How Siemens Drives Results with Storytelling
“Storytelling is a really powerful add on that helps you get a message across in a way that resonates and connects to people. It should be something that all companies…use,” Keith Ritchie, storyteller at Siemens, told Marketing magazine.
Citing a range of technology developments and products for a number of uses–from energy, healthcare, and industry to city infrastructure, Ritchies says that Siemens’ content is “extremely rich…. It’s a matter of picking out what the great stories are and which ones the customers will allow you to work with them on. Some customers don’t like to share what the technology has actually done for them. But there is no shortage of great stories here.”
Siemens uses corporate storytelling internally as well, identifying employees who relate life experiences that apply to workplace situations, such as safety concerns. And business stories, such as those about customers whose operations were greatly improved by Siemens products, Ritchie points out, can be made relevant to customers in totally different businesses from the one featured. It’s all about highlilghting the company’s ability to develop solutions.
Measuring the effects of stories can be tough, but Ritchie says it’s often as simple as watching how people react. When people clearly are touched by a moving story and start talking about it, you know it’s had an impact. And when you hear about business increasing after customers hear solutions-based stories, it’s clear that the stories are having the intended results.
Well-told stories are “conversation starters,” Ritchie says. “I think for us, this sort of thinking is a bit of a game changer.”
How about you? Are you ready for a game-changer? If you want to explore how stories will drive results for your organization, let’s talk!