![]() Companies are systematically finding stories using story- listening methods, and the very astute are discovering ways to trigger new stories by taking remarkable action that people will share stories about. There are also many ways in which companies apply these story techniques and they go beyond just story- telling. We are seeing story techniques being used in just about every part of the enterprise. ![]() Stories are also used to share knowledge, to inspire action, and to change minds. Apple and The Ritz-Carlton share stories daily with their people to improve customer service. A company can use stories to define its brand or to communicate its strategy. For example, salespeople are now learning story skills to close more business faster. But corporate storytelling is much more than that. Often, these involve leaders learning how to find and share stories to improve how they communicate with their people or those outside the business. There are many corporate storytelling techniques. Employee engagement soars because people feel confident their leaders know where they are heading, and that they’re all heading in the same direction. ![]() Now they can all explain their strategy without having to fire up PowerPoint or refer to a plan-on-a-page document. Then the top 150 leaders learn how to tell it orally-without notes, just in their own way, adding their own anecdotes-and they teach their direct reports how to tell it. The very process of developing the story ensures that everyone owns what’s created. So the leaders work together to develop a story that explains their strategy their strategy story. It wants its leaders to have the strategy in their heads so they can act strategically day in, day out. A large insurance company wants to ensure its strategy sticks. Corporate storytelling, also called business storytelling, is the purposeful and systematic application of story techniques in an organisation to deliver business outcomes.
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