When to Use Storytelling Patterns in Managing Change

We spoke about storytelling patterns as useful strategies for building the communication plan for change. Each storytelling pattern has its strengths and is particularly suitable for different stages of the change management process.

But by leveraging these storytelling patterns strategically, change leaders can effectively communicate and engage stakeholders at each stage of the change journey. Here's a breakdown of how the storytelling patterns align with the key stages –

1. The 5W+H Storytelling Pattern

The 5W+H pattern is useful in the early stages of change management, particularly during the "envisioning change" phase. It helps set the foundation by providing a comprehensive understanding of the change initiative, addressing the key questions of who, what, where, when, why, and how.

2. The PAS (Problem-Agitate-Solution) Storytelling Pattern

The PAS pattern is particularly effective in the "enabling for change" phase. It helps create a sense of urgency and addresses resistance by highlighting the existing problem or challenge, agitating emotions, and presenting the change initiative as the solution.

3. The SCQA (Situation-Complication-Question-Answer) Storytelling Pattern

The SCQA pattern is valuable during the "energizing for change" phase. It helps explain the change and its impact by providing context (situation), identifying challenges (complication), engaging stakeholders with thought-provoking questions (question), and providing answers that guide them towards the proposed solution.

4. The PEE (Point-Evidence-Explanation) Storytelling Pattern

The PEE pattern is applicable throughout the change management process, but it is especially useful in the "enabling for change" and "embedding change" phases. It allows change leaders to present evidence-based reasoning, support their claims, and explain the rationale behind the change, helping stakeholders understand and embrace the change initiative.

5. The STAR (Situation-Task-Action-Result) Storytelling Pattern

The STAR pattern is most effective during the "embedding change" phase. It is particularly valuable for sharing success stories, highlighting achievements, and showcasing the positive outcomes of the change initiative. By using the STAR pattern, change leaders can reinforce the benefits of the change and inspire stakeholders to sustain their efforts.

6. The AIDA (Attention-Interest-Desire-Action) Storytelling Pattern

The AIDA pattern can be utilized throughout the change management process, but it is especially useful during the "energizing for change" and "embedding change" phases. It helps capture attention, generate interest, stimulate desire for the change, and inspire stakeholders to take action and actively participate in the change initiative.

By knowing which storytelling patterns to use and when, change leaders can tailor their communication strategies to meet the needs of stakeholders, address their concerns, and drive engagement and commitment throughout the change management process.