To Deal with Change, Fire Up Employees, and Attract Customers—Tell Your Stories!

by Evelyn Clark

Change is constant, and yet the natural human tendency is to resist it. The speed of change in today’s world is especially disorienting. It’s easy to get distracted and tough to stay on course.

One of the key tasks for managers is to overcome the distractions that blur employees’ vision and distort their focus. Managers need to constantly update them on how the organization is changing to attract customers and to accommodate shifting customer expectations.

The most effective way to do this is through stories. By continually telling stories that illustrate corporate values, everyone will be clear about where the company is going and how each can contribute to-and benefit by– achieving the goals.

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Evelyn Clark, The Corporate Storyteller, is president of Clark & Company, a marketing communication firm in the Seattle area. A public relations practitioner with more than 20 years experience, she was accredited by the Public Relations Society of America in 1986. Her firm’s services include facilitation of retreats and communication workshops, marketing and communication management, media relations strategy development, and media training. All content © Clark & Company 1993-111 (unless otherwise indicated). All rights reserved.