You believe you need to tell your organization's stories, but you're unsure where to start or which specific stories to tell. Effective storytelling means telling the right story at the right time. This article will walk you through a straightforward way to find the right organization stories.
Table of Contents
Know the Goal, Use the Right Story Type
Whether you're preparing for a grant proposal, an annual gala, a team retreat, or the launch of a new program, each scenario shapes how you tell your organization's story. Each situation comes with specific objectives and outcomes you want to achieve. Identifying your goal is the first step in discerning the right story. Now when I say stories I'm referring to all the sub-stories that support your overall organizational story. Together, this practice is holistic storytelling.
Depending on your audience, an impact or vision story might work best to raise funds. A why/value story or impact can be compelling if you're looking to boost company team morale.
- Identify your objective.
- Review the six-story types and choose the one that matches your goal.
- Start crafting your story.
The Six Organization Stories You Should Tell
Inspired by Annette Simmons' research and our experience at BairStories, working with environmental organizations, here are six stories encompassing the heart of all your brand communications. Are there more story types you can tell? Sure, but these story types are baseline.
- Origin Stories
- Why Stories
- Vision Stories
- Impact Stories
- Teaching Stories
- Objection Stories
01. Origin Stories
- Purpose: Show what prompted your organization to exist
- Content: Share personal anecdotes, such as childhood, family, and early jobs.
- Use: Begin new relationships or counteract any hidden doubts.
02. Why Stories
- Purpose: Explain the values and motives behind your organization's work.
- Content: Describe why you're invested beyond personal gain.
- Use: Regularly reinforcing values or requesting significant resources or cooperation.
03. Vision Stories
- Purpose: Inspire by painting a compelling future.
- Content: Use sensory details and metaphors, and avoid data-heavy descriptions.
- Use: Start-ups, teams with low morale, and big projects.
04. Impact Stories
- Purpose: Demonstrate real examples of your work.
- Content: Describe the before and after of your organization's contributions.
- Use: To build credibility and trust.
05. Teaching Stories
- Purpose: Impart lessons without direct experience.
- Content: Detailed scenarios that simulate real-life challenges and solutions.
- Use: Training sessions before potential issues arise.
06. Objection Stories
- Purpose: Address and dispel objections.
- Content: Acknowledge and validate concerns before offering a new perspective.
- Use: Early in discussions to tackle resistance or skepticism.
Each Story Type Shares A Piece of Your Larger Story.
The power of these six stories is that they work together like an orchestra, emoting the full picture of your organization's overall story. Whether you want to build trust, inspire action, or connect on a deeper level, the right story type used at the right occasion can make all the difference. The outcome is connecting meaningfully with your audience, fostering trust, and encouraging support for your work.