I’ve never used Snap(chat). In fact, I deleted all my social media accounts besides LinkedIn in 2019 to try to improve my mental wellbeing and attention. So when I heard about how Snap was offering a culture-building facilitator’s certification, I was a little puzzled. Why would a social media company — whose business depends on plundering attention — be offering trainings on presence and storytelling?
The training invitation came from my mentor, Monica Worline with the University of Michigan Ross School of Business’ Center for Positive Organizations. I’ve learned that when Monica asks me to do something, I say yes.
When I arrived, the atmosphere was warm and organic. Four hip facilitators fresh off their flights from the coasts had transformed the stately Ross classroom with flowers, stones, and natural objects. This had the effect of creating a space that felt more like a meditation retreat than a corporate training. The attendees skewed younger than I had anticipated. They were mostly Ross students, with a few faculty and staff peppered in.
It was early, and we sipped coffee, avoiding eye contact, waiting for the programming to begin. Then we gathered in a circle around a succulent in a clay pot with, and the facilitators led us through icebreaker activities that dissolved the early-morning stiffness. By the time we settled in, the energy in the room had shifted, the atmosphere became social and more human.
Learning the Council Practice
We learned the facilitators’ jobs at Snap involved spreading a practice called Council among employees and external groups, like ours. They led us through the lightweight format that guides Councils.
Here’s how it works:
Step 1: Ask for Permission
A few days before you want to hold a Council, mention that you read about a storytelling and listening practice, and ask your team if they’d be open to a ~20-minute experiment.
Step 2: Set the Stage
Find a comfortable setting, arrange yourself in a circle (or virtually). Introduce five ground rules:
- Listen from the heart.
- Speak from the heart, but sharing is always optional.
- Be spontaneous—try not to plan your answer in advance.
- Err on the side of brevity.
Once everyone agrees to the rules, identify an object used to designate the person who has the floor to speak. Then ask if anyone would like to dedicate the Council to a theme or aspiration. (e.g., “I dedicate this Council to spring’s return.”)
Step 3: Choose a Prompt
Select an open-ended question that encourages reflection. Some good options:
- “Tell me a story about a time you learned something the hard way.”
- “Tell me a story about a special place to you.”
- “Tell me a story about a time you took a risk.”
Note that to keep the Council feeling safe, it’s best to steer clear of potentially charged topics that might evoke stress, such as childhood, family, romantic relationships, or politics.
Step 4: Echo Round or Closing Reflections
Once everyone has had the chance to share (or pass if they prefer), the facilitator should gauge the remaining time and the group’s energy. At this point, there are two ways to transition toward closing:
The Echo Round – If there’s still energy in the room and time allows, invite participants to go through another round of storytelling, this time sharing a story from their life that relates to something they heard in the first round. This deepens connection and highlights shared experiences.
The Reflection Round – If the time is tight or the group feels naturally complete, you can close the session by inviting people to share a brief reflection, such as:
- A word or phrase that describes how they’re feeling.
- Something they appreciated hearing.
- A takeaway they’re carrying forward.
The Power of an “Attention Container” in a Distracted World
After the training, I spent a good amount of time reflecting on the simple-seeming tool.
I’ve come to see attention as one of the rarest and most valuable gifts we can give each other; what people crave most is the feeling of being deeply seen and heard.
Council creates a structured container for attention—a dedicated space where people can step away from their multitasking, efficiency-driven habits and instead immerse themselves in meaningful, present storytelling.
At first, I was surprised that Snap would take two full days to teach such a simple concept. Council’s simplicity demands a level of attention that defies compression. The training could have been an hour long, but I don’t think it would have stuck. Instead, we spent two days repeating the practice, offering attention again and again until the habit of presence settled into our bones.
I didn’t fully grasp the power of this until the second morning. I was sipping my coffee, looking around the room, when I realized how much I already cared about the people sitting around me—people who had been strangers just the day before. I knew their motivations, what they cared most about, and the small, vivid details that lit up their eyes: the backyard garden their grandmother tended in Iran, the restaurant where they proposed to their now-wife, the way their family interlaces their arms on the couch and talks about nothing in the dim light after dinner.
It was surprising—almost unsettling—how close I felt to these people, knowing I might never see them again. But I suppose that’s the whole point of the practice. Attention is generosity. Generosity is the foundation of caring relationships. And caring relationships build culture.
Bringing the Council Practice into My Own Circles
After the training, I felt inspired to bring the practice of Council into my own communities. Just as I want to help create a positive culture at work, I want to do the same among my friends and family.
Since social settings are less structured than work, I had to be brave enough to propose that we try “a storytelling and listening experience.” This was a little outside my comfort zone, but I was pleasantly surprised at how open people were to trying something new. I first introduced it at a friend’s birthday party.
Some people were hesitant to share, but even those who didn’t speak seemed to gain something from listening. One particularly striking moment happened when a friend shared—unexpectedly — that he had been laid off that very same day. He hadn’t planned on telling anyone that evening, but the Council provided a space for him to process and be heard.
It made me wonder—how many gatherings have I been to where someone had something big on their heart but never found the space to share it? What might Council as a practice build in any community that needs feeding?
Later that week, I facilitated Councils with my family at dinner and with my team during standup. Each one build an ineffable sense of attention, culture and care. I have to say—I’m kind of hooked.
Want to Learn More?
If you want to see how Council shows up at Snap, you can watch this video:
Snap’s Council Practice
If you’re curious to learn more about the history and structure of Council, I recommend reading this article:
Introduction to Council
If you try this, I’d love to hear—what was your experience like?