Storytelling is described as a tool or technique used to talk about a story as a strategy for competitive advantage. The challenge for organizations is to move away from talking about storytelling and incorporating it into two places within the business:
- Different workshops or classes
- Into the processes where business is conducted
After storytelling is incorporated, the message should be taken to the leadership within the organization and address three areas where it could benefit the organization:
1. Move forward strategy for the organization as a whole
2. Sales and marketing
3. Branding
It is also important to understand where the systems fit into the work process, and how they could benefit from a competency perspective.
A few years ago, DDI was struggling to embed the organization’s three strategic priorities in employee thinking. An employee in the communications department came up with the idea to turn in six stories every two weeks, two stories on each of the three strategic priorities. The idea was to send a story on a Friday afternoon in a voicemail. Employees could do any of the following:
- Listen in real-time
- Save it and listen to it later
- Download it to their computers
- Download them online
The President loved the idea and currently, each employee knows the three strategic priorities.
Duration : 0:2:18
[youtube 5w_g3BT6890]