Mistake 1: There is no story.
So many business do not have a story,
if they have a story often it is not coherent,
if they have a coherent story often they do not tell it,
if they are telling a coherent store often it is not relevant.
You need a story that is coherent, told, and relevant.
Have a story.
Mistake 2: The story is fabricated.
If you can not find the story you are not looking deep enough.
We ‘find’ the essence of the story, we do not ‘create’ the essence of the story – we believe it already exists & is waiting to be uncovered. This process does not necessarily involve your clients as it is first and foremost an internal process. Once uncovered it is then tailored to your clients needs.
Find your story, do not create it.
Mistake 3: The story is dictated.
Facilitate the co-creation of your story, do not dictate it. Too many corporate stories are fabricated and then dictated to the people within with company. This is superficial.
Collaboration is key – the more people we can engage with in the workshop the better – the more viewpoints we have the more comprehensive the story will be. The best brands are owned and developed by the people who use them, not by an external agency. Engage as many people as possible in a process of co-creation. The leadership team, and any external agency’s, role is to act as guide, provider of inspiration, and mentor.
Facilitate a shared vision.
Mistake 4: The story has no diversity.
All too often within an organisation people are expected to tell exactly the same story using precise words. This is forcing an unnatural robotic behaviour. Instead, it is best to tell one story in a thousand different ways. Each individual should be encouraged to tell the story in their way, using their words. This does not mean that there are different stories being told, but rather one moral being expressed in many different ways. Our goal is not just to stimulate ‘unity’ but rather to stimulate ‘unity in diversity’.
Tell one story in a thousand different ways.
Mistake 5: The story is dead.
Once a corporate story is found all to often the focus is to fix it, freeze it, and prevent any change from entering. This results in a static, lifeless story. Instead the story needs to be kept alive. It should be a living story, alive not static. Every organisation evolves over time. So too should its story.
Keep your story alive.