3 Tips to corporate story implementation

Nowadays, almost everyone has one or more social media accounts. In the Netherlands alone, millions of people visit social media such as Facebook, Instagram, LinkedIn, YouTube and Twitter on a daily basis, to name but a few. The much-heard 'complaint' about social media is that it has a fleeting character. But if you now think that social media is therefore unsuitable for telling stories, then you are wrong.

The power of a good story

We are now 16 years on. Looking back, Alfred Heineken already understood then - and better than anyone - the power of the phenomenon of storytelling. A discipline that has only recently become a real topic at the goalkeeper's level, but has been applied within companies for much longer. In fact, Heineken built his empire, partly with the help of storytelling. I like to refer to this in my many conversations with directors and managers. If only because everyone likes to listen to success stories, especially those about striking personalities like Alfred Heineken. But there is another reason.

It starts with 'Why?

Managing a company sometimes resembles the political arena in The Hague. Just as new winds blow there after every election, so in the business world the beacons are often set for the arrival of a new CEO, CFO or CMO. And then, sometimes under pressure from shareholders, quick wins are opted for. Or to speak with Simon Sinek, the emphasis is on the 'what' and the 'how', forgetting the 'why'.

Consistency in the story

And it is precisely the answer to this last question that determines the long-term success of the company. Why? Alfred Heineken and also a man like Frits Goldschmeding understood and understood like no other the added value of a consistent story and being true to yourself. Now and in the future. That's why this blog contains three tips to 'be' a corporate story à la Heineken and Randstad instead of 'have' one. And then it doesn't matter how long or short the story is.

Tip 1. Dare to choose

Nowadays, many processes and mechanisms are geared to fast, fast, fast. Moments for reflection and contemplation have become scarce. That is a pity, because everyone, from high to low, should from time to time ask themselves what they are doing. And even more importantly, whether his or her busy work will lead to anything in the longer term. After all, the latter in particular is of crucial value to a company. Where core values and business concepts may remain dynamic, it is precisely the 'why' that provides the anchor so many organisations and people need. Such an anchor as 'eternal' value provides not only inspiration, but also peace and quiet. Choosing it pays off. All you need is the courage to choose that meaningful dot on the horizon.

Tip 2. Be authentic

Van Kooten and De Bie sang it back in 1975: 'Look for yourself, find yourself, be and stay just yourself'. But right now, in these hectic times, authenticity is a greater good than ever. For the simple reason that it makes you more credible, more reliable and above all more sympathetic. Nowadays, more and more and better people pierce through smoothly polished advertising facades and promises. More and more people are curious about the 'back' of companies. How do they deal with their staff? What is their social contribution? Are they really interested in what people want? That requires a meaningful 'why', recounted in a convincing corporate story. But beware, that story has to be in every fibre of the company and in all the stories of employees. Otherwise take a look at the 17-minute Lego Story to understand the power of a good corporate story.

Tip 3. Have the guts to connect emotionally with employees and customers

In every company 'the customer is central' and 'the employees make the difference'. According to them. Ergo, in corporate land the corporate language still dominates - often a collection of soulless clichés. With which most companies get stuck in rational communication, which is often plugged in from a product level. Being a corporate story instead of having one, however, requires stories that are about the inspiration of employees and their true meaning. Why is this the case? Because people need the personal emotion in a story. And that is exactly what storytelling brings about, emotional connection.

Getting Started

Do you want to start storytelling right now? You can start by taking a look at our websites storytellingpeople.nl, storytellingpeople.com or corporatehistory.com.

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For more than 30 years Storytelling People has been recording corporate stories and bringing them to life with storytelling and community building.

Storytelling makes the abstract corporate story accessible in stories by and for people.

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