Strategic Storytelling: Maximum Impact in a Digital World
Strategic Storytelling: Maximum Impact in a Digital World
Overview
Delivered in partnership with Columbia University School of Arts Digital Storytelling Lab
Storytelling has always been central to human experience – it's how we explain and make sense of the world. But in today’s digital environment, as media-savvy audiences tune out ad-type come-ons while seeking ever-more-immersive experiences, it’s also become the most effective way businesses and professionals can communicate. How do you move from a didactic, “buy-me-now” mindset to one that engages your audience through stories?
Neuroscience shows that we respond more readily to a story than to a set of facts—even if we’re told in advance that the story is fiction. It demonstrates that the more immersed we are in a story, the more likely it will change our thinking. Yet many people—business executives, leaders at nonprofits and educational institutions, entrepreneurs, and independent professionals—think that if they just keep telling us what to do, we’ll do it. They behave as if we’re “rational actors,” despite all evidence to the contrary. And when they do try to engage us with a story, they often come across as inauthentic or out-of-touch. They don’t understand narrative structure. They disregard the key elements that make a story compelling.
But you don’t need to be a professional screenwriter to tell a good story. Strategic Storytelling, led by best-selling author Frank Rose, shows how stories have been used effectively by organizations as varied as Warby Parker, Burberry, and the Walt Disney Company, and by recruitment campaigns for the British Army. It introduces the concept of “narrative thinking,” which applies the tools and techniques of professional storytellers to the challenges leaders face. Participants leave not only with a clear understanding of the importance of storytelling but also with a set of frameworks and case studies that enable them to tell better stories today.
To get a sense of the faculty’s thought leadership, download Frank Rose’s strategy+business article The Power of Immersive Media.
Hear how Frank Rose uses the Walking Dead to explain his concept of the narrative platform in this strategy+business excerpt from his new book, The Sea We Swim In.
Please contact our Program Director Lila Elias to learn more.
“I tell stories to jurors in the context of representing business people accused of serious federal crimes. I cannot begin to say how much you taught was directly applicable to my work environment.”
John Lauro
Past Participant, Attorney and Owner, Lauro Law FirmGet a first look at the Strategic Storytelling program.
Impact
The program will provide you with frameworks, methodologies, and real-world case studies that will enable you to communicate effectively in a digital world.
You will learn:
- Why stories are so effective and why simple facts are not
- How to tell stories that resonate with customers, stakeholders, and employees alike
- How to use stories strategically in pursuit of long-term goals, not just to put out fires
- How to structure and deliver stories in a way that best suits the audience and the situation
- The importance of authenticity and how to achieve it
- The need not just to tell stories but to create “story worlds” that audiences can project themselves onto
- How to deploy a series of related stories across multiple media in order to generate a narrative platform—a powerful construct that reinforces your message and encourages immersion
- The Strategic Storytelling Model—a series of frameworks that enable you to manage such platforms effectively
- How to use data to tell stories that engage your audience emotionally
- The allure and limitations of virtual reality and other cutting-edge techniques
Upon completion of this program, you will earn two credits towards a Certificate with select alumni and tuition benefits. Learn more.
Program Structure
Strategic Storytelling combines interactive discussion, dynamic lectures, and guided workshops involving small, ad-hoc groups of like-minded participants. Sessions focus on the need to gather and comprehend qualitative data when dealing with humans in a boundless world. As a participant, you will learn to apply the tools and frameworks presented in the course as well as its underlying principles to real-world situations.
Sample Session Titles
- Narrative thinking (and why it matters)
- The nine key elements of story
- What you can learn from Madison Avenue
- What you can learn from Hollywood
- Understanding narrative platforms
- What stories can’t do
- Reinventing your organization as a media company
Schedule
Live Online: Three consecutive daily live sessions from 10 a.m. to 3:30 p.m. ET.
Dates, subject, and locations are subject to change.
To view the agenda for this program, please connect with a Learning Solutions specialist. Contact us.
Part 1 begins by delving into the art and science of storytelling—why it’s effective, how it works, why it’s changing today, and what that means for anyone with a story to tell. We look at how Hollywood sells its own stories, showing how movie studios and television networks have moved over time from a highly restrictive marketing strategy to one that embraces digital media, fan involvement, and immersive participation. We show how this goes beyond story to involve the construction of “story worlds” that audiences can project themselves into. And we introduce you to the Strategic Storytelling Model™, which provides a pair of simple yet powerful conceptual frameworks that will enable you to easily visualize the complex narrative ecosystem that such an approach requires.
