Storytelling as a form of communication: this is how you become a successful storyteller

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Good stories are different than the usual stuff, they surprise and dock with emotions. They are best told alternately by past and present. They are in the truest sense of the word weird and above all they are - true. Company need a veritable history fund. So you go in search of good stories.

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Here writes for you:

Anne M. Schüller's Profile anne-m-schueller_portrait-mit-hutAnne M. Schüller is a management thinker, keynote speaker, business coach and multiple award-winning bestselling author. She has repeatedly been named Top Voice by Business Network LinkedIn.


From the author:

Best of HR Berufebilder


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The best stories are told by the customers themselves

The best stories are those of your customers. And it is most effective when customers report on their own experiences. So make customers an active part of their stories. Their testimonials and references are far more credible than events that you circulate yourself.

Talk to your customers to find matching stories. Collect and document them and circulate them quickly for further spreading. The relevant press can also be a grateful customer.

On the other hand, stories that are not true or beautiful are unmasked sooner or later, for which the indignant employees are increasingly concerned. False loyalty, in which the workforce knowingly covers the unethical behavior of the superiors, no longer exists. And that is also good.

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The Flurfunk: a rich history store

Also, find out what stories are being told in the hallways and on the hall radio. And what do you say about the mood in the Company? Is the customer in it hero or horror figure? What is being divulged by interns and brought by field workers to the people? How do service employees talk to the customer about internal matters?

Which stories are distributed by suppliers and partners about you? What do the executives say behind the hand? And what the porter, when asked? What anecdotes have employees who are already retired from earlier times? What do the trainees say? And what disseminate former to employer rating portals?

Stories must be distributed internally

The image that your people draw is the image one will have of you. So tell me that Stories you should tell about you! Talk about results and do not have problems! From a positive image, everyone is magically attracted: the (potential) employees and the (potential) customers.

Therefore, tell success stories: at every encounter, at all meetings, even in the smoking corner. Success stories make you proud and inspire. "We are (so good)", they want to show and encourage them to get better. "Just imagine if we still ..." they whisper and create desire.

How the boss animated stories

When you are the head of the company, the best thing is to have a flaming speech at the next big employee event. Pull out your jacket, slacken your necktie, kick it off the lectern and right in front of your people. Then, without mentioning a name (!), You tell the story of an employee who has put a lot of effort into the company.

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In the end you say something like this in free speech: “This is only now a History that has come to my attention recently. It makes me so proud of our employees. And I am sure there are many such stories. We, our company, we need many such stories. Let us collect these stories and add new ones, inside and outside.

The others, our competitors, are to bring their blasphemy stories among the people, we do not do that. No athlete would dig out his negative stories if he wants to rush to the next victory. He shows his greatest achievements in mind. The Can we also! We want to be a company that lets it crack. I need that you, each of you. ” And then explain where you want to collect such stories from now on.

Stories make an event unforgettable

What happens in your people's brain? The victorious spiral is starting. Dopamine, testosterone and serotonin levels. This mix ensures self-confidence, a willingness to perform and the belief in further victories. Success stories spur us on, they inspire and release a lot of energies.

They are kept well and gladly counted. So you are searching and finding systematically positive conversational material. First of all, the social media should also be searched for this purpose. Organize a story narrative contest. Or invite you to send you stories you have experienced.

Thus the farewell of the Volkswagen Kombi was looked for special stories that people had experienced with him: Woodstock, a journey around the world, the birth of a child. All protagonists received a special farewell gift. Finally, the car itself had a last desire. This has become a touching little film.

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Get a story gold digger into the house

If necessary, get a story gold digger into the company. External with an unversed look often find magnificent story nuggets, which would never flash at the operating blind interior. Even telling such stories is an art. They are supposed to spread further. Thus, experienced economic journalists make professional success reports from the most drastic application reports.

A big plus: Because they were not written by the company itself, but by a neutral third party, such works lack the usual self-adulation, there is a linguistic sharpening, the outside view is better conveyed and the story appears less advertising. And what does that trigger for those who then read this story? A “I'd like that too” reflex.

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