83 percent of executives say their strategy is not understood internally very well. While we are mainly concerned with the fact that our brand is attractive to the outside and we want to attract the audience with the right stories, internal communication in the sense of storytelling is often neglected.
In order to change this and to sensitize the top management for the right communication, it is worthwhile to start a management training in the first step. With further internal training, the staff can then be picked up and enthused. Storytelling along the values and vision of a company brings little towards both customers and new employees, if this is not already lived and communicated in the company. After all, it is the employees who end up in contact with the customer, whether in service, sales or in the accounting department. Also in employer branding, employee stories can only be convincing if they are also authentic.
So what makes experienced leadership and a good leader? This question is often not answered sustainably in the day-to-day business of many companies. But independently from the contact with customers, managers and leaders have the goal that they should be heard, believed and trusted, and that ultimately words lead to actions. All the storytelling tools that lead customer communication to success also help companies to grow internally at the same time. Leaders who want to successfully empower and motivate their employees must become storytellers.