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Why Storytelling Is Critical to Change Management
In a time when disruption and change are considered business as usual, associations and their leaders are challenged to communicate differently, according to author Gabrielle Dolan. There are several reasons that storytelling is gaining ground as a key leadership skill in this type of environment, Dolan says. First, storytelling creates an emotional connection. In an age of information overload, members are responsive to leaders who cut through the noise and make information more relevant and meaningful to them. “An authentic story related to a business message can do this more powerfully than a list of facts and bullet points,” Dolan says.

Second, stories have a ripple effect — because they create an emotional connection, people are more likely to remember them, understand them and share them with others. Finally, once mastered, storytelling is a flexible skill that can be integrated into one's leadership style and utilized in situations that extend beyond communicating change. For more on storytelling, read Board Forward's article “Associations Use Storytelling to Build Stronger, Deeper Connections.”
Learning & Development Professional (07/08/16) Dolan, G.
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SEPTEMBER 2016 EDITION
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