How to use storytelling to build culture

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. 

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.