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"CORPORATE VALUES"   
 
 
By Michael Juul Jensen
Extracts from an article in e-newsletter INSIDER (www.insider.mondo.dk),
published by Mondo A/S.
 
Translated  and edited by Asbjorn Lonvig.
 
The good story is met with sympathy in a time, where the
noise of 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.
In storytelling the company has the opportunity to illustrate it's potential,
a potential that is not shown in numbers and digits and
fancy business visions.
Storytelling is the opportunity to
communicate the values and goals of a company.
 
 The good story is easy to remember and you want to tell it to others.
It is an efficient tool to communicate important messages to all
around a company - customers, suppliers, cooperators, competitors,
employees, the press, politicians
and not least stock-holders and potential investors.
 
In storytelling you have the tool to describe not measurable values and
the development potential of a company.
Concerning publishing these stories the corporate web site and e-newsletter
of course are evident. It's quick and relatively easy.
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
this exact company is something special.
 
Corporate storytelling started - not surprisingly - in USA.
Some years ago Scott Rosenberg, the managing editor of the famous
American e-zine Salon.com, wrote in an article "Story Time":
 
  "a beginning wave of interest from the corporate world - which is beginning to see
narrative and storytelling as additional powerful tools in the marketing
arsenal. In a business environment where 'branding' has become a
mantra of power, many companies are beginning to think of
advertising as an opportunity to tell their corporate story to the world.
And marketers are looking for ways to capture stories from customers
about how they feel about a company's products and services.
Storytelling isn't just for kids any more - it's for CEOs, too."
 
 
PricewaterhouseCoopers is one of the companies that soon found out
the impact of a good story on a more efficient branding. One of the partners,
Bill Dauphinais, have said to "Fast Company":
 
"Brands are built around stories. And stories of identity - who we are,
where we've come from - are the most effective stories of all. This is
a powerful way to bring them to life."
 
Coca Cola has established a storytelling center i Las Vegas.
In "The World of Coca-Cola" the company percents an entire adventure world
 in text, sound and pictures based on the Coca-Cola-brand.
Director Channel Deborah MacCarthy, Coca-Cola's College, says that there
is a 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
specialness in people's lives."
 
 
The director of IBM's Institute of Knowledge Management, David Snowden
says about IBM's increased attention on the possibilities in storytelling:
 
"Organizations are beginning to understand that storytelling is not an
optional extra. Stories are something that already exist as an integral
part of 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
understanding the use of stories in modern business. The results,
however, are sufficiently good that we now know that there are major
benefits to be achieved from the use of stories and from the
development of storytelling skills."
 
 
 In the book "The Springboard: How Storytelling Ignites Action in Knowledge Era
Organizations", Stephen Denning writes about how he - back in 1996 - discovered the power of
storytelling 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,
Stephen Denning had for several years needed a better tool in promoting
new initiatives than numbers, reports, graphs etc.
At a meeting with the management he had the job to promote
a new information system.
For the first time he used storytelling.
Here is the story Stephen Denning:
 
"There was a health care worker in Kamana, Zambia, who in 1995
was searching for a method to treat malaria. The worker logged on to
the Web site of the Centers for Disease Control and within minutes
found his 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
developed 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
organization doesn't have its know-how and expertise organized in
such a way that someone like the health worker in Zambia can have
access to it. But just imagine if it had! We could get ourselves
organized so that professionals have access to the resources
needed. Just in time and just enough."
 
According to Stephen Denning this very simple story had an astonishing
response from 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 management. The following year a 'organization wide knowledge sharing
program' was implemented. The experience was the point of departure of an intensive
interest in storytelling, and in 2000
Stephen Denning published the book The Springboard
on this subject.
Stephen Denning writes:
 
"The attractions of narrative are obvious. Storytelling is natural and
easy and entertaining and energizing. Stories help us understand
complexity. Stories can enhance or change perceptions. Stories are
easy to remember. Stories are inherently non adversarial and
non-hierarchical. They bypass normal defense mechanisms and
engage our feelings."
 
Stephen Denning writes first and foremost about "springboard stories",
which have the purpose to engage people in organizational changes. But storytelling can
have numerous effects inside the company - not least in relation to
strengthening employees engagement in the company.
At the same time Stephen Denning points out the  importance of that management
listens to the employees' stories. These stories are very sensitive tools for measuring
good and bad vibrations and the degree of enthusiasm - or lack of enthusiasm - concerning
visions and the management's decisions.
 
 
STORYTELLING
The Asbjorn Lonvig Storytelling Concept.
 Colorful simplicity art works combined with subtle and ingenious storytelling
to pedagogically communicate important messages.
 
