Ron Doney
Founder & CEO
Have you ever wondered how a single story can shape an entire organization’s culture? When we think about how storytelling can truly transform a company’s culture and elevate its impact, the iconic Nordstrom customer service story comes to mind. It goes like this:
A customer walked into a Nordstrom store with a set of tires they wanted to return. The issue? Nordstrom doesn’t sell tires. Despite this, an employee, upholding the company’s core values, accepted the return without question. This act of exceptional customer service became a defining moment in Nordstrom’s history and a cornerstone of its customer-centric culture.
This story didn’t just become a company anecdote—it was woven into the fabric of Nordstrom’s approach to customer service. It demonstrated that employees were expected to prioritize customer satisfaction above all else, regardless of circumstances. Through storytelling, Nordstrom created a powerful cultural narrative that set the standard for how employees should engage with customers and approach challenges.
Every organization has its own narrative, and these stories are essential to shaping its culture. Whether consciously acknowledged or not, storytelling exists within every workplace, helping define values and build connections. At Think Up, we believe that storytelling can cultivate a culture of success. Here are several ways storytelling anchors organizations in times of change, accelerates progress, and fosters sustainable growth.
Anchoring in Times of Change
During times of transition—whether due to mergers, leadership changes, or shifts in the market—stories serve as anchors that provide context and clarity. The Nordstrom tire story, for instance, is a reminder of the company’s commitment to finding creative solutions to meet customer needs, even in unexpected situations. Sharing such stories helps employees understand that challenges can be overcome by staying true to core values.
By openly sharing stories of past triumphs and lessons learned, organizations build resilience and reinforce their mission during uncertain times. Employees become more connected to the organization’s history and values, which helps them navigate transitions with confidence.
Accelerating Toward Next-Level Results
Storytelling is also a powerful tool for motivating employees and driving performance. When organizations share success stories—whether it’s about an individual employee or a team’s achievement—they inspire others to reach for similar outcomes. For instance, the Nordstrom tire story reinforces the idea that exceptional customer service isn’t just about fulfilling a transaction, but about going beyond expectations and making a real impact on the customer’s experience.
Moreover, storytelling fosters cross-functional collaboration. When employees from different departments hear stories about how their colleagues contributed to shared goals, it strengthens the collective mission and motivates them to work together toward greater success.
Creating Sustainable Growth
Sustainable growth is rooted in shared values, and storytelling is essential for embedding these values into an organization’s culture. By consistently sharing narratives that reflect core values—such as customer-centricity, integrity, and innovation—organizations ensure that everyone is aligned with the broader mission.
Storytelling is particularly effective in onboarding new employees. By sharing stories that embody the company’s values, history, and vision, new hires are quickly integrated into the culture, making it easier for them to contribute to the organization’s ongoing narrative.
Best Practices for Effective Storytelling
To harness the power of storytelling effectively, organizations should consider these best practices:
- Encourage Story Sharing: Create spaces, like team meetings or digital platforms, where employees can share their own stories. This promotes a culture of openness and inclusivity.
- Lead by Example: Leaders should share their personal stories—both successes and challenges. This sets the tone for a culture that values authenticity and transparency.
- Highlight Diverse Narratives: Ensure that stories from a wide range of experiences and backgrounds are heard. Diverse stories enrich the organizational narrative and promote inclusivity.
- Integrate Stories into Communication: Use storytelling techniques in presentations, meetings, and training sessions to make messages more engaging and memorable.
- Celebrate Successes: Recognize and reward stories that exemplify the organization’s values and drive results. This reinforces what matters most and motivates others to follow suit.
Storytelling is more than just a communication tool; it’s a strategic approach to shaping organizational culture. By sharing stories that reflect your values, connect people, and drive action, you can create a workplace where everyone feels they belong. Embrace storytelling as a strategy to navigate change, inspire results, and sustain growth. In doing so, you’ll build a culture that thrives together.
