MORE IDEAS FROM The Leadership Benefits of Performance and Storytelling
The method was flawlessly employed by Steve Jobs who announced the MacOS 10, by staging a funeral for Mac OS 9.
Framing: Use words that amplify values, stress the vision’s importance and, if necessary, disparage opposition.
Scripting: Assign protagonist and antagonist roles. The word “we” eliminates potential tensions.
Staging: Requires logistics, settings and props that imparts meaning.
Performing: Enact scripted behaviours and relationships.
Focus on communicating meaning by enabling followers to become emotionally invested in change by being part of the larger narrative.
This communication approach spurs its constituency through imagination towards a common goal.
One of the oldest and most straightforward storytelling formulas:
The legend of Steve Jobs is that he transformed our lives with the strength of his convictions. However he started oppoaing the greatest 🍏's innovations:F
We owe it to the because of people who knew how to change his mind.
At first, Steve Jobs insisted he would never make a phone. It took two years for his team to persuade him to reconsider. Within nine months, the App Store had a billion downloads, and a decade later, the iPhone had generated over $1 trillion in revenue.
While many leaders have studied the genius of Jobs, few have studied the genius of those who managed to influence him. While too many overconfident leaders reject worthy opinions, it is possible to get anyone to open their minds.
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