£298.80 – £446.62

Storytelling for Leaders - 6 November 2019

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Central London


United Kingdom

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Event description


Storytelling is one of the most powerful ways of communicating with your audiences. As a leader, you need to ensure that you are shaping and sharing stories that move things in the right direction.

Why this workshop now?

Do you know what your stories are saying about you and your organisation? Would you like to craft stories that allow you to make more of the impact you want in the world? Wherever we go, we hear stories. Amateurs and professionals tell them because story is the most powerful influencing tool ever devised.

What stories are you telling? What stories is your organisation telling? And, just as crucially, how skilfully are you telling them?

In this innovative workshop you will learn how to get the impact you want by crafting and telling your stories more effectively.

This workshop takes you step by step through activities that will have you telling stories as never before. Drawing on lessons from journalism, PR, improvisation, film-making, psychology and your own rich experiences, you will:

  • Gain a fresh appreciation of the importance of the stories you are telling
  • Improve your skills at making stories compelling and memorable
  • Learn how to co-create stories with your different audiences


  • How stories are the number one influence on perceptions
  • What makes a story compelling?
  • Shape, structure and theme
  • Making connections with audiences
  • Personal and organisational stories
  • When you don’t know the ending…
  • Raising the stakes
  • Quantum storytelling and placing your bets

Paul Z Jackson brings together the rich threads of story-telling that have run through our personal, professional and political lives.

Paul Z Jackson is the author or co-author of several books about improvisation, coaching and organisations.

What do I know?

I have designed this innovative workshop to bring together the rich threads of story-telling that have run through our personal, professional and political lives.

When I was trained as a journalist, my job was to root out news stories and write them so that our readers could easily absorb them, most important point first, then in descending order of priority.

We learned how to craft them quickly, articulate them, then move on to the next. The power of the deadline.

Then I specialised in writing features; less newsy, but in more depth, exposing scandals, analysing trends, investigating the hidden workings of schools, hospitals and murder hunts. I was encouraged to dig into the truths of what made people tick – whether cabinet ministers, film directors, rock stars or scientists with important breakthroughs to explain.

One million words later, I joined the BBC as a comedy producer, where the task was to assemble great story-tellers to entertain our audience. I worked with script-writers and actors, and especially with improvisers.

Improvisers know how to create stories in the moment, collaborating with each other – and with the outside world – to instinctively select what to keep and what to discard, so that a story fulfils its potential. When to start, what to develop, when to stop.

Effective stories cut the clutter and communicate with clarity

Recently I was invited to Disney Studios, to learn from the masters of animation. I’ll share with you how they create appealing heroes, fascinating worlds and compelling story-lines.

And I’ll tell you what they learned from me: How to craft stories when you don’t know the ending, when control is shared between you and the audience.

And what do you know?

You have been exposed to thousands of stories in many media. You have told stories, to your friends, families, colleagues and clients. You know plenty – about what works and what doesn’t.

Your organisation may not be making movies, but it is putting out a constant flow of emerging, co-created sets of unparallel stories that have lives almost of their own.

In this workshop we’ll explore what those stories are currently communicating about you. We’ll consider which to encourage and which to quash.

Happy ending…

We’ll get better stories up and running, so that they serve your interests and make a bigger splash as your audience takes them on, spreading and developing them.

You’ll learn to set the agenda, pose the questions and be first to fillet the answers.

Your stories will appear in conversations, meetings, on websites, in emails; in blogs, books and journals – anywhere you get a chance to express yourself and influence others to take action.

Once upon a time, any story would do. No longer. Audiences have zero tolerance for boredom. And what we are working on is too important to get wrong. You can no longer afford to repel the audiences you need to attract.

Perhaps the leading character is a minister, an official, a vulnerable farmer or a refugee. If so, who are you?

It’s time to sort out the heroes and the villains, to know the roles of your own characters, and to re-work information, emotion and metaphor to serve your crucial purpose. Let’s tell better stories.

Please note: By confirming your ticket booking you acknowledge that The Improvisation Academy will retain and use photography and film from this event for marketing and training purposes. Should you wish to opt-out of being included please contact: info@impro.org.uk

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Central London


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