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CORPORATE STORYTELLING:
Discovering Fire for the Second Time
Vol. 4 Number 2 2004

Publisher: Evelyn Clark
evelyn@corpstory.com http://www.corpstory.com

(c) Clark & Company 2004
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“ There are two ways to persuade people. The first is by using

conventional rhetoric, which is what most executives are trained in.

That’s not good enough, because people are not inspired to act

by reason alone. The other way to persuade people – and ultimately

a much more powerful way – is by uniting an idea with an emotion.

The best way to do that is by telling a compelling story.”

--Bronwyn Fryer, Senior Editor

Harvard Business Review

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IN THIS ISSUE
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1. Managing Organizational Forgetting

2. What's Your EQ? Assessing Leadership Characteristics

3. Around The Corporate Campfire

4. This Month's Featured Corporate Story

5. Corporate Storytelling Live

6. Upcoming Storytelling Events

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1. Managing Organizational Forgetting
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Recent research shows that it's just as important for organizations
to effectively manage how they forget as it is for them to manage
processes and structures for learning. In an article for MIT Sloan
Management Review, the authors "present a new construct for companies
to determine how best to remember the knowledge they should
and forget the knowledge they shouldn’t."

According to the article, forgetting can be categorized in two dimensions.
One differentiates between accidental and intentional forgetting. The other
distinguishes between knowledge that is entrenched and knowledge that
is new. The two dimensions form a matrix that categorizes the four types
of organizational forgetting: 1. memory decay, 2. failure to capture,
3. unlearning and 4. avoiding bad habits. Each of the four processes
must be managed differently, the authors say.
http://web.mit.edu/smr/issue/2004/winter/9/

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2. What's Your EQ? Assessing Leadership Characteristics
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A study conducted by a leading researcher and expert on leadership
effectiveness, the late David McClelland, Ph.D., discovered just how
powerful emotional intelligence (EQ) is. The research found that divisions
run by executives who rated high on six or more traits associated with EQ
outperformed yearly revenue targets by 15 to 20% on average. In addition,
87% of those same executives placed in the top third for annual salary
bonuses based on the performance of their businesses.

An article by Carl Robinson, Ph.D., of Advanced Leadership Consulting
reported the study's findings and also referred readers to a book by
Daniel Goleman, Ph.D., Working With Emotional Intelligence, for more
in-depth information on the subject.

To read Robinson's full article, go to http://www.nwen.org/venturer/1003/article3.htm

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3. Around The Corporate Campfire
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Around The Corporate Campfire: How Great Leaders Use Stories
To Inspire Success, Evelyn's new book, is currently in production and
is expected to be released in a few weeks. Look for a special pre-publication
offer that will be coming your way soon.

You may also check Evelyn's Web site, www.corpstory.com, in the
next few weeks for information on online ordering. Both the print version
and the e-book version will be available for direct purchase online.

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4. ^^^^This Month's Featured Corporate Story^^^^
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KP Corporation: What's Love Got To Do With It?

Anyone reading K/P Corporation’s three core values for the first time is
likely to do a double take, particularly on the third one. But there is no
mistake. It’s right there in black and white in a sophisticated eight-page
booklet that eloquently outlines the company’s philosophy, history, vision,
mission, and objectives. It’s that four-letter word spelled l-o-v-e, and it’s
one of the three corporate values listed on Page One.

Rich Barbee, President and CEO, says, ““People (myself included) are
drawn to this company because they want to improve themselves as
a person and improve their quality of life. K/P provides the opportunity
to do both.

" We measure success internally by how people feel about their work
at the end of the day. Our customers measure us on our performance
to their requirements and how we make them feel about the interactions
with our employees. Generally, all involved feel great about the relationships,
and the employees and customers stay a part of the K/P family for a long time.”

A traditional printing company when it was founded in 1929, K/P now
employs 600 people at 11 locations throughout the West and offers
a full complement of direct marketing products and services (printing,
mailing, fulfillment, research, and evaluation of ROI). And love has
everything to do with every aspect of running a business--if you're
talking about K/P Corporation.

Note: The rest of K Corporation's story is told in Around The Corporate
Campfire: How Great Leaders Use Stories To Inspire Success.

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5. Corporate Storytelling Live
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Month of May -- There's still time to register for three training sessions
Evelyn is conducting at the Key Bank Professional Development Center
on the University of Washington's Tacoma campus. To register for one
or all of the following programs, go to
http://www.tacoma.washington.edu/pdc/schedule/evelyn_clark.html

Wednesday, May 5, 2004 -- Organizational Communications: Corporate
Storytelling
Wednesday, May 12, 2004 -- Working with the Media
Wednesday, May 19, 2004 -- A News Approach to Writing
All three courses are scheduled for 12:30 - 4:30 p.m. at the Tacoma campus.

Friday, July 9, 2004 -- "Passing the Torch: How Great Leaders Impart
Mission, Vision, and Values Through Storytelling" is the topic of Evelyn's
presentation at the National Storytelling Network's annual conference. The
event will be held in the Northwest this year--on the campus of Western
Washington University in Bellingham. Evelyn's presentation is scheduled
for 10:30 a.m. to noon.

For more information on the conference and to register, go to
http://www.ac.wwu.edu/~rvohs/NSC.html

To bring the power of story to your company, or to your organization's
next conference or retreat, book The Corporate Storyteller now.
Call from the Seattle area: (425) 827-3998 or (toll-free) at 1-866-818-8079.

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6. Upcoming Storytelling Events
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Wednesday, July 7, 2004 -- The Storytelling in Organizations section
of the National Storytelling Network has lined up a "highly interactive series
of sessions" at the annual conference in Bellingham, "including world café-style
full group interactions, keynote speakers, a panel on storytelling and
technology, and an offering of practical applications workshops." Learn from
the thought leaders and trendsetters in this emerging field. To sign up, go to http://www.ac.wwu.edu/~rvohs/NSC_SIGpreconference.html.

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This article may be republished electronically. Please ensure the following resource box is maintained in tact.

© 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. http://www.CorpStory.com

All Content © Clark & Company 1993-2004 (unless otherwise indicated). All rights reserved.