"The universe is made of stories, not atoms.” Muriel Rukeyser
 
   ....we humans are  receptive to stories, maybe 'hard-wired". A story is a powerful way to gain the attention of an audience. If we understand how stories are constructed then we can use this knowledge to engage and influence our audience, help to get our message across.

A good place to start is with the basics, the 5 preparation W's. There is a lot more to crafting a good story but do this and you will be well on the way...

 
     
   ...and some things you should know about a story....
bullet

Why - Probably the most important question to answer is WHY; WHY do I care? WHY is this relevant to me? WHY should I be involved? People are busy and unless they see the reason to be engaged they probably will not be - know your audience and ensure they know WHY they need to engaged.

bullet

What - WHAT is expected of me? WHAT do I need to do differently? WHAT will happen if we don't change? - help your audience to see the implications and answer the WHAT for themselves.

bullet

Where - the 'geography' of the story is important and may relate to the not only a physical location but a function, process or department - ensure the impact is localised and clear.

bullet

Who -WHO is responsible, involved, impacted? WHO needs to do WHAT & WHEN? - know your stakeholders and their role and commitment to the story as it unfolds;

bullet

When - timing is everything so ensure this is crystal clear at all times as the story unfolds - define the dependencies and assumptions and make them current.

back to Tools page....
   

Services

 

 

 

 

 

 

 

 

 

 

 

Frost & Sullivan

 

 

 

 

 

 

 

 

 

 

 

 

 

Innovation Thought Leader

h

 

 

 

 

 

 

 

 

 

 

 

 

 

How To Farm Lightning: sustainable innovation...

innovation expert

 

Clients

 

Telecoms BT, Orange, Nokia, Gemaltos, NSN & Deutche Telecom

Energy Shell, STATOIL & Total  IT HP, Microsoft, Intel & Cisco Finance RBS, LSE, J P Morgan & Barclays Bank Public Sector UK MoD, Cabinet Office, Post Office & GMC Professional Services Accenture, PWC & DMR  Manufacturing Daimler-Chrysler, ABB & Usinor Transportation Maersk Sealand, INTTRA, P&O Nedlloyd & MSC Technology Start-ups  Akodi, PYI.com, PACE and ZDV

 

Contact

Email: info@brendan-dunphy.co.uk

 

Tel France

 

+(33)(0) 611051749

 

Tel UK

 

+(44)(0) 208 123 1418

 

 
 

©1997-2011 Brendan Dunphy Associates. All rights reserved. Registered Business Advisor since 1997.