How to !

Change the World!

with Strategic Storytelling!

Melinda Epler, Chief Experience Officer ! ! www.Mazzetti.com! ! @_Mazzetti_!

My story: catalyzing big change!
Anthropology + Design
& Art + Film/tv Media + !
Marketing/comms + !
misc disciplines like
public health = !
Strategies & stories that
change behavior.!
STEP 1.!
Define Your Vision!
STEP 2.!
Develop Your
Theory Of Change!
 Who? What? How?

STEP 2.!
Develop Your
Theory Of Change!
STEP 3.!
Understand Your
Target Audience!
 Who do they listen What are their
What do they want?
to? barriers?

Meet them wherever Invite them to the Learn what motivates

they are table them

STEP 3.!
Understand Your
Target Audience!
STEP 4.!
Design An
Experience!
Note: this timeless
classic still holds
up with Dora.!
Precontemplation Contemplation Preparation Action Maintenance

Transtheoretical
Model for
Behavior Change!
Transtheoretical
Experience!!
STEP 5.!
Tell !
SHARE Stories!
WE ALL WANT TO
BE A HERO!

#SFBatkid
STEP 6.!
Continuously
Engage!
Invite the STEP 6.!
crowd to tell Continuously
Engage!
stories!

Let go and
trust your!
vision!

Answer
Spark
questions
conversations!
publicly!
STEP 7.!
Listen!
STEP 8.!
Celebrate
successes!
STEP 9.!
Allow Your Story
To Evolve!
Donʼt get stuck in the !
Molasses Swamp!!
 STEP 8.! STEP 6.!
STEP 7.!
Celebrate Continuously
Listen!
successes! Engage!

STEP 9.! STEP 5.!

STEP 1.!
Allow Your Story Tell !
Define Your Vision!
To Evolve! SHARE Stories!

STEP 2.! STEP 3.! STEP 4.!

Develop Your Understand Your Design An
Theory Of Change! Target Audience! Experience!
 STEP 8.! STEP 6.!
STEP 7.!
Celebrate Continuously
Listen!
successes! Engage!

STEP 10.!
STEP 9.! STEP 5.!
STEP 1.! Refresh!
Allow Your Story Tell !
Define Your Vision! Rinse!
To Evolve! SHARE Stories!
Repeat!

STEP 2.! STEP 3.! STEP 4.!

Develop Your Understand Your Design An
Theory Of Change! Target Audience! Experience!
 You Can !
Change the World!
with Strategic Storytelling!

Melinda Epler, Chief Experience Officer ! ! www.Mazzetti.com! ! @_Mazzetti_!

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