Telling a story is at the centre of my life. I start more than half of my conversations with ‘let me tell you this good story’. I’m always thinking,
“How does this story relate to my story?” I feel like I’m filling up my personal story bank. In the past few days I attended a workshop
‘Digital Storytelling on the Web’, a conference, ‘Beyond KM: Delivery Value’ and a lecture, ‘Flying with Madame Butterfly: Early Japan Airlines Advertising in the US and Hong Kong’.
The workshop was a pre-conference event. Alan Levine is a web educationalist; which sounds clumsy but it gives a sense of his work and interests. Alan took a small group through many websites and a few tools that could help us facilitate a digital story. All of them can be found on 50+ Web 2.0 Ways to Tell a Story. A story is the most effective communication device humans have developed. ‘When you go outside this circle of fire something is likely to eat you’, remains one of the best reasons to remain close to the tribe. A digital story is not fundamentally different from a traditional spoken or visual story. Getting the audience’s attention and holding it is still the key challenge for the storyteller. The classic Freytag story arc still applies. However, a digital story may be more mixed up, more spontaneous or more complex with connecting images, sound, text and the possibility of the audience to dynamically manipulate the story.
These tools from the workshop will be useful:
• The closed wi-fi internet-like environment using ‘The StoryBox’ could be used to share text, images, audio and video without having to have it all up on the web.
• Pechaflickr and Five Card Flickr could help to get people talking, and exploring how a story unfolds. They are good for storytelling practice in a second language.
The Hong Kong Knowledge Management Society’s conference, ‘Beyond KM: Delivering Value’, brought together about 40 people to listen and share some stories on the slippery topic of ‘knowledge value’. Knowledge without value seems like a contradiction. One of the more valuable lessons coming out of knowledge management and into organizational practice is the importance of storytelling as a communication tool. Many knowledge managers like to emphasize that conversation is the key enabler for knowledge transfer. With that thought, we had lunch first and sat at around tables talking. This was much more useful than sitting through a morning of presentations full of coffee and sugary buns wondering what was for lunch.
Four presenters, all highly experienced in the practical application of knowledge management talked about how or what to do to reveal the value in knowledge:
• The emic/etic distinction of what people think vs. what they say must always be forefront when collecting information from the customer.
• Innovation comes out of conflict so finding that point of conflict leads to innovation.
• Perfection is not that important. Good-enough works most of the time.
• Combining machines with humans is likely going to be more effective than only one or the other approach.
• Tagging started with Assyrian clay tablets 3,000 years ago and not much has changed.
• Access, security, governance, mitigation and standardization make it highly problematic to replicate Facebook-like social media inside an organization.
• Worry about knowledge creation before worrying about knowledge management. This will solve a whole host of potential issues.
• Nothing will ever replace experience.
• Managing for the few big, important or calamitous events will always be prohibitively difficult and will likely fail.
• People are pattern recognizers not information processors.
• People blend the patterns they recognize to make a conceptual whole that has immediately useful meaning.
• 5 is the number of words we will remember, 15 is the number of people we trust and 150 is the number of people we can recognize.
• Big data must have people at the centre to make it useful.
I dashed back across the Hong Kong harbour to the Museum of History for the Anthropological Society monthly gathering. Yoshiko Nakano’s told the story on how two ex-GI ad-men out of San Francisco developed the geisha service for JAL (Japan Airlines) in the 1950’s that continued up to 1970. The story of ‘Flying with Madame Butterfly: Early Japan Airlines Advertising in the US and Hong Kong’, was more than just American GI’s fascination with exotic Japanese woman but also a real need to accept the Japanese as useful allies in the looming cold war. It was easier to accept a beautiful, gracious, charming and compliant geisha-clad woman over that man in the army cap and buckteeth America had been fighting only a few years previously. With advertising budget many time less than Pan Am or Northwest, these American ad-men hit on a sure winner; geisha’s in the air serving exhausted western businessmen. It worked perfectly and the concept of aircrew in national costumes has become a mainstay of the airline industry to this day. That Japanese woman working as flight attendants didn’t enjoy the experience of wearing kimono and weren’t much use in an emergency situation was ignored. The stereotypic compliant Asian woman is still with us today and owes quite a lot to these images promoted by JAL’s kimono service.
Stories help us understand the world we experience and give us a view into a world that is not our own. The digital world requires we actively manage our digital personality. Knowing how to tell a digital story will help keep control of our digital personality. The digital line between inside and outside the organization remains a dilemma for anyone using social media. Linking our digital personality to its context may help delineate the line for how to use social media in our digital lives. Images are a useful marketing tool but some images promote stereotypes that are difficult to stop once entrenched. Should we control how images are used in the digital world? Telling and listening to stories, blending and reflecting on them may change what we believe is valuable and worthwhile.