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Narrative Mapping™ Overview

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Agenda

The Issue

Activation & Deliverables

When to Use A

NarrativeGetting

Consensus

The Role of a Narrative

Mapping the Story

NarrativeMapping™

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The Issue•Organizations struggle with consistency, clarity and brevity.

✵ Contributing causes: Amount of information Complexity of information Organizational discipline Diverse diffusion of messages

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The Role of a Narrative•A simple solution to address these new problems

A Narrative Is A Narrative Isn’t

✵ Contextual✵ Explanatory✵ Memorable✵ Clear and concise✵ Simple

✵ Once upon a time✵ Fable, myth or tall tale✵ Gimmick or shtick✵ Elaborate✵ A silver bullet

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When To Use A Narrative•During key moments when an organization needs to get behind important messages that can’t afford to be misunderstood.

✵ Product launch✵ Strategy✵ Value proposition✵ Corporate initiative✵ Brand position

✵ Business unit✵ Change✵ Industry issue✵ Trend✵ Mission/vision

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Getting Consensus •Q: How do you get ten people on the same page quickly?

I’ve got the storyThat’s not how it goes… I tell it

differently.

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Getting Consensus•A: Get them together and lead an interactive discussion

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Mapping The Story•Narrative Mapping™ is Sheffield’s signature approach to message development.

✵ Small groups of diverse stakeholders are led through a four-hour session in which they openly discuss the key elements surrounding a topic.

✵ Narrative Mapping sessions not only help establish a clear hierarchy of messaging quickly, but also create consensus.

✵ Establishes one story everyone can get behind

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8-12 stakeholders have an open conversation; not a wordsmithing session.

The output is a visual outline to help tell the story clearly and concisely.

The group explores key questions like Why? When? How? So What?

Answers are captured and organized into a logical hierarchy of messages.

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Mapping The Story

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Mapping The Story•Elements of the Narrative Map

✵ Powerful guide to simplify the delivery of a memorable narrative.

✵ Basic story elements are outlined. By hitting the core message (Focal Point), set-up points (Challenge and Opportunity), body (How's) and conclusion (Payoff), we have what’s needed to tell a story clearly and concisely.

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Deliverables

•Initial Distribution

✵ Message Guidebook✵ Quick Reference Guides✵ Executive Fluency Video✵ Audience-Specific Guidelines

•Message Activation Program

✵ Whiteboard Narrative✵ Prezi Narrative✵ Video Case Studies✵ Flash Narrative✵ Art of the Elevator Speech Course✵ Customer Testimonials ✵ Mood Video

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Contact

•Joseph McCormack•Managing Director/Founder•(630) 310-5190•jmccormack@sheffieldcompany.com