Strategic storytelling: The development of a guidebook for HRD practitioners implementing storytelling as a business strategy for learning and knowledge transfer.

摘要

This study used qualitative research methods to inform the development of materials to support HRD practitioners implementing storytelling as an element of learning and knowledge transfer strategies in for-profit settings. The data confirmed the need for such materials and indicated how materials could be optimized for use as a learning tool for Human Resource Development (HRD) practitioners.; The study was conducted in three phases: (1) Needs Analysis confirmed the need for the materials and provided data to support design/content decisions; (2) Design Document Review gathered feedback on the design; and (3) Materials Reviews/Pilots gathered feedback on how the complete draft of the guidebook could be improved. These phases, and the resulting data, combined the perspectives of five groups: HRD practitioners, facilitators, storytellers and listeners and experts in adult learning.; The study revealed a need for the materials to be easy to access and use, with an emphasis on practical tools. The study raised a number of concerns including developing a new language for marketing storytelling in business settings, the role of leadership and negative stories. The importance of devoting time to critical reflection, dialogue and participant stories to maximize learning, meaning-making and strategic leverage of the stories emerged, along with a gap between practitioners' understanding of its importance and the time devoted to it in practice. A similar disconnect emerged between the espoused importance and limited practice of effectively disseminating stories and archiving them for later use.; The study points to possible applications for storytelling in for-profit settings such as learning, knowledge transfer including tacit and implicit knowledge, meaning-making and the development of increased capacity for understanding and managing the increasing levels of complexity.; Recommendations for further study include ways of measuring the value/impact of storytelling, the nature of truth and power in the context of storytelling, the role of gender, and the application of strategic storytelling in settings other than for-profit, e.g. human service agencies, government and higher education.