collective voice

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Using storytelling to define your STP's 'why'

February 28, 2017 11:08

With STPs under increasing pressure and expectations so high, how can you capture your STP's 'why' and achieve community engagement?

As Simon Sinek says, "very few organisations know why they do what they do." When it comes to your STP, people will invest in 'why' you do what you do, not your 'how' or 'what'.

So, how do you secure the meaningful engagement that is so essential to the viability and success of your STP?

Storytelling is a proven method of achieving buy-in and ownership of an organisation's purpose and vision.

A joined up approach to engagement puts an end to silo thinking and encourages an STP that is owned by everyone at every touchpoint. By visually co-creating and defining your STP's 'why', you will create a physical visualisation that can be carried forward.

With storytelling, you can expect:

  • increased engagement and attention from audiences
  • improved memory and ownership of key concepts
  • the ability to create an instant record
  • communicate the essence of your strategy and plan to those in your network and community
  • an opportunity to communicate with attendees immediately following your co-creation event
  • freedom from taking detailed notes and reading endless documents.

A by-product of using storytelling as an involvement approach is that you can save precious resources such as time and money. Storytelling is a simple and effective way to work together to understand the needs of your communities. 

"We have worked with ICE to build a systems approach to leaders and new ways of working via a strengths-based programme for leaders, health care professionals and patients. We were attracted to ICE’s open, inclusive and co-designed approach. The work has made us take a really hard look at our espoused values and culture, and built it in a new way using metaphor and storytelling. It has been a tremendous success; work started in one trust and we are now beginning a wider rollout. We aim to maximise the effectiveness and efficiency that can come as we integrate this approach across the accountable care system." - Val McGee, Director, Wirral Community Trust

With STPs still being fairly new, the cultural shift towards making change happen can feel overwhelming. Through storytelling engagement, you will gain a true insight into what the bespoke needs are of your citizens.

Using the latest behavioural science, storytelling will:

  • Define the culture and values you will be working with as a system
  • Define the role of each player in your system
  • Realise and value the differences of all your players
  • Define what is important to your system and the people in it
  • Ensure all activity is aligned
  • Decide what to do more of and what you can gain by giving some things up.

To find out more about how to realise the full potential of your STP, talk to the ICE team today on 0845 5193 423