CORPORATE STORYTELLING

In this ever-changing world we live in, where everything is digitised and increasingly value-driven, it is more important than ever to define who we are and what we stand for, professionally.

Future generations are asking questions and want a work-life-balance. They value climate, human rights, sustainability, a healthy working environment and valuable stories about what they support and do. They want to contribute to a good cause and are more than happy to walk away from a bad one.

As a manager, leader and key strategic person, people notice what you say yes - but also no - to. How you spend your time and manage to balance your work and personal life. What you shine a light on, and what you leave in the shadows.

In such a world, it pays to be in control of the narrative. To be able to tell, retell and emphasise the purpose of the business. Presenting the strategy in action, creating followership and ensuring a 'gut feeling' in the many shifts of everyday life. Being able to tell - both locally and internationally - what you, your department, your company and your country stand for.

Stories are the glue of business. Strategic storytelling helps you show empathy, understanding, authenticity and presence in your leadership role. It enables you to listen, decode and present your organisation's stories for optimal motivation and engagement, ensuring they will be both remembered and shared.

The unifying stories give the strategy 'legs to walk on' and give meaning to the business' structure because it is truthful, experienced and lived. Because it is connected to everyday tasks, rooted in everyday life and has real value for the target group.

The power of stories lives in human history - with stories of the family, the company or society told around campfires, hearths, dining tables or desks, over time and generations.

Researchers in the US and Europe have demonstrated the power of stories in numerous studies. They have presented data showing how the brain responds to narratives, how well-told and sensory-activating stories drive product sales. How valuable stories from a company's everyday life can promote understanding, collaboration and engagement across cultures and subcultures.

All of this will of course be covered in the Certified Corporate Storyteller programme. We'll dive into the strategy, biology and practical exercises that will make you better at engaging, retaining and motivating your audience.