Storytelling and the
Hero's Journey in
Change Management
How to Drive Transformation Through
Compelling Narratives
Introduction
to
Storytelling
in Change
Management
We transmit
knowledge to
children and
stimulate their
imagination by
telling stories.
We learn through
emotions
The root of the word
'emotion' comes from
movement.
Why storytelling matters?
Studies in the
field of
psychology
prove that
people retain
information
better through a
'good' story.
Analytical discourse
stimulates the mind but
rarely reaches the heart.
"Telling stories is fundamental in mankind's search
for coherent meaning."
— Mary Catherine Bateson
It resonates with the way we
analyze, organize, and store
information in the brain.
Easier to understand and
memorize.
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Storytelling in
Change Management
The power of stories
in influencing
behavior and
fostering
engagement
Emotional Connection
• Emotional Connection. Stories tap into emotions, which are key
drivers of behavior. By creating an emotional connection, stories
can motivate to embrace change rather than resist it.
Memorability
• Stories are easier to remember than facts or data, helping
stakeholders recall the vision and purpose behind the change.
Behavioral Influence
• Effective storytelling can shape perceptions and behaviors by
framing the change in a way that resonates with individuals' values
and experiences. It can inspire action and commitment.
How Narratives Can
Simplify Complex
Ideas and Align
Stakeholders Clarity
Simplicity
• Narratives break down complex change processes into relatable
and understandable segments.
Shared Vision
• Stories provide a common thread that unites different parts of
the organization around a shared vision. They align diverse
stakeholders by illustrating how their roles contribute to the overall
success of the change initiative.
Focused Messaging
• A well-told story maintains focus on key messages, reducing
confusion and ensuring that everyone is on the same page
regarding the objectives and benefits of the change.
The Role of
Storytelling in Making
Change Personal and
Relatable
Personalization
• Stories make the abstract aspects of change more tangible by
framing them in personal terms. By highlighting individual
experiences, storytelling helps employees see how the change
impacts them directly
Relatability
• When stories reflect the real-life challenges, employees are more
likely to engage with change when they see themselves in the
narrative.
Empathy and Understanding
• Storytelling fosters empathy by sharing experiences and
perspectives. This understanding can build support by addressing
concerns and illustrating the human side of the change process.
By framing change
management through
the lens of storytelling,
you can engage your
audience, clarify
complex concepts, and
make the change
process more personal
and impactful.
Story: the story and the message to be conveyed
Telling: the way this message is presented
Aristotle argued that a
persuasive message should
combine three components:
Ethos, credibility and experience
acquired throughout life;
Logos, the data and facts that
support the story;
Pathos, descriptive and visual
language and emotional appeal.
Getting straight to the point?
In storytelling, not so much.
Before conveying the idea, it is necessary to engage.
Show, don’t tell.
The narrative is always the
same
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Introducing the Hero’s
Journey
What is the Hero’s Journey
Definition and Origin of the Hero’s Journey (Joseph
Campbell)
• Definition: The Hero’s Journey is a narrative framework
that outlines a common story structure found in myths,
legends, and literature. It describes the adventure of a
hero who ventures out, faces challenges, and
ultimately returns transformed.
Origin: Developed by Joseph
Campbell, an American
mythologist, in his book “The
Hero with a Thousand Faces”
(1949). Campbell identified this
pattern as a universal structure
that appears across cultures
and time periods, reflecting
fundamental human
experiences and aspirations.
It is a framework, a metric,
and a scheme that we can
apply in various situations.
Basic Stages of the Hero’s Journey:
Departure, Initiation, and Return
A basic formula of storytelling. Every
narrative is divided into three acts
First act: It provides context and explains the
setting and the universe in which everything takes
place.
Second act: This is when the situation becomes
more complicated, the problems worsen, and the
characters take actions to resolve them.
Third act: At this moment, the climax occurs,
followed by something unexpected. The situation is
resolved."
Storytelling Structure: The Hero’s Journey provides a structured
narrative that can be applied to change management.
Emotional Engagement: The Hero’s Journey taps into fundamental
human experiences of challenge and growth, making the story of
change more impactful. By presenting change as an adventure with
clear stages, organizations can foster emotional engagement and
motivation.
Visualization of Change: Using the Hero’s Journey framework helps
visualize the change process as a meaningful and cohesive story. It
helps employees understand their role in the change journey.
Storytelling
Structure
Departure: The hero begins
in the ordinary world but is
called to adventure or
change. This stage often
involves a call to action or
realization that prompts the
hero to leave their comfort
zone.
Example in Change
Management: A company
identifies the need for a new
strategy or process
improvement.
