Storytelling

Although change management may sound uninspiring to many, through effective storytelling—a core communications competency—it can make the difference between broadcasting an idea and empowering employees to live its promise. Chapter 8 introduces the critical purpose of a master narrative, the importance of proof points/smaller stories to continue moving the organization and help it see progress in the story, and the skill base that leaders must develop to translate a corporate journey credibly and transparently into motivation. Storytelling factors into various phases of the ecosystem, from the very start with the organizational purpose, mission and values to the communication strategy, planning and plan execution.