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Telling the corporate story: vision into action

机译：讲企业故事：愿景付诸行动

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摘要

Just as every person has a story to tell, so do companies. Every company is on an epic-like quest for results, a journey fraught with obstacles that take form in escalating competition, rising material costs, battles for talent, pressing shareholder demands, and increasing healthcare costs. In its simplest sense, a corporate story is a narrative tool that tells the tale of a company's strategy in action. It is a clear, structured, compelling articulation of "who we are" and "where we're headed" that rallies emotional and rational support from stakeholders. The story evokes a common vision of the future, sketches the journey to achieve that vision, identifies critical milestones along the way, creates a clear path for employees to follow and defines success in observable terms. More than mere words, however, the corporate story's strength lies in its ability to align leaders, drive decision making and mobilize the organization. In this dimension the story adds to the power of conventional corporate communications by delivering a powerful engagement message for leaders; acting as a tool for management to cement the legitimacy of the thinking behind their decisions.
机译：就像每个人都有故事要讲一样，公司也一样。每家公司都在史诗般的追求成果的过程中，充满了不断升级的竞争，不断上升的原材料成本，人才争夺战，迫切的股东要求以及医疗成本增加等障碍。从最简单的意义上讲，公司故事是一种叙事工具，可以讲述公司的战略实施故事。这是对“我们是谁”和“我们要去的地方”的清晰，有条理，令人信服的表述，它凝聚了利益相关者的情感和理性支持。这个故事唤起了人们对未来的共同愿景，勾画了实现这一愿景的旅程，确定了发展过程中的重要里程碑，为员工遵循了清晰的道路，并以可观察的方式定义了成功。然而，公司故事的力量不仅仅在于言语，还在于其与领导者结盟，推动决策和动员组织的能力。在这个层面上，故事通过向领导者传达强有力的参与信息，增强了传统公司沟通的力量。充当管理工具，以巩固决策背后思想的合法性。

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