What are some examples of storytelling transforming organizational culture?

1 The power of purpose

One of the most compelling ways to use storytelling is to convey the purpose and mission of your organization. A clear and compelling purpose can motivate and align your employees, customers, and stakeholders, and create a sense of belonging and meaning. For example, Southwest Airlines has used storytelling to create a culture of customer service and innovation. Their stories highlight how they go above and beyond to serve their customers, such as the famous story of how they flew a customer's forgotten bridesmaid dress across the country. These stories reinforce their purpose of connecting people to what's important in their lives, and create a sense of pride and loyalty among their employees and customers.

2 The art of feedback

Another way to use storytelling is to provide feedback and recognition to your employees. Feedback is essential for learning and improvement, but it can also be challenging and uncomfortable. Storytelling can make feedback more engaging and constructive, by focusing on the behaviors and outcomes, rather than the personalities and judgments. For example, Pixar has used storytelling to create a culture of candor and creativity. Their stories illustrate how they embrace failure and experimentation, such as the story of how they accidentally deleted Toy Story 2 and had to rebuild it from scratch. These stories encourage their employees to give and receive honest and helpful feedback, and to celebrate their successes and learn from their mistakes.

3 The role of values

A third way to use storytelling is to express and embody the values of your organization. Values are the guiding principles that shape your decisions and actions, and reflect your identity and culture. Storytelling can help you communicate and demonstrate your values, by showing how they are lived and practiced in real situations. For example, Zappos has used storytelling to create a culture of fun and happiness. Their stories showcase how they deliver wow experiences to their customers and employees, such as the story of how they sent flowers and a sympathy card to a customer who had lost her husband. These stories reinforce their values of customer service, empowerment, and positivity, and create a culture of trust and joy.

4 The impact of change

A fourth way to use storytelling is to facilitate and support change initiatives in your organization. Change can be difficult and stressful, especially when it involves uncertainty and resistance. Storytelling can help you explain the rationale and vision behind the change, and inspire and persuade your employees to embrace it. For example, Microsoft has used storytelling to create a culture of growth and innovation. Their stories highlight how they have transformed their products and services, such as the story of how they developed the HoloLens, a mixed reality device that enables new ways of interacting with digital content. These stories illustrate their change strategy of creating more personal computing, and create a culture of curiosity and experimentation.

5 The benefit of diversity

A fifth way to use storytelling is to celebrate and leverage the diversity of your organization. Diversity is a source of strength and creativity, but it can also create challenges and conflicts. Storytelling can help you build and bridge the differences among your employees, customers, and stakeholders, and create a culture of inclusion and respect. For example, Airbnb has used storytelling to create a culture of belonging and community. Their stories feature how they enable people from different backgrounds and cultures to connect and share experiences, such as the story of how they hosted an open house for refugees in New York. These stories promote their value of belonging, and create a culture of empathy and generosity.

6 The practice of storytelling

Storytelling is a powerful tool for transforming organizational culture. To hone your storytelling skills, it's important to know your audience, choose your message, find your story, tell your story, and learn from it. Consider who you are telling the story to and what you want them to think, feel, and do. Focus on one or a few key messages, and look for stories that are relevant, authentic, and memorable. When delivering the story, use emotion, humor, and surprise to engage your audience. Measure the impact of your story by seeking feedback from your audience and observing their reactions and responses. Through practicing storytelling you can become a more effective and influential leader.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?