To communicate complex ideas, experiences, or innovations in a memorable and engaging way, fostering understanding, trust, and motivation among stakeholders.

Storytelling is the art of conveying information through narrative, using real-life examples, emotions, and vivid imagery. In the context of agricultural innovation and advisory work, storytelling helps to capture and share practical knowledge, lessons learned, and the impact of new approaches. It is particularly effective for making abstract concepts tangible, inspiring action, and building a sense of community.

Storytelling can be used in group settings (e.g., workshops, training sessions) or one-on-one, and is valuable throughout the innovation process—from initial inspiration to dissemination and embedding of new practices. The right conditions—such as trust, openness, and playfulness—are essential for effective storytelling.

Storytelling is relevant in multiple phases of the innovation spiral:

• Inspiration: Sharing stories to spark new ideas and identify challenges.
• Planning: Using narratives to clarify goals and strategies.
• Development: Exchanging experiences to support experimentation and learning.
• Realisation: Communicating progress and overcoming obstacles through stories.
• Dissemination: Sharing success stories to encourage wider adoption.
• Embedding: Using narratives to reinforce new practices and sustain change.

• A safe and open environment (physical or virtual) that encourages sharing.
• Optional: Visual aids (photos, drawings, objects), recording devices, or digital platforms for capturing and sharing stories.
• Preparation: Identify relevant experiences or case studies in advance, and consider prompts or guiding questions to facilitate storytelling.