Corporate Storytelling

“Storytelling is one of the few available ways to handle the principle––and most difficult––challenges of leadership: sparking action, getting people to work together, and leading people into the future.”

––Stephen Denning, former program director of World Bank and author of many business books about Storytelling

Storytelling is a proven tool for reinforcing vision and values and for communicating practices and behaviors that lead to success.”

––Evelyn Clark, author of Around the Corporate Campfire: How Great Leaders Use Stories to Inspire Success

A few companies who have increased productivity through corporate storytelling:


Southwest Airlines


Geek Squad

American Girl


To name but several.

“Two factors will determine your company’s future. The first is your company’s ability to deliver a valuable product or service. The second is your company’s ability to connect with your own employees and customers.”

––U.S. News & World Report

“There are too many vapid initiatives trotted out by Marketing, PR or HR people: ‘Year of the Customer’, or ‘Zero Mistakes’. Sadly, companies often buy in and pay these goofy ideas half-hearted lip service. You have to have a good story and the data to back it up.”

––Bill Lane, corporate speechwriter

The Inside Story.

Storytelling is simple, but it’s not easy.

WHAT STORYTELLING IS NOT: A story about an employee who worked 80 hours a week. A story about an employee who made his or her sales numbers.

WHAT STORYTELLING IS: Personal stories about employees who overcame obstacles or went the extra mile. Human interest tells the story of the company.

Storytelling can also be a powerful metaphor.

For instance, a hospital in Pennsylvania

acquired two other hospitals

and the three hospitals

were not playing nice in the sandbox.

The hospital system was in the red.

We created a story around Joseph Strauss,

the man who designed and built the Golden Gate Bridge.

The bridge became a metaphor for connections.

It worked and the hospital system

emerged into the black in just five months.

Michael Koch, Insight Guide