A story is an effective way to transmit a company’s values, share knowledge and provide proof points for strategy. Letting employees and leaders talk in plain language about the projects they’re working on or the challenges they’ve tackled can inspire others and reinforce the behaviors that support overall corporate strategy.

The Internal Communications manager of a global company wanted to have a better way to brief its global communications network.  To help the network find the best stories in their business, Diane Baumann Corporate Communications developed a one-page storytelling template. It lists the different attributes and behaviors the company wants to showcase — all tied to its strategy — and sums up what those attributes look like in action.

• Idea generation
• Copywriting