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TitleStorytelling in Organizations: Why Storytelling Is Transforming 21st Century Organizations and Management
Author
LanguageEnglish
File Size1.0 MB
Total Pages207
Table of Contents
                            Preliminaries
Contents
Preface Stephen Denning
Chapter One: How We Got into Storytelling
Chapter Two: Storytelling in Organizations
Chapter Three Narrative as a Knowledge Medium in Organizations
Chapter Four Using Narrative as a Tool for Change
Chapter Five Storytelling in Making Educational Videos
Chapter Six: The Role of Narrative in Organizations
About the Authors
Index
                        
Document Text Contents
Page 1







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StorytellinginOrganizations



Page 103




It™slikeknockingonadoorbeforeenteringnowinvirtualspace.That™s
justscratchingthesurface.
Thenthereare
blogsorweblogs,inwhichpeoplepostanon-linejour-
naloftheirthoughtsandinvitequestionsandcomments.Blogsarea
phenomenalwaytosupportthesocialfabricinsideanorganization

andtoenhanceawarenessofwhat™sgoingon.
Andwealsohave
Wikis.AWikiissortofablogbuiltforacommu-
nity;it™slikeacommunitydrawerratherthanapersonaldrawer.Andit
hasdifferentrulesforparticipation.It™snolongerjustathreaded
discussiongroup;Wikishavetheinterestingfeaturethat,ifaviewer

doesn™tthinksomethingissaidright,it™stheviewer™sjobtore-say
itcorrectlyŠtheviewercan™tjustcommentonitorcriticizeit.
Infact,therearenowattemptstobuildgiganticencyclopediaswith
Wikis.
Andthereare
friendsters
.Thesearedevicesthatlinktogether
peoplewhoknowpeople.Weallknowthateveryoneontheplanetis
inprinciplelinkedby‚‚sixdegreesofseparation™™toeveryone.With
friendsters,peoplearesaying:‚‚Howcouldwemakeit,say,twodegrees
ofseparation?™™TheideaisthatifIwanttofindoutsomethingabout
anotherperson,orgetanintroductiontothem,Imayhaveaclose

friendwhoknowsthatperson,andtherefore,Icangetanintroduction
oraconfirmation.Friendstershelpmapthedegreesofseparation
inwaysthatfacilitateconnectingyoutootherpeoplethatyouneed
toconnectto.
Thenbeyondthat,wehavesomethingcalled
RSSfeeds
.AnRSS
feedisawaytohavecontentstreamedautomaticallytoindividuals
foraparticularpurpose.Soyoucanbecomeyourownaggregator.
AndthereasonforthisŠoneofthewaysIuseitŠistosupportthe
socialfabric.
TheUniversityofSouthernCalifornia
Forexample,here™swhat™shappeningintheUniversityofSouthern
California,whereInowworkpart-time.Myjobistohelpbring
88StorytellinginOrganizations



Page 104




togetherhalfadozendifferentinstitutesspreadoutalloverthe
campus,thatdon™ttalkmuchtoeachother.Thepointofmyjob
isthis:iftheseinstitutescouldbegintohaveasharedvision,
USCwouldbetheworld™sleadingplacefordigitalmedia.Right
now,theengineersdon™ttalktothesocialscientists.Thesocial

scientistsdon™ttalktothecinemapeople.Thecinemapeopledon™t
talktothecommunicationspeople.Andsoon.Therearesilosof
expertise,eachonefocusedonitsownaspectofdigitalculture,
buttheydon™tcometogether.Theydon™tlearnfromeachother.
Theyinnovatebasedonwhat™shappeningintheirdiscipline,but

notfromotherdisciplines.Lastweek,whenIwasthere,oneof
theyoungerresearcherswassayingsomethinglike:‚‚OhGod,I
wishI™dknownaboutthattalk;Ireallywouldhavelikedtohave
beenthere.™™Andthat™sbeenthecentraldilemmainanyorganiza-
tion:youeitherspendallyourtimetryingtofindoutwhat™s

goingon,oryousitinyoursilonotpayinganyattentiontothe
richresourcesallaroundyou.
Sowe™reresolvingthisdilemmawithRSSfeeds.We™refindingways
totakefeedsoffthewebsitesandcalendarsofallthesedifferentgroups
aroundcampus,andtransformthematerialintotheformatinwhich

eachviewerwantstoseeit.Thenweconsolidatethematerialintoa
runningreport,eachday,onwhatpeopleinaparticularcommunity
ofinterestmightwanttopayattentionto.
Inonesense,thisisn™tnewbecauseevennowyouhavepeople
scrapingstufffromthisorthatwebsiteandcopyingandpasting

