ABSTRACT
Stories are a way of understanding the underlying operating principles behind organizational communication and learning. Organizations need to develop their own unique, customized processes and tools to implement the push-to-pull-to-push strategy. This strategy demonstrates how we can organizationally tell stories in order to elicit other people's stories, listen to them in order to gain new insights while adjusting our strategy accordingly, and catalyze people to share them. The result is an increase of the strength and reach of our initial broadcast. Some organizations are beginning to put in place story mechanisms to improve organizational communication and learning. The Story Master is responsible for eliciting stories from employees and customers. They are committed to building a story culture. Employees are the beneficiaries. The stories are not for the company's marketing department. According to Krispy Kreme Doughnuts, these stories are giving employees a greater sense of alignment between their job responsibilities, the business objectives they need to execute, and the organization's mission.
