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Crafting a corporate story

27 Oct 2017

Shawn Callahan returns to Canberra

Shawn Callahan works around the world helping leaders find and tell their stories so their message is clear and memorable. As author of Putting Stories to Work and one of the world’s leading business storytelling consultant, Shawn was recently in town to share his tips at a lunch seminar for our Canberra communication community.

He let us in on a troubling and dirty little secret of the business world: between 80 and 95 percent of employees don’t know or understand the organisational strategy, regardless of how good it is. How can organisations get traction with their organisational strategy? Shawn used industry case studies to highlight to a packed room at the National Portrait Gallery how strategy can be converted into a co-designed story that can be told and retold, so everyone has clarity on what the organisation is trying to achieve and how to identify and tackling anti-stories that prevent progress. He took us through a simple yet effective method using ‘story markers’ to craft a strategy story that can be owned by an organisation’s most important influencers – its employees. The premise lies in people loving a good yarn and how to make aspects of your yarn (strategy) memorable so even though your employees might not get every detail right, the key messages (story markers) are retained and retold.

Missed the lunch? Watch this short video where Shawn explains how to craft a compelling corporate story:

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