Strategic Narrative Embodiment (SNE) is an applied theatre methodology that has been developed for application in leadership and organisation development contexts. When beginning to develop a strategic narrative, I’d say the biggest problem is trying to appeal to everyone as opposed to saying, “This is a specific market we’re going after.” Don’t try to do everything, try to build out a small market. Leader’s should aim their narrative at a clear vision to engage employees. It can bring people together: align both internal and external stakeholders to a single mission and journey. The Strategic Narrative Blueprint brings out the soul of the company. Again, that’s not surprising. So, naturally, every company is searching for it. Now, before you throw your hands up in disgust at this obvious-seeming answer, you should understand that I’m not talking about the usual, “Founded in 2010 by tech whiz-kids Mary Jones and Frank Smith… etc.” All employees want to rally around a common higher-level cause that becomes the connective tissue of … Now, before you throw your hands up in disgust at this obvious-seeming answer, you should understand that I’m not talking about the usual, “Founded in 2010 by tech whiz-kids Mary Jones and Frank Smith… etc.” 1. Select Accept cookies to consent to this use or Manage preferences to make your cookie choices. Click here to see EDF Energy case study on their strategic narrative. You can take a look at Carl Jung and Joseph Campbell’s the ‘hero’s journey’ when it comes to narrative structure, but for a more simple solution, try starting with these key questions: c)    Keep the story alive – personalise the narrative: A strategic narrative should contain some non-negotiable elements to keep things on track. Strategic Narrative Embodiment (SNE) is an applied theatre methodology that has been developed for application in leadership and organisation development contexts. Your email address will not be published. A strategic narrative centers on a leader’s ability to articulate a clear and compelling vision and strategy for the future of the organization. 2)   Develop – create your story with your employees, 1) Value – what values does a strategic narrative add? But there are clear reasons why we need them.. Next time you’ve got a minute, grab a copy of your organisation’s employee engagement survey. A strategic narrative, including the why, what and how of the journey, can be a powerful framework around which to demonstrate this unity. Companies use strategic narratives to engage their people because they want to give everyone a common framework for understanding the company, the context in which it operates and the journey it is on. They fall off a cliff. And over the past year or two, it seems that these two words have become a hot topic – almost as much of a must-have as the better known concept of a ‘value proposition’. Your email address will not be published. Strategic corporate narratives will be unique … Put a plan together on how this can be done, and encourage your leaders to be involved in that too. You can also find the full strategic narrative tips in Emma Bridger’s book Employee Engagement. How do we do it? Our strategic narrative: practising what we preach. You may have come across the term strategic narrative in the world of employee engagement. Strategic narrative: Visible, empowering leadership providing a strong strategic narrative about the organisation, where it’s come from and where it’s going Engaging managers: Engaging managers who focus their people and give them scope, treat … Strategic narratives demonstrate a clear vision and strong executive leadership. But the starting point is always the same. Strategic Narrative. Why do we need it? Save my name, email, and website in this browser for the next time I comment. © Copyright People Lab 2013, All rights reserved. CEO and Co-Founder of Rylentless, Ryan Osmond, defines "strategic narrative" and how it can be used to used to galvanize teams to achieve strategic objectives. Required fields are marked *. 3 Chair’s foreword In order for Ofgem to protect energy consumers effectively, it is important that we signal how we intend to fulfil this role. A completely written strategic narrative forces the authors to think things through MUCH more thoroughly. Begin with one-one interviews, and then get them together as a group to agree the key themes and ideas. A great strategic narrative should provide a comprehensive and meaningful worldview. Many of them would have taken part in the creation process. A strategic narrative must align with this brand DNA or it will be perceived as inauthentic. There are numerous case studies out there, which demonstrate the value a strategic narrative has in improving employee engagement. strategic narrative. James Collins and Jerry Porras identified in their book ‘Built to last’ that companies that have a clear purpose and envisioned future, are the ones that enjoy enduring success. Amy Zalman of the Washington-based firm Strategic Narrative has done a brilliant job of supplementing her own explanation with those of a number of authors in different fields. a)   Encourage your leaders to co-create the story: For a 20% discount, use code EEAD20 at the check-out. The rest were probably inducted via the obligatory two day leadership conference. Strategies outline a plan of action, and strategic narratives describe the journey a business is on. A strategic narrative is not what you say, it’s what you do. A strategic narrative is a story that is purposefully created with meaningful elements and intention in order to produce a desired outcome. Most of the Senior Leadership team (SLT) – the people who report to the Executive – also have (or, at least, think they have) a clear understanding of what the organisation is doing and why. If you continue to use this site we will assume that you are happy with it. It’s not a coincidence that the mantra of IBM’s founder, Tom Watson, was THINK ; IBM’s last marketing strategy was based on the idea of a Smarter Planet; and its current strategy is based on the idea of Cognitive Business. 