Read MANAGEMENT 263A: text version

Fall 2010 Jennifer Aaker, How to Tell a Story Week of Sept 14th (Monday-Friday): 1-4pm

HOW TO TELL A STORY INSTRUCTOR SUPPORT COURSE NUMBER LOCATION OVERVIEW "Tell me the facts and I'll learn. Tell me the truth and I'll believe. But tell me a story and it will live in my heart forever." How do you tell a story? This question becomes important for leaders of companies, who often only need to act as an editor - shaping the stories told by employees and customers ­ to align with shared vision. And it becomes important as you craft a marketing campaign. A good story is not enough. It must be well told. In this seminar, we will break down the basic elements of story-telling, elucidate the power of the verbal as well as the visual, and discuss how story-telling helps build brands and organizations. For the final project, you will create tell a story about (a) your organization, (b) your brand, or (c) you. By creating powerful stories and then communicating them in your own uniquely human way, you'll see how causes, careers and businesses can gain momentum. GOALS Whatever you do - whether you become a private equity investor or run a social enterprise or nonprofit, storytelling is one of the most important skills of leadership. If you are investing, you need to be able to craft a compelling story for why to invest in a company that you present to the investment committee. If you are running my nonprofit, you need to be able to communicate with donors, investors, customers, beneficiaries, and you believe that stories is one of the most powerful ways. Thus, the goals for this class: (1) Understand what makes bad stories, OK stories, and great stories. Leave with a framework to break down the components of a great story and concrete tools for visual storytelling and verbal storytelling. (2) Learn how to tell a story. Gain practice in crafting and telling a compelling story. You will get feedback on what went well, went poorly, and how to take the story to level further. CONTENT Stories can be a powerful tool for advocacy, persuasion and leadership. But how can you reliably produce just the right story at the right time? One outcome of this class it to hone one of your personal stories for your "Personal Story Bank" (defined as a repository for stories that you may use over the course of your life and career; see Exericse 2 in How to Tell a Story Case B). By Monday night, you will have completed your


Jennifer Aaker ([email protected])1 . Barbara McCarthy, assistant; L218 GSBGEN 542 (2 units) L107

A social psychologist and marketer, Jennifer Aaker is the General Atlantic Professor of Marketing at Stanford University's Graduate School of Business. Her research focuses on time, money and happiness ­ and how small acts create significant change --fueled by social media. She loves a good story

Personal Story Bank, and identified which story you want to develop over the week. By Tuesday, you will have insight of the best ways to visually tell your story. By Wednesday, you will have insight on what makes a good story and how stories are used in business. By Friday, you will be asked to: (a) set the scene/create the context for your story. Pleases don't bring ppt slides, but consider music, food, visuals, or props. (b) tell your 3-min story. Two filmmakers will be in class to provide constructively critical feedback. Because you may want to re-use this story in your career, please be strategic about which story you intend to polish over the course of the week. THE SCOOP Place 9/13 Mon 9/14 Tue 9/15 Wed 9/16 Thurs 9/17 Fri Topic In the Beginning... The Importance of Storytelling The Visual Story Storyteller: Nancy Duarte The Role of Story in Business Storyteller: Bill Meehan Harnessing Stories in Startups and Personal Brand Storytellers: Jessica Jackley, Dana Mauriello The End Storytellers: Oren and Justine Jacob Prep for Class Exercises 1-2 (from How to Tell a Story Workbook). Exercise 4. Exercise 5. Exercise 7. Exercise 6 with partner During Class Exercise 3 with partner

Practice your story.

Final presentation. Tell your 3 min story. Active feedback session.

PREP BEFORE 1st DAY OF CLASS Decide what you personally want to get out of the class. (I realize this sounds ridiculously soft, but it will help define which story you want to work on in the class). Watch Some TED talks ( Pick out one TED talk where the visual storytelling was excellent, and email it to me by 9/14. Read How to Tell a Story, Stanford case M-323 (A) and (B). Do Exercises 1-2 in How to Tell a Story: Workbook (ppt). Also, peruse the rest of the exercises.

