The story would highlight the group's innovative spirit and flexibility. Management then developed ways to change the stories that employees and customers were telling within the division. They began to more closely align communications with the success story they hoped to see. A year later, a reporter from Forbes magazine called and requested an example of how company culture motivates employees. The division told its story about how it created an environment where people did their best work.
Stories simplify complex concepts and events.
In ancient times, the Greeks explained thunder, the changing seasons and other natural events by attributing them to gods with unique personalities. Today's companies face challenges no less Herculean as they try to explain management direction and product benefits to customers, investors, employees, partners, the media and the business community. To use stories as the cornerstone of your marketing program, focus on reality and details. Use real people doing real things to illustrate the points you want to communicate. Describe situations, real-world business problems including places and time frames.