Sander from Storydiggers: “Creating fairy tales strengthens the bond between families.”

Now, six months later, I'm sitting alone in this huge empty 5000m2 building while I'm writing the first edition of the Member Story. Our community of 350 people are now all working from home, juggling work and children's entertainment. I now realize how important coming together is for all of us. The COVID-19 virus is keeping us away from A Lab, and my last month of working here has almost vanished into thin air. This strange time of isolation sheds new light on the first interview, now on a more personal and larger scale. The most important thing Sander shared was his personal desire to write a book about making up stories for children, why parents should try this, and some guidelines for doing it.

We agreed that he would share his first chapter at the end of this interview. Maybe you, a parent who works from home, can read the interview and get inspired. The main reason why we want to share all the different personal stories of our members is to share their values, knowledge and creativity and show you how they do it. Because more than ever, we can now connect through stories like these, shape new paradigms and have a positive impact on tomorrow.

Hey Sander, where did you grow up?

I grew up in The Hague, with my mother, father and my four years younger brother. After high school, I lived in Spain for 1.5 years to study Spanish. I came back to the Netherlands and went to Amsterdam to make music because a lot was happening there in that area. Eventually, I studied psychology and stayed in Amsterdam, where I've been living with my wife and two children for over 20 years now.

What is a story that has inspired you lately?

I was reading a book called Homo Deus. I think all the books written by this man are inspiring because they tell a story of humanity in a broad timeline and makes things easier to understand. The book gives meaning to a certain point in time where we are now and also shows a number of directions where it could go. The book got me thinking about our role in the world. What it means to be human.

And as for inspiring stories in life, I really love fairy tales. I remember a lot of fairy tales my dad told me. He was a very good storyteller. Every night, he made up stories. There is a story about a little leprechaun who did not know his name. It's quite an adventure and a really cool story. The title was “Leprechaun Oops”, at the end he stumbled and said “Oops!” , and then that was his name and he got a pot of gold. It's a funny unique story that still stays with me today.

Tell me more about Storydiggers.

As a Storydigger, I'm looking for stories that take place in and around organizations. We help companies communicate their messages on an emotional level through stories. In this way, the information penetrates deeper into the minds and hearts of their target group than regular rational information. Our work area can be roughly divided into branding and change projects. In branding, the goal is to connect the outside world, such as customers or stakeholders, with the brand, product or organization. Change projects are more about internal aspects, for example helping employees to connect to the new strategy.

I work with Ralph Poldervaart. About 5 or 6 years ago, we started Storydiggers. We both have a background in research: a world of numbers, facts and numbers. We noticed that many of the research projects we did provided valuable insights, which were not always translated into action by our customers. So, after gathering all the insights, we looked for ways to take more action. That's how we discovered storytelling and decided to set up a company. Stories are a highly effective means of communicating at a deeper level because emotions always play a role.

People feel connected to a story, not to powerpoint slides.

In our sessions, we make a lot of use of Lego. The first time we tried Lego was in front of a very serious group of senior consultants and CEOs. When we announced “Now we're going to work with Lego,” I didn't know what to expect. I was afraid that they would laugh or even leave the room. But everyone was open to it and loved it. It resulted in several very insightful results. Nowadays, it is a standard way of working that we use.

Why do you think this approach is so effective?

It's much easier to place physical objects such as Legos and figures on the table and then create a story with them than to imagine everything from your head. When you have something tangible to look at, you actually see the story take shape. A story and all its elements have a spatial dynamic, and when you place them on a table and walk around with your characters, you really experience and feel the story. That makes it much easier. Many people may think they are not creative, but in reality, everyone has creativity. Using Lego lowers the threshold for being creative, because you don't necessarily have to be good at drawing or writing. You don't have to get the most amazing story out of your head, because that's what the characters do for you. I think that's why this approach works so well. It helps people get out of their heads and really get into the creative sphere.

Many people have the idea that “creativity” is a kind of magical gift that you have to be born with. But that is, of course, a joke. Everyone is creative! We all learn through experimentation. Do you remember the time you moved a chair near the cabinet to get to the cookie jar? That was a creative move! Education also plays a role here. We are often raised very rationally, and as we get older, it only gets worse. That's why creativity sometimes seems magical, especially for managers, haha! But actually, it's the only way we develop.

People are sometimes afraid of their own creativity. But that's not necessary! Play with it and enjoy it, just like preparing a delicious meal and licking your plate afterwards. That's what it's all about.

As a resident of this building, the old Shell Lab, I'm curious about what other experiments you've carried out.

(Laughs) Smoke bombs, haha, when I was young. Smoke bombs that actually worked. Unfortunately, my parents came home earlier than expected, so they also discovered that the smoke bombs worked... and well, they didn't really appreciate that.

As a child, I also did a lot of sound experiments. One time, I connected my keyboard to my guitar effects and amplifier and tried to connect everything to hear how it would sound. Well, the result was a lot of bzzzz BAM! and some smoke came out... experiment successful?

