A couple of weeks ago I wrote about how project teams can use storytelling as a tool to successfully aid change. Now I want to expand that idea a little bit by considering the agency that audiences have to create and negotiate meaning – to craft their own stories.
I’ll be taking Prosci’s Change Management Certification Program in May, and today they sent out some pre-reading material for the course. The package included the first nine chapters of ADKAR: a model for change in business, government and our community. Being the keener that I am, I read the first two chapters tonight.
I love stories, and I know that I’m not the only one who does. Jonathan Gottschall claims that we human beings are “addicted to story,” seeking them not only in books and television, but in fantasies, religion, conspiracies, and in our own personal narratives. Stories allow us to make sense of the world; playing into our need to identify patterns, and reassuring us that everything has a predictable flow. They also produce neurochemicals in our brains that make us more readily open up our wallets.