Download Storytelling in Organizations: Why Storytelling Is Transforming 21st Century Organizations and Manag PDF

Storytelling in Organizations: Why Storytelling Is Transforming 21st Century Organizations and Manag
Name: Storytelling in Organizations: Why Storytelling Is Transforming 21st Century Organizations and Manag
Author: john seely brown
Pages: 207
Year: 2004
Language: English
File Size: 1.03 MB
Downloads: 2
Page 5

Elsevier Butterworth Heinemann 200 Wheeler Road, Burlington, MA 01803, USA Linacre House, Jordan Hill, Oxford OX2 8DP, UK Copyright 2005, John Seely Brown, Stephen Denning, Katalina Groh, and Laurence Prusak. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or trans mitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Permissions may be sought directly from Elsevier's Science & Technology Rights Department in Oxford, UK: phone: ( 44) 1865 843830, fax: ( 44) 1865 853333, e mail: [email protected] You may also complete your request on line via the Elsevier homepage (http://elsevier.com), by selecting ''Customer Support'' and then ''Obtaining Permissions.'' Recognizing the importance of preserving what has been written, Elsevier prints its books on acid free paper whenever possible. Library of Congress Cataloging in Publication Data Storytelling in organizations: why storytelling is transforming 21st century organizations and management/John Seely Brown.... p. cm. Includes index. ISBN 0 7506 7820 8 (alk. paper) 1. Communication in management. 2. Communication in organizations. 3. Storytelling. 4. Corporate culture. I. Brown, John Seely. HD30.3.S765 2004 658.4 0 5 dc22 2004051873 British Library Cataloguing in Publication Data A catalogue record for this book is available from the British Library. ISBN: 0 7506 7820 8 For information on all Butterworth Heinemann publications visit our Web site at www.bh.com 04 05 06 07 08 09 10 10 9 8 7 6 5 4 3 2 1 Printed in the United States of America


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Chapter Three: Narrative as a Knowledge Medium in Organizations 53 John Seely Brown's Original Presentation53 Tacit Knowledge as a Social Phenomenon 61 Environments That Foster Productive Inquiry 65 The Social Fabric of an Organization 67 Xerox's Eureka 72 Open Source Development 74 Xerox PARC 75 Thresholds, Doorways, and Staircases 78 Practice and Narrative 79 John Seely Brown: Reflections83 Knowledge Ecologies 83 The Use of Storyboards in Design 85 Social Software 87 The University of Southern California 88 Business Processes That Are Enabling 90 Coordination and Narrative 91 The Evolution of Narrative 93 Creating New Ways to Organize 94 Chapter Four: Using Narrative as a Tool for Change 97 Stephen Denning's Original Presentation97 The Problem of Change resistant Organizations 98 The World Bank 100 The Zambia Story 104 The Strategic Discussion of January 2000 105 The Functions of Stories 110 What Are the Limitations? 117 Do All Stories Work This Way? 119 Becoming a Better Storyteller 127 Stephen Denning: Reflections129 The Growth of Organizational Storytelling 129 An Example of the Use of Organizational Storytelling 130 viStorytelling in Organizations


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The Field Has Widened and Deepened 131 The Limits of Storytelling's Effectiveness 133 Digital Storytelling 133 Chapter Five: Storytelling in Making Educational Videos 137 Katalina Groh's Original Presentation137 An Absurd Idea: An Education Film Series on Storytelling 138 Lessons Learned from Making Films 138 Katalina Groh: Reflections156 Grasping the Power of Storytelling 156 Learning the Customer's Story 158 The Recurring Story of Nelson Mandela 160 Learning to See the World in a New Way 162 Chapter Six: The Role of Narrative in Organizations 165 Stephen Denning: Some Thoughts in 2004165 Narrative in Organizations: The Story So Far 165 Why Narrative Pervades Organizations 167 A Glance Backward: The Enemies of Storytelling 172 A Glance Sideways: Growing Recognition of Narrative 174 A Glance Forward: The Future of Organizational Storytelling 176 Further Reading 179 About the Authors 183 John Seely Brown 183 Stephen Denning 183 Katalina Groh 184 Larry Prusak 184 Index 187 Table of Contentsvii


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Preface: Stephen Denning What This Book Is About This book tells how four busy executives, each coming from a different background, each with a very different perspective, were surprised to find themselves converge on the idea of narrative as an extraordinarily valuable lens for understanding and managing organizations in the 21st century. It reflects a conversation that took place under the auspices of The Smithsonian Associates in April 2001 and the effects that this conversation has stimulated since then. The authors are four very different people: .Larry Prusak has a background as a historian and worked as an executive and researcher in a giant computer firm IBM. . John Seely Brown is a scientist with a background in mathe matics and computer sciences and was the Chief Scientist of the Xerox Corporation until 2002. .Katalina Groh studied finance and economics and now createsand distributes educational films for her own firm GrohProductions. .I was trained as a lawyer and was director of knowledgemanagement at the World Bank. Although our journeys started from different sources, our four inde pendent journeys ended up in the same place. None of us either by background or inclination expected to be involved in narrative and ix


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