A beautifully told strategic story from ASICS

Posted by Shawn Callahan - March 21, 2010
Filed in Anecdotes, Business storytelling, Leadership, Strategic clarity

Every company wants to tell a compelling strategic story that conveys the essence of what they’re about. If it’s a success their customers and employees will know where they have come from and where they are going and what makes them unique and worthwhile. And with this knowledge they become attracted to what they are offering. Stories are great for answering the question, ‘why?’ Why are we investing in this equipment? Why are we hiring these type of people? Why are we spending so much time with our new employees? Why? Why? Why?

I’ve a treat for you (thanks @vivmcw for the link). A superb example of an company telling a series of stories to explain what makes them tick. But before you feast your eyes on some terrific storytelling keep the following in mind: while it can be important to share your company story to a mass audience with the artistry only a Madison Avenue ad firm can deliver, it’s more important your leaders can tell your organisation’s story, without notes, to everyone they work with. And from my experience helping executive teams craft and tell their strategic story, the process of working it out is as important as telling the strategic story.

Did you enjoy that? What I really enjoyed was how the narrator (company founder Kihachiro Onitsuka–or perhaps an actor playing him) recounted a series of anecdotes describing key events in the history of ASICS so that we inferred a bunch of things that are not actually said explicitly in the video. For example I felt that ASICS was continually innovating, that they had a long a proud history, they invested in state of the art technology, and they were willing to destroy the past to create the future.

Can your leaders tell your strategic story?

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