Also, please save at least 2 hours after each class for prep.

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THE STORYTELLERS Nancy Duarte, CEO of Duarte Design, the largest design firm focused on visual presentations. For more than 20 years, she has created over a quarter of a million presentations that have shaped the perception of the world's leading brands and thought leaders. Nancy's firm is one of the largest design firms; her clients include companies from Adobe to Apple; from TED to Twitter. In 2008 she released the book slide:ology--The Art and Science of Creating Great Presentations and in Fall 2010 she releases Resonate--Present Visual Stories that Transform Audiences. She has distilled her VisualStoryTM methodology into best practices for communicators. Jessica Jackley, Co-founder of Kiva and ProFounder. Jessica first saw the power and beauty of microfinance while working in rural Kenya, Tanzania, and Uganda with Village Enterprise Fund and Project Baobab on impact evaluation and program development. Jessica has spoken widely on microfinance and social entrepreneurship, and has seen microfinance at work in a variety of communities in more than 30 countries. She also has recently co-founded ProFounder, an entrepreneurial crowdfunding venture. Jessica serves on a number of non-profit boards, and holds an MBA from the Stanford GSB and a BA in Philosophy and Political Science from Bucknell University. Justine Jacob, Independent Filmmaker and Entertainment Law Attorney, who directed and produced two feature length documentaries: "Ready, Set, Bag!" (2008) and "Runners High" (2006),, She was in the 2006 Sundance Producers Conference, served two years as President of the Bay Area Women in Film and Television, and is on Lunafest Board of Directors. Oren Jacob, CTO of Pixar and Executive Producer of the documentaries "Ready, Set, Bag!" (2008) and "Runners High" (2006) has been working in film for 20 years. He is currently the Director of the Studio Tools group at Pixar Animation Studios, where he is also a Chief TechnicalOfficer. He was Supervising Technical Director of Finding Nemo (2003), as well as Effects Lead on Toy Story 2 (1999), and Technical Director on A Bug's Life (1998), and Toy Story (1995). Dana Mauriello, Co-founder and President of ProFounder. Dana has been around small business entrepreneurship her entire life. Her family came from Italy with a garbage business and they've since started an exercise equipment manufacturing company, a nutritional foods company, and quite a few others. When she is not thinking about new businesses, collecting and telling stories about ProFounder, she is searching for new cosmetics (Estee Lauder & L'Oreal in Product Innovations) or lifting weights (she is a competitive powerlifter). Bill Meehan, Lecturer at Stanford University GSB. Bill Meehan's research, writing, and teaching interests focus on reshaping nonprofits and philanthropy to be more effective and efficient. His core discipline is strategy, but his interests range from the primacy of mission, governance and performance measurement, and evaluation. The types of nonprofits involved include universities and other educational institutions, performing arts organizations, social entrepreneurs, health care institutions, social services, NGO's, environmental organizations, and foundations. He also tells a great story.

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SUGGESTED BOOKS The Art of Storytelling: Easy Steps to Presenting an Unforgettable Story by John Walsh The Story Factor by Annette Simmons The Power of Personal Storytelling by Jack Maguire Leader's Guide to Storytelling by Stephen Denning Improving Your Storytelling by Doug Lipman Slide:ology: The Art and Science of Creating Great Presentations by Nancy Duarte Resonance by Nancy Duarte Storytelling as Best Practice by Andy Goodman Story by Robert McKee

STORY TELLING RESOURCES Great stock footage: (they have very cool stuff here) (good resource for video, music, photographs) Music for Storytelling Storytelling and Social Media * Tools and services for story-telling: Wordpress, twitter, feedburner, facebook, delicious, flickr * The Power of Visuals in Storytelling * * HOME PROJECT documentary The Strategic Use of a Single Word or Phrase * Formulas for Storytelling * How to Figure Out When Your Story Isn't Working Nonprofits using Storytelling * * * *

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