MSLD 521 Module 7 - Secret Structure

Secret Structure

            An idea, to be considered effective, needs to be spread, and the most effective way to share an idea is through story (Duarte, 2011). For an idea to impact and spark change, needs to resonate, to create a human connection (Duarte, 2013), to confirm some truths that deepens the understanding of who you we are as human being (Stanton, 2012).

Duarte describes few different structures, which in my opinion is an evolution of each other, or a zooming perspective of looking into them. First, Duarte talks about Aristotle views with the three-act (beginning, middle, end) structure of storytelling. Duarte subsequently presents Freytag’s pyramid (exposition, rising action, climax, falling action, denouement) as another possibility of structure, which in fact does not contradict Aristotle but complement with deeper details.

Then, Duarte (2011) presents her own view of an effective structure in storytelling founded on her views of Aristotle and Freytag, which consists initially in presenting the idea to the audience and making the status quo unappealing. Crafting the beginning involves describing life as the audience knows it. People should be nodding their heads in recognition because you’re articulating what they already understand opens them up to hear your ideas for change (Duarte, 2012, October 31), which illustrates some physical reactions created by effective storytelling (Duarte, 2013).

Then a presenter should move to the middle part, talking about the possibility of the future in case the idea is adopted, introducing the vision of what could be. The gap between the two will throw the audience a bit off balance, and that’s a good thing, because it jars them out of complacency (Duarte, 2012, October 31). In this middle part a presenter goes back to reality, moving to the future again, over and over to fight resistance, with repetition, metaphors and appropriate rhythm (Duarte, 2011) until reaching a point of a new norm, new bliss as described by the author, a poetic and dramatic way to call for action (Duarte, 2011), a way to show how better the world would be if the idea was adopted, in a bigger picture.

For my presentation I intend to use all Duarte’s techniques, however I do not plan to go over and over between reality and future several times, as my presentation does not have a business narrative, and shares more a vision, therefore less resistance, supposedly. One of Duarte’s technique I plan to use for the slide presentation, is based on her Harvard Business Review Video (2012, December 11), as follow:

1.      Use slides selectively

2.      Write the slides after the speech is prepared

3.      Design slide people can understand in 3 seconds

4.      Storyboard one concept per slide

5.      Use slide as visual complementation

All the studies are off extreme value and will assist me to communicate my idea, but as for Stanton (2012), the amusement of storytelling is that it has guidelines, not rules, therefore, the structures will be taken in consideration but not confine my creativity; an idea defended by all authors in storytelling that I had the opportunity to read or watch through my course.

References

Duarte, N. (2011). The secret structure of great talks. Retrieved form https://www.ted.com/talks/nancy_duarte_the_secret_structure_of_great_talks/transcript

Duarte, N. (2012, October 31). Structure your presentation like a story. Retrieved from https://hbr.org/2012/10/structure-your-presentation-li

Duarte, N. (2012, December 11). Create slides people will remember. Retrieved from https://www.youtube.com/watch?v=OeV2fHEM4RI

Duarte, N. (2013, March 21). How to tell a story. Retrieved from https://www.youtube.com/watch?v=9JrRQ1oQWQk

Stanton, A. (2012). The clues to a great story. Retrieved from https://www.ted.com/talks/andrew_stanton_the_clues_to_a_great_story

MSLD 521 Module 2 - The Danger of a Single Story

The Danger of a Single Story

Speaking is inherently more powerful than writing (Whalen, 2007). Telling a story with oral communication is highly effective to pass a whole message, explained by McKay, Davis and Fanning (2009) to a message that involves the four kinds of expression.

Looking at Adichie's speech with a technical perspective (not analyzing the context), the first reason why I believe her message was effectively passed, is the type of communication she chose, as 93% of the factors impacting on the meaning of a message are visual and audial (tone of voice), according to Whalen (2007). Being able to include grooming, face expression, tone of voice and all other paralanguages (as per Whalen, 2007), played a role in favor of Adichie, in my opinion, which assisted her on achieving her goal successfully.

