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HOW TO TELL A

Jennifer Aaker

Stanford Graduate School of Business

aaker@gsb.stanford.edu

WORKBOOK

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TABLE OF CONTENTS

B E F O R E C L A S S B E G I N S : R E A D H O W T O T E L L A S T O R Y C A S E A & B

D A Y 1 - I N T H E B E G I N N I N G D U E : E X E R C I S E S 1 & 2

D AY 2 - T H E H O W O F S T O R Y D U E : E X E RC I S E S 3 & 4

D AY 3 - T H E D E TA I L S O F S T O R Y D U E : E X E R C I S E S 5 , 6 , & 7

D AY 4 - T H E E N D / T E L L I N G T H E S T OR Y D U E : E X E R C I S E 8

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E X E R C I S E O N E

C R E AT I N G A P E R S O N A L S T O R Y B A N K

S T O R I E S Y O U T E L L

A B O U T Y O U R S E L F

S T O R I E S T O L D A B O U T Y O U

B Y F R I E N D S + F A M I L Y

S T O R I E S A B O U T Y O U

T O L D B Y C O L L E A G U E S

1 .

2 .

3 .

1 .

2 .

3 .

1 .

2 .

3 .

To be completed before Day 1

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O N E F R A M E W O R K F O R S T O R Y T E L L I N G :

S T O R Y = S I T U A T I O N / D E S I R E + C O M P L I C A T I O N / O B S T A C L E + S O L U T I O N / O U T C O M E

For each of the stories in Exercise 1, complete:

1 . T I T L E

2 . S I T U A T I O N / D E S I R E

3 . C O M P L I C A T I O N / O B S T A C L E

4 . S O L U T I O N / O U T C O M E

To be completed before Day 1

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DON T KNOW WHAT

S TO R I ES Y O U TEL LA B O U T YO U R S E L F ?

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T H E W H O I A M S T O R Y

M I N D M A P P I N G T H ES T O R Y O F Y O U R

C A R E E R

Whatisamindmapanyway?http://en.wikipedia.org/wiki/Mind_map

ForExample,seeRichardBransonsstoryat http://www.entrepreneur.com/article/220090

Someonlineprogramstohelp(http://www.wordle.net/; http://bubbl.us/)

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1 . 2 . 3 .

Pick 3 stories from Exercise 1. Below write a title for each of them. In bubble, write your a-ha (key message of story whichilluminates the storys relevance and importance)

To be completed before Day 1

E X E R C I S E T W O

T H E A- HA S

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- C L E A R P R O TA G O N I S T

Share 3 stories with a partner in class (1 minute each). Your partner will help you pick the story with the best potential to moveforward. Criterion to be used:

- A N E M O T I O N A L H O O K

-T E N S I O N O R S U R P I S E

- R E L E V A N T O R I N T E R E S T I N G

- C L E A R M E A N I N G O R A H A

- A P P L I C A B I L I T Y I N F U T U R E ( I F O N L Y C O C K T A I L PA R T Y )

To be done with partner at end of Day 1

E X E R C I S E T H R E E

P I C K I N G T H E S T O R I E S

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END OF DAY ONE

- C r e a t e a p e r s o n a l S t o r y B a n k

- P i c k t h e o n e s t o r y y o u w a n t t o d e v e l o p

- C r e a t e 4 s l i d e s ( P P T o r K e y n o t e ) T h a t

v i s u a l l y t e l l t h e s t o r y

GOA L OF DA Y 1 :

N E X T S T E P :

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Create four slides that represent key scenes of your story. If you don't like to draw, tell a visual story in a way that makes youcomfortable. For example you can take photos or make collages of images from the internet. Also before finalizing yourstoryboards - remove anything that is not necessary. Note Bring to Day 2 class these four slides in larger form to post for agallery showing in class (see next 4 pages).

1 . 2 .

3 . 4 .

