Illuminate: Ignite Change Through Speeches, Stories, Ceremonies, and Symbols

I have eagerly awaited the release of Nancy Duarte’s latest book and immediately downloaded the audiobook version narrated by co-author Patti Sanchez while I wait for the hardcopy to arrive. Nancy and Patti have masterfully presented what others will also find to be the most innovative set of leadership and management tools released in decades: How to manage change through story telling.

The book is well researched, including original case studies and numerous footnotes. Their research forms the basis of their model called a “venture scape”— a sigmoid-shaped curve illustrating the process of change through five stages: Dream, Leap, Fight, Climb, and Arrive. These stages, they observe, represent a story arc characteristic of significant movements in society and business. But the innovative is that Duarte and Sanchez have described how leaders can better manage change by telling the stories, staging ceremonies and displaying symbols appropriate for each stage. A great companion to Nancy's previous book, [[ASIN:0470632011 Resonate: Present Visual Stories that Transform Audiences]], read Illuminate to learn which types of stories to tell at each stage of the change process.

The concept is beautifully illustrated and easy to access. In fact, you could spend 100X more than the retail price of this book on consultants and may not get the quality advice or access to the tools and tips provided inside Illuminate. Whether you are an entrepreneur trying to sell your idea, a CEO of a Fortune 500 firm, or a social entrepreneur pursuing sustainable change, you will find within these pages some of the most important communication tools for leading your efforts.

Having seen Duarte mentioned in Berinato’s [[ASIN:B01BO6QM9Q Good Charts: The HBR Guide to Making Smarter, More Persuasive Data Visualizations]] (see my review), I decided to look into her books on persuasive presentations. Not sure what this title was about, I got enthused as I examined text and diagrams and realized it is focused on communication and organizational change. More specifically, it reminded me of aspects of my own consulting work (see my review of the PwC Change [[ASIN:0786303425 Better Change: Best Practices for Transforming Your Organization]]), and I was eager to learn about what enhancements these co-authors might provide.

Interestingly, Duarte and Sanchez build on and updated the “innovation life cycle” and “change/acceptance” curves with their own schema for the use of “speeches, stories, ceremonies, and symbols” at different stages of these progressions.

In fact, within the book, after some initial chapters where the authors describe their rational and framework, they proceed accordingly. Namely, they start with how (1) Leaders move others forward, (2) Listen empathetically to light the path, and [use] (3) The torchbearer's toolkit. They then progress from (5 – Leap) Moment of decision, through (6 – Fight) Moment of bravery, to (7 – Climb) Moment of endurance, and finally on to (8 – Arrive) Moment of reflection. The authors also address the next (9 – Re-Dream) Moment of disruption and provide a Conclusion (Confessions of a torchbearer) as ‘The journey begins again.’ There are case studies sandwiched in along the way including those involving IBM, Starbucks, Rackspace, Chick-fil-A, and Apple.

My favorite parts include the various charts and tables throughout the book such as graphics of the ‘stages of the venture,’ ‘polarities of emotion at each stage’[aka the ‘change curve’), and ‘venturescapes’ where cases laid out in terms of strategy and communication. Then, there is a ‘communication toolkit’- (speeches, stories, ceremonies, and symbols----motiving or warning----across the stages) in the form of a matrix that lays out book.

It is interesting the way the authors present and illustrate their material, even if their approach to ‘organizational transformation’ is simplified to a large degree. While it is also good to see the framework applied to the non-profit Charity Water as well as the social activism of Martin Luther King and the civil rights movement, they seem to present a rosier picture than warranted regarding the latter (i.e. see my review of Coates’ [[ASIN:0399590579 We Were Eight Years in Power: An American Tragedy]] for a more sobering update). They seem to convey that messages and stories are communicated in person to audiences with little attention to other media such as via various types of broadcast and web-based dissemination (e.g. see my review of Abel’s [[ASIN:B00QE1A7AC Out on the Wire: The Storytelling Secrets of the New Masters of Radio]]). Along these lines, within the electronic version of the book pictures sometimes obscure the text.

None the less, the authors do acknowledge that change is less linear, more complex and ongoing as in the case of American Express and regarding Duarte Inc. itself. It would be interesting to see how their schemas might be incorporated with broader ones such as in Dignan’s [[ASIN:B07D6CQVVV Brave New Work: Are You Ready to Reinvent Your Organization?]] to address the institutional and social challenges that loom ahead.

The case studies presented in this book illustrate the power of engaging people. However, many of the stories, from what I recall, are on the level of CEOs and Presidents of major corporations. For an individual contributor and professional network marketer beginning to gain influence with small teams, the lessons learned need a bit of translation, but are powerful none the less. Speeches, ceremonies, a book of "Diamond" brand matches, a small faux ruby gem, and a simple little brass key have all served as illuminations that leaders have used to inspire me and my colleagues over the years. This stuff is real!

Nancy Duarte and Patti Sanchez are experts in the art of communication and have built Duarte Design into the largest communication design firm in Silicon Valley. Duarte who has authored three best-selling books has joined with Sanchez to give us “Illuminate,” a book that will resonate with entrepreneurs and others who choose to lead teams through the uncharted and murky waters of bringing innovative products or services to the market.

