Let’s try to see strategy as
- A special kind of communication
- A way to tell a powerful story
A writer’s or speaker’s choice of words and way of arranging the words in a sentence so the words convey and emphasize the meaning or theme of a text through distinctions in:
- Sound = CHOOSE THE RIGHT TONE
- Look= CHOOSE THE RIGHT WAY
- Rhythm= CHOOSE THE RIGHT CONTENTS AT THE RIGHT TIME
Syntax= TRANSFORM VISION STATEMENTS INTO AN ORGANIZED STORY
The arrangement of words and phrases to create well-formed sentences in a language= strategy telling & narration Strategy narration encompasses a set of techniques through which the creator (management) of the story presents their strategy, including:
- Narrative point of view: the perspective (or type of personal or non-personal “lens”) through which a story is communicated
- Narrative voice: the format (or type presentational form) through which a story is communicated
- Narrative time: the grammatical placement of the story’s time-frame in the past, the present, and of course in our case mainly in the future!!!
Every story an organization needs to tell has two principal components: story telling and story strategy.
Story telling = the part that is visible to STAKEHOLDERS . It’s all the specific set of tools to use in order to express the story.
Story strategy = everything the storyteller needs to know and to do before beginning to tell the story.
Strategy Codification= reuse of organizational knowledge. Extracting know how and knowledge from people/stakeholders in order to structure reports and code of communication ready to use for facing problems/issues of the great challenge of change management
The use of words to express meaning beyond the literal meaning of the words themselves
Some types of figurative language useful in crafting a strategy:
Personification= examples/process champions/best practices to convey a story to stakeholders ( find a “narrator”)
Metaphor= giving inspiring examples and images in order to support strategy communication
Metaphor= a way of inspiring a change into the organization
A figure of speech that makes a comparison between two things that have something in common. This comparison is stronger and more direct than a simile since metaphors do not use the words like or as to compare the two things. Metaphors can be powerful catalysts for generating new business strategies. But metaphors are often improperly used, their potential left unrealized especially if their use is superficial, with no effort to understand the real meaning behind. . Managers look often to other disciplines for insights into their own challenges. Some of the metaphors are ingenious; take, for instance, insect colonies as a way to think about networked intelligence. Others are too simplistic or even silly. Many quickly become clichés, such as warfare as a basis for business strategy.
Examples: guerrilla marketing (from military affairs), viral marketing (from epidemiology), the Internet bubble (from physics).
Personification is a figure of speech in which human characteristics are given to nonhuman creatures or objects.
THERE IS NO STORY TELLING (AND THEREFORE NO STRATEGY) WITHOUT CHARACTERS , PLAYERS ACTING IN THE STORY. IF PROPERLY DONE, THEY WILL ADD A SPECIAL/EXTRA VALUE TO THE STORY…
MOOD in strategy
MOOD is the overall set of feelings or emotions that are created in the receiver of the message
If the “power of the pen” can move mountains, so the power of a well expressed/communicated strategy can
Managers as authors “move” their readers’ moods through their choice of words and level of detail.