Storytelling in Short-term and Long-term Organizations

1. • Third Lecture: Storytelling in Short-term
and Long-term Organizations
CORPORATE STORYTELLING
sjoerd-jeroen moenandar
moenandar@gmail.com
education | storytelling | culture

2. THE CHARACTER/GOAL MODEL
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sjoerd-jeroen moenandar
moenandar@gmail.com http://sjmoenandar.blogspot.com
reasons goal s.o. who
profits
helpers main opponents
character
PLEASE NOTE! THESE ROLES ARE NOT NECESSARILY THE CHARACTERS!

3. o A start up story is not for
the outside world
o It’s for the team members
• Clarifies goals
• Clarifies identity
• Creates enthusiasm
o Storytelling
• You talk about what you
did, not what happened to
you
• Forces you to take
responsibility
CREATING A START UP STORY
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sjoerd-jeroen moenandar
moenandar@gmail.com http://sjmoenandar.blogspot.com

4. o Who is the main
character?
o What is your own role in
that story?
o Which roles do others
play?
o Makes reasons clear: why
are we here?
o Clarifies responsibilities
o Focuses internal and
external communication
USING THE MODEL
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sjoerd-jeroen moenandar
moenandar@gmail.com http://sjmoenandar.blogspot.com

5. o …honesty
• Space for positive
and negative stories
o …authenticity
o …active narrative
coaching
• Curating the
narrative memory of
the organization
SUCCESSFUL ORGANIZATIONAL
STORYTELLING NEEDS
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sjoerd-jeroen moenandar
moenandar@gmail.com http://sjmoenandar.blogspot.com

6. o …teambuilding
o …content
o …creating output
o …short term organizations
• Focused on results
• Conscious of reasons and
purposes
• Dynamic
o …long term organizations
• Narrative interventions
• Curating narrative
memory
STORYTELLING MAY BE USEFUL FOR…
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sjoerd-jeroen moenandar
moenandar@gmail.com http://sjmoenandar.blogspot.com

7. o Mission and vision
• Often neglect desire,
ability and consequences
o Story makes clear
• Purpose
• Why we should care
• What our added value is
o Older companies have
big narrative memories
STORYTELLING IN LONG-TERM
ORGANIZATIONS
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sjoerd-jeroen moenandar
moenandar@gmail.com http://moenandar.blogspot.com

8. o Shared symbols, rituals
and stories
o Often seen as a problem
• Resist change
o But: can also provide
rationalization of
reorganization
• Provide possible frames
o With narrative intelligence
we can make the
corporate culture work for
us
CORPORATE CULTURE
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sjoerd-jeroen moenandar
moenandar@gmail.com http://moenandar.blogspot.com

9. o 6 roles, 4 stages as a
worldview
o Focus on experience and
understand how
experience becomes a
story (3 steps)
o Recognize what stories
mean
o Make your conversations
narrative conversations
DEVELOPING NARRATIVE INTELLIGENCE
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sjoerd-jeroen moenandar
moenandar@gmail.com http://moenandar.blogspot.com

10. o Comfortable to
share stories
o Respecting each
other’s stories
o A long-term use of
stories
o Active curating
FOSTERING A NARRATIVE CORPORATE
CULTURE
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sjoerd-jeroen moenandar
moenandar@gmail.com http://moenandar.blogspot.com