Story Making
What we’re talking about today • Why stories work • Crafting your narrative • Resources to build your story
Stories are for entertainment 3 Story Making | Asthma E2AN | Antonio Garcia & Ann Hintzman | May 2015
Stories are for convincing 4 Story Making | Asthma E2AN | Antonio Garcia & Ann Hintzman | May 2015
Science vs Stories
“ Statistics are people with the tears wiped away.” – DR. IRVING J. SELIKOFF 6 Story Making | Asthma E2AN | Antonio Garcia & Ann Hintzman | May 2015
Science + Stories 7 Story Making | Asthma E2AN | Antonio Garcia & Ann Hintzman | May 2015
Stories complement data DATA GAP STORY BENEFIT You want to communicate the Stories capture nuance intangible and emotional and feeling 8 Story Making | Asthma E2AN | Antonio Garcia & Ann Hintzman | May 2015
Stories capture nuance and feeling “ It’s hard not to like someone once you know their story.” – FRED ROGERS 9 Story Making | Asthma E2AN | Antonio Garcia & Ann Hintzman | May 2015
Stories complement data DATA GAP STORY BENEFIT You want to communicate the Stories capture nuance and feeling intangible and emotional You don’t have results You can gather stories any time 10 Story Making | Asthma E2AN | Antonio Garcia & Ann Hintzman | May 2015
You can gather stories any time http:/ /viaproject.org/ourwork/asthma.asp 11 Story Making | Asthma E2AN | Antonio Garcia & Ann Hintzman | May 2015
Stories complement data DATA GAP STORY BENEFIT You want to communicate the Stories capture nuance and feeling intangible and emotional You don’t have results You can gather stories any time You aren’t talking to The language of stories academics is universal 12 Story Making | Asthma E2AN | Antonio Garcia & Ann Hintzman | May 2015
The language of stories is universal NEURAL COUPLING DOPAMINE a story activates parts in the brain releases the brain allowing the dopamine into the system listener to turn the story in when it experiences an to their own ideas and emotionally-charged experience thank to a event, making it easier to process called neural remember and with coupling. greater accuracy. CORTEX ACTIVITY MIRRORING when processing facts, listeners will not only two areas of the brain are experience the similar activated. a well-told brain activity to each story can engage many other, but also to the additional areas including storyteller. the motor cortex, sensory cortex and frontal cortex.
Stories complement data DATA GAP STORY BENEFIT You want to communicate the Stories capture nuance and feeling intangible and emotional You don’t have results You can gather stories any time You aren’t talking to academics The language of stories is universal You want to build Stories are sticky enthusiasm 14 Story Making | Asthma E2AN | Antonio Garcia & Ann Hintzman | May 2015
Stories are sticky “ The origin of my interest in organizational storytelling was simple: nothing else worked…. I gave people reasons why the idea was important but they didn't listen. I showed them charts and they just looked dazed. In my desperation, I was willing to try anything and eventually I stumbled on the power of a story.” – STEPHEN DENNING 15 Story Making | Asthma E2AN | Antonio Garcia & Ann Hintzman | May 2015
Crafting your narrative
Stories in (scientific) writing 17 Building a Learning Community | Asthma E2AN | Antonio Garcia & Ann Hintzman | February 2015
Start with a plan Who is my audience? Who’s my hero? What is my purpose? 18 Story Making | Asthma E2AN | Antonio Garcia & Ann Hintzman | May 2015
Why are you telling this story? Purpose Audience Hero To develop empathy for others To describe what’s possible v To build conviction in your mission v Other v I want this story to help people feel… 19 Story Making | Asthma E2AN | Antonio Garcia & Ann Hintzman | May 2015
A clear purpose yields easier editing Purpose Audience Hero To develop empathy for others To describe what’s possible v X To build conviction in your mission v Other v I want this story to help people feel… Inspired by a different way of care that empowers the patient. I want them to feel optimistic that this is a solvable problem. I want them to feel like innovators in new approaches so they’ll be patient as we learn. 20 Story Making | Asthma E2AN | Antonio Garcia & Ann Hintzman | May 2015