itorretypingitandsoon.Butthatcanbequitelaborintensive,
andmanypeoplejustdon™tdoitorcan™tkeepup.Whatisnewis
thatwe™renowabletouseautomatedfeedsthatputagentsoneach
websitethatsay,‚‚OK,nowifthiskindofthingcomesup,pushit
overthere.™™
Andsowe™renowbuildingadistributedawarenessofeverything
goingonaroundthecampusasitpertainstodigitalmedia/culture.
Almostnoadditionalworkisrequiredoftheparticipants,since
eachofthesesitesisalreadywritteninhtmlorxml,andso
NarrativeasaKnowledgeMediuminOrganizations
89


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Salience,43Œ44,167
Scale,paceand,54

Seeinginnewways,162Œ163

Self,storiesabout,33Œ34
Sensemaking,44,167
‚‚retrospectivesensemaking,™™28Œ29
SensemakinginOrganizations
(Weick),
23,175
Signals,stories,26Œ27

SimpleDignity:AVeryAmericanStory
AboutWhatItMeanstoBefrom

SomewhereElse,
151Œ152Simplicity,121
‚‚SMSing,™™87

Socialbonding,storiesas,25Œ26

Socialfabricoforganizations,67Œ72

Socialknowledge,transferof,47Œ48

SocialLifeofInformation,The
(Brown
andDuguid),93
SocialNorms
(Hechter),28
Socialsoftware,87Œ88
‚‚Sowhat?™™,138Œ139

‚‚Sparking™™change,31
effectivestories,111Œ113

asafunctionofstorytelling,110Œ111

limitations,117Œ119

attheWorldBank.
SeeWorldBank
story
Steiner,George,114
‚‚Sticky™™knowledge,79

‚‚StopTalkingandGetBacktoWork™™
(Webber),20
Storieswithinstories,155Œ156

Storyboards,useof,85Œ87

StoryFactor,The
(Simmons),175
Storytellers
becomingbetter,127Œ129
beliefinstory,124

mostunlikelypersons,148

whoare,126Œ127,148
SubwayfarecardsinWashingtonDC,
68Œ69Tacitknowledge,61Œ62
abstraction,64

Descartes™viewofknowledge,63Œ64

generality,64Œ65
narrative,65
oforganizations,62Œ63
TalkingAboutMachines
(Orr),19
Technologicalsupport,81Œ82

Telecommuting,34Œ35

Television™shomogenizingimpact,39

Tellingthesamestory,116Œ117

TellMeaStory
(Schank),175
Terraincognita,
114‚‚Texting,™™87

ThamesWaterAuthoritystory,18Œ19

Thoreau,Henry,97

Timing,importanceof,24

Toyota,46Œ47

Transformationstories,47Œ48

Travelingtomeetings,35Œ37
Trivialityofstorytelling,165,166
Troubleshootingstory,6Œ8

Trust,16Œ17,80

Truthfulness,120Œ121
UniversityofSouthernCalifornia,88Œ90
‚‚Unlearning,™™56Œ57
motorcyclestory,57Œ60
storytelling,99
Unreliablestories,28Œ29
Video,useof,118Œ119
Videos.
Seealso
Filmmaking
educational,137Œ138
‚‚Virgin™™space,76Œ77
doorways,78Œ79
WashingtonDCsubwayfarecards,68Œ69
Webcommunities,37Œ38

Weblogs,88

Webstorytelling,133Œ134

Welch,Jack,5,42
Index191


Page 207




‚‚Wikis,™™88
Wittgenstein,33

Work,storiesabout,18Œ21

Workingwiththeworld,6Œ8
WorldBankstory
beginningof,101Œ102

January2000strategicdiscussion,
105Œ110knowledgesharingorganization,
changinginto,102Œ105
Madagascarstory,107Œ110

startingpointforchange,100Œ101
Zambiastory,104Œ105
Xerox
communicatingthroughout,8Œ9
copierrepair,69Œ72
Eureka.See
Xerox™s
EurekaPaloAltoResearchCenter.
SeeXeroxPARC
troubleshootingstory,6Œ8
XeroxPARC,75Œ76
creativeabrasion,76

‚‚virgin™™space,76Œ77

‚‚wired™™coffeepots,77Œ78
Xerox™s
Eurekabusinessresults,74

knowledge,whatis,72Œ73
motivationandincentives,73Œ74
Zambiastory,104Œ105
192StorytellinginOrganizations

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