Experimentation has always played a role for me, and that is still the case in the work that I now do with Ralph at StoryDiggers. We are constantly trying out new forms and ideas. Some work, others don't, and we keep the best ones. In addition to StoryDiggers, I'm also involved in a completely different experiment, trying to make people more comfortable with the concept of death and dying in a light-hearted way. It's a tough topic, but I'm really excited about the possibilities of this experiment. It's not finished yet, but I'm looking forward to seeing what happens to it.

Why did you choose to join A Lab?

One of the reasons why A Lab is so appealing is that everyone here is doing what they really like, which creates a really positive atmosphere. As soon as you walk in, it feels like a cozy place. A Lab covers a large building but has a small entrance. Do you remember Alice in Wonderland? That little door that led to a totally new and exciting world? Well, that's how it feels here, too. But because of that small entrance, people who are not members of A Lab won't walk in anytime soon, which is a shame. It's a very open space and culture, and it would really be great to have a more inviting entrance, even though the municipality may not allow it. There are lots of surprises waiting here in A Lab! A nice quote from Laser 3.14 in this building sums up what A Lab is and why you should stop by: “Alternative ideas germinate, explode and bring about the new normal”.

What else surprised you about A Lab?

That it still exists! Amid the concrete jungle that is developing this area, amidst the strong commercial tourist vibe, A Lab remains true to originality and creativity, with no direct profit as its main goal, but with the intention to make the world a better place. I really hope it lasts forever.

Have you ever collaborated or cross-pollinated with an A Lab member?

Yes, I worked with the A Lab team to create A Lab's (brand) story, and you came up with this interview format that we came up with together. I also worked with Wytze for illustrations during sessions, where he drew the stories that people come up with during our workshops. And with UNC INC, even though they left, they still remain a bit A Labber (which applies to all former members - once you join A Lab, you'll stay that forever - not scary at all). With them, we worked a lot on technical translations from story to website, or apps.

How would you describe A Lab if it was a person?

I would describe A Lab as a big, friendly giant with a good heart. It's a big, open and friendly place. I think that all the people who walk around A Lab have an open mind in their eyes. It's really easy to make contact. The building and the people who walk around here make A Lab what it is, and they're all trying to find ways to make the world a better place in many different areas. Whether it's about technology, communication, art or whatever.

What would you do if you weren't a Storydigger and had a big bag of money?

I would give money to the refugee crisis, environmental organizations, and probably spend more time on my personal passions, such as making music, drawing, and art. I would also write more, such as completing a book of stories. Actually, I tried to write a book once, but I didn't have enough time to finish it. It's a book about how parents can make up stories for their kids. The circle is complete because when we started this conversation about my father telling stories, I often thought about all the stories he told me. It inspired me and I realized that all that knowledge was there and that it would be fun to share it with my children and even with the world. So I started making up stories with my kids, just like my dad did to me when I was young. Especially in this age of technology, I see a lot of parents who just give their kids a phone or iPad.

Wouldn't it be much more fun if parents made up stories that give meaning to certain events that children experience in their lives? Or who share certain values or even lessons about themselves? With all these stories, you ask yourself how you would react in that situation. So it's a way to learn about yourself. And above all, it's a really fun way to connect with your family, which is a very important thing that's been under pressure lately because of all the technical interruptions and distractions.

Speaking of technology, fortunately, it also brings a number of positive developments. Is there a technology that you hope will be invented in the future?

Definitely, a time machine! That would be great. To be able to go back in time and erase mistakes, or to move forward to see where everything goes. Just to get a glimpse of the future, or to relive the past. Another idea that appeals to me is a space-time portal, which allows you to travel to the other side of the galaxy with your own spaceship.

Going back to your previous question: I would go to space with a lot of money. Becoming an astronaut is definitely the coolest thing you can do.

Thanks for this inspiring conversation, Sander.

We've concluded that becoming an astronaut may be too big a dream, but you can get one step closer to your goal by sharing the introduction to your book and becoming a (money mindset-free) artist. With this one!

DISCLAIMER: No one has read this yet and has not been redacted and certainly not finished!!

It's evening in Mallorca. While the sun takes its time to finish, we slowly fall into vacation mode (chill or die). “We” is: Wanda (40), Juna (6), Dali (2.5). We are a bit tired, though. French people went on strike, so our flight was delayed by 2 hours. Car rental stuff was busy, hectic and hectic. Finally arrived through the dead of the sultry Balearic night. Going to bed too late... and, of course, waking up too early. Off to the beach... and that's where it starts. The kids are overtired and get sweaty, weepy, unreasonable, just quite annoying actually. But sleeping on the beach? Didn't think so old. What do we do? Back again with yelling and kicking? An excruciatingly long way through the warm sand with kids screaming under your arm while everyone stares at you? Didn't think so old. We gather under the umbrella and I start a story: The king who had everything but a name. This story lasted approximately 15 minutes. Everyone seemed calm, quiet in meditation mode. It was a kind of power nap. At “and she lived happily ever after”, everyone was rested, recharged and relaxed. Bizarre how well this works, I told Wanda... but she was dying.

