How to use storytelling to build culture
Curated from: fastcompany.com
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Stories help us make sense of the world
Narratives strengthen organizations. They build trust, enhance reputation, and move people into action.
Narratives can clarify a shared vision, align teams around a common purpose, and strengthen culture. The strongest organizational narratives start with strategic analysis and result in creative ideas.
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Define the story worth telling
For a narrative to improve reputation, it should tell stories in three areas:
- What we do well
- What competitors don’t do as well
- What our audiences care about
To find answers and put the narrative in motion:
- Identify which stakeholders to involve at each stage of the narrative development process.
- Invite colleagues with the skills and authority to manage the narrative process from start to finish.
- Invite leaders to describe their vision, strategy, and priorities. Ask for specific stories, examples and proof points.
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Distill the story lines
Distil three or four main stories. The more focused the narrative, the more likely audiences will associate a brand with these ideas.
To identify three or four core storylines:
- Quickly craft possible narrative directions
- Choose a subset to test.
- Test early headlines, themes, and messages for resonance, authenticity, and differentiation.
- Convene a diverse array of new reviewers for focus groups or one-on-one interviews.
- Ask reviewers to share tangible examples that bring ideas to life.
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Deliver the narrative, so it drives sustained and meaningful action
Once the narrative is final and approved, share it within the company in inspiring ways.
- Ask executives, upper-level managers, business resource group leads, advisers, and others to help craft a successful rollout plan.
- Engage managers on how to make the narrative real for their teams.
- Start a broader rollout for all colleagues to connect them with the larger company story.
- Share the narrative externally through images, videos, recordings, and other creative campaigns.
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