The art of shared storytelling to invent the future

The art of shared storytelling to invent the future


That’s all, it’s the new year: we’ll change the world! All the websites will operate on low technology with solar energy, we will update our smartphones drinking beers with wild nettles in the fablabs, SEO black hat will start writing on the web and Laurent Alexandre will retire at the end of the year.
What do you mean we have to wait a little longer? ^^ Waiting for the revolution, here are some reflections and traces on the art of telling the future to many. discussing the Neo Terra roadmap dedicated to the energy and ecological transition in the Chamber, I said to myself: “These measures will allow us to conceive the future in a much more peaceful way, it goes in common sense! But how can this be achieved such a project on a regional scale?

Imagine: eleven ultra-ambitious measures, from agro-ecological transition, to business transformation, through the conservation of biodiversity and the renewal of energy sources! Eleven measures that require a complete rethinking of our infrastructure, of our transportation, our habits, our activities in New Aquitaine. When we see the time needed to ban plastic in one family (I know what I’m talking about), we think of the purpose of the work to do to convince almost 6 millions of inhabitants to change scale without equal! Several main difficulties arise for those who want to accelerate the eco transformation logic of a region like New Aquitaine, including these three priorities:

1- understanding of problems: studies show that only 15% of the French have understood what greenhouse gases are! (source Hervé Le Treut, Acclimaterra). The work of information and dissemination of scientific data is crucial, especially in these times of infobesity and false news in which we read everything and everything. In this regard, read the excellent work of Anne-Sophie Novel published by Actes Sud “The media, the world and myself.

For most of us, too busy running for keeping up with our busy lives, climate change and the sixth extinction of species boil down to disturbing background noises. As EELV Vice President of New Aquitaine, Nicolas Thierry writes, in his book “Reconciliation with the Living”: ” A slight swing of the CAC 40 generates more concern and reactions from our institutions than the alarm call from thousands of scientists. Nothing will happen until the silent majority is convinced “in their belly” of the need to change their habits. However, the figures and explanations provided by scientists seem too far from our daily lives. Humans do not move until they are afraid and / or envious. Sapiens brain is made like this, there is nothing we can do about it. 2- a shared vision on the path to be taken for the company, the territory, the region, the city: for those who have adequately integrated the risks, the question arises as to what exactly to do to navigate the murky waters of the future and protect his boat from storms (which will surely multiply according to IPCC scientists). And after participating in the shared drafting of a political program AND a professional code of ethics, I can tell you that getting everyone to agree is not easy. At the same time, this is o the Chinese dictatorship 4.0 .

 KONTNÜ code of ethics
(This is the cover of the code of the ethics of content professionals co-built by members of the Kontnü association and presented at the conference of Kontinüum, Le Pouvoir des mots.)

3- the material and human means to trigger the change : once the collective decision has been made, the most difficult part remains! The hardest part is to stop criticizing by pointing out the problems, roll up your sleeves, actually implement the shared vision and bring collaborators, elected officials and the public with you. In short, launch a positive dynamic that can trigger real change.

Using narrative to make people understand problems

The first step requires rigor, empathy and pedagogy. You have to mix short and long formats, classic journalistic approach and storytelling. Side video format, the shorter the better if we believe the favorite content of Internet users on the Web! (At the same time, long videos are bad for our carbon footprint.)
4 minutes of explanations therefore seem the time we are ready to devote to understanding complex topics such as global warming. It is an understatement to say that you have to weigh the words and adequately structure your educational speech to be able to obtain essential information in the shortest possible time. Understanding global warming in less than 4 minutes:
And biodiversity:
[Story909] Storytelling also seems to be an excellent option for making the public understand the challenges of the ecological transition and possible solutions. Because it allows us to face directly the part of the brain that creates the link between our emotions and our actions, rather than the one that motivates.

As Arnaud Hacquin, founder of CATS – Aquitaine Cluster of Transmedia Storytelling – writes, “ from our earliest childhood, we have experimented to survive. With each experience, our body informs us of the danger of a situation or its benefits by activating neurotransmitters, some of which we are already familiar with (endorphin, serotonin, dopamine, oxytocin). These neurotransmitters, generating positive emotions (joy), well-being or pleasure, act as organic rewards and therefore encourage the person to reproduce his behavior in order to trigger new strokes. On the contrary, a dangerous situation or a negative experience can generate cortisone and adrenaline, two substances that the body hates, in order to eliminate any desire to reproduce the situation. One of the most talented French narrators of his generation in France is the director, poet and writer Cyril Dion, particularly with his film Demain (of which you must have heard, unless you have decided to withdraw from society in Sylvain Tesson mode or to live in the forest like the followers of Fertile disobedience ! ) The analysis of his work reveals that he perfectly masters all the gears a good story (this will be the occasion for a future post in # Decryption).

Building a collective history in the workshop

One of my greatest professional experiences in recent years comes from the seminars of & # 39; collective intelligence. A well-organized workshop day can advance a group much more efficiently and quickly than weeks and months of reflection. The relevance of the solutions found is often much better, but the biggest advantage lies in the construction of a culture, a vocabulary and common reference parameters on which we can rely to launch a collective dynamic or implement a change.

My best memories of shared stories to date remain the writing of the shared brand book of the Dordogne valley a portrait of the co-built territory with 70 inhabitants of departments and from very different horizons, and storytelling seminars “Bordeaux Respire! “Conducted in the EELV municipal campaign in Bordeaux.

  EELV storytelling workshop

Putting narration in the service of a vision

No, storytelling is not a horrible science of mind manipulation. It is a very effective communication technique, often misunderstood and very little mastered elsewhere (but this last point will be the topic of another post) that uses the narrative codes existing in narration, narration and mythology. built and well used, storytelling allows those who master it to be listened to quickly and efficiently.

Telling stories from a solid narrative axis allows the members of his company, his institution and his territory to be involved in a solid collective project, which makes sense. Storytelling can take many forms, respect gender codes literally or take its freedoms, it works wonders to transmit values, sp iegare his actions or initiate change. The greatest leaders in the world have used it successfully, be it Barack Obama or Steve Jobs, and now it is Carlos Ghosn who holds the palm of the best story of all time!

The shared story proves to be a format particularly suited to the richness of the web media because it allows the narration to be narrated in a mosaic of stories, carried by a multitude of characters and available in different channels and formats. Telling a coherent vision constantly gives meaning to the actions of a company, an institution or a territory, as I could explain in a conference dedicated to narration with meaning for the association Apacom.

Storytelling & sense Interactive PLUME by Eve Demange

I’m not sure, as Rob Hopkins assures us, that imagination will save us “ and the shared narrative alone it does not have the power to change our world. But it can help us to see interesting solutions for the future, to think about them together and to realize them.

Best wishes to all for 2020! May imagination, creativity and writing help us invent a stimulating future 😊

Going further
Tell your vision
Imagine 2040 by PLUME Interactive
It must adapt digital to the challenges of the century, Les Echos.

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