At its most basic level, a narrative answers three questions:
You can create a narrative, also known as a story or key messages, for just about anything.
We find it helps to start at the top. Create your company narrative first. This is an overall organisational or strategic story covering:
This organisational narrative brings your people together behind who you are and what you’re trying to achieve. If you’re communicating the organisation’s narrative to drive change (like most companies we work with) then it’s doubly important to make sure your story is authentic. Don’t shy away from an honest view of the challenges and what has to change. That’s essential if you want your people to understand why they need to do things differently.
Dig deep, but don’t be too bound by the format. It can be a few lines, it can be a pledge, it can be a whole book. It’s up to you. Make sure you test it with your people. If they feel it’s right, communicate it.
Of course it doesn’t end there. Organisations have many other narratives to tell – whether it’s a strategic narrative for a change programme, a creds deck for customers, or just the way you talk about health and safety.
Your organisational narrative then becomes a litmus test against which you measure and judge other narratives: if it’s not consistent with your overarching story, you shouldn’t be saying it.
We believe organisations should invest in developing an authentic, compelling narrative to win the hearts and minds of their people. Narratives:
We can help you engage employees by creating messaging and using storytelling to build an authentic, human and clear story for your organisation.
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