Initiation: The hero faces trials,
meets allies, and confronts
challenges. This stage represents
the journey through adversity and
growth, leading to the core
transformation.
Example in Change Management:
Employees undergo training, face
resistance, and adapt to new
systems or practices. They
experience both the difficulties and
benefits of the change process.
Return: The hero returns to
the ordinary world, bringing
back new knowledge,
insights, or a changed
perspective. This stage
signifies the integration of
the transformation.
Example in Change
Management: After the
change is implemented,
employees integrate new
practices into their daily work.
The Hero’s Journey Stages
Call to Adventure: The
Ordinary World: The Refusal of the Call: Meeting the Mentor:
challenge or
status quo before the Initial resistance or Guidance and support
opportunity that
change hesitation received
prompts change
Crossing the Approach to the
Tests, Allies, Enemies:
Threshold: Inmost Cave: Ordeal: Facing the
Challenges and
Commitment to the Preparing for major main challenge
support encountered
change change
Return with the Elixir:
The Road Back: Applying new
Reward: Achieving a Resurrection: Final test
Returning to the knowledge and
key milestone or goal and transformation
ordinary world achieving lasting
change
Mapping the Hero’s Journey to
Change Management
Ordinary World: The Status Quo Before the Change
Description: This stage represents the existing state of affairs within the organization before the
change initiative begins. It is the current way of doing things, including established processes, culture,
and routines.
Change Management Example: An organization operates with outdated technology and processes.
Employees are accustomed to the current methods, which may be inefficient or outdated but are
familiar and comfortable.
Call to Adventure:
The Challenge or
Opportunity That
Prompts Change
Description: The call to Change Management
adventure signifies the Example: The company
recognition of a need for identifies a need to upgrade its
change or improvement. It is technology to stay competitive.
the trigger that prompts the This could be due to market
organization to consider a demands, customer feedback,
new direction or solution. or internal performance issues.
Refusal of the Call: Initial
Resistance or Hesitation
Description: This stage reflects the
natural resistance or hesitation
faced when confronting change.
Employees or stakeholders may be
reluctant or fearful about the
implications of the change.
Change Management Example:
Employees express concerns about
the complexity of the new
technology, potential job losses, or
disruptions to their daily routines.
There is reluctance to embrace the
new changes.
Meeting the Mentor: Guidance and Support
Received
Description: The mentor provides guidance,
encouragement, and resources to help the hero (or
organization) navigate the change. This support is
crucial for overcoming doubts and building
confidence.
Change Management Example: Senior leaders,
change agents, or external consultants offer
training, resources, and motivational support to
help employees understand and adapt to the new
technology.
Crossing the
Threshold:
Commitment to the
Change
Description: This stage Change Management
marks the point of no return Example: The organization
officially rolls out the new
where the hero fully commits
technology, and employees
to the journey. It signifies a
start using it as part of their
decisive shift from the old daily work. Initial adjustments
way to the new way. and adaptations are made.
Tests, Allies, Enemies:
Challenges and
Support Encountered
Description: As the hero
embarks on the journey, they Change Management
face various challenges, Example: Employees face
encounter allies who offer technical issues, resistance
support, and deal with from some, but also
adversaries who may oppose receive support from early
or complicate the change. adopters
Approach to the Inmost Cave:
Preparing for Major Change
Description: This stage involves preparing for the
most significant challenge or aspect of the change.
It represents the hero’s readiness to confront the
central issues of the transformation.
Change Management Example: The organization
prepares for a major system upgrade or process
overhaul, addressing key issues, finalizing
implementation plans, and ensuring readiness
among employees.
Ordeal: Facing the Main Challenge
Description: The ordeal is the critical moment
when the hero confronts the primary challenge of
the change. It is often the most difficult and pivotal
part of the journey.
Change Management Example: The organization
goes live with the new technology or process.
Employees face the full impact of the change,
including potential disruptions, learning curves,
and adjustment periods
Reward: Achieving a Key Milestone or
Goal
Description: After overcoming the ordeal, the hero
experiences a reward or achievement. This
represents the benefits and successes gained from
the change.
Change Management Example: The organization
sees improvements in efficiency, productivity, or
customer satisfaction. Employees begin to
appreciate the benefits of the new technology or
process.
The Road Back: Returning to the
Ordinary World
Description: This stage involves the hero returning
to their previous world, but now transformed by
their experiences. It represents the integration of
the change into everyday life.
Change Management Example: Employees
resume their regular tasks using the new
technology or processes, integrating the changes
into their routine work. The organization starts to
normalize the new way of operating.
