1. Communicating Your Mission
through Storytelling

2. Groups of four or five
Last name, alphabetically first goes first
Last name, alphabetically last is timekeeper
Think of a time you learned a valuable lesson
Tell the group that story in 2 minutes

3. Shaun introduction slide

7. PROCESS
PROBLEM
SOLUTION
PEOPLE

8. Hattaway Aspirational Communications Model

9. Show. Don’t tell.

10. Every word evokes a frame. Negating a frame evokes it
Every word evokes a frame. Negating a frame evokes it. Evoking the frame reinforces it.

11. Feel it. Believe it. See it. Repeat it.
What is the emotional reaction?
Will people believe the spirit of the story, and believe that you believe it?
Believe it.
See it.
What is the visual?
Repeat it.
Can people repeat it?

12. PROCESS
PROBLEM
SOLUTION
PEOPLE

13. PROCESS
PROBLEM
SOLUTION
PEOPLE
Who benefits? 1

14. PROCESS
PROBLEM
SOLUTION
PEOPLE
What are you fighting? 2

15. PROCESS
PROBLEM
SOLUTION
PEOPLE
What makes you unique? 3

16. PROCESS
PROBLEM
SOLUTION
PEOPLE
How do they benefit? 4

17. PROCESS
PROBLEM
SOLUTION
PEOPLE

18. How do I apply storytelling?
Mission / vision statement
Executive communication
Collateral
Website, digital communication
Board / staff meetings
Fundraising

19. DO MORE OF: METAPHOR IMAGES & VISUALIZATION STORIES DO LESS OF: FACTS & FIGURES ACRONYMS WONK LANGUAGE

20. “HOW WOULD I EXPLAIN THIS OVER DINNER?”

21. “HOW WOULD YOU EXPLAIN THIS TO A 4-YEAR-OLD?”

22. Shaun Adamec shaun@AdamecCommunications.com 617-888-2213
Founder & President