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Storytelling as a Consulting Tool

Dr. Dena Rosko
Dr. Dena Rosko

This document outlines various storytelling frameworks that can be used in leadership and organizational development contexts. It provides an overview of symbolic-interpretive, social cognitive, and coordinated management of meaning frameworks. Additionally, it discusses digital storytelling, narrating the self and organization, and using storytelling for change. The document then proposes a workshop design to use storytelling to increase team unity and morale through self-disclosure and understanding. Key elements of the proposed workshop include establishing ground rules, explaining the storytelling process, facilitating story creation and sharing, and seeking participant feedback.

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Storytelling as a Consulting Tool
Communication & Leadership Frameworks Symbolic-Interpretive (SI) Social Cognitive (SC) Coordinated Management of Meaning (CMM) Adapted from Altman and Taylor (1973, cited in Caputo, Hazel, McMahon, & Dannels, 2004, pp. 110-111); Bandura (2001); Cronen (2001); Griffin (2009); Frey & Sunwolf (2005); IDEA (2010); Pearce (2004; 2008).
Storytelling Frameworks Digital Storytelling Video & audio narratives of participants Empowers the participant Allows for team building/understanding Participants choose the topic Adapted from CFDS (2010); Gubrium (2009); Halpern and Lubar (2003); Rulun (2010); The European Graduate School (2010).
Storytelling Frameworks Narrating the Self Fosters individual identification Empowers the individual Adapted from Denning (2005); Lipman (1999); McAdams (1993)
Storytelling Frameworks Narrating the Organization Intended to unify the group Constructs the experience Adapted from Denning (2005); McAdams (1993)
Storytelling Frameworks Narrating Change Develops organizational identity Establishes visions, goals Inspires change (turning points) Adapted from Bruner (1991); Denning (2005); Denzin (2003); Maruska (2004); McKee (2003)
Consulting Approach Usefulness Separate past from future anchor point Connect with the audience Allows audience participation Adapted from Block (2009); Bruner (1991); Lipman (1999); McKee (2003)
Assessing the Situation Whats occurring in the organization? Understand internal risks: changes in budget, layoffs, technology, conflicts, etc. Understand the risks of storytelling Storytelling requires courage
Consulting Method Design a storytelling workshop or retreat depending on the hours an organization wants to invest in this approach.
Design questions Adapted from Denning (2005); J. Albert (personal communication, June 10, 2010)
Design Objectives Purpose Increase team unity and morale through a relations-based method that requires self-disclosure, self-awareness & empathetic understanding Adapted from J. Albert (personal communication, June 10, 2010); Rogers (1989)
Design Objectives Timeline Workshop is 90 minutes to three hours Retreat is one to three days Content adjusted to meet allotted time
Design Objectives Pacing Interval pacing Group activity interspersed with presentation by trainer Breaks at 60 to 90 minutes
Design Objectives Participant Skill Level Allow for a diverse group Participants must be: Willing to participate Open to other perspectives & stories
Design Objectives Facilitator Skill Level Communicate clearly Familiarity with method and presentation technology Aware of socio-psychological needs Ensure confidentiality Willingness to listen Engage feedback and participation Flexible Lead by example Adapted from Denning (2005); Gubrium (2009); Lipman (1999); Kouzes & Posner (2003); Rogers (1989)
Design Objectives Story Typology Story of I Story of We Story of Place Story of Future I Want Adapted from Block (2002); Campbell (2009); Lefer (2008); J. Albert (personal communication, June 10, 2010)
Design Objectives Group Size Need at least two groups Break groups into a minimum of three or four individuals
Workshop Prior to conducting the workshop Encourage participation through sharing in a public setting Adaption to private settings Adaption to mass audiences Inform participants of desired outcomes Preparation of own stories Visual Aids incorporated into video Adapted from Gurbium (2009); J. Albert (personal communication, June 10, 2010)
Workshop Ground Rules Establish the level of confidentiality for participants Maintain a positive atmosphere Participants should only present what they feel comfortable sharing Adapted from Gurbium (2009); J. Albert (personal communication, June 10, 2010)
Workshop Phase 1: Introduction & Explanation Facilitate a safe & relaxed learning space Introduce the method of storytelling Present examples Explain the Seven Elements Describe the conceptual framework & benefits behind personal narratives Adapted from Denning (2005); Denzin (2003); Gurbium (2009); McAdams (1993); J. Albert (personal communication, June 10, 2010); Silberman and Auerbach (2006)
