Using storytelling to create a future memory for your organization
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Transcript of Using storytelling to create a future memory for your organization
The issue?Conversations about your brand have moved out of the marketing department.
All the stakeholders of your organization - customers, employees, investors, partners, vendors, and yes, even competitors - are telling some aspect of the story of your brand.
They’re not always talking about the same thing.
When there are different interpretations of what a
company stands for, there is danger in generating
contradiction and dissonance.
• Have a story• The story is about a larger ambition to
make the world or people’s lives better
• Their story is understood and shared throughout the organization and fosters engagement
Successful qualities
• The story is used to drive tangible action throughout the company: product development, HR policies, compensation, on-boarding, vendor vetting, new investors, etc.
• Their actions add back up to a cohesive whole• Customers and employees are motivated to engage
with the story and are actively using it to advance their own storiesSource: Storydoing.com
Stories drive action
Strategic planning
New business
idea FundraisingSocial media
Hiring and retention
Content marketing
Agency selection
Marketing content
Corporate communitio
ns
The corporate narrative provides the framework. It is a story that embodies the essence of your business in action.Collective Storytelling is the process of creating a Storyline, a single narrative for an organization that influences employee and customer engagement and provides a foundation for strategic planning.