The Value of Storytelling in a Changing Organization

Abstract

The intent of this paper is to show how storytelling can be used to help form relationships and gain support from members of the organization. It will also show how storytelling can be used to help share the vision of the guiding coalition.

The Value of Storytelling in a Changing Organization

From the time we are born, most of us are enamored with the art of storytelling. It is one of the strongest tools to help us use our imagination and stretch out of our normal, everyday lives. The fairytales that we were told as children are the fairytales that we tell our children. They help us to remember the things from our childhood that we want our children to experience.

Stories are shared from one generation to the next with the details that set the foundation for our families. We hear the older generations tell the stories of how things were when they were children and how things have changed as they grew up. They share the knowledge that they have gained from mistakes they have made in hopes of future generations learning from their mistakes.

Storytelling in business is no different. The guiding coalition of the organization can use storytelling as a tool to help explain how things are with the organization currently and what their vision is for the future. They can also share past successes and mistakes that have been made in order to avoid them in the future. As Kotter (2012) shared, “developing a good vision is an exercise of both the head and the heart, it takes some time, it involves a group of people and it is tough to do well” (p. 82). By having the guiding coalition share stories of their experiences and their visions, they help others to think with their heart and not only their head. They build emotional ties that help others to be more accepting of the changes even if they cause pain points.

By telling stories, the guiding coalition is able to build a rapport with the employees within the organization. They can form bonds through experiences that they may not have had any other way.

Storytelling develops relationships by helping everyone realize we all have issues in common. Stories crystalize common values and beliefs. They build stronger teams and a stronger sense of community. Stories invite people to bring the “whole person” to work (both head and heart), and therefore elicit much more thorough perspectives and meaningful commitments. They create a context for work aspirations and thus make each employee feel more valued. In short, stories have the potential to revitalize the way we do business (Adamson, Pine, Van Steenhoven & Kroupa,