Workshop Phase 2: Co-create Content Restate ground rules of respect Provide an example that empowers participants with courage Break into small groups Reiterate the Seven Elements Actively listen and respectfully comment on stories when complete Adapted from Denning (2005); Denzin (2003); Gurbium (2009); McAdams (1993); J. Albert (personal communication, June 10, 2010); Silberman and Auerbach (2006)
Workshop Phase 3: Transition Content to Digital Process Create a written script Consider feedback from peers Create stories as a group or individually Brief tutorial of digital image editing Instructions & tips about voice recording Remind participants practicing will achieve competency Allot a time frame for completion Adapted from Denning (2005); Denzin (2003); Gurbium (2009); McAdams (1993); J. Albert (personal communication, June 10, 2010); Silberman and Auerbach (2006)
Workshop Phase 4: Finished Product May be necessary to help complete digital story editing Invite participants to share stories Transition session to closure Share what was learned Seek feedback from participants Suggestions for improvement Conclude the workshop Adapted from Denning (2005); Denzin (2003); Gurbium (2009); McAdams (1993); J. Albert (personal communication, June 10, 2010); Silberman and Auerbach (2006)
Ethical implications No repercussions for sharing Establish confidentiality rules Consider immunity clauses Information only viewed by a select group Always gain permission from participants to share any information Keep organization's expectations in mind
Intention of Storytelling Not a therapy session Empower the participant Improve moral Improve team dynamics & unity Only as successful as the participants allow Facilitators need to lead by example Adapted from Denning (2005); J. Albert (personal communication, June 10, 2010); Kouzes & Posner (2003)
Conclusion Learn from the past & create a future Positive results include: Self-awareness Fosters dialogue Presentation & technical skills Boost morale Inspire beneficial change Engage heart and mind Gain understanding of culture & the organization, teams & departments
References Albert, J. (2010, June). Leadership story types. Course handout. Gonzaga University: Spokane, WA. Bandura, A. (2001). Social cognitive theory: an agentic approach. Annual Review of Psychology, 51, 1-26. Block, P. (2002). The answer to how is yes: Acting on what matters. San Francisco: Berrett-Koehler. Block, P. (2009). Community: the structure of belonging. San Francisco: Berrett Koehler. Bruner, J. (1991). Self-making and world-making. Journal of Aesthetic Education, 25, 1, 67-78. Campbell, S. (2009). I want... In J. Stewart (Ed.), Bridges not walls: a book about interpersonal communication (10th ed.). New York: McGraw-Hill. Caputo, J.S., Hazel, H.C., McMahon, C., & Dannels, D. (2002). Communicating effectively: linking thought and expression (3rd ed.). Dubuque, IO: Kendall/Hunt. CFDS. (2010). Center for Digital Storytelling. Retrieved June 16, 2010, from http://www.storycenter.org Denning, S. (2005). The leader's guide to storytelling: mastering the art and the discipline of business and narrative. San Francisco: Jossey-Bass. Denzin, N. K. (2003). Performance ethnography: Critical pedagogy and the politics of culture. Thousand Oaks, CA: Sage. Gubrium, A. (2009). Digital storytelling as a method for engaged scholarship and anthropology. Practicing Anthropology, 31(4), 5-7. Halpern, B.L., & Lubar, K. (2003). Leadership presence: dramatic techniques to reach out, motivate, and inspire. New York: Gotham. Institute for Dynamic Educational Advancement (IDEA). (2010). Social Cognitive Theory (SCT). Retrieved June 21, 2010, from http://www.idea.org/page110.html Kouzes, J.M., & Posner, B.Z. (2003). Credibility: How leaders gain and lose it, why people demand it. San Francisco, CA: Jossey-Bass. Lefer, D. (2008, April). Both sides: Connie Rice lays down the law to cops and gangs. The Sun, 388, 3-11.
Maruska, D. (2004). How great decisions get made: 10 easy steps for reaching agreement on even the toughest issues. New York: AMACOM. McAdams, D.P. (1993). The stories we live by: personal myths and the making of the self. New York: Guilford. McKee, R. (2003, June). Storytelling that moves people: a conversation with screenwriting coach Robert McKee. Different Voice. Harvard Business Review, 51-57. Rogers, C. (1989). On becoming a person: A therapist's view of psychotherapy. New York: Houghton Mifflin. Rulun, Z. (2010). Is an ethics of economic activity possible? Retrieved June 16, 2010, from http://www.crvp.org/book Series03/III-14/chapter_viii.htm Silberman, M, & Auerbach, C. (2006). Active training: a handbook of techniques, designs, case examples, and tips (3rd ed.). San Francisco: Pfeiffer. The European Graduate School. (2010). Arts, health, & society: about. Retrieved June 16, 2010, from http://www.egs.edu/arts-health-society/about/

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Storytelling as a Consulting Tool

  • 2. Communication & Leadership Frameworks Symbolic-Interpretive (SI) Social Cognitive (SC) Coordinated Management of Meaning (CMM) Adapted from Altman and Taylor (1973, cited in Caputo, Hazel, McMahon, & Dannels, 2004, pp. 110-111); Bandura (2001); Cronen (2001); Griffin (2009); Frey & Sunwolf (2005); IDEA (2010); Pearce (2004; 2008).
