Strategy, Stories and Purpose

Cranfield Executive Development

How do the stories of your organisation help or hinder?

What does your organisational narrative say? How do the stories of your organisation help or hinder the messages you want to deliver? 
 
Story-structures underpin how we make sense of many organisational phenomena, and can have a powerful influence over customers, employees and stakeholders.
 
Understanding these story-telling models can help organisations communicate their purpose, which in turn drives their strategy. They can also help both leaders and employees make sense of organisational change. 
 
As marketers, an understanding of how to craft a positive narrative around our organisations, their purpose and brand messaging is crucial. 
 
This session will offer insight into:
 
1. Stories as our inbuilt sense-making software that is hardwired through evolution to help us understand and cope with change.

2. Why it is crucial to understand story structure as well as story content.

3. Understanding your organisational purpose and identity in the context of story structure and narrative.

4. How storytelling can be the difference between success and failure when organisations implement change.
 
Professor Kevin Morrell is the inaugural Rowlands Chair in Transformational Strategy at Cranfield School of Management. His role is to build capacity within boards to influence transformational change. Kevin has a special interest in the role stories play in helping people to translate the complex social world and has published many leading peer-reviewed journals on this topic.

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