01. Clearly expressing the organisation’s dream
A good story is experienced throughout the organisation, from the ground up, both internally and externally. Employees mainly find inspiration in the vision, values and dream of the organisation. Directors and managers are important storytellers of that narrative. The management team has a duty to inspire others with the organisation’s vision and dream.
02. Appointing the management team as ambassadors
Every success story has the same structure: the story circle, conceived by American professor and author, Joseph Campbell. The organisation is the hero of the adventure, a hero with specific character traits. A hero with a purpose that benefits others – the stakeholders. The path that the hero takes is made up of trials and tribulations and constantly evolving challenges. Passion and belief in the dream determine the success of this journey. Using storytelling to guide and inspire is the duty of the management team.
03. Inspiring others with recognisable goals
Leaders have a clear vision of the future that they pursue together with a vibrant organisation. They set recognisable goals and clarify everyone’s roles. They also provide direction by explicitly expressing what they do not want. In doing so, you indirectly provide the internal freedom to experiment and innovate within the framework of the story and inspire the organisation.
04. Integrating the internal and external stories
Every story revolves around three dimensions: behaviour, communication and symbolism. It is only possible for the story to make a powerful impact externally if the story is securely anchored internally. The passion employees feel for the story transforms into commercial results (behaviour). Your core story brings uniformity to internal and external communication (communication). To aid in this process, visual expressions are paired with the story (symbolism). Once behaviour, communication and symbolism are integrated, we arrive at what we call OneStory®.
05. Appreciating the positive
Do not focus on things that go wrong. Recognise what has been achieved and what is going well; look for sources of pride in your past and the countless success stories within your organisation. Identify and wield the power of the organisation.
06. Be unique
Some compare stories with creating resources. Design a flashy logo or create an exciting new advertising campaign and we are back on track. But a brand story encompasses so much more than that. It is about a company fulfilling its potential. What is our mission in life, what do we want to say to employees, customers and other stakeholders, and how can we make sure that we have something unique to offer the world? The brand, organisation and management have to make their presence known. The crux of the matter is whether you want to be unique!
07. Touching people in their hearts and minds
A good story touches people on both a rational and emotional level. Connecting with customers and employees mainly happens through the experience of the story.
08. Bringing the customer to life
Who is the customer? What does the customer want? To what degree do you speak to your customers? What are their deepest needs? Who are the essential decision makers in the overall sales story? What makes your story unique? Storytelling also means listening and asking the right questions. Only then will you get the answers that matter.
09. Optimising the profitability of your story
What makes a company successful? It is crucial to base business activities on a single story. A strong story connects internal and external target groups to a shared dream. A good story needs a clear concept (the corporate story) and a clear structure (translating the corporate story into the larger story). The corporate story – the core story – acts as a compass for your future success. The consistent translation of your story in all of your communication tools guarantees optimal returns.
10. Belief in the power of authenticity
The authenticity of your organisation is an invaluable resource. The products and services on offer are becoming increasingly similar. That is why the personality of a company – your identity – has become the most important factor in the choices customers make. Who are you? What is your purpose? What makes you unique? How sincere are you? Storytelling brings the credibility of your story to life. Storytelling is authentic, personal, narrative and compelling. Storytelling connects and innovates, gives enjoyment, meaning and direction, and moves the organisation towards the dream of the future.