Do You Tell Stories? If not, you should

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	Do You Tell Stories? If not, you should

Outback1957

10-24-2007 12:42 PM

127 views

tags:

employee motivation, morale, story telling, employer brand

Outback1957 says:

One of the most important practices for any leader - regardless of the level - is to capture and tell stories that reveal :

- who you are as an organization
- why you're worthy of pride
- what you value
- what behaviors you value

I just came across a great article in Fast Company that included an example of a teaching story that tells employees who their employer, Costco, is and why they should be proud:

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<div style="margin: 12px 0px; font-family: arial; color: #333333; background: #ffffff; border: solid 4px #e5e5e5; width: 100%; clear: left;"><div class="CM_CTB_Content_Wrap" style="margin: 0px; padding: 0px;background-color: #ffffff;"><div style="border-bottom: solid 1px #dcdcdc; white-space: nowrap; margin-bottom: 8px; background-color: #eeeeee ;background-image: url(http://clipmarks.com/images/source-bg.gif); background-repeat: repeat-x; height: 24px; line-height: 24px; vertical-align: middle; padding-bottom: 4px; color: #666666; font-size: 10px;" ><a href="http://clipmarks.com/clip-to-blog/" title="see clips that are hot right now"><img src="http://content.clipmarks.com/blog_embed/add3a8fb-5bd5-45c0-b9a9-6e8e904288d1/6DCFE87D-3A1A-46FA-BCB0-77E9C09EB6E1/" alt="" width="19" height="19" border="0" style="vertical-align: middle; margin: 0px 4px; display: inline; border: none; float:none;" /></a>clipped from <a title="http://www.fastcompany.com/magazine/120/analysis-of-paralysis.html" href="http://www.fastcompany.com/magazine/120/analysis-of-paralysis.html" style="font-size: 11px;">www.fastcompany.com</a></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.fastcompany.com/magazine/120/analysis-of-paralysis.html">Some organizations have evolved stories to simplify strategy. For instance, Costco (NASDAQ:COST) employees know the "Calvin Klein jeans story," as reported in Evelyn Clark's book <EM>Around the Corporate Campfire</EM>. In 1996, Costco was selling out of Calvin Klein jeans at $29.99 a pair. Then, the chain's buyers struck a deal to get about 4 million pairs at a discounted price; with Costco's usual 14% markup, the jeans would sell for just $22.99. The buyers knew that Costco could easily sell out the full order at $29.99. Where do you set the price? The decision: $22.99. Jim Sinegal, CEO, said, "I use that as an example because it would be so tempting for a buyer to go with the higher price for a very quick $28 million in additional profits, but ours didn't. That's an example of how we keep faith with the customer." These situations could be paralyzing: Should you maximize profit or stick with a rule that keeps prices at bargain levels? The Calvin Klein story resolves the tension.</blockquote></div><div style="margin: 0px 6px 6px 4px;"><table style="font-size: 11px;border-spacing: 0px;padding: 0px;" cellpadding="0" cellspacing="0" width="100%"><tr><td style="background:transparent;border-width:0px;padding:0px;">&nbsp;</td><td align="right" style="background:transparent;border-width:0px;padding:0px;width:107px" width="107"><a href="http://clipmarks.com/share/6DCFE87D-3A1A-46FA-BCB0-77E9C09EB6E1/blog/" title="blog or email this clip"><img src="http://content9.clipmarks.com/images/c2b-foot.png" border="0" alt="blog it" width="107" height="17" style="border-width:0px;padding:0px;margin:0px;" /></a></td></tr></table></div></div>

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