3 Chair’s foreword In order for Ofgem to protect energy consumers effectively, it is important that we signal how we intend to fulfil this role. There’s a saying that you can tell a cobbler by his shoes, implying that he is so busy he has little time to address his own footwear. In the end, the impact of this disconnect is pretty clear – employees in many organisations either don’t or can’t. For a no-obligation chat with our expert Emma Bridger, click here to request a call-back. It should state who we are as a company and explain what makes us unique and how we, as a company, believe value is created. Hopefully you now know why it’s a good idea to have a strategic narrative in your business, and some ideas on how to get started, so let’s finish with adding in the really important stuff! They believe that the study of media and war would benefit from more attention being paid to strategic narratives. Start by identifying who needs to ‘own’ your narrative, and get them involved from the start; your leaders are far more likely to co-own the narrative if they are given the opportunity to help create it. It’s not a coincidence that the mantra of IBM’s founder, Tom Watson, was THINK ; IBM’s last marketing strategy was based on the idea of a Smarter Planet; and its current strategy is based on the idea of Cognitive Business. Find the question/s on understanding… in particular the question about how well people understand your firm’s goals and/or strategy. And it can add rigor to the strategic planning process because it brings to the surface any weaknesses in your strategy and identity, like when the different elements don’t hang together. The Strategic Narrative Value: The AllChange Strategic Narrative is a powerful tool that captures strategic thinking, complex technical concepts and creative ideas in a way that everyone can understand, identify with and believe in. It articulates the organization’s clear sense of purpose, identity and values to its audience. A strategic narrative must align with this brand DNA or it will be perceived as inauthentic. 2) Develop – How do you develop your own strategic narrative? There are many reasons why organisations find it difficult to embed their strategies and other programs. – To inspire people, creating pride and camaraderie Research in the US has shown that employees are more likely to be engaged at work if they have pride in the organisation they work for and camaraderie with their colleagues. A strategic narrative is central to a healthy company’s branding and their decision-making process. A strategic narrative provides employees with a compelling purpose and meaning at work, which contributes to their engagement. You can change your cookie choices and withdraw your consent in your settings at any time. A Strategic Narrative can be a great tool if your business is undergoing some changes. If you haven’t seen it already, take a glance at our Strategic Narrative infographic to get clued up on the basics. I am neither an academic or a senior manager, so that kind of terminology doesn't grab me instantly! If you missed it, why not have a read of Nail your narrative #1: Don’t forget the most important story of all. We use cookies to ensure that we give you the best experience on our website. Strategic narrative sets out a compelling case of where the organisation is going, and why. Their importance will only continue to grow as our organisations, and the world they operate in, become more complex, diverse and subject to change. A strategic narrative is the story of a company. There are numerous case studies out there, which demonstrate the value a strategic narrative has in improving employee engagement. So let’s unpack that starting with the strategic narrative. We might quickly think this is a job for the marketing department. (See the NASA example in the infographic). When you boil it all down, there’s three reasons why this happens: In the end, the impact of this disconnect is pretty clear – employees in many organisations either don’t or can’t live the story. This is where the strategic narrative comes in. Our strategic narrative for 2019 - 23. Strategic narrative sets out a compelling case of where the organisation is going, and why. These are just a few tips on Strategic Narrative, and we hope you are now more equipped with understanding and ideas to get your organisation’s Strategic Narrative nailed down. Christine Cavanaugh-Simmons of CCS Consulting Inc. specializes in helping leaders develop skills in this area. Name a Big, Relevant Change in the World. It can be a powerful tool for improving your business' performance. I tend to view it (in the leadership, strategy and communications context) as the ‘storification’ of your identity – who you are, what you stand for, why you’re worth it, where you’re going (and when) and how you’re going to get there. 3) Add – What should a strategic narrative include? SNE translates the transformational effect, story shaping and ensemble skills of stage performance into the language of work performance. We’ve got three steps here to show you the way to crafting your strategic narrative: 1)   Value – what values does a strategic narrative add? It forces the authors to ask themselves questions, to anticipate the questions