Storytelling and innovation: Stakeholder mapping

Juan Pacheco
Nov 19 · 3 min read

A few days ago I’ve been written down about the Steps in the psychology of storytelling in business innovation, and one of the key points was:

Touchpoints create internal and external experiences in your business. The sum of these experiences is your story.

So, if we want to tell a powerful story to the others or any specific audience, it is important to understand those to whom we tell our story, that is, our stakeholders in the company and outside of it.

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Storytelling and innovation

We can have a clear idea of ​​what we intend our story to be, but we must adapt the narrative to the intended audience. In other words, we must carefully consider our stakeholders, the contact points with which they interact and what is their experience with them over time, that is, we must do a minimum exercise of prior investigation, the moment we start a process of storytelling and innovation.

“Most people cannot hear until they are heard.”

- Unknown

Nor do stakeholders have to be defined in a single group, for example, an employee could also be a customer and a shareholder at the same time, and without major inconvenience. Hence the important fact that when working with storytelling and innovation, it is vital to take an initial time in order to get to know our interlocutors much better.

Definition of internal stakeholder groups

Internal stakeholders experience a large number of points of contact with the company’s processes, products, applications, services, including interactions between them, leaders, systems, internal communications, etc.

They are also the people who influence the creation and/or delivery of the external contact points of your brand and/or company, hence the fact that it is key to know them before making a contact through storytelling and innovation.

In this definition of internal stakeholders, we cannot forget the partners, agents and contractors who act on behalf of the company.

Some of the roles that we must consider for stakeholder mapping are:

  • Employees
  • Directors
  • Operators
  • Consultants
  • Contractors

Definition of external stakeholder groups

External stakeholders are all groups that experience the products or services (clients or non-clients) of the company. This can be directly (e.g. a customer) or indirectly (e.g. telling a story or reading an article about a business). In this case, the group to be analyzed is broader and requires an additional effort within the storytelling and innovation process.

We recommend considering in this group:

  • Customers
  • No customers
  • Users
  • The consumers
  • Buyers
  • Communities
  • Shareholders
  • Future employees
  • Former employees
  • Sponsors
  • Influencers
  • Friends and family of all of the above

Stakeholder mapping, a final reflection

The complete mapping of the stakeholder system will likely require bringing together the senior leaders of the company to obtain perspectives from the entire company.

Now, after reflecting on what we’ve covered in this post, how would you further tailor the company’s storytelling?

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juanpacheco

Design Thinking coach and Senior UX Designer

Juan Pacheco

Written by

LATAM BDM (Business Development Manager) @ TCS Interactive | Design Thinking coach and Senior UX Designer, NLP practitioner since 2015. **opinions are my own**

juanpacheco

As Design Thinking coach, I’m working in product and service design from the visioning up to delivery. Unlearn things is a challenge, but so far is best way to create new one experiences.

Juan Pacheco

Written by

LATAM BDM (Business Development Manager) @ TCS Interactive | Design Thinking coach and Senior UX Designer, NLP practitioner since 2015. **opinions are my own**

juanpacheco

As Design Thinking coach, I’m working in product and service design from the visioning up to delivery. Unlearn things is a challenge, but so far is best way to create new one experiences.

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