› Storybuilding Workshop - Building a Story to Make Change Happen

Storybuilding Workshop - Building a Story to Make Change Happen

Engage, motivate and enthuse those you want to reach out to

This is a sample learning overview that we can design and deliver specifically for your organisation.

Stories are powerful. They can engage, motivate and enthuse. Told in a compelling way, a story can reach into hearts and minds. It can cut through the noise of a world full of distractions and the clamour of competing voices. A great story has the power to make change happen.

In this workshop, you will learn how to build your story. How to embed your message in a narrative that will resonate with the people you want to reach. One that will connect them to you and involve them in what you want to say. The story you build will help you to lead, manage and effect the change you want to achieve.

The one day workshop will offer you the opportunity to write the first draft of your story. You will learn how to:

  • Reach out to your audience
  • Connect what you have to say with what interests and motivates them
  • Create a story that is special, distinctive or just great
  • Articulate what you have to offer in a vibrant and impactful way
  • Achieve credibility by grounding your story in evidence, facts and figures

The story you build will be unique. It will be yours to develop, shape and sharpen; yours to tell with passion and conviction. A story to create connection and rapport, to communicate your message, to make change happen. 

View typical programme content


The power of stories

  • What does the word story mean to you? All the different meanings of the word – from news stories to fairy stories, from compelling narratives of fact to entrancing flights of imagination
  • What makes for a powerful story? Identifying all the components of a great story – narrative drive, relevance and connection, an appeal that is both rational and emotional
  • Great stories that have resonated with people in the room
  • Organisations that succeed in telling powerful stories about who they are
  • What was your story in 2015 – and what is the story you want to tell in 2016?

The people you want to reach

Who are the people who need to hear what you have to say? Before you build your story, you need to know your audience. Practical exercise to help you identify:

  • What is important to them
  • Their values, outlook and perspective
  • Their front-of-mind issues and concerns
  • What drives the decisions they make
  • The culture in which they live and work

The vital importance of audience profiling, of ensuring that your understanding is accurate and evidence-based.

What do you want them to think, feel, know and do?

  • Now you know who they are – we work on defining outcomes. What will be different as a result of communicating your story?
  • What is the cognitive response you want your story to achieve? What do you want them to think?
  • What is the emotional response? What do you want them to feel?
  • What is the knowledge, insight and understanding you want them to acquire from your story?
  • Crucially, what do you want them to do? What is the action you want them to take?

How will you do what you propose to do?

After thinking about the people you need to reach. Now we need to look at you – your project, business or personal brand. This session looks at what is special about your story.

  • How do you work?
  • What is exceptional or simply great about the way in which you work?
  • What is the experience the audience can expect as a result of change – of working with you, being a customer of your business, engaging in the initiative?

What is at the heart of the story?

In this session we will finally look at the content of your proposition. What exactly is going to happen? What is the content of the change?

Building the story

We will have identified the ‘who, why, how and what’ of the narrative. Now it is time to articulate the story you will build with this audience. Using a journalistic framework we will help you draft the following:

  • A headline – the single phrase that sums up your story
  • The main story – an elevator pitch that sums up the story in three or four sentences
  • The narrative arcs – the three or four big ideas that you need your audience to connect with your story, and so understand and buy into the proposition
  • The evidence – proof points that can be used in the storytelling



Explore our subject areas

Learning channels

A wide range of learning methods ensures we deliver learning that is appropriate, specific and drives sustainable change.

These include

Explore all our
delivery methods