Posts Tagged ‘Siemens’

How Siemens Drives Results with Storytelling

Thursday, March 12th, 2015

“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!

Stories Are Powerful Tools for Shaping Culture

Wednesday, June 5th, 2013

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?

Siemens A Great Example of Corporate Storytelling

Wednesday, May 22nd, 2013

SiemensWhen 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

  1. 40% of the children in India live in poverty
  2. 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
  3. The martial arts program described in the video is a part of St. Catherine’s mission
  4. 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?