Below are my thoughts on Daniel Pinks chapter "Story" in his book A Whole New Mind.
In this Conceptual Age, we must RE-awaken to the power of Narrative.
In the very beginning of our education, stories are read and told to us everyday.
But even before institutionalized learning environments were formed, telling stories to one generation to the next has been key to the preservation of culture and traditions around the world. Whether it is cave paintings or the amazing aural tradition of learning used in many African tribes, the power of story has been recognized since the beginning of human existence.
Traditional folk tales have develop morals and beliefs that are run thick in the veins of cultures. Entire societies are built upon myth and folktales. The entire Yoruban Orisha belief system is built upon stories of deities and their character that help believers in certain life situations. Today in Cuban and Brazil people are still practicing Yoruban beliefs that originated in Nigeria hundreds of years ago. The practice and belief are practically identical in Nigeria as in Cuba and Brazil. Miraculously, this culture and their stories have lived for centuries and survived slavery and colonialism.
Similarily children in America are taught through story. For example:
The Boy Who Cried Wolf – Only cry for help when you really need it.
Little Red Ridding Hood – Don’t talk to strangers.
Green Eggs & Ham – Always try something at least once before you say no.
Let’s not overlook, the number one best seller of books through out the world is the bible, which is simply a series of analogous stories that teach people how to live their lives.
Story is so much a part of our everyday life that we often overlook the fact that we all have many personal stories that we can share. By living and experiencing life you are effortlessly creating stories by the minute. Our journey is our story.
We can learn from our history if we only paid attention to it. Hello Vietnam? Hello Iraq!
A Hero’s Journey, coined by Joseph Campbell in his book The Hero with a Thousand Faces, which is the blueprint for tales told since humankind’s earliest days.
Synopsis of A Hero’s Journey:
1. Hero hears a call
2. Refuses at first
3. & then crosses the threshold into a new world.
4. During initiation he faces stiff challenges and stares into the abyss.
5. Along the way usually with the help of mentors who give the hero a divine gift – he transforms and becomes at one with his new self.
6. Then he returns becoming the master of two worlds, committed to improving each.
Examples: Luke Skywalker, Anakin/Darth Vader, Simba in the Lion King, Buddha, King Arthur, Christ and Neo in the Matrix.
The author, Daniel Pink believes that the hero’s journey is the underlying story of the book, A Whole New Mind.
For example:
The knowledge worker/
Left Brain Directed aptitudes Faces transformative crisis –
Wrought by Abundance, Asia & Automation Must answer the call –
A new way to work & liveResist denying change –
Protesting outsourcing, denying that things need to change.Eventually crosses the threshold –
Into the Conceptual AgeFaces challenges –
Masters Right Brain AptitudesPerseveres acquires those capabilities and returns as someone who can inhabit both worlds –
She has a whole new mindRobert McKee, known for teaching influential figures in Hollywood how to craft compelling stories, is now being hired by executives, entrepreneurs and workers of traditional business to help them learn the art of storytelling.
McKee states that these Left Brain Directed Thinkers seek his counsel because "statistics are used to tell lies, while accounting reports are often BS in a ball gown… business persons understands that his or her own mind naturally wants to frame experiences in a story, the key to moving the audience is not to resist this impulse but to embrace it.”
Some refer to this as Organizational Story Telling, which means that organizations make aware the stories that exist within their walls and then use those stories in pursuit of organizational goals.
Companies have entire departments dedicated to this called “Knowledge management” – which is how a company organizes its vast reserves of information and experience.
Pink reports, "Workers have discovered that they can learn more from trading stories in the cafeteria than you can from reading official documents and reports. An organization’s knowledge is contained in its stories. Use stories to contain and convey knowledge. Stories supplement analytical thinking by enabling us to imagine new perspectives and new worlds. Abstract analysis is easier to understand when seen through the lens of a well-chosen story."
The art of story telling is big business today and something that an instructional designer should have in their bag of tricks!
Many companies are already harnessing the power of Story: World Bank, 3M, NASA, Xerox are just a few to mention. Xerox has collected all of its company’s stories into a database at an estimated worth of $100 million dollars.
StoryQuest is a company that actually dispatches interviewers to a company, records the stories of that company’s employees, and then produces a CD for the company to use. Sounds like a good business.
Our minds and lives are built upon stories. As mentioned in the beginning of this presentation, story telling has been around since the beginning of time. As Instructional Designers, we need to learn how to embrace this powerful tool of story telling.
In another realm, stories are being used to sell products by sharing emotional stories about the company’s owners and/or creators.
Ben & Jerry was one of the first companies to creatively use personal stories on the side of its ice cream products. Telling us about their philosophy on life and how the dairy cows were treated by the family farmers:
The author, Daniel Pink states that when he had a choice to buy 3 different wines, he went with the wine that had an emotional personal story written on the label of the wine makers’ mother and how they would donate to cancer research funds in honor of their deceased mother.
If an emotional connection between the purchaser and the products is made then that product will more than likely be the one that is purchased. Story is a direct way to emotionally hook the purchaser.
Western medicine is also recognizing the power of story in how it is beginning to acknowledge the whole person instead of just symptoms. Doctors are being encouraged to write narratives on their patients’ lives. Again, this is not a new idea, but something new to the “so-called” advanced Western world of medicine.
For centuries, holistic healers have taken into consideration the whole person when treating their patients. Which means they learn about the patient’s whole life not just the symptom.
Interestingly, the popular TV program House is built upon this premises. That when all of the other top doctors around the country cannot figure out a patient’s medical mystery, the patient is sent to Dr. House and his team of doctors that take a close look into the entire life of the patient: researching their living environment, friends, family, habits, food consumption and so forth. Dr. House solves medical histories by questioning all aspects of a patient’s life in other words the patient’s story.
Whether it is to teach a child how to behave, improve a company’s performance, solve a medical problem or to sell a product, the power of narrative is all around us. It is not a new thing, but something that the left-brain-directed thinker needs to utilize in order to succeed in this Conceptual Age.
As demonstrated during the first night of the ITEC-830 class – it was easy for most of us to remember each other’s episodic stories, but not easy for us to remember each other’s random names.