Is your corporate narrative homeless?
Let’s talk about ownership. Specifically, who owns your corporate narrative? If you think everyone and no one, you’re probably right.
In too many organisations, the different strategic components that make up the narrative are parcelled out across leaders. And the result? Purpose, ambition, strategy, values, and positioning often end up heading in different directions, like ladders leaning against slightly different walls.
Here’s how it tends to look:
Purpose: Owned by the CEO, Chief Purpose or Chief People Officer.
Ambition & Strategy: Owned by the Chief Strategy Officer.
Values & Behaviours: Owned by the Chief People Officer or Head of Culture.
Positioning: Owned by the Head of Brand or Chief Marketing Officer.
The result is an overall narrative that’s fragmented. Each leader gets busy working on their piece of the story and actions, with no one is responsible for connecting the dots.
And for talent, investors, and customers this disjointed narrative is felt in every interaction.
It becomes unclear what the company stands for, where it’s headed, or why anyone should get on board.
Corporate narratives aren’t just side projects to be divvied up across departments. They’re at the core of how a company presents itself, how it acts, and how it unites everyone involved. In other words, its home is clearly in the C-Suite, but it also needs someone with the right skillset to align, craft and engage everyone who needs to deliver against it.
Some thoughts to consider:
Critically reflect as a leadership team – do you have a story or a collection of disjointed statements (and actions)?
Build this corporate story review into your annual planning process.
Appoint corporate storyteller – someone who can work with the leadership team to align the different components and craft a powerful united story.
Test it with people across the business – do they understand it, is it motivating?
Share the story (in totality) widely and often.
Want to bring clarity to your corporate narrative? Let’s chat.