There is a nest in our garden here, where two gray birds (look like hummingbirds, but slightly larger and completely gray) are super busy with all the time. It's awkward when you think about it, though. They must have been talking about this nest for weeks and are very curious what will crawl out of those eggs. We have been sitting here for 1 week and our dining table is right under their nest. Now they really want to fly to their nest, but are afraid. This results in a nervous “hover”. In front of the porch, Juna is studying a column of ants that drag crumbs to their burrow. Very important, you think. But unconsciously, this setting just before going to bed is the setting for an exciting story about the friendship between Luisterpietje (the bird) and Ben (the ant) who together help thaw the scary ant queen. And yes, at the end, Juna and Dali turned around happy to go to sleep (Wanda is already pounding) and I even got a bit of applause from Juna.

Well why invent and tell stories for your children? Because it makes them nice and relaxed, an important plus, but it actually comes down to 3 things:

1. Nice

2. Convenient

3. Helpful

How cool is it to be able to entertain your own kids with nothing more than your imagination? Your children's is running at full speed and how cool is it if you can go along with it? You'll be amazed by creative windows that suddenly open when you start making up stories. You'll also be amazed at your own story and memory. Stories from parents, teachers, friends that you have unconsciously saved and suddenly come up as soon as you start inventing and telling. But the best part is the reactions of your own kids. According to them, every twist in the story is glued to your lips. They sometimes get nervous when things get exciting, but secretly know that things will work out in the end. You'll get suggestions to pimp your stories. Days, weeks, months, or even years later, they come back to that one story you once told. It's like traveling with them through a new world that you can always go to. The Efteling, but in your own head. Together, you will experience all the adventures of the main characters in your stories. That's sometimes super funny, my eldest now somehow thinks I was a merman in a past life. So all my sea stories are super believable!

It's great to see that twinkle in their eyes when you really sit down to tell a good and long story. Somehow, because you experience such a story together, you make a different, perhaps deeper, connection with each other. Stories have a connecting power. That is why it is also the most used tool to inspire or move groups of people. You can feel that unifying force in miniature when you start digging stories at home. The relationship is getting even stronger.

After all, as a storyteller, you yourself are a beacon, a guiding, shining thing. You know what's going to happen, who's lurking, or where to find the secret treasure. That makes you an omniscient super daddy. Aside from being flattering, it's also a useful role. Because in that position, you are even more able to guide your kids through life in those early years in a relaxed way and to share important values or other insights for you.

It's also darn handy if you can pull stories out of your sleeve. Of course, it sometimes happens that your kids are bored and you have nothing to entertain them with. No books, no markers and paper, no robots or dolls brought? It is also 10 times better to “travel lightly”. And yes, we sometimes forget something. The moment your son or daughter suddenly says: “Dad, I'm bored” with that tone and exactly that face. Then you know what you're going to say: “well, invent something!” not going to work. Because it's up to you to come up with something. There are always two easy options: games or stories. Or better yet, a story with a game in it. It's great for children when their parents can occasionally bounce them out of the rut. You should keep playing a game unless they can continue playing with brothers, sisters or friends. Stories have an end and they often continue to fantasize after this end and your task is done for a while. I notice that it's really nice when you can occasionally add a story to keep your kids fascinated, calm and busy in a way that stimulates their imagination and creativity. Stories come in handy for me: in a restaurant waiting for you to eat, on the train, in the doctor's waiting room, in the hospital, at the airport gate and so on. Waiting can be quite fun like that. And which is really funny. The more you do it, the easier it becomes. And what's really funny is that you can also use the tricks you learn at completely different times. For example, at a presentation at work, to get something done at the municipality, to pull yourself out with Uncle Agent. The storyteller's skin is really damn useful at all times.

But the main reason, of course, is that it's just damn good and healthy for your kids. Why? Well, do you have a minute?

First of all, you see that stories inspire. Children see heroes and heroines as examples or role models and are inspired to experience similar adventures, to be brave, to push boundaries, to be kind to others, etc. Inspiration is just about the starter of motivation. So the more you inspire them, the more they can also become motivated to go for something. Coincidentally, I had a funny example of that in front of me today. Juna (my 6-year-old daughter) gets swimming lessons in the sea here. Juna really hates water in her face and eyes. It's almost a phobia so bad, she wants to have a towel nearby at all times in the shower to wipe her eyes dry should a drop of water land in them. So OK swimming lessons. The program includes underwater swimming. The night before, I'm telling a story about three girls who saved the city of Amsterdam from Spanish pirates by swimming underwater through the canals together and turning up a special ring with superpowers. It was a bit longer story but that was the point. And what do you think? I see and hear my daughter cheer herself up before she dives under the water. She said something like: I can do it, I can do it just like the three girls who pulled the ring out of the canal! And curse hoppa under that thing!!! Cool, isn't it?

Another great thing about stories is that they stick around. I'll explain why that is the case later. For now, it's good to know that stories penetrate a bit deeper into our brain, making them better stored and remembered. So this means that your information about fire, for example, is hot and dangerous, brushing your teeth is important, you shouldn't trust angry wolves, or your mom and dad are the coolest people in the universe, it's easier to instill in your children if you throw them in a narrative way.