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1
Telling Your Company’s StoryThe EDS Storytelling Program
2Telling Your Company’s Story
Began 2005 Post cultural and financial crisis
Needed a simple story to:
• Engage our people
• Energize our business
• Enhance EDS’ position in the marketplace
3Telling Your Company’s Story
Re-igniting Storytelling CultureCreated “The EDS Story”
Told in seven chapters:
1. You are @ the right place @ the right time …
4Telling Your Company’s Story
Re-igniting Storytelling CultureCreated “The EDS Story”
Told in seven chapters:
1. You are @ the right place @ the right time …
2. We see a world that others don’t see …
5Telling Your Company’s Story
Re-igniting Storytelling CultureCreated “The EDS Story”
Told in seven chapters:
1. You are @ the right place @ the right time …
2. We see a world that others don’t see …
3. We’re on a journey to get there …
6Telling Your Company’s Story
Re-igniting Storytelling CultureCreated “The EDS Story”
Told in seven chapters:
1. You are @ the right place @ the right time …
2. We see a world that others don’t see …
3. We’re on a journey to get there …
4. You can believe in tomorrow because we deliver today…
7Telling Your Company’s Story
Re-igniting Storytelling CultureCreated “The EDS Story”
Told in seven chapters:
1. You are @ the right place @ the right time …
2. We see a world that others don’t see …
3. We’re on a journey to get there …
4. You can believe in tomorrow because we deliver today…
5. We’ve got the people to succeed …
8Telling Your Company’s Story
Re-igniting Storytelling CultureCreated “The EDS Story”
Told in seven chapters:
1. You are @ the right place @ the right time …
2. We see a world that others don’t see …
3. We’re on a journey to get there …
4. You can believe in tomorrow because we deliver today…
5. We’ve got the people to succeed …
6. We are focusing on …
9Telling Your Company’s Story
Re-igniting Storytelling CultureCreated “The EDS Story”
Told in seven chapters:
1. You are @ the right place @ the right time …
2. We see a world that others don’t see …
3. We’re on a journey to get there …
4. You can believe in tomorrow because we deliver today…
5. We’ve got the people to succeed …
6. We are focusing on …
7. Seize the opportunity!
10Telling Your Company’s Story
Built Story Around the Premise …
• Made brand relaunch central to the story
• Published 100 stories in six months
• Erected 20 StoryWalls – employee “newsstands”
• Integrated with “The EDS Way” training – reaching 10,000
• Used story to help win business – “cultural sell”
• Counseled companies on storytelling/employee engagement
“Every employee is a storyteller in EDS’ success.”
11Telling Your Company’s Story
Bake in Key Components
• Character of EDS people
• Our proven capabilities
• EDS’ commitment to clients
DNA of Our Stories
EDS’ promise: “We deliver on our commitments so you can deliver on yours.”
12Telling Your Company’s Story
Create the Master Story
Execu
tive
EDSVoice of
the Employee
Org
an
izati
on
Engage and Build
Lead
ers
hip
Engage and Build
Re-engageand Build
Engagement Process
Sustain
EDSVoice of
the Employee
Copyright © The Storytellers UK Limited 2005
Re-engageand Build
Create the Living Story
Evolving the Living
Story
Evaluate and Learn
EDSVoice of
the Employee
13Telling Your Company’s Story
Rolling Out the Story Engaged Leaders and Employees
EvaluateAnd Learn
CampfireSessions
LeadershipSessions
Draft Living Story
Copyright © The Storytellers UK Limited 2005
Build
Local Story Capture
Local StorySelection
Feature Stories
Story R&D
StoryWalls
Engage
Senior Leaders’ Launch with Master Story
Front-Line Launch
Town Hall Briefings
EmployeeEngagements
14Telling Your Company’s Story
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