Task 1: Present the Aim and one of the six Values

Learn the purpose sentence by heart.

Choose one of the values and learn this sentence by heart.

Task 2: Make this value relevant to the target group

Now you have to communicate this value in a way, that makes it feel relevant to your target group. Below I have listed four principles, that are effective for translating values into something concrete, that people can relate to. Choose one of the principles, and be ready to share your version of how to communicate this value

Principle # 1: Translate a Value Statement into a situation

Imagine this value at play in an everyday working life situation in near future. If you recorded this situation with your camera - how can we tell that this value is at play?

• Who is doing what?

• What do they say to each other?

• How do they think differently?

• What new routines do we see?

• Which kind of tasks do they solve - and how?

Be ready for your story. Start it like this:

“Imagine a few months from now in [Place], where [Person A] is about to [Task] - and then……

Principle 2: Instead of A, let’s do B

We understand what’s different in a split second, once we’re told how it differs from what already exists. It’s a contrast between what is, A, and what you suggest, B. The contrast creates understanding instantly.

EXAMPLES

Instead of using external resources, let’s run this with internal resources.

Instead of spending too much time writing emails, let’s have more telephone calls.

Instead of having long meetings every month, let’s have short meetings every week.

Instead of passively waiting for them to return, let’s proactively reach out.

Make a list of “Instead of A, Let’s have B”.

Bring one object that can illustrate the major transition from A to B.

For example: Instead of only seeing things from our own perspective (show one pair of glasses) - we have to start looking at things from all our users’ perspectives (show six pairs of different sunglasses/reading glasses)

Principle 3: Comparison/Metaphor..

Come up with a real-life situation, where this value is at the plan, that everyone can relate to, that can serve as a metaphor for the value in your department.

Examples:

Let’s say you were to explain the value: “Keep a long-term focus”. You could say:

Let’s use traveling as a metaphor: Your project is a journey from India through Asia to Europe. Right now your project is stuck in Uzbekistan trying to get from Kattakurgan to Samarkand – up ahead a truck has tipped over and blocked the road – and you’re desperately trying to find an alternate route … this problem occupies your full attention and is naturally what you want to talk about … but all your boss and colleagues want to know is … which country you’re in, how you got there and when you’re moving on.

Say it like this:

[Value] - what do I mean by that?

It’s as if…. [Metaphor]

In the same way [repeat Value Statement]

Principle 4: A montage of example

Take a look at his extract from one of Barack Obamas speeches. He uses what I call “The Montage”. Instead of just sharing one example, he shares four ultra short examples right after each other. This is effective because we don’t identify with the single father in the first example, but with the pattern of actions in all of them.

And fellow Americans, Democrats, Republicans, independents, I say to you, tonight, we have more work to do...

... more work to do, for the workers I met in Galesburg, Illinois, who are losing their union jobs at the Maytag plant that's moving to Mexico, and now they're having to compete with their own children for jobs that pay 7 bucks an hour;

more to do for the father I met who was losing his job and choking back the tears wondering how he would pay $4,500 a month for the drugs his son needs without the health benefits that he counted on;

more to do for the young woman in East St. Louis, and thousands more like her who have the grades, have the drive, have the will, but don't have the money to go to college.

How can you translate the strategic value to a Montage, which means a series of ultra-short examples? Make sure you have a REPEATED SENTENCE to start each example This Repeated Sentence is what binds the examples together and creates a story.