According to Elizabeth Weil in an article in Fast Company, "in the new world of business, where it's every executive's job to make sense of a fast-changing environment, storytelling is the ultimate leadership tool." Our local marketing guru, Drew McClellan, emphasizes the importance of storytelling as it relates to branding and he uses branding as an inclusive and holistic concept that is critical for success.
I have often said that if a company wants to change its culture, it needs to change the stories that are told within and outside of the company. Since culture influences how people think, feel, and act, it is essential to pay attention to the culture.
- Is it healthy or unhealthy?
- Functional or dysfunctional?
- Is it a place where people want to work?
For the International Center for Spirit at Work (ISAW), I have interviewed several executives at companies who have been recognized with an International Spirit at Work award. One of the themes that emerged was the focus on the telling of stories--good stories--about the work being done in the organizations. In fact, several companies have employees submit stories to be included in an annual internal publication. They use the book in various ways such as leaving the book out in waiting areas or have someone read a story from the book at the start of a meeting.
As the stories are read, shared, told, and retold, people start to hear the same messages that are important to the organization. These messages get reinforced by the retelling of them. It is a way for organizations to communicate how they should treat each other, how they are expected to treat customers, and what is important to the organization. Well-told stories pull at our heartstrings and easier to remember. The Heath brothers, authors of Made to Stick, would say that stories stick with us longer than any formal statements or bullets on a PowerPoint presentation.
Take time to sit around the "campfire," share stories, and be mindful of one another. Use this as a way of creating a place where people want to work.