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Storytelling for corporate change

Storytelling for corporate change






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    Storytelling for corporate change Storytelling for corporate change Document Transcript

    • STORYTELLING FOR CORPORATE CHANGE How do you bridge the gap between the strategic vision of senior managers’ and the delivery of strategic goals by the workforce? Melanie Franklin argues the case for corporate storytelling.O rganisations are urgently the 2011/2012 timeframe, this has The reason for this is that storytelling has building the capability to translated into a demand for processes and the power to motivate and inspire loyalty, conceive and implement frameworks that provide a structured especially during a period of change, when transformational change. approach to implementing change. Critical such values cannot be achieved throughHowever, change can only be effected by to the success of this approach is the need strictly rational, analytical andindividuals making a conscious decision to to influence, motivate and persuade measurement-oriented approaches.work differently, to build new relationships individuals to move towards the desiredand to learn new skills. There is often a gap future state. WHAT IS CORPORATE STORYTELLING?between the definition of strategy by Key to implementing change now, is the A story in this context is a narrative thatsenior managers and the delivery of ability to paint a compelling picture of this instructs an audience and creates astrategic goals by the workforce. future. One that offers opportunities for memorable message. It may have aTo ensure that the strategy becomes a improvements, fixes current problems, and beginning, it has a middle, but often it doesreality, and not merely a desire, creates a path for career advancement. not have a clear cut ending because theorganisations must create participation and Corporate stories are effective in creating audience is expected to interpret theinvolvement across all levels of staff. During emotional connections with stakeholders. ending for itself. December 2011 Inside Learning Technologies & Skills 55