25. 1
Stimulate
• Understand possible actions behind your
corporate values;
• Give some examples of good stories where
those values can flourish;
• Ask people to share there own stories
based on the same theme;
26. 2
Search
• Define what actions have more adherence
to the values you selected;
• Look for examples of those actions inside
the stories that people sent;
• Indentify dramatic potential on the
selected actions;
27. 3
Recognize
• Let everyone know what are the best
stories;
• Reward the authors of the stories;
• Ask them to talk with colleagues about
the things who led them into action;
28. 4
Inspire
• Make the stories spread throughout
the company;
• If it’s possible, invest money on
production to tell stories amazingly;
• Let the winners inspire new stories;
30. Case n°1
• Carlton-Ritz has the challenge to inspire
and motivate more than 30.000
employees globally;
• Every month, 5 stories are selected by a
storytelling council who share those stories
as best practices in customer service;
• The authors of the stories are rewarded
and become celebrities between their
colleagues;
• Stories inspires new behaviors and make
the promise “Ladies & Gentleman serving
Ladies & gentleman” come alive.
31. Case n°2
• Zappos is known as a benchmark for
customer relationship service;
• The practice of storytelling is in Zappos
DNA, to see how they do it, check Zappos
Culture Book: a collection of inside stories;
• See what Tony Hsie does when he wants
to spread Zappos corporate values (click
bellow to watch):