Share stories: build a capacity for and acceptance of the sharing of sustainability stories and anecdotes as a means to inform the organisation's sustainability journey.
To what extent have you built a capacity for and acceptance of the sharing of sustainability stories and anecdotes as a means to inform the organisation's sustainability journey?
When people within organisations communicate, they often do it through stories. Combining research with stories from practitioners working to embed sustainability within their organisations, our “Storytelling for Sustainability” guidebook was developed through the Embedding Project's Community of Practice process to help you:
- Understand what storytelling looks like in practice, and reflect on this in the context of your organisation
- Develop a sense of why stories are important for embedding sustainability
- Learn from other practitioners’ experiences with storytelling to better plan your own efforts
This annual conference brings together thought-leaders and practitioners on the evolution of storytelling. The Youtube channel includes a number of thought-provoking stories and interviews that may generate ideas on how to craft and share your company's story.
Telling Your Hotel’s “Green” Story: Developing an Effective Communication Strategy to Convey Environmental Values
Although written specifically for the hospitality industry, this article from Cornell University's School of Hotel Administration lays out a useful and thorough action plan for creating an effective green communication strategy. As explored herein, designing a green communication strategy involves three key steps: choosing a story-line, focusing the story, and deciding when and where to tell the story.
Jonah Sachs knows what makes a story go viral. His book offers insights into what he has learned about viral stories, and how the relationship between storytellers and their audience is evolving. Chapters "The Myth Gap" and "Be interesting: Freaks, Cheats, and Familiars" may be particularly useful for practitioners building their organisation's internal sustainability brand.
Narratives are a series of “choice points" that often follow an arc, or journey. Marshall Ganz, Senior Lecturer at the Kennedy School of Government and prominent community organizer, explains this arc in this worksheet. Although written for students, this is a good introduction to storytelling for practitioners, and contains useful questions that will help you reflect on how our personal stories are connected to those of the groups we affiliate ourselves with, and more broadly to the stories that shape our society.
Storytelling in Organizations: The power and traps of using stories to share knowledge in organizations
You can leverage stories to share knowledge. This brief from the Harvard Learning Innovations Laboratory offers insight into how we learn from one another's stories. For practitioners working to embed sustainability, the most insightful part of the brief may be “The Traps of Knowledge Sharing Stories,” which explains why stories sometimes fall short of their intended objectives.
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