ABSTRACT
This chapter presents the case study illustrating Dreyer's Ice Cream. This case study is in three parts. The first part spells out the Grooves philosophy as expressed in the company's employee manual. Next we identify the relationship between the Grooves and stories. In the third and last part of the case study we see a very simple but effective communication intervention performed with stories to promote one of the Grooves by tapping into the personal channel of the Communications Matrix. First let's walk through what the Grooves are, as articulated by Dreyer's Ice Cream. Dreyer's Ice Cream of Oakland, CA, is a fascinating organization. At Dreyer's Ice Cream, they believe in the individual. Everyone invited to join Dreyer's Ice Cream in any position should be in the top twenty percent of all qualified candidates for that position including candidates from both inside and outside the company.
