\u00cen loc de tradi\u0163ionalul “a fost odat\u0103 ca niciodat\u0103”, Denning, el \u00eensu\u015fi un excelent povestitor, \u00ee\u015fi \u00eencepe explica\u0163ia astfel: “Iat\u0103 o carte care vorbe\u015fte despre o idee simpl\u0103, dar puternic\u0103: cea mai bun\u0103 cale de a rela\u0163iona cu oamenii pe care \u00eencerci s\u0103 \u00eei conduci este adesea printr-o poveste. Este scris\u0103 dintr-un impuls practic \u015fi pedagogic \u015fi arat\u0103 cum s\u0103 te folose\u015fti de arta povestirii pentru a \u00eenfrunta cele mai dificile provoc\u0103ri c\u0103rora trebuie s\u0103 le fac\u0103 fa\u0163\u0103 lidershipul \u00een prezent.”<\/p>\n
Prin urmare, arta povestirii, “storytelling”, de\u015fi aplicabil = eficient \u00een varii domenii care nu-i sunt, \u00een mod obi\u015fnuit, specifice, de la politic\u0103 la marketing, este, pentru autorul nostru, instrumentul predilect de persuasiune \u00een universul managementului, iar \u00een aceast\u0103 sfer\u0103 se concentreaz\u0103 majoritatea eforturilor sale analitice. Vechea triad\u0103 (recunoa\u015fterea unei probleme\/ analiza\/ preconizarea unei solu\u0163ii) \u015fi-a atins limitele pentru publicul modern, adesea plicitisit de comunicarea clasic\u0103, \u015fi a trebuit s\u0103 fie \u00eenlocuit\u0103 – \u00een viziunea lui Denning – printr-o alt\u0103 tripl\u0103 succesiune de termeni – captarea aten\u0163iei\/ stimularea dorin\u0163ei de schimbare\/ \u015fi, de-abia la urm\u0103, \u00eenr\u0103d\u0103cinarea convingerii prin folosirea unor argumente explicate practic.<\/p>\n
Utilizarea unor pove\u015fti \u015fi a unor formule simbolice pentru fiecare dintre aceste trei etape \u00eeng\u0103duie publicului s\u0103-\u015fi pun\u0103 temporar \u00een parantez\u0103 cinismul \u015fi s\u0103-\u015fi p\u0103streze deschis spiritul fa\u0163\u0103 de mesajul transmis. Asta pentru c\u0103, pedal\u00e2nd \u00een registrul emo\u0163ional, recursul la nara\u0163iune, la poveste, permite mobilizarea afectelor salaria\u0163ilor \u015fi joac\u0103 un rol substan\u0163ial \u00een procesul de identificare cu \u00eentreprinderea.<\/p>\n
Arta povestirii demonstreaz\u0103, cu numeroase exemple la \u00eendem\u00e2n\u0103, cum po\u0163i, \u00een calitate de lider, s\u0103 inci\u0163i la ac\u0163iune, cum \u00eei po\u0163i face pe oameni s\u0103 colaboreze \u015fi cum \u00eei po\u0163i aduce spre performan\u0163\u0103. O carte care a reu\u015fit tot ceea ce \u015fi-a propus, devenind bestseller interna\u0163ional, un ghid pentru liderii mileniului III \u015fi nu doar… o poveste.<\/p>\n
Stephen Denning, “Arta povestirii \u00een afaceri”, Editura Publica, Bucure\u015fti, 2011<\/u><\/p>\n","protected":false},"excerpt":{"rendered":"
Pentru a explica istoria dar mai ales pentru a organiza haosul, oamenii din vechime, fie c\u0103 erau aezi greci sau barzi cel\u0163i, au recurs la mituri. Adic\u0103 la povestiri ca vectori ai unui mesaj. Acest “storytelling” modern despre care vorbe\u015fte Stephen Denning (fost director \u00een cadrul B\u0103ncii Mondiale, expert \u00een comunicare \u015fi conferen\u0163iar inclus, \u00een 2003, pe lista celor mai influen\u0163i guru din sfera afacerilor) constituie o aplicare a procedeelor narative \u00een tehnica de comunicare, menit\u0103 s\u0103 \u00eent\u0103reasc\u0103 adeziunea publicului la fondul unui discurs.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7194],"tags":[27018,7193,21528,7217,27017,27016],"class_list":["post-54331","post","type-post","status-publish","format-standard","hentry","category-carte","tag-arta-povestirii","tag-carte","tag-editura-publica","tag-management","tag-stephen-denning","tag-storytelling"],"_links":{"self":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/54331","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=54331"}],"version-history":[{"count":1,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/54331\/revisions"}],"predecessor-version":[{"id":70909,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/54331\/revisions\/70909"}],"wp:attachment":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=54331"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=54331"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=54331"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}