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THE POWER OF WHY
When we talk about creating a better world it is usual to ask HOW or WHAT: ‘What do you do? What is you project about? How do you do it?’
These are important questions but there is an even more important one: WHY do you do it?.
When we connect with the problem we want to solve, with the purpose that moves us, we are more convincing. We build social consensus and get more mobilization when we explain the problem that is worth fighting against.
Take three minutes to think and write briefly: Why am I a Guide or a Scout?
Why?
Do not forget that the most important thing is why. Your personal motivations that make being a guide or a scout a unique experience for you.
BUILDING YOUR STORY
People get excited with the stories they are told, the format is not relevant (it happens in cinema, books, even in person when they tell them out loud).
The most heart touching stories have some key elements in common, these key elements make us connect with the story, make us empathize.
Let’s now think of the elements that mobilize you, the ones which you empathize with. Elements such as surprise, clarity, emotions, implication, the sense of utility.
When we tell our idea, the reality we want to change, we are building a story. It is up to us if we want to make our story hear touching, inspiring and exciting.
Here are some keys to build your story:
-What is the problem that concerns you?
-How does it affect the person who is listening to you?
-What makes you mobilize for it?
-What can you do? Or what is your contribution so people can trust you to solve it?
-How will you solve it? What specific strategy or proposal do you have?
-Secret factor: your charisma, your passion, your attractive telling the story.
Who are you telling your story to?
As change agents we need to understand that not everyone will agree with us or will be so convinced that a change, a transformation, is needed. Often, you will need to convince them.
As a transversal element, when preparing a story you will need to have in mind two important things:
Who are you telling your story to?
It is fundamental to identify the receiver of our message, the target group of our story. It is important to know which are their interests, which are their expectations. This analysis is extremely relevant to adjust the tone of your communication, the language you use, the examples you give.
It is not the same speaking to our children and young guides and scouts than speaking to a politician.
What do you want to obtain?
Or, What do you tell your story for?
You need to have a concrete idea of what you want to obtain from the people who are listening to you.
Your communication has a purpose, you are telling your story for some reason: you want them to economically collaborate with you, you want them to change some habits, or sensitize them.
General Public
EMPHASIS
EXPECTATIONS
They want exciting, moving, and surprising stories.
The challenge we are facing, the problem we try to solve. Your great idea to solve it.
Anecdotes, testimonies, and concrete cases.
Journalists, influencers, and media
EXPECTATIONS
EMPHASIS
They want to know your solution to the problem, know if there are other similar solutions, what makes your idea unique.
Your great idea to solve it.
Your solution, how does it work.
Your impact.
FUNDERS
EXPECTATIONS
EMPHASIS
The impact.
How you are doing it.
Learnings and future challenges.
They want convincing evidences of the progress of your project, know the impact and the social return of their inversion.
They want to see that you know the reality and how to solve it, they want to see that you are trustworthy.
TASK
Below you will find two videos. After watching them, analyze the language used in the speeches to identify the target audience.
https://youtu.be/MJonsJSg-QA
https://youtu.be/9BKNLnqv0r8
Narrative arch
Narrative arch or story arch is a good source to elaborate your story. It is a way of organizing your story to make it more effective. It divides your story in six different parts and makes easier for you to prepare it.
Watch this video! https://youtu.be/Nj-hdQMa3uA
Structure of the narrative arch
3
4
2
5
1
6
Hook
An exciting beginning, that makes the receiver of your story interested in what you are going to tell. It is usually a surprising fact, a moving anecdote, a powerful question.
Challenge
What is the challenge, the situation that can no more to be allowed to continue happening. This is the WHY of your project, the spark.
Your Solution
Your vision of the world if the problem you are facing wouldn’t exist. Your great idea of how to make it possible or how to achieve it, or, at least, how to contribute to it.
How
Explain exactly what do you propose to solve it. How does it work, what methodology or what sources will you use, who are you and what makes you unique to do it.
Impact
what have you achieved or what do you expect to achieve.
Conclusion
What do you ask your audience for. How does it affect them directly or why do they have to engage?
Task
Use the structure of the story arc to build your story. Think of a project or action in which you have participated (it could be in your work as a volunteer educator with your guides or scouts, or with your colleagues on your team in your member organization).
Watch this video for some extra motivation https://youtu.be/iV0M5l5KhnE
We have come to the end of this session. Before concluding,
reflect on these three questions:
What is the power of
your 'why'?
What is the importance of previously identifying the audience to whom we are going to direct our message?
How can you implement the structure of the narrative arc to improve the content of our external communication media (social networks, publications, website)?
Thank you for participating in this session.
We hope you have acquired tools and knowledge that you find useful and applicable to recalibrate our compass.
Enjoy the Academy!
Hi! My name is Marta, I am 27 years old and I am Spanish.
I have been a scout since I was 12 years old and I am currently a volunteer for the European Region of the World Organization of the Scout Movement.
I hope you enjoy this course,
I am at your disposal at martac.mederos@scout.org