Resurrection: Final Test and
Transformation
Description: The resurrection represents the final
test where the hero demonstrates their
transformation and new capabilities. It is a
validation of the change and its benefits.
Change Management Example: The organization
conducts a review or evaluation of the change
process. Successes are celebrated, and any
remaining issues are addressed to ensure
sustained improvement.
Return with the Elixir: Applying New
Knowledge and Achieving Lasting
Change
Description: The final stage involves the hero
returning with new insights, skills, or knowledge
that benefits their world. It signifies the lasting
impact of the change and its integration into the
hero’s life.
Change Management Example: The organization
and its employees fully embrace and utilize the
new technology or processes. The change leads to
continuous improvements and sets the stage for
future innovations.
Creating a Compelling
Change Story
Identifying the Hero (The Change Leader or Team)
Framing the Change as
an Adventure or Quest
Set the Scene: Present the change as an exciting adventure or quest, where the
organization embarks on a journey toward a significant goal. This helps create a
sense of purpose and urgency.
Create a Narrative Arc: Outline the journey from the initial call to action, through
the challenges faced, to the ultimate achievement of the change goals. This
narrative arc makes the change process more engaging and memorable.
Use Metaphors: Employ metaphors and analogies to frame the change in an
adventurous context. For instance, describe the change initiative as a “quest for
innovation” or a “journey towards excellence.”
Example: Frame the transition to a new project management tool as a quest to
“unlock new levels of efficiency and collaboration,” where the team discovers new
capabilities and overcomes obstacles to reach their goal.
Using Conflict, Resolution, and
Transformation to Drive
Engagement
Example:
Highlight
Include a success story
Introduce Conflict: Show Resolution: Transformation:
of a department that
Identify the key Describe how the Emphasize the positive
successfully adopted a
challenges and conflicts are addressed outcomes and
new software platform,
obstacles faced during and resolved. This part transformations
highlighting how their
the change process. of the story resulting from the
efficiency improved and
Conflict adds drama and demonstrates problem- change. This includes
how they overcame
interest to the story, solving, resilience, and improvements in
initial challenges. Share
highlighting the adaptability, showcasing processes, enhanced
quotes from team
difficulties encountered the efforts to overcome performance, and
members about their
and the stakes involved. barriers. personal growth for
positive experiences
individuals involved.
and benefits.
Resistance to Change
Inadequate Communication:
Employees may resist change due
Poor communication can lead to
to fear of the unknown, loss of
Common challenges control, or concerns about their
misunderstandings, rumors, and a
lack of clarity about the change.
and barriers future roles. Addressing these
Ensuring transparent, consistent,
fears through communication and
and two-way communication
involvement is essential for
helps build trust.
overcoming resistance.
Cultural Barriers
Lack of Leadership Support. Organizational culture can either
Leaders must be visibly support or hinder change.
engaged and demonstrate Cultural inertia, entrenched
their commitment to the practices, and resistance to new
change. ways of working can pose
significant challenges.
Report a life- What were
What were How did I What did I
Work in changing the turning
the deal with learn from
pairs of experience points? Who
challenges the the
two that forced were the
and failures? pressure? experience?
me to grow. mentors?
Incorporating Real-Examples and Success
Stories
Connect team's trough storytelling
Share a story of
a challenge that Who were the What were the
What was the
Work in pairs happened protagonists of challenges and
lesson learned?
within the team; the story? resistances?
a difficulty
Know Your Audience and Tailor the Story to
Their Needs
Customize the Message:
Understand Audience
Tailor the story to address
Segments: Identify Address Pain Points:
the specific needs and
different stakeholder Highlight aspects of the
expectations of each
groups (e.g., executives, story that resonate with the
audience segment. For
managers, front-line audience's pain points or
instance, executives might
employees) and aspirations. This makes the
focus on strategic benefits,
understand their concerns, narrative more relevant
while front-line employees
interests, and perspectives and compelling.
might be more concerned
regarding the change.
with practical impacts.
Be Don't make Don't start Say
Be authentic and Don't make an Don't start the Never say: "Before
speak from the announcement. I'll story by naming moving on to the
heart. It's not a tell a true story. the values. For next point" or "as
monologue. example: "Let me we will see."
tell you a story
about courage."
People will
assume you're
trying to moralize.
The body
as a tool
Music without rhythm is nothing. When we listen to musical
notes with a melody and a rhythm, we are moved and want to
dance.
Everything in life has musicality, including stories. Speech has
rhythm, art has rhythm, and text also has rhythm. And getting
the rhythm right is one of the most challenging things in
storytelling.
Conectar equipas através do
storytelling
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Thank you!
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