This document discusses using corporate storytelling to manage diversity of ideas and beliefs within a company. It notes that while complete uniformity would stifle creativity, pure diversity could be catastrophic. The document recommends using stories that teach through examples to connect with employees rationally and emotionally, as stories about a company are already being shared. It provides a 4-step process for corporate storytelling: 1) stimulate potential actions aligned with values, 2) search for exemplary stories, 3) recognize the best stories, and 4) inspire others through spreading the stories. Examples are given of companies like Carlton-Ritz and Zappos that successfully use storytelling.
25. 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;
26. 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;
27. 3
Recognize
• 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;
28. 4
Inspire
• 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;
30. Case n°1
• 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.
31. Case n°2
• 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):