The authors are experienced in taking the plunge. Duarte Design was once a fragile start-up. Today, the firm is flourishing by providing communication strategies and tools for those who dare to tempt fate in achieving a dream. They have identified five stages of a venture’s transformation and evolution – the dream, the leap, the fight, the climb, and finally, the end game, arrival – and have developed specific communication strategies for each.

“Illuminate’s” target audience is the “Torchbearer” – the leader who ‘illuminates’ through communication to gain and regain the support and commitment of his/her “Travelers” as they navigate minefields to get from “now to then.” The authors provide specific communication tools designed to reinforce the commitment of the “committed” and reduce the resistance of the “resistant” for each stage. They are situational and vary with each stage to facilitate the necessary transformation needed to reach the next stage.

“Illuminate” is organized around these five stages. Each chapter begins by providing context for the stage, followed by specific applications of communication tools - speeches, stories, ceremonies, and symbols – matched to the transformation required. Case studies showing examples of how the tools have been successfully applied are included at the end of each chapter. Chick-fil-A, Martin Luther King Jr, IBM, Starbucks, Rackspace, and Apple showcase successful applications of the tools.

Stage One – Dream: The Torchbearer’s most important objective in the beginning is to persuade others, the ‘Travelers,’ to come along. They do this by articulating the dream, the nature of the journey, and how the ‘Traveler’ will benefit. The Torchbearer will be summoned again and again to frame and communicate this narrative for each of the stages to keep the “committed” committed and the “resistant” from abandoning the effort.

Dream speeches are tailored to each group’s needs – the committed (I’m on board) and the resistant (I just don’t see how this will work). Speeches and stories can be used to motivate (what could be) and warn (what you will miss) while ceremonies provide memorable events which include kick-off sessions, vision meetings, and brainstorming (you cannot do it alone). Finally, visual (a graphic), auditory (music touches the soul and inspires), spatial (pictures of where this all began – the garage, a coffee-shop), and physical (a run, a dance, a hike) symbols complete the available tool kit.

Stage Two – Leap: This second stage, the jumping off point, requires Travelers to commit to change. “They will need to take on new responsibilities or change behaviors so together you can see (the) dream through to the end. ‘I get it’ is what you want to hear.” Leap speeches, stories, ceremonies, and symbols are provided.

Stage Three – Fight: This is the moment when bravery needs to be summoned. Enemies who have been lurking have arrived - alternatives to the core idea, internal political battles, or resistance from an impassioned individual who feels that his or her future is at risk, competitors trying to steal market share, or activist investors threatening a hostile takeover. Travelers need to be emboldened. Speeches, stories, ceremonies, and symbols are used to summon courage for the fight ahead.

Stage Four – Climb: Enthusiasm is waning. The journey is taking longer and the challenge is proving to be bigger than thought. This is the darkest part of the journey! But experienced ‘Torchbearers’ know that this stage and meeting its challenges will build incredible bonds between Travelers, and between Torchbearer and his/her Travelers. I have observed this phenomenon many times. It is the “fox hole” experience where others see one another as they really are. These bonds continue to deepen with time.

The Torchbearer must be mindful of these bonds as they can make it difficult for integrating new Travelers. They are unproven and have yet to prove themselves to be worthy of being part of the core, battle-tested team.

Stage Five – Arrive: Victory has been achieved. It is time to declare wins, big and small. This is a time for speeches and stories about the challenges experienced and overcome, ceremony, and symbols.

The authors note that when you choose to lead (or are chosen to lead), “your ability to see the way and illuminate it for others is what sets you apart. Torchbearers are dreamers, pioneers, and scouts who are energized to light the path for travelers. To go boldly into the future is one thing; to get others to go there with you is entirely different. Enter the power of communication. Effective and empathetic communication gives your team fuel to complete the journey – all while binding everyone to each other.”

As I read this review, it occurred to me that this communications map will be useful to anyone navigating a life transition. When in transition, one has to develop a new dream, leap, fight, climb and arrive. These stages fairly depict the S-Curve experience Whitney Johnson outlines in her “Disrupt Yourself: Putting the Power of Disruptive Innovation to Work.” If you are in transition, consider both books.

This is the very first time I have written an Amazon review, but after just finishing the entire book this weekend, I simply could not stop myself from sharing how important this material will be to professional corporate speakers who speak on stage or in meetings, or who speak for large MNCs or for small start-ups.

Storytelling is absolutely essential for effective business communication, as it is everywhere else people communicate. But, when it comes to professional speaking, even though it is amazingly powerful as a design pattern, the Hero's Journey only goes so far beyond Fiction and Pixar. Duarte and team have finally given us a storytelling design pattern that fits business communication, and anyone who reads this will immediately become a far better speaker. Thanks guys!

Purchased this for a new colleague to welcome her into progressive education. She loves it!

Enjoyable and eye opening

This book has been instrumental in helping me shape my presentation messaging. Slide;ology is the practical tool set. Illuminate is the content tool set.

great

The sub head says, Ignite change through speeches, stories, ceremonies, and symbols. This is a book for change agents, almost a blueprint for change. Liberally sprinkled with recognizable examples the text is logically organized. The impetus for the book was a serious reorg that Duarte had to undergo when her business really took off. Likened to changing jet engines in mid air, Duarte carried it off. This is a book that you need t read end to end.