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 stories, 2) search for exemplars of values, 3) recognize the best stories, and 4) inspire others through spreading the stories. Examples from Carlton-Ritz and Zappos are given that reward employees for sharing best practice stories.

1. corporate
Designed by

2. What if every single person in the world had
same objectives, values and ideas…

3. We all would be suffering from
myopia and lack of creativity.

4. In the other hand, what about a scenario
of completely diversity, where no one agree.

5. It would certainly be
a catastrophe.

6. Let’s bring these ideas to
the corporate environment

7. Every company has
its own
culture like
based on statements
VISION
MISSION
VALUES

8. But companies
are made by
people
with very different
IDEAS
BELIEFS
OBJECTIVES

9. How do you do to
manage this conflict?

10. One of the biggest challenges for a company is to make
PEOPLE ACT according to it’s
VALUES

11. And the majority of companies fail
because they are using wrong tools.

12. Have you ever been to a “supernanny
presentation” like this?

13. What about a enthusiastic “training
session” like this one?

14. Or even a “interactive & open talk”
workshop more or less like this?

15. The problem
is that those
techniques
are touching
only the left
side of our
brains.

16. And if you want to truly engage
people, you gonna need more than this.

18. Stories teach us through
brilliant & inspiring examples.

19. Stories reveal meaning without
committing the error of defining it.

20. Stories are the only way to
connect rationally and emotionally.

21. Have you ever noticed that stories about your
company are being told in almost everywhere?
CONSUMERS EMPLOYEES
PARTNERS
PRESS
NGOs STOCKHOLDERS

22. All you have to do is
USE THESE STORIES
in order to shape your
CORPORATE
CULTURE

24. 4 steps for Corporate Storytelling:
1
Stimulate
4 2
Inspire Search
3
Recognize

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;

29. Let’s see who is
doing it well…

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):

32. What about
CORPORATE
STORYTELLING
inside your company?

33. People are living real & inspiring stories
everyday inside your company.

34. What are you waiting
to make them talk?

35. Check more about brands and storytelling clicking at
www.
.com.br
@story_beats
story@lukso.com.br