How does storytelling work with a narrative mission and vision?

As long as a mission fails to do so, it is hardly surprising that many people are not interested in a mission. Let alone that they act upon it. This can be done differently and better. By using storytelling techniques, missions suddenly order and inspire. And more importantly, they create a 'we' feeling.

One of the best missions ever in its sense of purpose is still an old one from Pepsi. It dates back to the time when Pepsi and Coca-Cola fought tooth and nail for every percent of market share. What was the mission statement? Just two words: 'Beat Coke'. Not only was this mission memorable and above all understandable for all Pepsi employees, it also left no doubt as to what the dot on the horizon was.

Open end

Remembering' and 'understanding' are two important aspects of a mission. But a mission has to have more to it. It must also contain a call to action. Furthermore, a mission must be dynamic, so that it can be adapted in time if developments or circumstances demand it. And very important, a mission ideally has a wider reach than just the management or the organisation itself. And that is where the shoe pinches. Too often, managements present a mission as a directive statement, concluded with a bold point or a firm exclamation mark. We know the result of that. So what if we turn that full stop or exclamation point into a comma? Then the mission would indeed have an open ending. The comma would then be the invitation to departments and employees to give their own interpretation of the mission through storytelling. And that immediately gives such a mission a narrative character. What are the advantages of this?

1. A narrative mission is about 'us'.

A mission statement contains at least the guiding intentions and ambitions of an organisation. Seen in this light, a mission is nothing less than the 'corporate dream'. It should therefore be of the utmost importance to managements to turn it into a shared and supported statement. By listening and learning to each other, by letting departments and employees give their own interpretation of the mission and sharing it, a proud organisation is created with employees who all have their nose in the same direction and who experience that they matter! Up to the very highest level!

2. A narrative orders missions

If you know what you do want, you can stop putting money and energy into things you do not want. It is an almost Cruijffian saying and therefore very true! To go back to the example of Pepsi, the only goal at that time was to beat Coca-Cola. So the ultimate goal was not to have the largest range of products. Nor was the goal to make a healthy cola drink. At most, these were strategic or tactical considerations and resources. And these can be planned and prioritised. Indeed, you can organise them according to the scope of your mission.

3. A narrative mission connects the world

People and therefore also employees can't do anything with bullets. They don't think like that, they don't talk like that. People are pre-programmed to think in stories. Why is that? Very simple, because a story has a cause and an effect. Action and reaction. That is what we understand and can use. A mission in staccato language therefore completely misses its target. A narrative mission, on the other hand, makes us think. Also about issues such as sustainability and the meaning that you, as a company, want to have for society and the world. Organisations will be increasingly unable to escape from all kinds of socio-economic developments in the world. See for example Shell in its connection with NAM and the earthquakes in Groningen. It forced Shell to launch a unique campaign in which it called on the public to trust the company in its promise of social responsibility. And isn't that the ultimate goal of a mission? Delivering what you promise.

Getting Started

Do you want to start storytelling right now? You can start by taking a look at our websites storytellingpeople.nl, storytellingpeople.com or corporatehistory.com.

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Storytelling makes the abstract corporate story accessible in stories by and for people.

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