Our #1 system for creating successful stories
The other week at work, we had a lengthy discussion about how we organize our lives (or try to!). From searching for the perfect organization system for our kitchen spices to dishwasher loading techniques, we all love a good system! (While everyone has their own approach for loading a dishwasher—my household has recently adopted a “right way” to place forks, spoons, and knives. I have adapted to this new approach, and I must say, it makes life easier.)
No matter what system you subscribe to, they all contain one common theme: containment! As our friends, Clea and Joanna from The Home Edit would say, “It’s a system!” Yes, it is truly a system. All of these systems help us determine how, where to, and where not to store things.
Activating insights to create successful stories functions in a similar way. It is all about having an excellent system—and determining where things go. You often have to start with your overarching goals for the space (aka your learning objectives), really trust the editing process (synthesize and filter out the true but useless information), and work to categorize what you heard into themes and key insights (to find that big idea upon which to build your story).
The main problem we’ve experienced with creating successful stories (many of us, myself included, used to be on the client-side) is that you have all this information at your fingertips, but you don’t have the bandwidth to make the most of it.
You are often swimming in data, reports, and information. You don’t have the time on your weekly priority list to think deeply; you only have time to think about what to get done NOW. But without that Big Idea and story, you won’t know what matters most, what is at stake, and what to do next. You need a system!
Here are two facets of our #1 story system
Stories to inspire action: Together, we create momentum.
Post-synthesis, there is often a summary of themes linking back to the objectives, but the Big Idea is missing. It’s consolidated yet loosely held in place; it’s not contained in an organized and clear way. This is where you have the most opportunity yet the least bandwidth.
Here’s how we help you move from synthesis to story
First, we find the Big Idea by categorizing key themes, containing your useful insights, identifying your point of view and what’s at stake.
Then we infuse the data with story. Your story will make your system memorable and, most importantly, actionable. Some tried and true storytelling tools we use to bring the Big Idea to life are metaphors, frameworks, sticky headlines, data visualization, consumer quotes or videos, and emotionally resonant visuals. We collectively do story so well; we’re training our clients how to do it.
And did I mention we also have an incredible team that includes a Storyologist and a Design & Communication Director? They are our own creative services version of Summer from The Home Edit. They always know what is needed without being asked; they are there behind the scenes, bringing everything to life and bringing forth amazing creative ideas. Without them, the project would fall flat. And truly, these individuals are a JOY to work with and make working on every project so much FUN! This leads me to the other critical part of our system – collaboration.
Smart Collaboration: Together, we go to great places.
We have found that our best insights happen when we collaborate. Our smart collaboration system is part improv (e.g., Yes, AND) and part remembering (e.g., remember on X project we leveraged Y? I think that could work here).
What do I tell anyone that asks about my new job as Insights Director? First off, that I am having so much fun! And that so much of this has to do with the incredible team at Ignite 360. I have never experienced true collaboration like this before, where we iterate through multiple ideas together until we feel like we have reached the Big Idea. Everyone brings a unique perspective across industries and backgrounds—and new ways of thinking are always encouraged. We are truly working together as one team, and it makes every project so enjoyable, challenging, and fun.
The other side of the collaboration coin is client engagement. We make a point to give our clients a dedicated team and a network of experts to deliver a story most efficiently and effectively. Through client updates and key milestones, we create and encourage opportunities for client input to say, “Yes, this feels right. I like where we are heading” or “What about X?” We appreciate when clients push us, so together we can go to great places. Clients also know their internal stakeholders best and therefore know what will “stick” in terms of language or story.
Here’s an example of how this works in practice
I have been involved firsthand in recent projects at two different Fortune 100 companies across Tech & CPG, where I saw storytelling and a compelling Big Idea help the key insights land. Both were a collaborative, iterative process, with client input along the way. We shared a compelling story and reinforced our point of view through a memorable Big Idea and emotionally resonant visuals. In one example, through the synthesis of multiple decks on trends, we brought to life a clear story and Big Idea to capture our point of view and stake in the ground that the company must pursue going forward. Both of these examples were rooted in the success of our system—smart collaboration (internally and with clients) and creating stories that inspire action.
And what happens if you don’t deliver a story?
At first glance, it seems like nothing happens. Everything is fine. The insights are synthesized. There may be an interesting conversation, but potentially your message was not motivating or clear—and therefore resulted in no clear implications or path forward.
From my perspective, a compelling story and identifying a Big Idea helps insights to stick. They become memorable. Everyone understands where to and where not to focus. The stake in the ground becomes clear—and it is easy to understand the roadmap and potential learning plan ahead. This helps to enable action and momentum.
Having a system to deliver a story is the way to go, as it enables insights to stick and be activated within an organization.
Want to talk more about systems and aesthetically pleasing containers—aka the big idea and those visually compelling stories? I’d love to talk with you. I can be reached at sara@ignite-360.com