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NOV 2-4, 2016
Avoiding False Starts
Using Narratives to Gain
Clarity and Alignment
NOV 2-4, 2016
Joe Cleveland
@cleve_from_chi
cc:	hjl	- https://www.flickr.com/photos/92605333@N00
A Tale of Complexity
and Confusion
NOV 2-4, 2016
cc:	ben	pollard	- https://www.flickr.com/photos/13023474@N06
What’s Our Message?
NOV 2-4, 2016
cc:	lakewentworth	- https://www.flickr.com/photos/50619629@N00
Is Everyone on the Same Page?
NOV 2-4, 2016
cc:	eflon	- https://www.flickr.com/photos/23094783@N03
Sound Familiar?
NOV 2-4, 2016
NOV 2-4, 2016NOV 2-4, 2016
The Danger of False Starts
§ Without alignment, you get false starts.
§ You need a blueprint fo...
NOV 2-4, 2016
Simple Clear Easy to
follow
Memorable
Key Ingredients
NOV 2-4, 2016
How’d They Get There?
A Narrative.
cc:	bionicteaching	- https://www.flickr.com/photos/29096601@N00
What a Narrative IS
• A powerful form of communication we ...
NOV 2-4, 2016
“I like working at MB because we really believe in the businesses we
work with. They’ve got a lot on their p...
cc:	eschipul	- https://www.flickr.com/photos/16638697@N00
What a Narrative IS NOT
• A corporate script that’s forced on pe...
NOV 2-4, 2016
“Our worldwide operations are aligned around a global strategy called
the Plan to Win, which center on an ex...
NOV 2-4, 2016
3 Benefits of Using Narratives
cc:	Gulfu	- https://www.flickr.com/photos/35092241@N03
1. Accelerate Buy-in
and Action
NOV 2-4, 2016
cc:	altemark	- https://www.flickr.com/photos/24844537@N00
2. Communicate
Impactfully
NOV 2-4, 2016
cc:	Hans	Hamburger	- https://www.flickr.com/photos/8334096@N07
3. Build and Sustain
Momentum
NOV 2-4, 2016
NOV 2-4, 2016
Bringing a Brand Purpose to Life
cc:	smohundro	- https://www.flickr.com/photos/88346879@N00
NOV 2-4, 2016
NOV 2-4, 2016
Avoiding False Starts
Using Narratives to Gain
Clarity and Alignment
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#1NLab16 - Avoiding False Starts: Using Narratives to Gain Clarity and Alignment

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Account Director Joe Cleveland dives into strategies that help you create a narrative for internal projects, building alignment that strengthens your communications strategy.

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#1NLab16 - Avoiding False Starts: Using Narratives to Gain Clarity and Alignment

  1. 1. NOV 2-4, 2016 Avoiding False Starts Using Narratives to Gain Clarity and Alignment
  2. 2. NOV 2-4, 2016 Joe Cleveland @cleve_from_chi
  3. 3. cc: hjl - https://www.flickr.com/photos/92605333@N00 A Tale of Complexity and Confusion NOV 2-4, 2016
  4. 4. cc: ben pollard - https://www.flickr.com/photos/13023474@N06 What’s Our Message? NOV 2-4, 2016
  5. 5. cc: lakewentworth - https://www.flickr.com/photos/50619629@N00 Is Everyone on the Same Page? NOV 2-4, 2016
  6. 6. cc: eflon - https://www.flickr.com/photos/23094783@N03 Sound Familiar? NOV 2-4, 2016
  7. 7. NOV 2-4, 2016NOV 2-4, 2016 The Danger of False Starts § Without alignment, you get false starts. § You need a blueprint for success. § How can you expect your audience to ‘get it’ if your team is not in sync?
  8. 8. NOV 2-4, 2016 Simple Clear Easy to follow Memorable Key Ingredients
  9. 9. NOV 2-4, 2016 How’d They Get There? A Narrative.
  10. 10. cc: bionicteaching - https://www.flickr.com/photos/29096601@N00 What a Narrative IS • A powerful form of communication we rely on every day. • A tool for creating clarity and building consensus. • A framework for key messages to be heard and shared consistently. NOV 2-4, 2016
  11. 11. NOV 2-4, 2016 “I like working at MB because we really believe in the businesses we work with. They’ve got a lot on their plate, and all they really want in a bank is an advocate. So we try to be someone that knows them well, listens to what they need, and responds quickly. And now that we’ve merged with Cole Taylor, we have even more to offer them: more products, more experience, more focus. It’s exciting when we help businesses solve some of these big problems. And of course, that always means good things for us, too.”
  12. 12. cc: eschipul - https://www.flickr.com/photos/16638697@N00 What a Narrative IS NOT • A corporate script that’s forced on people • Corporate buzzwords and complex jargon • A silver bullet solution capable of producing results on its own NOV 2-4, 2016
  13. 13. NOV 2-4, 2016 “Our worldwide operations are aligned around a global strategy called the Plan to Win, which center on an exceptional customer experience – People, Products, Place, Price and Promotion. We are committed to continuously improving our operations and enhancing our customers’ experience. Plan to Win provides a common framework that aligns our global business and allows for local adaptation. We continue to focus on our three global growth priorities of optimizing our menu, modernizing the customer experience and broadening accessibility to our brand within the framework of our Plan. We believe these priorities align with our customers’ evolving needs, and – combined with our competitive advantages of convenience, menu variety, geographic diversification and system alignment – will drive long-term sustainable growth.”
  14. 14. NOV 2-4, 2016 3 Benefits of Using Narratives
  15. 15. cc: Gulfu - https://www.flickr.com/photos/35092241@N03 1. Accelerate Buy-in and Action NOV 2-4, 2016
  16. 16. cc: altemark - https://www.flickr.com/photos/24844537@N00 2. Communicate Impactfully NOV 2-4, 2016
  17. 17. cc: Hans Hamburger - https://www.flickr.com/photos/8334096@N07 3. Build and Sustain Momentum NOV 2-4, 2016
  18. 18. NOV 2-4, 2016 Bringing a Brand Purpose to Life
  19. 19. cc: smohundro - https://www.flickr.com/photos/88346879@N00 NOV 2-4, 2016
  20. 20. NOV 2-4, 2016 Avoiding False Starts Using Narratives to Gain Clarity and Alignment

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