The destiny of the world is determined less by the battles that are lost and won than by the stories it loves and believes in. —Harold Goddard
Storytelling is an art. It is powerful, expressive, and perhaps the quickest path to building deep connections. When you are in the presence of a good storyteller, words take you beyond their meanings where you are presented to the world of possibilities. Its like living Sheherazade and hearing her stories from One Thousand and One Nights. I had the pleasure of working for a General Manager that had an amazing storytelling ability. Stories of our customers, competitors, market changes, hopes and dreams were his way of expressing his experiences, his vision and exploring how we could jointly create a new shared reality. For a startup within a large company, these stories are crucial for building a common future and a culture that would sustain itself when the going gets tough.
I can go on and on about the importance of storytelling for the innovation process and the leadership. However, Steve Denning summarizes the power of storytelling quite eloquently in his blog: The Secret Language of Leadership. You can read his summary here.
If you don’t know the trees you may be lost in the forest, but if you don’t know the stories you may be lost in life. —Siberian Elder
We are our stories. We tell ourselves stories about what we can and can’t do, how our world operates, and we use these stories to internalize what we experience daily through our clouded filters. If you like to know more about how our stories shapes our lives, take a look at Jim Loehr’s book The Power of Story: Rewrite Your Destiny in Business and in Life
, and be ready to explore your own story.
I hope you can see the power of stories, their influence and impact in the innovation process as they shape and form our views of the world. I also hope that you recognize the importance of grounding ourselves when it comes to our stories, so that we are seeing them for what they really are. Before you read the rest of the post, take a moment and think about some of your own stories. Then, see if any of the ideas below can help ground them, so that they are more real.
Stories are a form of assumptions. However, before you take apart the whole plot piece by piece, step back and understand the overall theme, the key characters and the point of view needed for success. Evaluate each, and determine which ones need to be treated as assumptions and which ones are just flashbacks in your story that adds flavor and spice. Record each of these assumptions and start your validation and tracking process. Just as an example, an in depth understanding of your ecosystem is mandatory for a story that evolves around making your technology platform pervasive across the board. Some of those players within your ecosystem will be gatekeepers needing to be infiltrated, while others are accessory providers adding sugar and spice and something nice to your product. Make sure you are focusing on the right problems.
Get to know your storyteller. In the real world, our storytellers are a part of the human machinery that operates the thing called the corporate bureaucracy. The story might be great, and might even be true. But, if it doesn’t fit within the decision making structure of this bigger machine, it will never be a legend. So, get to know your storytellers, the structure and the decision making process they operate in. It will give you the opportunity to evolve your story, if it wasn’t quite right to begin with. Things such as, your firm’s hurdle rate, markets you operate in, revenue projections, type of customers you serve, resource and funding requirements will all play into your story somehow.
Everyone loves a good ending. So, understand your key metrics that you need to measure and track. Lets say that your story is referring to a target market size. Recognize that, it is actually talking about the addressable target market of your product, and put actions in place to grow that size overtime. Or, maybe your success truly depends on your customer connection. Then start building your customer relationship model and your brand where the customer is the keystone of your story from day one.
Every story has a point of view and a perspective that changes depending on the person involved. It is great to have different perspectives, angles and takeaways which will improve your creativity and innovativeness. However, you need common vocabulary, understanding and acknowledgement in order to execute “Ready all…Row” command properly. Take your customer knowledge as an example. Good analysis and understanding of your customer data is priceless. Yet, extracting this data unbiasedly, interpreting it appropriately and creating the right actions are your challenge. For more on this, check out How to Hear the Voice of Your Customers: Hone First-Person Intelligence From All Forms of Feedback by David Bean at MarketingProfs (registration might be required to access). So, use your stories well, and create the language and the vocabulary that your culture will understand and embrace.
Your stories have a structure (exposition, rising action, climax, falling action, resolution), and so should your innovation process. Milestones, stage-gate process, iterations, … are great way to ground yourself in the story while it evolves. Whatever process you use, make sure you have frequent checkpoints along the path to keep you honest and accountable.
Finally, share your stories with others and allow them to make it their own. Otherwise, when story is over everyone just goes home. Yes, a meaningful story can be inspiring. But for it to ignite the change you are hoping, individuals will need to believe in the story and make it their own for it to be real. In other words, when you pass the baton, someone is there to take and continue from where you left off, because they believe.
And remember: “The answer is always in the entire story, not a piece of it.” (Jim Harrison)
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