To be completed before Day 2

E X E R C I S E F O U R

S T O R Y B O A R D I N G

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S t o r y b o a r d 1 s t S l i d e

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S t o r y b o a r d 2 n d S l i d e

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S t o r y b o a r d 3 r d S l i d e

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S t o r y b o a r d 4 t h S l i d e

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END OF DAY two

- U n d e r s t a n d a n d p r a c t i c e s t o r y t e l l i n g

- U n d e r s t a n d y o u r a u d i e n c e a n d g o a l

- D e v e l o p y o u r s t o r y

GOA L OF DA Y 2 :

N E X T S T E P :

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E X E R C I S E F I V E

U n d e r s t a n d y o u r a u d i e n c e a n d y o u r g o a l

D E M O G R A P H I C S

Great stories are not about the story; they are also about the audience. Know them intimately. Some argue that 50% of yourtime should be spent knowing them; the other 50% on the story and your goals. Know the audience for whom you aredeveloping this story. It could be the class, but it might also be a larger audience if the story will be retold by you in thefuture.

P S Y C H O G R A P H I C S

G O A L S

W h a t a r e t h e y l i k e ?S t a g e o f l i f e a n dc u l t u r a l b a c k g r o u n dP e r s o n a l i n t e r e s t s ,C o m m u n i c a t i o n s t y l ep r e f e r e n c e s .

W h a t d o t h e y w a n t ?W h a t d o t h e y r e s i s to r d i s l i k e ?W h a t i s t h e i r f r a m eo f m i n d ?W h a t a r e t h e i r

e x p e c t a t i o n s ?

W h a t i s y o u r g o a l ?T r u s t c u l t i v a t e d ,r e s p e c t g a r n e r e d ,

p e r s u a s i v e c h a n g e ,o r c a l l t o a c t i o n ?

To be completed before Day 3

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S e t t i n g d e s c r i p t i o n

E X E R C I S E S I X ( A )

W H E R E D O E S YO U RST OR Y T A KE P L A C E ?

WH E N D O E S YO U RST OR Y T A KE P L A C E ?

To be completed before Day 3

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E X E R C I S E S I X ( B )

c h a r a c t e r d e s c r i p t i o n

D E S C R I B E P R O T A G O N I S TI N D E T A I L

D E S C R I B E S E C O N D A R Y C H A R A C T E R I N D E T A I L

To be completed before Day 3

B A S I C C H E C K L I S T O F T R A I T S

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B A S I C C H E C K L I S T O F T R A I T S

able adventurous ambitious blowhard bold bossy brave bright brutish busy calm

carefree caring cheerful civilized clever clumsy

compassionate conceited confused considerate cooperative courageous

creative curious dainty daring dark demanding desiccated determined disagreeable dreamer drunk

dull energetic excited expert fancy fearful

ferocious fighter friendly fun-loving funny generous

gentle gullible handsome happy hard-working helpful honest humble humorous imaginative immobile

impulsive independent indolent intelligent inventive jovial

joyful keen lazy leader lean licentious

light light-hearted lovable loving loyal mean messy mischievous mottled neat obedient

obese overweight patriotic perverse pitiful plain

pleasing poor popular pretty prim primitive

proper proud quiet rawboned repugnant repulsive reserved resourceful respectful responsible rich

rude sad scrawny scruffy self-confident selfish

serious short shy simple simple-minded smart

sterile strong stubborn studious successful tall thoughtful thrilling timid tireless ugly

uncoordinated unselfish unsuitable vacant violent wild

witty

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C o n f l i c t / p r o b l e m o f t h e s t o r y

W H AT I S T H E C O N F L I C T ?

E X E R C I S E S I X ( C )

To be completed before Day 3

B A S I C C H E C K L I S T O F V E R B S

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B A S I C C H E C K L I S T O F V E R B S

Form Guide Hire Illustrate

Implement Influence Inform Initiate Inspire Invigorate

Motivate

Demonstrate Develop Disseminate Educate

Empower Encourage Establish Evaluate Examine Facilitate

Familiarize

Advocate Articulate Assemble Bolster

Clarify Coach Communicate Convert Convince Create

Define

Persuade Plane Recommend Recruit

Remove Report Simplify Socialize Standardize Stimulate

Structure

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T H E C L I M A X O F T H E S T O R Y

H O W I S T H E S T O R Y R E S O L V E D ?