  • 3. Storytelling Frameworks Digital Storytelling Video & audio narratives of participants Empowers the participant Allows for team building/understanding Participants choose the topic Adapted from CFDS (2010); Gubrium (2009); Halpern and Lubar (2003); Rulun (2010); The European Graduate School (2010).
  • 4. Storytelling Frameworks Narrating the Self Fosters individual identification Empowers the individual Adapted from Denning (2005); Lipman (1999); McAdams (1993)
  • 5. Storytelling Frameworks Narrating the Organization Intended to unify the group Constructs the experience Adapted from Denning (2005); McAdams (1993)
  • 6. Storytelling Frameworks Narrating Change Develops organizational identity Establishes visions, goals Inspires change (turning points) Adapted from Bruner (1991); Denning (2005); Denzin (2003); Maruska (2004); McKee (2003)
  • 7. Consulting Approach Usefulness Separate past from future anchor point Connect with the audience Allows audience participation Adapted from Block (2009); Bruner (1991); Lipman (1999); McKee (2003)
  • 8. Assessing the Situation Whats occurring in the organization? Understand internal risks: changes in budget, layoffs, technology, conflicts, etc. Understand the risks of storytelling Storytelling requires courage
  • 9. Consulting Method Design a storytelling workshop or retreat depending on the hours an organization wants to invest in this approach.
  • 10. Design questions Adapted from Denning (2005); J. Albert (personal communication, June 10, 2010)
  • 11. Design Objectives Purpose Increase team unity and morale through a relations-based method that requires self-disclosure, self-awareness & empathetic understanding Adapted from J. Albert (personal communication, June 10, 2010); Rogers (1989)
  • 12. Design Objectives Timeline Workshop is 90 minutes to three hours Retreat is one to three days Content adjusted to meet allotted time
  • 13. Design Objectives Pacing Interval pacing Group activity interspersed with presentation by trainer Breaks at 60 to 90 minutes
  • 14. Design Objectives Participant Skill Level Allow for a diverse group Participants must be: Willing to participate Open to other perspectives & stories
  • 15. Design Objectives Facilitator Skill Level Communicate clearly Familiarity with method and presentation technology Aware of socio-psychological needs Ensure confidentiality Willingness to listen Engage feedback and participation Flexible Lead by example Adapted from Denning (2005); Gubrium (2009); Lipman (1999); Kouzes & Posner (2003); Rogers (1989)
  • 16. Design Objectives Story Typology Story of I Story of We Story of Place Story of Future I Want Adapted from Block (2002); Campbell (2009); Lefer (2008); J. Albert (personal communication, June 10, 2010)
  • 17. Design Objectives Group Size Need at least two groups Break groups into a minimum of three or four individuals
  • 18. Workshop Prior to conducting the workshop Encourage participation through sharing in a public setting Adaption to private settings Adaption to mass audiences Inform participants of desired outcomes Preparation of own stories Visual Aids incorporated into video Adapted from Gurbium (2009); J. Albert (personal communication, June 10, 2010)
  • 19. Workshop Ground Rules Establish the level of confidentiality for participants Maintain a positive atmosphere Participants should only present what they feel comfortable sharing Adapted from Gurbium (2009); J. Albert (personal communication, June 10, 2010)
  • 20. Workshop Phase 1: Introduction & Explanation Facilitate a safe & relaxed learning space Introduce the method of storytelling Present examples Explain the Seven Elements Describe the conceptual framework & benefits behind personal narratives Adapted from Denning (2005); Denzin (2003); Gurbium (2009); McAdams (1993); J. Albert (personal communication, June 10, 2010); Silberman and Auerbach (2006)
  • 21. Workshop Phase 2: Co-create Content Restate ground rules of respect Provide an example that empowers participants with courage Break into small groups Reiterate the Seven Elements Actively listen and respectfully comment on stories when complete Adapted from Denning (2005); Denzin (2003); Gurbium (2009); McAdams (1993); J. Albert (personal communication, June 10, 2010); Silberman and Auerbach (2006)