To illustrate my point of view, follow my analysis according to the context of communication skills:

Kinds of expression (McKay, Davis & Fanning, 2009)

Kinds of expressions are defined by communications categories, which requires different styles of expressions. On Adichie’s speech I believe she managed to combine all kinds, although some being more present than others.

* Thoughts

Thoughts are conclusions and inferences based on the experienced lived, intended to synthesize observations and provide an understanding of the events. I believe this was the main expression on Adichie’s speech, as the message is based entirely on her experiences and her perceptions of them. She used her observations, as facts, to reinforce her thoughts, but her point of view was the base of her speech.

* Observations

As mentioned, to reinforce her message, Adichie worked with facts she observed or experiences she lived. Although she included her thoughts, feeling and need, her observations illustrated her message, empowering it and bringing more relevance to the “table”.

The speaker observations, as a whole, was a biproduct of her thoughts, feelings and needs, but it was crucial for the meaning of the message and the effectiveness of the speech, linked with the purpose of the story.

* Needs

When people supportively and clearly express their needs, they get a closer relationship with the audience. Adichie was the protagonist of her story, which involved a message that impacted direct in her life and involved values. As part of the audience I could bond easily with her message. Although it does not involve directly my reality, I could empathize with her needs, as she was clear about it and presented in a way to inspire change.

Being a victim of judgement and pre concepts created by mass media, inspired her to actively support the idea of the importance of holistic perspectives. Her needs became her engine, her inner-motor, so important as a protagonist of a story (Denning, 2011) and so influential in oral communication, as it impacts on the speakers attitude, considering  that 90% of what a person communicates is based on the way he/she feels. (Whalen, 2007)

* Feelings

As inferred, Adichie’s feeling is intrinsically related to her needs (not only as an individual, but as part of a group of people, acting as the protagonist). She does not focus on her feeling, neither show it to the audience, but it is clear, in my opinion, that her feelings drove her to speak, and led her to provoke a thought, communicate a new idea, and possibly inspire action towards it.

Storytelling (Denning, 2011) linked with Expression Categories

On chapter 3 of Denning’s book Storytelling, he presents a way of motivating others to action. The most effective tool for business narrative, in Denning’s opinion, is a Springboard Story, which means a story that springs the listeners into a new future. We can see Denning’s idea not only on this book, but in other resources (see references) from the author.

Although Adichie was not using a narrative focused in business, she was trying to spark action, consequently her speech had some similarities of a springboard story, as follow:

1.      A clear and worthwhile change idea - (thoughts, feelings and needs)

2.      A single protagonist’s (and probably typical to the audience) - (feelings and needs)

3.      Time and places where it happened - (her observations)

4.      The consequences of not applying the change idea (thoughts)

5.      Positive tone with authentically happy ending (thoughts and feelins)

6.      A story linked entirely with the purpose - (thoughts and observations)

Communication Effectiveness

I do not believe she has shown superb vocal tones, neither wise nor animated facial expressions. In my opinions she did not have any outstanding body posture and gestures to boost her presentation, which are all important aspects for message delivery, related by Whalen (2007), but still, I believe Adichie was successful on passing her message

Adichie effective communication, in my perspective, was led mainly for her desire to deliver the message she has mastered and passion to deliver (Whalen, 2007). She was enthusiastic about her message, and this was the winning move Adichie made.

References

Adichie, C. N. (2009). The danger of a single story. Retrieved from https://www.ted.com/talks/chimamanda_adichie_the_danger_of_a_single_story, on May 30^th, 2019.

Denning. S. Master Business Narrative. Retrieved from http://www.stevedenning.com/Business-Narrative/springboard-story.aspx, on June 5^th, 2019.I don’t

Denning, S. (2011). The Leader's Guide to Storytelling. San Francisco, CA: Jossey-Bass.

Denning, S. (2011). The Springboard: How storytelling ignites action in knowledge-era organizations. New York, NY: Routledge.

McKay, M., Davis, M., Fanning, P. (2009). Messages: the communication skills book. (3rd edition). Oakland, CA: New Harbinger.

Whalen, D. J. (2007). The Professional Communications Toolkit. Thousand Oaks, Ca: Sage.

