A carefully chosen story can help
the leader of an organization translate an abstract concept into a meaningful mandate for
employees. The key is to know which narrative strategies are right for what circumstances.
Knowledge management expert Stephen Denning explains that, for optimal effect, form
should follow function. If the aim is to motivate people to act when they might not be
inclined to do so, it's best to take an approach that's light on detail - particulars can
bog down listeners and prevent them from focusing on the message.
Drawing on his experiences at the World Bank and observations made elsewhere, the
author provides several dos and don'ts for organizational storytellers, along with
examples of narratives that get results. Denning also presents seven distinct types of
stories, the situations in which they should be told, and tips on how to tell them.