Examples
Poster. Theater Poster. The story about The Wind-Mill Ballet and the Wind-Mill Theater. Storytelling implementing corporate values. By storyteller and designer Asbjorn Lonvig, Denmark. The story about The Wind-Mill Ballet and the Wind-Mill Theater Innovation. An innovation never shown by any other ballet company in the world. An innovation never shown by any other ballet company in the world.  The story about The Wind-Mill Ballet and the Wind-Mill Theater. Storytelling implementing corporate values. By storyteller and designer Asbjorn Lonvig, Denmark.
The story about The Wind-Mill Ballet and the Wind-Mill Theater (in English).
Historien om Vind-Mølle Teateret (in Danish).
 
Angry-SOFUS. Angry-SOFUS is called upon when I feel people treat me absolutely outrageous. Storytelling implementing corporate values. By storyteller and designer Asbjorn Lonvig, Denmark.SOFUS. My name has five letters. They are the initials (in Danish) of five keywords, that describes the values on which my company builds its business. Storytelling implementing corporate values. By storyteller and designer Asbjorn Lonvig, Denmark.Safety-SOFUS. Part of a modern working environment is safety. Storytelling implementing corporate values. By storyteller and designer Asbjorn Lonvig, Denmark.
 Fifteen art works combined with storytelling to communicate the values and goals of a company:
The story 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) - storytelling.
 
 
"interplay", inspired from goals and values, Easter Island, a talk by the riverside on 14th January 2003 Easter Island, a talk by the riverside on 14th January 2003 and from wondering. In this context the 2 Moais symbolize interplay. Storytelling implementing corporate values. By storyteller and designer Asbjorn Lonvig, Denmark. "foresight", inspired from being purposeful, from solicitude, an old shipping man, the human eye and from wondering. We have to find all the elements, all the facts..............By storyteller and designer Asbjorn Lonvig, Denmark."challenge", inspired from optimizing solutions, being full of enterprise, being innovative, from old time dueling, Alexander Dumas and from wondering. You always must challenge things, optimize solutions, be full of enterprise. The most important is to be innovative. Storytelling implementing corporate values. By storyteller and designer Asbjorn Lonvig, Denmark.
The story about Easter Island (in English) - storytelling with other Asbjorn Lonvig motifs.
 
 Other examples:
Nice Mr. Jacob from Chicago. Storytelling announcing a special event in a company. Evans in Chicago and Kims in Odense, Denmark have built a new factory. By storyteller and designer Asbjorn Lonvig, Denmark. Made for Siemens Technology Services A/S, Denmark.Venlige Hr. Jacob fra Chicago.... Storytelling, der annoncerer en særlig begivenhed. Her annoncerer Evans fra Chicago og Kims i Odense, at de i fællesskab har bygget en ny fabrik i Danmark. Af storyteller og designer Asbjørn Lønvig, Danmark. Made for Siement Technology Services A/S, Denmark. Lavet for Siemens Technology Services A/S.GAS-ballet. Margaret, the blue cow. About Biogas. Storytelling announcing a special event in a company. Green Farm has made a new biogas factory. By storyteller and designer Asbjorn Lonvig, Denmark.  Made for Siemens Technology Services A/S, Denmark.GAS-ballet. August, the rooster. About Biogas. Storytelling announcing a special event in a company. Green Farm has made a new biogas factory. By storyteller and designer Asbjorn Lonvig, Denmark.  Made for Siemens Technology Services A/S, Denmark. JUSTUS the Owl. To an attorney. Illustration. Storytelling. Presenting logos to an attorney.  By Asbjorn Lonvig, Danish storyteller.
 
The story about Vitus and Vitusia (in English) - storytelling.
Historien om Vitus og Vitusine (in Danish) - storytelling.
Historien om Louis (in Danish) - storytelling.
Historien om Justus (in Danish) - storytelling.
The story about GAS-ballet (in English) - storytelling.
Historien om GAS-ballet (in Danish) - storytelling.
The story about Nice Mr. Jacob from Chicago (English)- storytelling.
Historien om venlige Mr. Jacob fra Chicago (Danish) - storytelling.
 
 
 examples of storytelling in multiple languages
Do you want to see stories in
French, German, Spanish, Portuguese, Italian, Korean, Japanese or Chinese
go to multiple languages.
 
 
FAIRY TALES
in 10 Languages
to Lucca and the world's kids.
 
 Children's Books Online
Children's Coloring Books online.
 Mini posters of main characters
 
 Fairy tales. By fairy tale writer Asbjorn Lonvig, Lille Fejringhus.
 
 NEW 
UNIVERSE
 
examples
Universe of fairy tale and
storytelling motifs.
 
 

 
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