  • 22. Workshop Phase 3: Transition Content to Digital Process Create a written script Consider feedback from peers Create stories as a group or individually Brief tutorial of digital image editing Instructions & tips about voice recording Remind participants practicing will achieve competency Allot a time frame for completion Adapted from Denning (2005); Denzin (2003); Gurbium (2009); McAdams (1993); J. Albert (personal communication, June 10, 2010); Silberman and Auerbach (2006)
  • 23. Workshop Phase 4: Finished Product May be necessary to help complete digital story editing Invite participants to share stories Transition session to closure Share what was learned Seek feedback from participants Suggestions for improvement Conclude the workshop Adapted from Denning (2005); Denzin (2003); Gurbium (2009); McAdams (1993); J. Albert (personal communication, June 10, 2010); Silberman and Auerbach (2006)
  • 24. Ethical implications No repercussions for sharing Establish confidentiality rules Consider immunity clauses Information only viewed by a select group Always gain permission from participants to share any information Keep organization's expectations in mind
  • 25. Intention of Storytelling Not a therapy session Empower the participant Improve moral Improve team dynamics & unity Only as successful as the participants allow Facilitators need to lead by example Adapted from Denning (2005); J. Albert (personal communication, June 10, 2010); Kouzes & Posner (2003)
  • 26. Conclusion Learn from the past & create a future Positive results include: Self-awareness Fosters dialogue Presentation & technical skills Boost morale Inspire beneficial change Engage heart and mind Gain understanding of culture & the organization, teams & departments
  • 27. References Albert, J. (2010, June). Leadership story types. Course handout. Gonzaga University: Spokane, WA. Bandura, A. (2001). Social cognitive theory: an agentic approach. Annual Review of Psychology, 51, 1-26. Block, P. (2002). The answer to how is yes: Acting on what matters. San Francisco: Berrett-Koehler. Block, P. (2009). Community: the structure of belonging. San Francisco: Berrett Koehler. Bruner, J. (1991). Self-making and world-making. Journal of Aesthetic Education, 25, 1, 67-78. Campbell, S. (2009). I want... In J. Stewart (Ed.), Bridges not walls: a book about interpersonal communication (10th ed.). New York: McGraw-Hill. Caputo, J.S., Hazel, H.C., McMahon, C., & Dannels, D. (2002). Communicating effectively: linking thought and expression (3rd ed.). Dubuque, IO: Kendall/Hunt. CFDS. (2010). Center for Digital Storytelling. Retrieved June 16, 2010, from http://www.storycenter.org Denning, S. (2005). The leader's guide to storytelling: mastering the art and the discipline of business and narrative. San Francisco: Jossey-Bass. Denzin, N. K. (2003). Performance ethnography: Critical pedagogy and the politics of culture. Thousand Oaks, CA: Sage. Gubrium, A. (2009). Digital storytelling as a method for engaged scholarship and anthropology. Practicing Anthropology, 31(4), 5-7. Halpern, B.L., & Lubar, K. (2003). Leadership presence: dramatic techniques to reach out, motivate, and inspire. New York: Gotham. Institute for Dynamic Educational Advancement (IDEA). (2010). Social Cognitive Theory (SCT). Retrieved June 21, 2010, from http://www.idea.org/page110.html Kouzes, J.M., & Posner, B.Z. (2003). Credibility: How leaders gain and lose it, why people demand it. San Francisco, CA: Jossey-Bass. Lefer, D. (2008, April). Both sides: Connie Rice lays down the law to cops and gangs. The Sun, 388, 3-11.
  • 28. Maruska, D. (2004). How great decisions get made: 10 easy steps for reaching agreement on even the toughest issues. New York: AMACOM. McAdams, D.P. (1993). The stories we live by: personal myths and the making of the self. New York: Guilford. McKee, R. (2003, June). Storytelling that moves people: a conversation with screenwriting coach Robert McKee. Different Voice. Harvard Business Review, 51-57. Rogers, C. (1989). On becoming a person: A therapist's view of psychotherapy. New York: Houghton Mifflin. Rulun, Z. (2010). Is an ethics of economic activity possible? Retrieved June 16, 2010, from http://www.crvp.org/book Series03/III-14/chapter_viii.htm Silberman, M, & Auerbach, C. (2006). Active training: a handbook of techniques, designs, case examples, and tips (3rd ed.). San Francisco: Pfeiffer. The European Graduate School. (2010). Arts, health, & society: about. Retrieved June 16, 2010, from http://www.egs.edu/arts-health-society/about/