How story telling drives corporate culture

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corporate

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

@[email protected]