Finding The Stories Within Your Organization

by Susan Murphy

shutterstock_193590368At Jester Creative, we believe that good storytelling is the foundation of all digital communication. We coach our clients on how to tell a good story, and help them find the stories that will help highlight what makes their organizations unique.

But how do you go about finding the stories lurking within your organization? Here are a few ideas to get you started.

How Does the World See You?

Before you set out on your storytelling journey, first take a look at where you’re at. Sit down and take a read of your web site. I mean cover to cover. Is it doing a good job of telling people what sets you apart? Is it written in human language or marketing speak? Can a layperson understand it or is it over most people’s heads? Next, Google your company name. What comes up on the first two pages? Does it tell people what they can expect if they decide to click?

Taking a good look at what other people are seeing about your company online is a great starting point. If what you’re presenting to the world isn’t telling an effective story, it’s time to make some changes.

Look Inside

Spend some time asking employees what their perception of the organization is. How do they see things? What is the organization’s story through their eyes? Are there any stories they think should be told? Getting your team’s perspective on the organization can be very eye-opening. It can show you parts of the organization that you may have missed, or may not be familiar with. Sit down with your people, and have some conversations about what stories they think should be told.

Document It

The stories of your organization are going on all around you. It could be a customer success, or a long-time team member’s breakthrough. It could be a great event or a new product that will break new ground and truly be helpful to your clients. Be aware of what’s happening in your company and most importantly, document as much as possible. Talk to the team who is launching the new product. Take photos at the next company fundraiser or trade show. Talk to your customers about how you’ve helped them. Document the stories, and then be prepared to share them. Put yourself in the shoes of storyteller, and make the stories of your organization come to life!

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