Prioritize your purpose Purpose Audience Hero To develop empathy for others To describe what’s possible v X To build conviction in your mission v Other v I want this story to help people feel… I want them to feel like innovators in new approaches so they’ll be patient as we learn. I want them to feel optimistic that this is a solvable problem. Inspired by a different way of care that empowers the patient. 21 Story Making | Asthma E2AN | Antonio Garcia & Ann Hintzman | May 2015
Think about your audience Purpose Audience Hero Who are they? To develop empathy for others To describe what’s possible v X To build conviction in your mission v Other What are they trying to achieve? v I want this story to help people feel… I want them to feel like innovators in new approaches so they’ll be What do you think they should do patient as we learn. differently? I want them to feel optimistic that this is a solvable problem. Inspired by a different way of care that empowers the patient. 22 Story Making | Asthma E2AN | Antonio Garcia & Ann Hintzman | May 2015
Align your story with what matters Purpose Audience Hero Who are they? gravitytank health funding grant To develop empathy for others givers: Scott and Chris To describe what’s possible v X To build conviction in your mission v Other What are they trying to achieve? v Make meaningful change in health outcomes through patient-centered interventions I want this story to help people feel… I want them to feel like innovators in new approaches so they’ll be National recognition patient as we learn. Ongoing funding I want them to feel optimistic that this is a solvable problem. What do you think they should do differently? Inspired by a different way of care Give us money! that empowers the patient. Think about actionable learnings not just success metrics 23 Story Making | Asthma E2AN | Antonio Garcia & Ann Hintzman | May 2015
Pick your point of view Purpose Audience Hero Who are they? Who is your hero? gravitytank health funding grant To develop empathy for others You givers: Scott and Chris To describe what’s possible Parent v v X To build conviction in your mission Patient v v Other What are they trying to achieve? Tool v v Make meaningful change in health Grant giver outcomes through patient-centered v Other interventions I want this story to help people feel… v I want them to feel like innovators in new approaches so they’ll be National recognition What is their name? patient as we learn. Who else is involved? Ongoing funding I want them to feel optimistic that this is a solvable problem. What do you think they should do differently? Inspired by a different way of care Give us money! that empowers the patient. Think about actionable learnings not just success metrics 24 Story Making | Asthma E2AN | Antonio Garcia & Ann Hintzman | May 2015
Build out the cast of characters Purpose Audience Hero Who are they? Who is your hero? gravitytank health funding grant To develop empathy for others You givers: Scott and Chris To describe what’s possible Parent v v X X To build conviction in your mission Patient v v Other What are they trying to achieve? Tool v v Make meaningful change in health Grant giver outcomes through patient-centered v Other interventions I want this story to help people feel… v I want them to feel like innovators in new approaches so they’ll be National recognition What is their name? Antonio patient as we learn. Ongoing funding Who else is involved? I want them to feel optimistic that Elaine (mom/side kick) this is a solvable problem. What do you think they should do Dr. X (mentor) differently? Inspired by a different way of care Give us money! Amazing tool (weapon) that empowers the patient. Rescue inhaler (villain) Think about actionable learnings not just success metrics 25 Story Making | Asthma E2AN | Antonio Garcia & Ann Hintzman | May 2015
You’ve got your plan, so now what do you say? 26 Story Making | Asthma E2AN | Antonio Garcia & Ann Hintzman | May 2015
There are a lot of stories about stories 27 Story Making | Asthma E2AN | Antonio Garcia & Ann Hintzman | May 2015
lunascientificstorytelling.com
Deconstructing the stories we tell provides common story templates FREYTAG’S DRAMATIC ARC CAMPBELL’S HEROES JOURNEY 29 Story Making | Asthma E2AN | Antonio Garcia & Ann Hintzman | May 2015
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