Storytelling 101: An introduction

(The text that follows is from Carlo Cuesta's workshop at ARRM's 2009 Leadership Conference. To learn more about Carlo and the services his consulting agency provides, visit his website at Creation in Common, or go to his blog, Advisor to Superheroes.)

Compelling stories about your work can engage elected officials, the public, and supporters on a deeper, visceral level. A good story can leave a lasting image in people's minds about the value -- or importance -- your organization creates in your community. In order to tell effective stories, there are six simple questions you need to ask yourself, with the intention of uncovering the stories within your organization and sharing them with the world.

1. Hero: What participant or supporter of your organization (i.e., not you) best illustrates the value of your work?

2. Exposition: What was life like for your hero just prior to connecting with your organization?

3. Inciting Incident: What was the moment your hero's life began to change and what was the role your organization played in that transformation?

4. Rising Action: What barriers did your hero face on his or her journey and how -- with your organization's help -- did they overcome them?

5. Moment of Truth: How did the hero's situation change dramatically since engaging with your orgnization?

6. Resolution: How can your audience join the effort?