MSLD 521 Module 1 - Your Favorite Storytelling Leader

My Favorite Storytelling Leader

 Most leaders operate with a particular mind-set. Analysis is what drives business thinking, and its strength lies in its objectivity, impersonality and heartlessness. This is not to say that reason and analysis are not important. Narrative in story telling does not replace analytical thinking but supplements it. (Denning, 2011).

A current billionaire CEO, from Turkey, migrated to United States to study English in 1994, and now he is an advocate of the anti-CEO to achieve business success. His name: Hamdi Ulukaya. I have heard about him months back while watching interviews with people who creates positive impact in the world, and although impressed by his personal story, I did not dig in deeply. Last week, I was searching extra materials for my current Masters class, when TED Talks App recommended me his talk. Since then, I am amused by not just his story, but his storytelling techniques and mainly the message he was able to pass through his narrative, while keeping the audience attentive (at least speaking for myself).

Hamdi have grown up raising sheep in Turkish Farms, where his family owned a small cheese and yogurt factory. He decided to leave the business and study political science, and as mentioned, he migrated to United States in 1994 to learn English. He was living in upstate New York, when he found a yogurt factory on a dead-end road, to late discover this factory was closing its doors and leaving the yogurt business.

When he entered the building, which was looking abandoned, he stooped seeing the detail of the ruined building, and his attention was drawn to the people still working there. He got to learn deeply about them, and the business, and afterwards, he decided to buy the factory. At first, he was discouraged from his lawyer, due to his financial situation at that time, but with a loan from the Small Business Administration, he bought this old yogurt plant in 2005, and started selling his products in 2007.

He could not have built his billionaire empire without the help of his subordinates, the community around and without the customers inputs. Although he sells yogurt, and Chobani is the number one Greek yogurt brand in America and well known all around the globe, people are the center of Hamdi’s business.

He comes from a family of Turkish story tellers, and the ability of telling a story is in his “blood”. Hamdi tells all this in a natural, fun and passionate way. The four principles presented by Denning (2011) is well followed. The style of his message, the presentation, his dressing code and the counter-narrative of choosing a title contradicting his own title on the company is, in my opinion, on point. The truth covered, is the truth his own life, and he uses it to his advantage as the story teller. He clearly prepared his speech, by the structure of it, and how he can keep the audience connected. His delivery matched all Denning’s (2011) recommendations related in his fourth element of storytelling.

           

            The purpose of the story was not sharing his life events, but to reinforce the importance of polyarchic leadership, and the value of people on the business. He achieved his goal from beginning to end, using his personal story to illustrate his perspective in business.

            His vision is that people (independent of background) matter, and in a modern business world, people cannot be neglected. More than that, they must be valued not just to achieve business success, but because they truly matter. Success cannot be measure by financial achievement. It goes beyond wealth. This is Hamdi’s vision, effectively communicated in his story, as he covers with past and present life experience, linking his personal and professional values. While communicating his vision, Hamdi covered al the elements stated by Whalen (2007) for effective communication.

            This storyteller, to connect with the audience, dig in the most common human need, in my perspective: relevancy. His narrative creates a feeling of importance, of care, crucial values for people to feel connected. In this story, the creation a feeling in the audience was not done by a hidden input, but it was in fact the message of the story, which made it even more relevant. He also tunes a felt sense, (at least tuned mine), because of the same reason in which he connects with the audience: the feeling of relevancy.       

            There are several leaders I could choose, whose I believe on the ideas and are great story tellers. The reason I have chosen Hamdi Ulukaya is because he not just shares a story, but he lives that story. He is the protagonist of this story of modern business, he breaks the protocol of traditional leadership, and he focus on the values more than the actions.

References

Denning, S. (2011). The Leader's Guide to Storytelling. San Francisco, CA: Jossey-Bass.

Forbes. Hamdi Ulukaya. Retrieved from https://www.forbes.com/profile/hamdi-ulukaya/#1d4747314052, on June 2^nd, 2019.

Ulukaya, H. (2019). The anti-CEO playbook. Retrieved from https://www.ted.com/talks/hamdi_ulukaya_the_anti_ceo_playbook, on May 27^th, 2019.

Whalen, D. J. (2007). The Professional Communications Toolkit. Thousand Oaks, Ca: Sage.