Sunday, March 11, 2018

Change the Narrative

No matter our level of digital proficiency, educators grapple with the rough-and-tumble pace that professional connectivity demands in our new age.  A change of thinking is in order if we are to face a hyperlinked world of education.  We facilitate learning and lead schools today, preparing our digitally and socially savvy students for success as adults in a future where many of their jobs haven't been created yet. To do this successfully we have to take a critical lens to our work and determine what can be done differently.  

In these changing times, opening the door to sharing and the transparency it brings in a digital age may make you pause. Let's be honest. The old-school one-way messaging behavior for leading a school doesn't jibe with our engaged, digital communication environment. A paradigm shift is in play. It is important to recognize and lean into it: Our community of stakeholders wants us to engage with them-starting with our students and ending with the world beyond our school. In this ever-evolving world of digital communication, a world where information arrives at our digital doorstep without being invited, we have to reset traditional thinking. Our stakeholders' lives are now about exchange powered by inbound social and digital forces. As outlined in BrandED, a new educator mindset is in order: one that calls for the clear, connective, engaging concept of storytelling to build trust and powerful relationships. The bottom line is that if you don't tell your story someone else will. 

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In today's engaging, digitally empowered school setting, questions arise as to whether schools are best suited for educating their learners. We have to do a better job of communicating what we do and showing how we do it. We must be part of the exchange. It gives us the best chance at connecting with current and potential stakeholders in order to win support for schools. Today's educators who embrace the power of storytelling don't need to be humble. In the noisy digital world, educators must proudly use stories of their classrooms and schools to convey a consistent message about who they are, how results are achieved, what they stand for. The importance of embracing a brandED mindset to become the storyteller-in-chief can't be overstated. 

I cannot overstate the importance of telling good stories to develop a new narrative in the education space.  Science has shown how storytelling impacts the brain and aids in getting importance message across to diverse audiences.  An article by Jonathan Gottschall in Fast Company sums it up well:
"Humans live in a storm of stories. We live in stories all day long, and dream in stories all night long. We communicate through stories and learn from them. We collapse gratefully into stories after a long day at work. Without personal life stories to organize our experience, our own lives would lack coherence and meaning."
Today's schools exist in a digital town square where people meet daily. School value is one of the most discussed topics online. People, both with and without children, search the Internet and consult online real estate sites to find data about their prospective local school. Educators need to be cognizant of this fact and leverage the inherent power of their work to create a narrative that conveys value that speaks in an authentic voice to an audience. Adopting this strategy to benefit kids helps you attain a synthesizing view, preparing you to communicate with the varied segments of stakeholders who will research, observe, and engage with your work online on a daily basis. Today's digital world is driven by mobile content in short form and long form, in text and video just waiting to be taken advantage of. 

When adapted by all educators, the message of all the positive that takes place in classrooms on a daily basis becomes a beacon - the touchstone of why we act the way we do as a school, why we teach and learn the way we do, and how success is measured by so much more beyond a test score. Beyond the emotional connectivity, strategic thinking about messages shared enables educators to set measurable goals that ensure long-term trust. Without trust, there is no relationship. Without relationships, no real learning occurs. 

Change begins with each and every one of us. Together let's use our collective voices to change the narrative to one that clearly depicts all the amazing work that happens in classrooms, schools, and districts across the globe.  


  1. Excellent timing. A colleague and I are working towards increasing the brandED for our school now.

  2. This. Is. So. Powerful! Thank you! You have energized me for my return to work after spring break!

    "Today's schools exist in a digital town square where people meet daily."