Reframe the Storyline to Become Influential - Task (75 minutes)

If you want to sell an idea, don’t just list all the benefits as YOU see it. Rather, reframe the storyline so it becomes attractive to your stakeholders. This is called reframing the storyline. It takes some work, but it is very effective.

This task includes:

1. Choose a message and the specific stakeholder you want to influence

2. Analyse the stakeholder’s interests and concerns

3. Plant your recommendation as an extension of an attractive end-goal.

4. Develop a storyline that’s attractive to your stakeholders

5. Find a metaphor

Please find the guidelines below.

Bonus Material:

Metaphor theory video

Example of a metaphor

Examples

Example 1:

Recommendation: Use an AI system to increase efficiency.

Initial storyline. Ai will increase our efficiency.

Reframed storyline: AI will free up time to innovate to stay competitive.

Example 2:

Recommendation: New web design

Initial storyline: New web design will create a better User Experience for users.

Reframed storyline: A new web design will make your brand recognisable and turn your product into the preferred one.

Example 3:

Recommendation: Switch bank.

Your initial storyline: Swicth bank to save money.

Reframed storyline: We offer to do the Switching banks process for you, and will handle the complex administrative work that comes with it, so you can increase your profitability by 20 %.

The Tasks Step for Step

1. Choosing Your Message and Stakeholder

Consider an upcoming meeting where you recommend something to stakeholders to solve a problem or improve a proces.

1. Who is the stakeholder you want to influence?

2. What's the problem you are trying to solve? Formulate your recommendation in one sentence. Include a verb: “Our recommendation is…….. “

   Examples: Our recommendation is to switch to a different supplier. Our recommendation is to use the Agile Agent AI system for 20 % of our tasks. Our recommendation is to roll out “The Entry Program” to all new employees.

2. Analyse the Stakeholder’s Interests

1. Write a list of their barriers towards your recommendation.

   Examples: We like what we already have, it’s too cumbersome, too time-consuming, we lose responsibility and power.

2. Write a list of suggestions for how to overcome these barriers.

   Examples: Make it easy to roll out, assist, and change the project name and function.

3. What's the problem as they see it?

   Examples: Losing mandate or loss of efficiency.

4. What's the consequence as they see it?

3. Plant your recommendation as an extension of their end goal

What’s an attractive end goal to them? Let this function as the Aspiration in your Why Story.

Think of your recommendation as a way to reach this attractive end goal.

Examples:

We strive to stay attractive to our competitors in a more competitive market, therefore it’s a good idea to redesign our webpage design.

We strive to free up time to innovate, therefore it’s attractive to use AI systems.

We strive to attract the best talents to our company, therefore it’s therefore it’s a good idea to build a strong work/life culture:

4. Craft Your Receiver-oriented Why Story

Say the overall problem in the first sentence, and focus on making the Aspiration, the Problem and the Consequence receiver-oriented. Craft your Why-Story.

5. Metaphor (EXTRA)

Metaphors are powerful reframing tools.

Can you use a metaphor to change their thinking of your solution?

Examples:

Instead of saying you are here to challenge their mindset, you can say you are here to add an extra dish to their buffet, but they get to set the menu.

Instead of saying you are here to install a knowledge-sharing program, you can say you are here to put a plug in the sink to avoid valuable knowledge going down the drain.

Bonus Material

The power of metaphors - a quick lecture

Examples of use of metaphors