Story Coaching and Development
How can your nonprofit or mission-driven business harness the power of storytelling? One path forward is a partnership with a skilled story coach.
What is Story Coaching?
Story Coaching is the process of developing your organization’s story by matching elements from your mission and vision with real changes you want to see in the world and developing them into a communications platform. With a clear structure and path forward, you will be empowered with an abundance of story opportunities such that your communications remain rich, relatable, and resonant to your core constituents and community.
What is Story Development?
Story development is a way of shaping your organization and activities through the lens of story. Stories all have common features such as characters, archetypes, motivations, and aspirations, and many organizations have well-developed client, donor, or customer profiles, but the hardest part of storytelling for many organizations? Stories are driven by conflict.
Most businesses and nonprofits will do ANYTHING to avoid conflict. But what many leaders don’t realize is that mission-driven organizations are rooted in conflict. You already recognize that your values, beliefs, ethics, and behaviors clash with the world as it is. You already want to undo things that are, and create things that are-not. Yet, there are many bent on maintaining the status quo, and still others pursuing change in the opposite direction.
When you develop your organization from the framework of story, you act through a clear view of the conflict at hand, the stakes if the mission fails, and the role you and others play in the success of your vision. You are better able to communicate, resulting in more meaningful relationships with others. Your story can empower them to take action. Whether that’s clarity on how to use your services to get things done, to give them a voice in creating meaningful change, or to empower them to become the hero in the change.
The Story Coaching and Development Process
Clarity
The first step is to evaluate your existing story, character and voice. How do others see you or your organization based on what you say?
Assessment
Assess how you or your organization show up, and identify ways you’d like to present yourself and your actions in the world.
Character Development
Develop traits that highlight who you really are and what you are about. When you know yourself it’s easier to tell others who you are.
Author Your Voice
Create resonance through your communications by developing the tone, language, visuals, and vocabulary necessary to express who you are.
Messages & Content
Stories emerge as your values contrast with the world around us, and you take action to realize change.
Your Coach
Get to know your Story Development Coach
Hi, I am Alan Murdock. I am a creative director, videographer, content creator, and the developer of the first Design Research undergraduate program in the United States. Graduates from my programs have gone on to work for some of the world’s largest mission-driven organizations in the United States and around the world.
What I do is connected to and influenced by a lot of people. Advisors and mentors at various stages of my career include David Altschul, founder of Character Web and former director of advertising at Will Venton Studos (now Leica), Ginny Hopkirk of Nike, Steve Sandstrom, founder of Sandstrom Design, Michael Janda, founder of Riser, and many more. Of course, I also must recognize the students and clients I work with every day who push me to be a better creative.
Now, I coach individuals and groups to tell their story, whether it’s in the format of a brand, documentary film, book, blog, or social media, to enrich their voice, empower their story, and to create change.
How will you work with your coach?
Story coaching and development is a collaborative process. Together, we will establish goals and objectives, resulting in a coaching work plan. The work plan includes the timeline and measurable objectives and can be modified or amended during the coaching process.
Your coach uses a range of story development, communication, and brand development tools, tailored to where you are in your communications process. The tools help to quickly clarify key concepts and to create actionable steps that you can put into action right away.
Storytelling has been around for a long time. Is this just another cookie-cutter approach?
Each story development process is unique. Businesses and nonprofit organizations need stories that are as unique as they are. Some founders will focus on documentary or editorial-style storytelling, others emphasize fundraising and pitch narratives or advertising, and still others on online content, landing pages, e-books, video content, brochures, or leave-behinds.
In a story-driven organization, story elements are present in every touch point and asset. Our goal is to provide you with the tools to develop and enhance your brand with the power of story long after our work together is done.
Ready to get started?
Schedule your 30-minute complementary story assessment and begin your story development journey today.
What do people have to say?
Ann P.
“Thank you. You just saved me hours of agonizing/overthinking the right path to take. Much appreciated!”
Connie W.
“Thank you so much, Alan! The training in our industry is very cut and dry due to all the regulations, so weaving some of the story components through it will help me break up the monotony. This helps me start thinking outside the box.
K.
“Your point is so true! The story that will make change will come from extracting the emotional and technical points, and getting to the premise of the puzzle to be solved. Thank you again!”
J.
“Alan, thank you! I will definitely try your advice. Will let you know when I’m done with the presentation!”