WEBVTT

00:00:00.000 --> 00:00:01.701
- Leaders can be really clear

00:00:01.701 --> 00:00:04.004
and really choiceful about
the story that they tell

00:00:04.004 --> 00:00:05.438
and help people find themselves

00:00:05.438 --> 00:00:06.873
as a character in that journey.

00:00:07.607 --> 00:00:09.642
- Julia, you've set out
a number of principles

00:00:09.642 --> 00:00:10.977
in your book about change

00:00:10.977 --> 00:00:13.480
that institutions should be following.

00:00:13.480 --> 00:00:15.615
Is there something about the narrative

00:00:15.615 --> 00:00:17.584
and the storytelling around change

00:00:17.584 --> 00:00:20.086
that they should be thinking
more carefully about?

00:00:20.086 --> 00:00:21.721
- The stories that we tell ourselves

00:00:21.721 --> 00:00:23.857
and each other are incredibly powerful.

00:00:23.857 --> 00:00:25.325
And when it comes to change,

00:00:25.325 --> 00:00:27.660
we think there are actually
only three big stories

00:00:27.660 --> 00:00:28.561
for any company.

00:00:28.561 --> 00:00:32.332
We call them threat, fitness, destiny.

00:00:32.332 --> 00:00:36.770
Threat, we have to change or
we will suffer and maybe die.

00:00:36.770 --> 00:00:39.906
Fitness, we need to keep
getting better at the things

00:00:39.906 --> 00:00:43.810
that make us strong so that
we can continue to grow.

00:00:43.810 --> 00:00:46.179
And destiny, by changing, we can become

00:00:46.179 --> 00:00:47.447
who we were always meant to be.

00:00:47.447 --> 00:00:50.350
We can realize the full
potential of this company.

00:00:50.350 --> 00:00:53.019
Threat, fitness, destiny.

00:00:53.019 --> 00:00:55.789
What is magical is when that story

00:00:55.789 --> 00:00:57.123
and the symbols around the story

00:00:57.123 --> 00:00:59.859
become the fuel for transformation.

00:00:59.859 --> 00:01:01.561
Leaders can be really clear

00:01:01.561 --> 00:01:03.897
and really choiceful about
the story that they tell

00:01:03.897 --> 00:01:05.331
and help people find themselves

00:01:05.331 --> 00:01:07.333
as a character in that journey.

00:01:07.333 --> 00:01:09.536
- Which of those stories
is the most powerful

00:01:09.536 --> 00:01:11.137
in being able to bring people with you?

00:01:11.137 --> 00:01:13.173
- The thing that's really
important about the story,

00:01:13.173 --> 00:01:16.009
whether it's threat or fitness or destiny,

00:01:16.009 --> 00:01:17.610
is that it's true.

00:01:17.610 --> 00:01:19.846
If you tell me a destiny story

00:01:19.846 --> 00:01:22.148
and then say, "Oh, we're only gonna make

00:01:22.148 --> 00:01:23.750
a few resources available.

00:01:23.750 --> 00:01:26.719
We only need you to do a
couple of extra things,"

00:01:26.719 --> 00:01:29.089
that isn't very believable to me.

00:01:29.089 --> 00:01:32.192
Equally, if you try to scare
me into change by saying,

00:01:32.192 --> 00:01:33.960
"There's this enormous threat,

00:01:33.960 --> 00:01:37.163
but we're not gonna change
doing what we've always done,"

00:01:37.163 --> 00:01:39.332
I find it hard for that to be credible.

00:01:39.332 --> 00:01:42.769
What we know for sure that
people want in those stories

00:01:42.769 --> 00:01:46.039
is for them to be honest and specific,

00:01:46.039 --> 00:01:49.275
because when that happens really well,

00:01:49.275 --> 00:01:52.078
I know what to expect, but
I also know what to do.

00:01:53.012 --> 00:01:55.281
- Julia, thanks so much for joining us.

00:01:55.281 --> 00:01:56.349
- Thank you very much for having me.