Shawn, Founder of Anecdote and author of Putting Stories to Work, is one of the world's leading business storytelling consultants. He helps executive teams find and tell the story of their strategy. When he is not working on strategy communication, Shawn is helping leaders find and tell business stories to engage, to influence and to inspire.
How do stories work when developing business strategy? This account of a recent workshop walks through a series of steps used to develop a strategic story.
Companies expend considerable effort and resources on creating a strategy but few focus on the fundamental question "Do we have a strategy that will stick?"
What you will often see in most business strategic plans, are initiatives that don't reflect a real choice and therefore don't provide an effective strategy.
Too often marketing strategy is developed in the simple and complicated. When in actual fact marketing and advertising actually exist in the complex. What do I mean?
One of the issues with any specialist area is the use of jargon and lingo that acts as a barrier and excludes people from participating in the category.