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So resist the temptation to put your key message across the screen in capitals. Stories are to be interpreted by the audience, and are more powerful if the audience plays a role in unravelling the message for themselves. People expect that when they are watching cartoons, and it needn’t take anything away from your main message. If you’ve decided to convey the change story with animation, it’s ok to be a little light hearted. This will distract them from your message. A poor voiceover track hits the audience straight away and tells them the entire product is low quality. This applies to the voiceover talent as well as the sound quality. Even a minor problem like day to day work backlog, confusion over a process, doubts about a career move, are all useful problems to give your character, to engage your audience in the character’s journey and decisions. Stories thrive on tension and they engage audiences in this way. Give your characters a problem to solve or a transition to go through Maybe employees like them, or maybe customers, for example. In this situation it’s good if they often share stories about themselves, to help people see them as people and create an empathic connection.īut if you are telling a story to communicate change, in the main you will want your characters to be people your audience can identify with as change-affected. There’s a lot of work going on in the business storytelling world, to support leaders in telling stories so that they can connect with people and lead better. I would say that unless there are characters to identify with and empathise with, it’s not a story, it’s a history lesson. Maybe some people would disagree, and say you can tell the story of your company from the beginning to now and there are no real characters.
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Decide on this one key ‘aha’ moment and go from there.Ĭhoose characters that your audience want to hear about Maybe it’s the new way that people across the organisation will be able to collaborate. Maybe your one key insight is the fact that customers will do so much more for themselves once the new portal is implemented. What will it be like in future? Why will it be better? Who will it be better for? What will it feel like for them, what will surprise them about the changes? What new understanding will people come to? Now, going into a third year of telling such stories through animations, to drive change and learning, I would like to share some of the knowledge so that you can set yourself up to create your own.Ī story is not a content-rich method of communication, instead it is an insight-rich method, so choose one key ‘realisation’ you want people to have when they view the story, then build your story around this. They are simple and personal communications crafted from an understanding of change impacts on real people, reflecting their perspective and priorities, and empathising with the challenges that workplace changes will bring for these people. The most powerful are always story-driven. After living through decades of change programs I’ve seen many fresh, creative approaches to change communications.