Innovation ist ohne Stories und Storytelling nicht möglich. Anhand der Hero's Journey wird der Einsatz von Stories im Innovationsprozesse eingeführt. Präsentation zum 1. Crea Germany Meetup, Hamburg

1. Storytelling 4 Innovation
#meetCREAGermany
09. April 2018
@jenshoffmann
StrategicPlay® a brand of Hoffmann Consulting GmbH

2. Imagination
allows us
To aim
higher

3. Photo by mauro mora on Unsplash
StorieS transport and
Cultivate Empathy

4. 22%
Die Wahrscheinlichkeit, dass wir uns an etwas erinnern, ist
22% höher, wenn es als Story verpackt ist.
(Jerome Bruner, Making Stories: Law, Literature, Life)

5. The Innovation STORY
1
2
3
4
5
Introduction
Set the stage by introducing:
the characters
their goals and motivation
the current situation
the call to action
The Vision
Give a Glimpse of a better future:
What is the hope
What might be necessary changes to
make things better
The Challenges
A window of opportunity opens:
What Could trigger a change
How Could the Change look like, feel, be
exprerienced
How could the game change for the the
characters. How could they change the game
The Climax: The Solution
Describe the positive change:
What is the moment of breakthrough
How The Goal has been achieved
The GRAND Finale: Enjoy & Learn
Time for Testing and Feedback:
What have the characters learned
How have they grown
5
PortiaTung&KatrinElster
ThisworkislicensedunderaCreativeCommons
Attribution4.0InternationalLicense.
playmindset.com

6. The Heroine
Photo by Alexandra Gorn on Unsplash

7. Call to Action: The Vision
Photo by Félix Lam on Unsplash

8. Transformation Step 1: The Fellowship
Photo by rawpixel.com on Unsplash

9. Transformation Step 2: Solution Design
Photo by Michał Parzuchowski on Unsplash

10. The Solution
Photo by Pierre T. Lambert on Unsplash Photo by Jakob Owens on Unsplash

11. Experience & Learn
Photo by rawpixel.com on Unsplash

12. Session Plan (Part I)
Scene Challenges Approach /
Methods
The Limit is your
Imagination
Point backwards as far as
you can
Point Backwards (3x and
imagine a new target
each time)
The Heroine Character Profile Personas
Empathy Maps
Role Playing
Call for Action The Vision Jobs to be Done
LEGO® SERIOUS PLAY®

13. Session Plan (Part II)
Scene Challenges Approach /
Methods
Challenges The Fellowship (Cast
Profiles)
Design Challenges
Stakeholder Maps
/Stakeholder Personas
Customer Journeys
The Solution Create, Build or Play the
Solution Story
Prototypes
Storyboards
Customer Journeys
User Stories
Grand Finale: Enjoy &
Learn
Celebrate and Learn Presentation
Minimum Viable Product

14. If you’d like to Learn more about the Methods,
choose from the Method Cards:
Inspiration Cards

15. Personas
The personas are archetypes built
after an exhaustive observation of
the potential users.
Each persona is based on a
fictional character whose profile
gathers up the features of an
existing social group. In this way
the personas assume the attributes
of the groups they represent: from
their social and demographic
characteristics, to their own
needs, desires, habits and
cultural backgrounds.
Learn more:
★ Personas - a simple
introduction
15

16. Empathy
Map
Attitudes and behaviors in an
empathy map help to align on a
deep understanding of end users.
The mapping process also reveals
any holes in existing user data.
An empathy map is a collaborative
visualization used to articulate
what we know about a particular
type of user. It externalizes
knowledge about users in order to
1) create a shared understanding
of user needs, and 2) aid in
decision making.
Learn more:
★ Update Empathy Map Canvas
16

17. Storyboards
Storyboards communicate a concept
by visualizing user interactions.
They use the art of the narrative
to focus on a person's experience
of using your service or product.
Storyboard development is one way
to prototype your concept.
Use Storyboards to move beyond the
functional view and into the human
story of the experience, to shift
the focus to the user and the
problem that the new experience
solves."
Learn more:
★ Storyboards and Sketch
Prototypes for Rapid Interface
Visualisation
17

18. Customer Journey
Maps
The customer journey map is an
oriented graph that describes the
journey of a user by representing
the different touchpoints that
characterize his interaction with
the service.
In this kind of visualization, the
interaction is described step by
step as in the classical
blueprint, but there is a stronger
emphasis on some aspects as the
flux of information and the
physical devices involved.
Learn more:
★ Customer Journey Mapping:
Everything You Need to Know
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19. User Stories
Story mapping is a technique
championed by Jeff Patton. It
provides us with a way to envisage
the entire product or service as a
series of tasks which the user
completes.
In purely practical terms, it
involves building a grid of user
stories which are laid out under
headings that represent the user’s
experience moving through your
product. This can be done
iteratively over a series of
conversations between team
members. So a first attempt might
look something like this, with
user stories grouped under their
respective features
Learn more:
★ User Story Mapping by Jeff
Patton
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20. LEGO® SERIOUS
PLAY®
The LEGO® SERIOUS PLAY®
methodology is an innovative
process designed to enhance
innovation and business
performance.
Based on research which shows that
this kind of hands-on, minds-on
learning produces a deeper, more
meaningful understanding of the
world and its possibilities, the
LEGO® SERIOUS PLAY® methodology
deepens the reflection process and
supports an effective dialogue –
for everyone in the organization.
The LEGO® SERIOUS PLAY®
methodology is an innovative,
experimental process designed to
enhance innovation and business
performance.
Learn more:
★ LEGO® SERIOUS PLAY® - The
Method
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21. Jobs to be Done
A Job to be Done is the process a
consumer goes through whenever she
aims to transform her existing
life-situation into a preferred
one, but cannot because there are
constraints that stop her.
A job to be done (JTBD) is a
revolutionary concept that guides
you toward innovation and helps
you move beyond the norm of only
improving current solutions. A
JTBD is not a product, service, or
a specific solution; it's the
higher purpose for which customers
buy products, services, and
solutions.
Learn more:
★ JTBD.info
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22. Minimum Viable
Product
A minimum viable product (MVP) is
a product with just enough
features to satisfy early
customers, and to provide feedback
for future product development.
A minimum viable product has just
those core features sufficient to
deploy the product, and no more.
The minimum viable product is that
version of a new product a team
uses to collect the maximum amount
of validated learning about
customers with the least effort.
Learn more:
★ Minimum Viable Product on
Wikipedia
22

23. prototyping
Prototyping is getting ideas and
explorations out of your head and
into the physical world..
A prototype can be anything that
takes a physical form – be it a
wall of post-it notes, a
role-playing activity, a space, an
object, an interface, or even a
storyboard. The resolution of your
prototype should be commensurate
with your progress in your
project.
Learn more:
★ Design Thinking: Get Started
with Prototyping
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