"A lot of agencies have a new way of describing themselves: “We’re brand storytellers.” If your firm considers storytelling to be a core competency, you can’t really deliver on this promise without a very different approach to your internal process and structure."
I love this article because it points out what most companies totally miss when they start bringing storytelling into their marketing: that stories are an organizing principle!
What the heck does that mean? Simply that if you engage in storythinking or storywork, how your company structures its work needs to change. Stories determine how we do things, and we often need to restructure our work to support how we use stories in our business.
It's the age-old addage -- if you need to be doing something different, you need new structures in place to be successful. When vision and structure collide, structure always wins.
If you want to engage in business storytelling as an ongoing activity for business growth, read this well-written beautifully succinct article for some 'how to do your work differently' mandates.
Thank you fellow curator Gregg Morris @greggvm for sharing this article!
Via Gregg Morris
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