After 21 years in the practice of Corporate Storytelling, I’m surprised to still get the question, “How can stories be used in business (or any other organization)?” I usually respond by pointing out that storytelling is a communication tool, then ask, “What do you commuicate about?”, or “What’s the main message you want people to get when you create a document or deliver a speech? What story can you incorporate to make your point come alive?”
Stories, after all, are the ideal way to create and sustain the culture of any type of group–business, nonprofit, government agency, family, friends, etc. Stories touch hearts as well as minds, and the emotional connection they generate is one of the key reasons for the inherent power of a good story.
Here, then, are five ways you can begin using stories in your own communication efforts:
- Convey corporate values: Leaders need to continually remind people of the organization’s core values. By telling stories about employees “caught doing something right,” they underscore core values, give recognition to deserving employees, and celebrate individuals’ successes.
- Build more effective teams: When a new team forms, have the members share stories of their experiences–in the organization, their careers or their personal lives. This builds connections and solidifies relationships, leading to better mutual support and, ultimately, improved customer service.
- Help people cope with change: As a company goes through major change, such as a merger, acquisition, or reorganization, morale and productivity usually take a nose-dive. People feel unprepared for the change, and that makes them uncomfortable and anxious, so they seek solace from one another instead of focusing on the job at hand. Managers who share their own “war stories” of successfully adapting to change will calm employees’ fears and increase workforce effectiveness and commitment.
- Increase sales: As natural storytellers, gifted salespeople often tell prospective customers about past customer successes to explain product or service benefits. Sales managers can help their people be more successful by sharing stories of exceptional customer service, rather than just raw sales figures, so salespeople can learn better “how it’s done”.
- Attract and retain employees: Organizations that accurately convey their values and culture attract and retain employees who not only fit in easily but also become loyal supporters who stay with the company.
How have you used stories in the past? Which of these five easy ways will you try next? Share your successes with us!