In a previous blog, we discussed the value of storytelling
as a way to motivate employees, provide direction, inspire desired behaviors,
and spark innovation. So what does a good story look like? Start by thinking of
your own favorite stories from childhood. Did it contain these elements?
Elements of
a good story
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It must be true and believable
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It must have a message or theme– that can be
crystalized and easily retold
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It should draw on the uniqueness of the company
to inform its distinctive advantage/vision
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It should leave enough “room” for individuals to
do their “sense-making” and fill in the blanks
-
It should demonstrate how a company’s purpose extends
beyond its profits
-
It should invite the legend “to be continued”
-
It should allow for a visual picture to be
created
With those factors in mind, begin to uncover your company’s
story.
You can start by interviewing staff, founders, and longstanding
employees. Intentionally seek out those
stories that connect on a human level. Once found, take the time to tell it
masterfully. Look for the connection to the human spirit, allow enough room in
the story for employees to see themselves in it. Be deliberate in connecting the story and its
history to the company’s purpose, move beyond the profit motive to unlock the
emotional connection that is resident, find the moral or the message in the
story. Then make it visible and repeat it often.
Other Benefits of
Story Telling
Beyond the benefits of loyalty, devotion, extra
effort, etc., that come with using effective storytelling to convey a company’s
vision, there are other benefits of storytelling as well. This includes:
-
Storytelling allows for an easy way to introduce
a moral dimension to a vision
-
It allows a simple story to convey a complex
message that is accompanied by feelings and emotions
-
Storytelling allows you to persuade employees in
a way that straight facts and statistics cannot
-
A compelling story creates its own viral
messaging that begins to bond employees not only to the company but to one
another – further enhancing loyalty and commitment.
So, the next time the employees gather around the water
cooler, imagine if the topic was about the amazing history of the company and
how they felt compelled to add to the story. (Psssst…did you hear the story
about how this company survived its first 5 years, it’s amazing. I never knew
that.) Suddenly the company gossip is
not only different from before, it is the difference.
“Tell me a fact and I’ll learn. Tell
me a truth and I’ll believe. But tell me a story and it will live in my heart
forever.”
– Indian proverb.
– Indian proverb.
For more on
storytelling, see the post “Origin
Stories: How Telling Your Story Humanizes Companies and Builds Culture.”
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Jacquelyn Woodard is a senior vice president with RBS Citizens, and holds an M.B.A. from Harvard University. She is a student in Benedictine University’s Ph.D./D.B.A. program in values-driven leadership.
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Jacquelyn Woodard is a senior vice president with RBS Citizens, and holds an M.B.A. from Harvard University. She is a student in Benedictine University’s Ph.D./D.B.A. program in values-driven leadership.
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