“I’m extremely grateful for this. Because of the Internet revolution, everything has changed – the rules are totally new. We’re closer to the campfire now than we were during the broadcast years, and we have to understand again why stories are so important for human beings. It’s such an important topic – maybe the most important topic for brands and corporations and people. The academic insights, the questions you raised – I will be able to use this a lot.”
Matthias Ehrhardt
CEO, AUTORIS Institute“Strategic Storytelling really gives you the toolkit to articulate what youʼre doing, why youʼre doing it, and how youʼre going to do it. We do look for some sort of evidence-based methodology, so being able to back yourself with ideas from someone like Frank Rose with the backing of Columbia University really gives you that edge to be able to talk with confidence and with authority and power.”
Jason O'Leary
Faculty of Arts, University of Melbourne“Thanks so much for an outstanding class. I thoroughly enjoyed every minute and learned so much. I tell stories to jurors in the context of representing business people accused of serious federal crimes. I cannot begin to say how much you taught was directly applicable to my work environment.”
John Lauro
Attorney and Owner, Lauro Law FirmParticipant Profile
The program is intended for executives and professionals who want to understand the power of immersive storytelling and learn how to leverage its potential in a digital world. The focus is on demystifying digital media and assessing how your project or organization can take advantage of the unique opportunities for the narrative engagement it has to offer. This will help those in corporate strategy, media and entertainment, brand marketing, B2B products and services, and non-profits and NGOs alike.
Columbia Business School alumni and up to four of their colleagues are eligible for a 25 percent tuition benefit for this program. More on the Alumni Tuition Benefit.
Job Function
Job Function
Faculty and Guest Speakers
Christopher Baldassano
Guest Speaker
Assistant Professor of Psychology
Columbia University
Past Guest Speakers
Rita McGrath
Faculty in Executive Education
Author, Seeing Around Corners and The End of Competitive Advantage
FAQ
Certification
I’m interested in the Certificate in Business Excellence (CIBE), how do I get started?
At Columbia Business School Executive Education, you’ll be able to customize a unique learning experience by selecting programs that best interest you and are most suited for your needs. Any completed program, regardless of format (live online, in-person, or online), will count towards the Certificate in Business Excellence.
Which programs qualify for the CIBE?
Any completed executive education program, regardless of format (live-online, in-person, or online), will count towards the Certificate in Business Excellence. Partner programs will also count towards the certificate.
Which programs do not qualify for 25 percent tuition benefit?
- Advanced Management Program
- Executive Development Program
- Developing Black Leaders in Financial Services
- Strategic Wealth Manager
- Global Banking Program: Fintech, Digital, and Analytics
- Chief Financial Officer
- Chief Marketing Officer
- Venture Capital Private Equity
- Digital Business Leadership Program
- Executive Program in Management
What programs are considered partner programs?
Executive education programs developed and administered with our educational partners, bring the best of our combined knowledge, thought leadership, resources, and expertise. Kindly find a list of our partners here on our partnership page.
What are the costs of the certificate?
There’s no set cost associated with the certificate path since you’re able to customize your learning journey with in-person and online programs (price will vary depending on the program type and length).
Are there any tuition assistance or scholarships?
At Columbia Business School Executive Education, we offer non-degree and non-credit-based professional development programs to the global business community. As our programs are non-degree and non-credit, they do not qualify for financial aid.
How are CIBE credits determined?
Credits for a program are determined by the program duration and total learning hours.
Where do I find information on the credit value for a program?
You will find this information on each program page. Credits range from 0.5 credits – 26 credits per program.
How do I get enrolled in the CIBE?
Your certificate journey will start with your first program, and you have 4 years to complete your CIBE. You may register for any of our executive education programs on each program page. You may enroll using the “Enroll Now” button, and the application process should take 5-10 minutes.
How do I receive credits?
You are required to fully attend a program and complete all necessary coursework in order to receive CIBE credits. Credits are only awarded after you complete a program.
How do I check the status of my Certificate completion?
Kindly reach out to a Learning Solutions representative for any questions on the status of your CIBE credit count.
Do CIBE credits expire?
Credits are only valid for four years (Please note: While we are not able to offer in-person programming due to the COVID-19 pandemic, the duration to complete the programming has been extended to five years.). If you have not completed your CIBE within four years, we will only count non-expired credits towards your CIBE credit total.
Does the Certificate in Business Excellence expire?
Your Certificate in Business Excellence does not expire. Once you become a certificate recipient, you will join the greater alumni community at Columbia Business School.
