Objectives

• Establishing the validity of story telling in  a global business context
• Enable a global network of communication advisers and managers to create more compelling content
• Recognise the need for creating stories that can cross multi-channel platforms
• Create a set of sustainable tools for everyday use by communications teams around the world.

What we did

• The key challenges were to establish the value of storytelling skills while also providing easy-to-use tools to ensure any learning could readily be used in the real world, long after the workshop

• Real life organisational examples from all corners of the globe were used from road safety, new product launches, CSR activities in Australia to piracy off the Somalia coast. 

• By using a training process called Action Learning team members transformed their raw material of everyday information into distinctive, compelling and authentic stories.

Our Approach and Results

• We created a ‘Story Engine’ Toolkit to equip and enable team members to dramatise their communications to achieve greater impact, cut-through and memorability - to deepen Brand engagement with the brand through powerful storytelling.  The Toolkit is now used across the globe.

• In addition to great positive feedback from the client - an anecdote, appropriately a story, illustrated its real impact:“I was in a course today in the Hague on speechwriting where someone from our course brought up ‘set-up/jeopardy/resolution (a technique from the course)- matter of factly  - as if they’d always known it!”

• A sure sign of learning and skills development that has been embedded - and taken on board by the team.