Corporate storytelling: about what? Which elements should good corporate stories have? Introduction of the corporate storytelling model.

1. “ STORYTELLING: COMMUNICATION TOOL TO ENGAGE STAKEHOLDERS TO SHARE KNOWLEDGE, TO CREATE INVOLVEMENT AND INSPIRATION”.

2. STORY BENEFITS: - HOLLISTIC (TACID KNOWLEDGE + EMOTION) - PROVIDES CONTEXT - PROVIDES “LIVING EXAMPLE” - MEMORABLE - SENSE OF COMMUNITY & BUILDING RELATIONSHIPS - MOVE PEOPLE AWAY FROM LINEAR THINKING - INDIVIDUAL GROWTH - AUTHENTIC USEFULL IN SITUATIONS: NEW & UNEXPECTED, COMPLEX, NEED FOR COMBINATION OF FEELING AND THOUGHT…

3. CORPORATE STORY TELLING… CAN YOU TELL EXITING STORIES ABOUT YOUR COMPANY? CAN YOUR STAKEHOLDERS? DOES YOUR STORY CONVEY PRIDE, PASSION, STRENGTH & AUTHENTICITY? DOES YOUR STORY CONTAIN ALL ELEMENTS OF THE CORPORATE STORY MODEL ® ?

4. CULTURE. ENTREPRISING EMPLOYEES, SELF MANAGEMENT : DARE TO MAKE DECISIONS AND MAKE MISTAKES, TO COMMUNICATE, HAVE AMBITION, KNOWLEDGE NEED AWARENESS. TALENT VS. COMPETENCES. BOUNDARYLESS. EMPLOYEE OF THE FUTURE* EFFICIENT-COST CONSCIOUS OPEN FOR CHANGE FOCUS ON THE CLIENT ENTREPRENEUR WELL INFORMED EAGER FOR NEW KNOWLEDGE FOCUS ON COOPERATION *delta lloyd groep, annual magazine 2006/2007

5. CULTURE. BOUNDARIES*: HORIZONTAL, VERTICAL, EXTERNAL, GEOGRAPIC  BECOME BOUNDARYLESS! KEEP AN EYE ON: R ECOGNITION** R ESPECT R ECONCILIATION * ASHKENAS ** TROMPENAARS, HAMPTON-TURNER BOUNDARIES G E O G R A P H I C H I E R A R C H Y D I V I S I O N S G E O G R A P H I C E X T E R N A L (value chain) E X T E R N A L (value chain)

6. S.C.I.M. : STAKEHOLDER COMMUNICATION OF INFORMATION MANAGEMENT INFORMATION “TAILOR MADE” TIME, PLACE, FORMAT, CONTENT. STAKEHOLDER PROFILES: PASSIONS, INTEREST, SURF & BUYING BEHAVIOR. SYSTEM- & CLIENT ACTIVE DATA COLLECTION  

7. S.C.I.M. VIRTUAL CHANNELS: CORPORATE WEBSITE(S), WEBSHOPS, E-MAILINGS ETC . CORPORATE “DIGI-TALES”: BLOGS PODCASTS (audio & video) WIKI’S SOCIAL BOOKMARKING SOCIAL NETWORKING

8. BRAND(ING) “… IS A WAY OF THINKING HOW A COMPANY ORGANIZES ITSELF TO MATCH ITS GOALS AND CAPABILITIES WITH STAKEHOLDER EXPECTATIONS…” “… IS A COLLECTION OF PERCEPTIONS IN THE MIND OF A CONSUMER…” “… BY IDENTIFYING AND AUTHENTICATING A PRODUCT OR SERVICE IT DELIVERS A PLEDGE OF SATISFACTION AND QUALITY…”

9. BRANDING* “ RANGE OF ACTIVITIES TO CREATE, TO FACILITATE, TO MANAGE & TO EVALUATE COMMUNICATION & CONTACT OPPORTUNITIES WITH STAKEHOLDERS, RESULTING IN UNIQUE AND CONSISTENT STAKEHOLDER EXPERIENCES, OPTIMIZING THE PROCES OF MEETING & CONNECTING”. * Ronald van den Hoff 2007

10. LEADERSHIP. PASSION. VISION. FOCUS AHEAD. FACILITATING OF PROCESSES & CLEAR OBSTACLES. AWARE OF EQUILIBRIUM: RE-EVALUATION OF VISION.

11. 5 RULES OF EVOLUTIONARY LEADERSHIP * : - BE TOUGH ON POLICIES, NOT ON PEOPLE. - CONTROL POLICY INNOVATION. - MIX PEOPLE. - POINTING & PUSHING ( CULTURAL AMBASSADORS). - CHOOSE AN EVOLUTIONARY DIRECTION PEOPLE REALLY WANT. * J. HINES-M.I.T.

12. CORPORATE STORY TELLING… CAN YOU TELL EXITING STORIES ABOUT YOUR COMPANY? CAN YOUR STAKEHOLDERS? DOES YOUR STORY CONVEY PRIDE, PASSION, STRENGTH & AUTHENTICITY? DOES YOUR STORY CONTAIN ALL ELEMENTS OF THE CORPORATE STORY MODEL ® ?