to me - I'll reciprocate. Contact
By Michael Juul Jensen
Extracts from an article in
published by Mondo A/S.
Translated and edited by Asbjorn
The good story
is met with sympathy
in a time, where the
messages is so extremely loud.
In USA the
corporate storytelling is
the latest tool in stakeholder-relations,
and in Denmark
the attention to this
tool is increasing.
storytelling the company has the
opportunity to illustrate it's potential,
that is not shown in
numbers and digits and
is the opportunity to
the values and goals of
story is easy to
remember and you want to tell it to others.
It is an
efficient tool to
communicate important messages to all
company - customers,
suppliers, cooperators, competitors,
and not least
storytelling you have the tool to
describe not measurable values and
development potential of a
publishing these stories
the corporate web site and e-newsletter
of course are
evident. It's quick
But it can as
well be done by
traditional means in the traditional media.
The point is
to tell a story that
makes it quite clear that
company is something
storytelling started - not
surprisingly - in USA.
Some years ago
Scott Rosenberg, the
managing editor of the famous
e-zine Salon.com, wrote in an article "Story Time":
beginning wave of interest from the corporate world - which is
beginning to see
storytelling as additional powerful tools in the marketing
arsenal. In a
business environment where 'branding' has become a
power, many companies are beginning to think of
an opportunity to tell their corporate story to the world.
are looking for ways to capture stories from customers
about how they
feel about a company's products and services.
isn't just for kids any more - it's for CEOs, too."
is one of the
companies that soon found out
the impact of
good story on a more efficient branding. One of
Dauphinais, have said to "Fast
built around stories. And stories of identity - who we are,
come from - are the most effective stories of all. This is
a powerful way
to bring them to life."
Coca Cola has
storytelling center i Las Vegas.
In "The World
of Coca-Cola" the
company percents an entire adventure world
sound and pictures
based on the Coca-Cola-brand.
Channel Deborah MacCarthy,
Coca-Cola's College, says that there
thoroughly prepared branding
strategy behind this untraditionally initiative:
"We wanted to
bring the brand to life, to tell the stories of Coca-Cola,
and to express
Coca-Cola's core values: fun, refreshment, and
of IBM's Institute of
Knowledge Management, David Snowden
IBM's increased attention
on the possibilities in storytelling:
are beginning to understand that storytelling is not an
Stories are something that already exist as an integral
defining what that organization is, what it means to buy from it,
what it means
to work for it. These are the early days in
the use of stories in modern business. The results,
sufficiently good that we now know that there are major
benefits to be
achieved from the use of stories and from the
book "The Springboard:
How Storytelling Ignites Action in Knowledge Era
writes about how he - back in 1996 - discovered the power of
in motivating an entire
organization to understand visions and bring visions into effect.
In his work as
director of Knowledge
Management in The World Bank,
Denning had for several
needed a better tool in promoting
initiatives than numbers,
reports, graphs etc.
At a meeting
with the management he
had the job to promote
For the first
time he used
Here is the
story Stephen Denning:
"There was a
health care worker in Kamana, Zambia, who in 1995
for a method to treat malaria. The worker logged on to
the Web site
the Centers for Disease Control and within minutes
answer. This story happened, not in June 2015, but in June
1995. This is
not a rich country, it is Zambia, one of the least
countries in the world. It is not even the capital of the
country; it is
six hundred kilometers away. But the most striking
aspect of the
picture is this: Our organization isn't in it. Our
doesn't have its know-how and expertise organized in
such a way
someone like the health worker in Zambia can have
access to it.
But just imagine if it had! We could get ourselves
that professionals have access to the resources
time and just enough."
Stephen Denning this
very simple story had an astonishing
the management. The
importance of having all information
in one place
only, accessible to
everybody even in the remotest corners was suddenly
very clear to
The following year a 'organization wide
experience was the point of departure of an intensive
storytelling, and in 2000
Denning published the book
attractions of narrative are obvious. Storytelling is natural and
entertaining and energizing. Stories help us understand
Stories can enhance or change perceptions. Stories are
remember. Stories are inherently non adversarial and
They bypass normal defense mechanisms and
Denning writes first and
foremost about "springboard stories",
which have the
purpose to engage
people in organizational changes. But storytelling can
effects inside the
company - not least in relation to
At the same
time Stephen Denning points out the importance of that
listens to the
These stories are very sensitive tools for measuring
good and bad
vibrations and the
degree of enthusiasm - or lack of enthusiasm - concerning
The Asbjorn Lonvig
simplicity art works combined with subtle and ingenious storytelling
pedagogically communicate important messages.
The story about The Wind-Mill Ballet and the
Wind-Mill Theater (in English).
Historien om Vind-Mølle Teateret (in
works combined with storytelling to communicate the values and goals of
about SOFUS (in English) -
storytelling with pedagogical motifs.
Historien om SOFUS (in Danish) - storytelling.
.About different SOFUSes (in
English) - storytelling.
Om forskellige SOFUS'er (in Danish)
story about Easter Island (in
English) - storytelling with other Asbjorn Lonvig motifs.
The story about Vitus and Vitusia (in
Historien om Vitus og Vitusine (in Danish) -
Historien om Louis (in Danish) - storytelling.
Historien om Justus (in Danish) -
The story about GAS-ballet (in English) -
Historien om GAS-ballet (in Danish) -
The story about Nice Mr. Jacob from Chicago
Historien om venlige Mr. Jacob fra Chicago
(Danish) - storytelling.
examples of storytelling in
Do you want to
see stories in
German, Spanish, Portuguese,
Italian, Korean, Japanese or Chinese
go to multiple languages.
to Lucca and the
Coloring Books online.
Mini posters of
fairy tale and