the stories that persevered and made it out . Story is the most authentic and sustainable way there is to communicate . Stories teach us about life , about ourselves and about others . Storytelling is a unique way for students to develop an understanding , respect and appreciation for other cultures , and can promote a positive attitude to people from different lands , races and religions . 3 . Describe how you applied the tool you selected to your challenge ( e.g. , what you did and how the tool was applied effectively or ineffectively ) . Make It Visual There is a reason children ’s storybooks are mostly pictures , and that so many of the greatest stories ever told have been made into movies . Images bring a story to life . You can tell a story just by standing up and talking , but it had better be one heart - clutches of a story . And even then , added images will make it more powerful . Make It Personal & Easy to Relate To Talk as you talk . Show your personality . Reveal a bit of your weaknesses and your fears . Everybody else has those weaknesses and fears , too . This leverages a subtle power of storytelling : When we tell our own story , often we are telling other people ’s story too . Those people are your ideal audience , and your ideal customers or clients . Add Surprise A story with no surprises is boring . You knew this already ( because you are already a storyteller , remember ? ) , but it bears repeating . Whether it is a good surprise or a bad surprise , every good story has at least one surprise . This is an essential to a story as conflict . 4 . Insight : Describe the insight you gained from applying the tool you selected to your challenge ( e.g. , how an insight affected your thinking about the challenge and about design thinking more broadly ) . In a world divided by a multitude of things , stories bring people together and create a sense of community . Despite our language , religion , political preferences , or ethnicity , stories connect us through the way we feel and respond to them … Stories make us human . Stories inspire and motivate . Stories make us human , and the same goes for brands . When brands get transparent and authentic , it brings them down - to - earth and helps consumers connect with them and the people behind them . Tapping into people ’s emotions and baring both the good and bad is how stories inspire and motivate … and eventually , drive action . Stories also foster brand loyalty . Creating a narrative around your brand or product not only humanizes it but also inherently markets your business . 5 . Approach : Describe what you might do differently next time -- applying the same tool you selected or a different one -- and the reason(s ) why . Storytelling , as its name suggests , is a data collection tool that focuses on story . This approach is closely linked with methods and tools such as Most Significant Change , Case Studies and Photo Voice . Stories offer surprising perspectives and reveal hidden knowledge . Storytelling is a powerful mode of human expression that helps make sense of the past and to understand possible futures . While coming together to exchange stories is an ancient tradition , evaluations also make use of personal stories through different narrative techniques to get information on the impact of development initiatives . ”