ABSTRACT
Developing a compelling strategic narrative through storytelling is a critical part of internal communication practice. Senior managers often rely too much on PowerPoint slides, dry briefings and emails from the corporate communication department to convey their messages. A big part of a CEO’s job is motivating employees and winning their hearts and minds. Bridges’ example of storytelling is relevant to senior executives and communication professionals who are implementing change in their organisations. Science has further insights for us as communicators when it comes to communicating messages which carry risk. The core brain system for emotion, the limbic system, sees incoming information before logic has access to it. An interesting example of storytelling that delivers clear brand messages is offered up by a much smaller organisation - The Cambridge Satchel Company. Stories can be used effectively in the most complex business situations.