I’ve reached 18 CIBE credits, what’s next?
Congratulations! You should receive a digital copy of your certificate at the end of your program. If you do not receive a copy from your program manager, kindly contact your Learning Solutions representative or your program manager for next steps.
Will I receive a physical certificate?
Upon completion, you will receive a secure, digital certificate through Accredible. Within the platform you will have the option to print your credential, post it to your LinkedIn feed, or display it on your profile as a certification. Please contact your program manager for the status of your digital certificate.
How do I get access to my alumni benefits?
Once you complete your CIBE, we kindly ask for your patience as we process your alumni credentials. The processing time can take anywhere from 8 to 10 weeks long.
Can I refer colleagues to the Certificate in Business Excellence?
If you are a certificate holder, you may sponsor up to four colleagues each year for full-price in-person programs lasting up to seven days and all full-price online programs.
Can I add the Certificate in Business Excellence to LinkedIn?
Yes! We will provide you with instructions on how to add your certificate to your LinkedIn profile after you become a Certificate recipient.
Preferred Pricing and Tuition Benefits for Alumni
Are there preferred pricing options available for live online programs?
Yes, preferred pricing is available for groups of two or more. To inquire, email execed@gsb.columbia.edu.
As a Columbia Business School alumni am I eligible for tuition benefit?
Columbia Business School alumni and up to four of their colleagues are eligible for a 25 percent tuition benefit for this program. More on the Alumni Tuition Benefit.
Assignments
Will there be any homework or assignments?
For select programs, there will be some assignments to complete after the end of select program sessions. Assignments will typically consist of readings, self-reflections, and brief assessments. This approach is designed to help you practice your learnings.
How long will assignments take?
We do not expect that homework assignments will take up a large amount of time to complete.
Will there be any examinations or grades?
There will be no examinations or grades for our live online programs.
Access
When will I receive information on how to log in?
You will receive your login information immediately before the program start date. Kindly reach out to your Program Manager for further instructions on how to prepare and log in for the program.
What platform do you use to deliver live online programs?
We use the Zoom platform.
Recordings
Will sessions be recorded?
Most live online sessions (depending on the faculty and program) will be recorded and will be available for you upon request. In-person programs are not recorded.
How long will they be available for?
Recordings will be available for the duration of the program. Depending on the program, some recordings may have additional availability post-program.
How do I gain access to the recordings?
Your Program Manager will provide you with further instructions on how to gain access to recorded sessions.
Experience
How do participants network during the live online programs? Will I participate in group work?
Our live online programs are fully virtual and highly interactive. Most programs also feature small group work for a high-touch learning experience. The virtual program experience allows participants to feel comfortable and productive learning at home while preserving the interconnectivity of an in-person program.
What are the networking opportunities during the live online sessions?
Yes. Examples of this may include: virtual lunches, virtual receptions, use of the chat function, and virtual office hours for you to connect with participants and faculty. Please refer to the agenda of the specific live online program you are interested in for details.
Live Online Format
What are live online programs?
Now, more than ever, executives need the knowledge and insights to help them adapt to change and solve complex problems. As the business world has evolved, we have applied new best practices to continuously improve your learning experience. With our live online programs, we are taking select in-person programs and are translating them to a fully live and virtual format, delivering the same interactive sessions with faculty and real-time application of the knowledge you would experience in person.
What is the difference between live online and online programs?
Compare our two formats for distance learning here.
What does “live online” mean?
Live online programs are fully virtual, highly interactive programs taking place in real-time, often featuring small group work for a high-touch learning experience. Our Columbia Business School faculty stream to you live and virtually, no matter where you are located.
Are all live online programs the same in terms of format and length?
No. Please refer to the agenda of the specific live online program you are interested in. For any questions, please reach out to the Contact person listed on the program's web page.
Do I have to attend all live sessions?
Participants are expected to attend all sessions. However, we understand that participants may have scheduling conflicts. Kindly let us know in advance whenever possible and your Program Manager would be happy to discuss how we can help you get up to speed. We will also record most faculty sessions, which you can review upon request.
Will I need to attend the live sessions even if I’m based in a different time zone?
You are required to attend all live sessions even if you are based in a different time zone. (Kindly reach out to the Learning Solutions team to learn more about our asynchronous program offerings, which consist predominantly of pre-recorded videos that you can watch on your own time).
COVID-19 Safety Plans
Please review the latest COVID-19 related protocols at Columbia Business School.
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