Storytelling in Management Practice by Reissner Stefanie;Pagan Victoria;

Author:Reissner, Stefanie;Pagan, Victoria;
Language: eng
Format: epub
Publisher: Taylor & Francis Group

Selwyn’s account illustrates a planned and purposive approach to storytelling, specifically testing how the content sounds in order to create a succinct message (see also Dominic’s and Tabitha’s reflections on the practising and editing of stories provided in Chapter 3). However, there is also recognition of the importance of storytelling that additionally trickles naturally and perhaps with less obvious intent, throughout the organization. This reveals the multiple directions of travel of storytelling within an organization (e.g. Smith 2012), which calls into question the promotion of managerial storytelling as a way to achieve a particular purpose (e.g. Denning 2004), as NorthService middle manager Jonathan begins to explain.

There’s only so many times you can hear [CEO] and other senior managers saying, ‘these are our values’, and it’ll sink in to a certain extent. But I firmly believe in the bottom-up approach as well and getting ambassadors across the business who believe in those things, because they’ll tell their friends, they’ll make stories up and tell their friends and their work colleagues and what have you, and it permeates that when sometimes that can be more effective.

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