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Storytelling and Other Strategies in the Art of Persuasion

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Storytelling and Other Strategies in the Art of Persuasion COURSE MATERIALS Storytelling and Other Strategies in the Art of Persuasion Bill Chiat CI-378 LEARN . GROW . ACHIEVE Storytelling and Other Elements of the Art of Persuasion COURSE SYLLABUS Times are approximate 10:00 Introduction: Why did you choose this course? 10:15 Activity: Story About Yourself 10:55 Discussion: Why use stories? 11:00 Discussion: Context of Storytelling – The Art of Persuasion 11:45 Activity: Case Study of Dr. Martin Luther King, Jr. 12:30 Lunch 1:00 Brainstorm and Discussion: Stories in the Workplace 1:30 Activity: Sources and Inventory of Individual Stories 1:50 Discussion: How to Tell a Story 2:30 Activity: Practicum 3:15 Lessons Learned About Storytelling 3:25 Evaluation INSTRUCTOR Bill Chiat Bill Chiat is the Manager of the CSAC Institute. His expertise spans 30 years in local and state governments. He served as County Executive Officer of Napa County and Director of Organizational Effectiveness in Santa Barbara County. Mr. Chiat has held executive positions in city and special district governments, including several regional agencies and joint power authorities. At the state level, he served as Executive Director of the Arizona Governor’s Office for Excellence in Government and led the state’s executive education program. In addition to his work with CSAC, Mr. Chiat is Executive Director of the California Association of Local Agency Formation Commissions. He also provides organizational development consulting to a number of local governments. Mr. Chiat has a B.S. from the University of Minnesota and a M.S. in natural resources administration from the University of Michigan. He is a graduate of the Senior Executives in State and Local Government Program from the Kennedy School of Government at Harvard University. He has research and taught numerous courses in public agency leadership, organizational structure, governance and operations. 1 Principles of Persuasion Definitions An attempt to evoke a change in the attitude and/or behavior of someone. A voluntary change. Not a command, threat, or coercion. Aristotle’s Rhetoric: Logos: logical, coherent, cogent argument Ethos: the characteristics and credibility of the speaker Pathos: the motives, feelings, attitudes, and knowledge of the audience “Agora”: the context (where, when, timing, venue, culture) – from Ancient Greece: a gathering place We are logos-oriented—committed to the power of proof, reasoning, and technical solutions. If we can prove something is true, we often assume others will feel compelled to accept it. Good ‘logos’ arguments are sometimes necessary for persuasion, but usually not sufficient. The landscape is littered with great logos arguments that went nowhere. Syzygy From the Greek: to join, to yoke. The rare alignment of celestial bodies, such as the sun, moon, and earth during an eclipse. Persuasion Goal: Align the key elements. Balance logos, ethos, pathos, and agora. KEY TECHNIQUES 1. Contrast 2. Know the Audience What we see and believe in a situation What are the needs, experiences, depends to a great degree on what we expectations, and benefits sought by your have encountered immediately prior to audience? We selectively filter that situation information based on our prior dispositions. What is important to you Anchoring: We perceive a situation from the standpoint of a reference point, may not be to your audience. or anchor. What’s going to be the Look at your audiences’ point of view. reference point? Avoid the “mirror trap:” We think What will your request be compared to? we’re looking through a window at the audience, when in reality we are looking in a mirror and really seeing only our own disposition. 2 3. Simplicity 9. Humor KISS. Keep your message simple and Humor captures attention and builds comprehensible. rapport with your audience. Simplicity is a challenge since our Humor which is self-depreciating, self- subjects are often complex and we tend mocking, self-parody is most effective. to be logos-oriented. Humor is also an effective techniques for delivering negative messages, and to Limit the number of substantive reduce tension in a difficult situation. arguments, and the number of persuasion principles in your presentation. 10. Conformity People are persuaded to change their 4. Storytelling attitude or behavior in response to real or Stories provide a unique opportunity to imagined group pressure: the power of communicate a message. They increase social norms. your credibility, capture attention, and This principle is particularly strong in engage the mind. It is amazing how we situations of uncertainty and ambiguity. believe stories. It is very difficult to withstand social Let the listener interpret the message in disapproval. his or her own terms. Make sure your stories are accurate. 