E X E R C I S E S I X ( D )

T E N S I O N /C O N F L I C T

C L I M A X S I T U A T I O N

To be completed before Day 3

E X E R C I S E S I X ( E )

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T I M E

T

ENSIO

N

Now, draw and label the plot line of your story. The vertical axis should capture when the audience is at the edge of theirseats.

To be completed before Day 3

P L O T C R E A T I O N

E X E R C I S E S I X ( E )

E X E R C I S E S I X ( F )

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E X E R C I S E S I X ( F )

W H A T I S T H E P O I N T ( A - H A ) ?

W H AT I S T H E L E A R N I N G O R A H A ?

W H Y WA S T H I S S TO R YIMP OR T A N T TO ME ?

To be completed before Day 3

E X E R C I S E S I X ( G )

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E X E R C I S E S I X ( G )

W R I T E O P E N I N G A N D C L O S I N G

W R I T E YO U R C LO S I N GS E N T E N C E H E R E :

W R I T E YO U R O P E N I N GS E N T E N C E H E R E :

To be completed before Day 3

E X E R C I S E S I X ( H )

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E X E R C I S E S I X ( H )

S T O R Y B O A R D I N G TA K E 2

Now, storyboard your story again.

1 . 2 .

3 . 4 .

To be completed before Day 3

E X E R C I S E S E V E N

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L I S T E N I N G W E L L

E X E R C I S E S E V E N

WHAT WAS THE CONFLICT INTHE STORY?WHAT WOULD YOU TITLE THISSTORY?

WHAT DOES THE CHARACTER

REALLY WANT/DESIRE?

WHAT DOES THE CONFLICT TELL YOU

ABOUT PERSON TELLING THE STORY?

Listening to stories is as great as telling them. Ethnographers have a great skill for eliciting stories from people anddrawing meaning from them. Practice this skill of listening. Share your story with your partner and ask them to answerthese questions?

To be donewith partner at the end of Day 3

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END OF DAY THREE

- U N D E R S T A N D W H A T D E T A I L S T O R E T A I N V S . L E A V E O U T

O F T H E S T O R Y I N O R D E R T O C O M P L E T E I T

- P R A C T I C E Y O U R S T O R Y

GOA L OF DA Y 3 :

N E X T S T E P :

E X E R C I S E E I G H T

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E X E R C I S E E I G H T

P R A C T I C E Y O U R 3 - M I N U T E S T O R Y

T A P E Y O U R S T O R Y, O RW A T C H Y O U R S E L F I NF R O N T O F A M I R R O R

C O A C H ( W I T H A F R I E N D )S H A R I N G Y O U R S T O R Y

W A T C H ,L I S T E N ,

F U S E

P R A C T I C E / I N T E G R A T E

N E W I D E A S

Practice, practice, practice.

To be done (a lot) before Day 4

B A S I C T O O L K I T T O S H A R P E N Y O U R S T O R Y

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Those describing what thespeaker thinks

Those that show by supplyingsensory details

Words that describe time andsequence, at last and finally

Those that describe location,underneath

An extravagant exaggeration.For example, strong as an ox.

A figure of speech that comparesone thing to another

Comparing two things usinglike or as (i.e. like two peas

in a pod)

When human characteristics aregiven to non-human things

Select descriptive words thatsupport the atmosphere of your

story

Which of the below tools should be used to paint more vivid pictures for your story?

To be done with partner before Day 3

B A S I C T O O L K I T T O S H A R P E N Y O U R S T O R Y

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THE END

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BOOKS

T h e s t o r y

F a c t o rAnnette Simmons

T h e P o w e r o f

p e r s o n a l

s t o r y t e l l i n gJack Maguire

T H E A R T O F

S T O R Y T E L L I N G : E A S Y

S T E P S T O P R E S E N T I N G

A N U N F O R G E T T A B L E

S T O R Y

John Walsh

T h e L e a d e r s g u i d e

t o S t o r y t e l l i n g

Stephen Denning

I m p r o v i n g y o u r

s t o r y t e l l i n g

Doug Lipman

S l i d e : o l o g yNancy Duarte

R e s o n a t eNancy Duarte

S T O R Y T E L L I N G A S

B E S T P R A C T I C E

Andy Goodman

T h e D r a g o n f l y

E f f e c tJennifer Aaker andAndy Smith

S t o r y

Robert McKee