Storytelling solutions for stories that need telling

By Joe Hernandez

1. Challenge: Describe your challenge.

We define storytelling as the art of telling stories. Therefore, the first thing we must do is agree on what a story is.  A general definition may be a succession of events ordered in time, but, a very important element is missing… our  emotions. It is our emotions that create bonds between people. Our emotions link us with one another and create  relationships. Relationships will then allow us to sell our services. It does not matter whether you are a small  entrepreneur or a large company. If you do not know how to generate positive emotions in your potential clients,  you will not sell. And good stories can generate very positive emotions. It is important to remember that without  emotion, there is no story. My challenge is to be able to promote the island’s (in which I reside) project to convert  it into a SMART island , in order to reduce the damage that has already been done, and to improve the quality of  life of all of those that enjoy this beautiful island.

2.Selection: In your own words, briefly describe the tool you selected

I chose the Storytelling tool. There are many ways of storytelling, especially when wanting to captivate a certain  audience.     I chose the “who are we?” type of story. This type of story is used to introduce ourselves, to have the public get to  know us and our mission. It is our own, personal story and, as in any good story, there must be a conflict. In other  words, a challenge that we have had to face and from which we have emerged. Becoming a more reinforced  company, which has helped us grow. People like to see that the speaker also has problems like them and can  overcome them, because that creates inspiration and help.

“Hard times” are one of the most powerful, empathy seeking and important stories to tell. Especially when you  explain how you felt and what you did to get out of the struggle. It’s all about transparency and showing that I am  afraid and doubtful about the future of our island. This in turn, makes me seem more human and links me better  with my audience. The key, I learned, is to always push to be authentic, and to not make things up or exaggerate. A  lack of honesty is easily detected, and authenticity has its reward: public loyalty.

3.Application: Describe how you applied the tool you selected to your challenge

I studied who I was targeting, those who enjoy this beautiful island. The story has to do with the purpose, to  promote a better quality of tourism. I explained why we are transforming our island into a SMART island, why we  are focusing on efficiency and sustainability and how we strive to leave our island better than the way we found it.  I explained the island’s history, how it has evolved through the years and how tourism has affected everyone’s  lives here. The transformation has truly been astronomical, and even though it has brought many positive changes,  it also brought many consequences. Species of animals becoming endangered, ruining of landscapes,  contamination and pollution, corruption and economical inflation. The key was to use logic in explaining the story,  giving it meaning to create an emotional attachment, and offering solutions for a better future, for the benefit of  all of us who enjoy the island.

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

I learned, by applying the technique of storytelling, that every story has a structure that’s composed of:

A Body.

It is the presentation, the approach to the initial situation. It may be that the conflict has not yet appeared here, or  you are already beginning to intuit. The important thing is that, at some point, something happens that leads us to  the next part of the story.

A Knot.

Here the conflict is raised openly, and the protagonist looks for solutions to resolve it although he still cannot find  them (otherwise, the story would end here). The important thing about this phase is that learning, growth occurs  here. And this is what will allow the conflict to be resolved.

An Outcome.

After several attempts, the protagonist finds the solution and solves the problem. It is no longer the same from the  beginning. It is wiser. It has learned, it has evolved, it has grown. It has truly succeeded.

5.Approach: Describe what you might do differently next time

Next time I would concentrate more on the fact that we must know ourselves at a deeper level, the better you  know yourself, the better stories you will build. Let’s be ourselves, the public likes authenticity. It is also  fundamental to always get the audience involved in the story, and to get them involved. If the public does not feel  identified with the story, a bond will not be created. It is important to also project our ideas. To tell our audience  about our vision, our mission and our values. A laugh or a chuckle can go a long way, it is also crucial to use humor,  there is nothing better than humor to win the public over. Stories are a very powerful tool; we should always try to  avoid the temptation to manipulate and cheat with our storytelling because it can always turn against us.


Storytelling solutions for stories that need telling By Joe Hernandez 1 . Challenge : Describe your challenge . We define storytelling as the art of telling stories . Therefore , the first thing we must do is agree on what a story is . A general definition may be a succession of events ordered in time , but , a very important element is missing … our emotions . It is our emotions that create bonds between people . Our emotions link us with one another and create relationships . Relationships will then allow us to sell our services . It does not matter whether you are a small entrepreneur or a large company . If you do not know how to generate positive emotions in your potential clients , you will not sell . And good stories can generate very positive emotions . It is important to remember that without emotion , there is no story . My challenge is to be able to promote the island ’s ( in which I reside ) project to convert it into a SMART island , in order to reduce the damage that has already been done , and to improve the quality of life of all of those that enjoy this beautiful island . 2.Selection : In your own words , briefly describe the tool you selected I chose the Storytelling tool . There are many ways of storytelling , especially when wanting to captivate a certain audience . I chose the “ who are we ? ” type of story . This type of story is used to introduce ourselves , to have the public get to know us and our mission . It is our own , personal story and , as in any good story , there must be a conflict . In other words , a challenge that we have had to face and from which we have emerged . Becoming a more reinforced company , which has helped us grow . People like to see that the speaker also has problems like them and can overcome them , because that creates inspiration and help . “ Hard times ” are one of the most powerful , empathy seeking and important stories to tell . Especially when you explain how you felt and what you did to get out of the struggle . It ’s all about transparency and showing that I am afraid and doubtful about the future of our island . This in turn , makes me seem more human and links me better with my audience . The key , I learned , is to always push to be authentic , and to not make things up or exaggerate . A lack of honesty is easily detected , and authenticity has its reward : public loyalty . 3.Application : Describe how you applied the tool you selected to your challenge I studied who I was targeting , those who enjoy this beautiful island . The story has to do with the purpose , to promote a better quality of tourism . I explained why we are transforming our island into a SMART island , why we are focusing on efficiency and sustainability and how we strive to leave our island better than the way we found it . I explained the island ’s history , how it has evolved through the years and how tourism has affected everyone ’s lives here . The transformation has truly been astronomical , and even though it has brought many positive changes , it also brought many consequences . Species of animals becoming endangered , ruining of landscapes , contamination and pollution , corruption and economical inflation . The key was to use logic in explaining the story , giving it meaning to create an emotional attachment , and offering solutions for a better future , for the benefit of all of us who enjoy the island . 4.Insight : Describe the insight you gained from applying the tool you selected to your challenge I learned , by applying the technique of storytelling , that every story has a structure that ’s composed of : A Body . It is the presentation , the approach to the initial situation . It may be that the conflict has not yet appeared here , or you are already beginning to intuit . The important thing is that , at some point , something happens that leads us to the next part of the story . A Knot . Here the conflict is raised openly , and the protagonist looks for solutions to resolve it although he still can not find them ( otherwise , the story would end here ) . The important thing about this phase is that learning , growth occurs here . And this is what will allow the conflict to be resolved . An Outcome . After several attempts , the protagonist finds the solution and solves the problem . It is no longer the same from the beginning . It is wiser . It has learned , it has evolved , it has grown . It has truly succeeded . 5.Approach : Describe what you might do differently next time Next time I would concentrate more on the fact that we must know ourselves at a deeper level , the better you know yourself , the better stories you will build . Let ’s be ourselves , the public likes authenticity . It is also fundamental to always get the audience involved in the story , and to get them involved . If the public does not feel identified with the story , a bond will not be created . It is important to also project our ideas . To tell our audience about our vision , our mission and our values . A laugh or a chuckle can go a long way , it is also crucial to use humor , there is nothing better than humor to win the public over . Stories are a very powerful tool ; we should always try to avoid the temptation to manipulate and cheat with our storytelling because it can always turn against us .