11. Commitment People feel personal and peer pressures 5. Analogies and Metaphors to honor and to behave consistently with These tap into existing categories in their prior commitments. People wish to people’s minds. Connects to what we be (and to appear to be ) consistent with already know. what they have already said and done. Create opportunities from small, initial 6. Counter-Intuitive commitments. An argument which deviates from the Most powerful when they are: active audiences expectations. (written, such as a team charter), public, Novel, fresh, surprising information may cause people to stretch, and felt to be be necessary to cause people to modify voluntary. their predispositions and beliefs. Audiences associate credibility and 12. Scarcity authority with the lack of self-interest. Opportunities seem more valuable when their availability is limited. This applies 7. Repetition to ideas and information, not just Create more learning and more retention products. with repetition. Have to see an ad five What do people stand to lose if they times before it has an impact. don’t take the action you are suggesting. Don’t focus just on anticipated benefits. 8. Involve the Audience Information that is scarce, new, or Get your audience involved in the exclusive should be stated early in a presentation: ask a question, play a tape, persuasion message. brainstorm, challenge them, use question/answer, write something. 3 13. Reciprocation Action Suggestions We are more likely to be persuaded by someone who has given us something If I am trying to persuade someone about (tangible or intangible). We feel obliged something, what will they compare my to repay what another person has request to in their minds? (Contrast principle) provided us. Who else can speak for me or my cause? Concessions are persuasive; they Who can better invoke peer pressure than stimulate return concessions. me? (Conformity principle) Listening can be persuasive in and of Can I do this persuasion in stages so that itself. An audience who is listened to will I can get an initial commitment? tend to reciprocate and be more (Commitment principle) receptive. Listening is the cheapest Can I exercise self control over the concession you can make. number of my arguments? (Simplicity principle) Give away credit: appreciation, disclosure, encouragement, Can I help or benefit the audience in acknowledgement—are all forms for some way? Can I give them something— reciprocation. substantive or stylistic? (Reciprocation principle) 14. Liking and Association Can I tell my audience something scarce, new, or exclusive? Can I help my We are more likely to be influenced by audience avoid a loss? (Scarcity principle) people we know and like. We like people who are like us; who are similar to us, Why should the audience accept my who have cooperated with us for word? How can I convey my expertise and integrity? Who else (or what else) common goals, and with whom we have can vouch for my credibility? (Authority pleasant associations. principle) Remember the power of praise, Can I say something which is apparently complements, recognition. contrary to my self-interest? (Counter- Intuitive principle) 15. Perceived Authority Is there a genuine similarity between me We are more likely to be persuaded (even and my audience? What genuinely without the inclination to do so) by admirable qualities does my audience someone who is perceived to be in have? (Liking principle) authority. Which face of the issue should I try and emphasize? The two key elements of credible How can I The Three Imperatives authority: knowledge and expertise reframe it in of Persuasion (“know their stuff”), and trustworthiness another light or 1. Know the audience (integrity). perspective? 2. Know your opponents Authority refers to persuasion (voluntary How can I turn my opponent’s 3. Know yourself attitude or behavior change), not Mirror trap command. Typically the authority negative into a Command tendencies principle is not sufficient. It must be attack Logos-orientation positive Listening abilities accompanied by other persuasion persuasion Personal strengths and principles. argument? weaknesses 4 “I Have a Dream” Dr. Martin Luther King Lincoln Memorial, Washington, DC 28 August 1963 Five score years ago, given the Negro people a bad check which has a great American, in come back marked "insufficient funds." But whose symbolic we refuse to believe that the bank of justice is shadow we stand bankrupt. We refuse to believe that there are signed the insufficient funds in the great vaults of Emancipation opportunity of this nation. So we have come Proclamation. This momentous decree came to cash this check -- a check that will give us as a great beacon light of hope to millions of upon demand the riches of freedom and the Negro slaves who had been seared in the security of justice. We have also come to this flames of withering injustice. It came as a hallowed spot to remind America of the fierce joyous daybreak to end the long night of urgency of now. This is no time to engage in captivity. the luxury of cooling off or to take the tranquilizing drug of gradualism. Now is the But one hundred years later, we must face the time to rise from the dark and desolate valley tragic fact that the Negro is still not free.
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