(PRWEB) October 2, 2004 -
While business news is focused on uncertainty caused by layoffs, the Presidential election, the threat of terrorism, and more layoffs, the founders and CEOs of many top American companiesÂincluding Costco Wholesale, Medtronic, FedEx, Nike, and Mary Kay, Inc.Âcontinue to drive success through storytelling.
In a new book, Costco cofounder, President and CEO Jim Sinegal says, ÂAll you can do is relate the successful experiences youÂve had within the company. What else have we got besides stories? ThatÂs what really hits home with people; itÂs what brings meaning to the work we do.Â
SinegalÂs testament to the power of storytelling is among those related in a new book, Around the Corporate Campfire: How Great Leaders Use Stories to Inspire Success. Written by Evelyn Clark, a Seattle-area author, speaker and consultant, the book is a collection of stories about companies that use storytelling as a management tool. Their leaders tell stories that communicate values, celebrate heroes and keep everyone focused on the mission.
Because stories touch peopleÂs hearts at a personal level, they inspire a level of commitment, teamwork, and customer service that most leaders can only hope for.
Medtronic Chairman and CEO Art Collins agree. Head of the worldÂs leading medical technology company, Collins says, ÂWhen I speak to employee groupsÂsmall or largeÂI relate concepts through personal experience, which bring them to life. Strangers frequently come up to me to relate their gratitude for our products, and I share those stories with employees because the real strength of Medtronic is not a few people at the top. ItÂs all 30,000 employees and their total commitment to the mission.Â
The Container Store, 3M, and Northwestern Mutual are among the other companies featured in the book.
ÂThe CEOs of these companies share corporate legends and everyday workplace stories with employees and other stakeholders to make the vision come alive and to illustrate how people can succeed,Â Clark says. ÂGreat leaders know that workers need more than lofty mission statements and industry buzzwords to understand and appreciate what their organization stands for and whatÂs expected of them. Workers need to hear about the companyÂs people, its values and its history.
ÂStudies show that up to 70 percent of workplace learning takes place through stories swapped around the coffee pot or in the lunch room,Â the author says. ÂSo smart leaders tell stories, which leave a legacy of experiences that inspire generations.Â
Around the Corporate Campfire: How Great Leaders Use Stories To Inspire Success is available at Amazon.com and at http://www.corpstory.com. The price is $19.95, plus tax and shipping.
Note: Author and speaker Evelyn Clark, who created a buzz with two presentations based on her book at this yearÂs National Storytelling Conference, is available for interviews and will also develop guest articles or columns on request. Call 1(866) 818-8079.
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