| The Steps |
The Intent |
The Issues |
| What’s Your Point?
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You have to have a point you’re making and you have to contract for that purpose with your audience |
Clarify your purpose in telling the story - what do you want to accomplish with your story? – the story should point to that end |
| Make It Real
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Get everyone into the moment – tell the story as if it were unfolding now. |
You don’t have to be melodramatic as you tell the story. People will experience their reactions more deeply, however if you deliver the story with in a way that communicates your feelings. You are more compelling if you are feeling it as you tell it. |
| Take Folks On A Journey
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You want to take people from the current reality to the ideal state you’re describing with your story. |
Engage their imaginations. Help them get excited about the passion of your vision. |
| Creating a Sense Of "Us"
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Stress the purpose, values, or goals that you share with your audience. |
Provide the idea that helps us see ourselves as “us” in the same boat, fighting the same fight. Relate to them as stakeholders of the vision you’re crafting. |
Help People Rehearse Their Future
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The story creates or recreates a world of its own – one that contains a lesson – what to do or what not to do in the circumstances. |
Focus on how the people in the story make it happen or get from here to there, in ways consistent with your vision of how the business should work. |
| Where’s The Rub?
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What’s the problem, issue or challenge that gives the story its dramatic interest? |
Tell what the people felt or faced and how the people did, or should have, overcome the barriers to get where they were going. |
| Provide An Eagle’s Eye View
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Tie up your story with a focus on the common good. |
Describe the outcome that comes from keeping your brand promise or executing your business idea extraordinarily well. |