Stories that Move Mountains: Storytelling and Visual Design for Persuasive Presentations

City University Hospital

Over the next several pages, we will use the City University Hospital example to demonstrate how to develop a delivery plan.

Step 1

Tom starts the process by involving Ralf, because he will provide Bernd, the key decision maker, with a first insight into the ideas and a recommendation to follow up with future conversations. Ralf is a key influencer, based on his expertise, past relationships, and position as an opinion leader. For Tom, this first delivery will be on a whiteboard to engage Ralf in the development of the story and then gain feedback and commitment because of his inclusion in the process.

TIP: Include opinion leaders and acknowledged experts early in the story delivery to leverage their contacts and credibility by association.

Ralf's qualification as an opinion leader stems from being respected by senior people in the hospital and having good connections across the organization. Ralf is not an innovator though. The difference between opinion leaders and innovators can be critical to gaining support from others. In many situations, innovators are often early to commit to support a new change. However, innovators can also be seen negatively by others, perceived as risk takers and sometimes lacking in respect for the existing way of working. Choosing an opinion leader rather than an innovator has the potential to give Tom greater credibility ...