Stories Are Powerful Tools for Shaping Culture

Siemens is truly a storytelling culture–one that tells stories deliberateSiemens AGly in a number of ways. One purpose is to build and shape the corporate culture. In an interview with Keith Ritchie, Siemens’ official storyteller, “Marketing” relates how the company has used stories to emphasize safety practices.

“… we want a change of mindset so that people actually want to be safe, “Ritchie explains. “To do that, you’ve got to make an emotional connection, and the best way to make an emotional connection is through storytelling.” He goes on to tell about one employee who volunteered to describe how he lost an eye when he was an apprentice. He became part of a video series, “This Is My Safety Story.’ Ritchie says the man’s story–as well as others in the series–is powerful because “it’s authentic, it’s coming from a person, it’s not a manager telling you how you have to be safe….”

What are the current top-of-mind issues and concerns in your organization? How can you use stories to ensure that employees understand not only what’s important but why it’s important?

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