How story telling drives corporate culture
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21-Oct-2014 -
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Transcript of How story telling drives corporate culture
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What if every single person in the world had
same objectives, values and ideas…
We all would be suffering from
myopia and lack of creativity.
In the other hand, what about a scenario
of completely diversity, where no one agree.
It would certainly be
a catastrophe.
Let’s bring these ideas to the corporate environment
Every company has its own
VISIONMISSION VALUES
culturebased on statements like
But companies are made by
IDEASBELIEFS
OBJECTIVES
peoplewith very different
How do you do to
manage this conflict?
One of the biggest challenges for a company is to make
PEOPLE ACTaccording to it’s
VALUES
And the majority of companies fail
because they are using wrong tools.
Have you ever been to a “supernanny presentation” like this?
What about a enthusiastic “training session” like this one?
Or even a “interactive & open talk”workshop more or less like this?
The problem is that those techniques are touchingonly the left side of our brains.
And if you want to truly engage people, you gonna need more than this.
Stories teach us through
brilliant & inspiring examples.
Stories reveal meaning without
committing the error of defining it.
Stories are the only way to
connect rationally and emotionally.
Have you ever noticed that stories about your company are being told in almost everywhere?
EMPLOYEES
PARTNERS
STOCKHOLDERS
CONSUMERS
PRESS
NGOs
All you have to do is
USE THESE STORIESin order to shape your
CORPORATE CULTURE
1Stimulate
2Search
3Recognize
4Inspire
4 steps for Corporate Storytelling:
1
Stimulate
• Understand possible actions behind your corporate values;
• Give some examples of good stories where those values can flourish;
• Ask people to share there own stories based on the same theme;
2
Search
• Define what actions have more adherence to the values you selected;
• Look for examples of those actions inside the stories that people sent;
• Indentify dramatic potential on the selected actions;
3Recognize
• Let everyone know what are the best stories;
• Reward the authors of the stories;
• Ask them to talk with colleagues about the things who led them into action;
4Inspire
• Make the stories spread throughout the company;
• If it’s possible, invest money on production to tell stories amazingly;
• Let the winners inspire new stories;
Let’s see who is doing it well…
• Carlton-Ritz has the challenge to inspire and motivate more than 30.000 employees globally;
• Every month, 5 stories are selected by a storytelling council who share those stories as best practices in customer service;
• The authors of the stories are rewarded and become celebrities between their colleagues;
• Stories inspires new behaviors and make the promise “Ladies & Gentleman serving Ladies & gentleman” come alive.
Case n°1
• Zappos is known as a benchmark for customer relationship service;
• The practice of storytelling is in Zappos DNA, to see how they do it, check Zappos Culture Book: a collection of inside stories;
• See what Tony Hsie does when he wants to spread Zappos corporate values (click bellow to watch):
Case n°2
What about
inside your company?
CORPORATE STORYTELLING
People are living real & inspiring stories
everyday inside your company.
What are you waiting
to make them talk?
Check more about brands and storytelling clicking at
www.
.com.br