When you visit Siemens’ website, a video story dominates the landing page. It’s about a young man in India whose mission is to teach martial arts to other youngsters growing up in poverty–similar circumstances to his own– as a means of helping them see their own potential.
At first it seems odd to start the discussion of a tech company by telling how a young man in India developed martial arts skills. And then, at the end of the 3+ minute video, it becomes clear that the video makes a huge impact in a memorable way by showing how a company enacts its values by improving individual lives. A simple written message appears onscreen, explaining that
- 40% of the children in India live in poverty
- St. Catherine’s Home is a charity that focuses on holistic development to help children acquire the knowledge and skills needed to create better lives
- The martial arts program described in the video is a part of St. Catherine’s mission
- As part of its Corporate Citizenship activities, Siemens funds the martial arts training course, known as “Happy Feet”
In addition to featuring a video at the top of the page, Siemens invites web visitors to click a link to other stories about Siemens’ efforts to improve lives.
How can your company use stories in an innovative way to convey your values?