How to Build a Storytelling Organization

About Author Graham Brown

Graham Brown is the founder of Pikkal & Co – performance communication agency responsible for producing Award Winning Podcasts for business brands. Clients including McKinsey, Julius Baer, IBM and the Singapore Government. Investors and Advisors from Netflix, Intel, Apple and iQiYi. He is a published Amazon author covering human communication technologies, marketing and branding. He has produced over 1,000 podcast episodes and webinar shows with notable shows including the Tony Fernandes Podcast. Graham is a graduate in Artificial Intelligence and is currently leading Pikkal & Co to use Machine Learning and Conversation Analytics to automate the heavy lifting of communication to elevate the human touch.

Why Build a Storytelling Organization?

Define: The Storytelling Organization

The Storytelling Organization – a company or government agency that empowers its leaders at all levels to find their voice.

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Because the biggest underutilized asset of every organization is the conversations that happen behind closed doors every day.

One of the key differences between B2C and B2B Podcasts is the need for the organization to find an authentic and scalable channel of communication for its Leadership.

As we enter an era where Comms Leads need to adopt Digital Transformation rather than simply adapt to Digitalisation, we are faced with the challenge of a mindset shift from Storytelling being once seen as “executive privilege” to now Storytelling being “everyone’s business”.

Define: Human Communication Interface

Building a Storytelling Organization is how we unlock that potential.

– You want to unlock the valuable insights, conversations and relationships that your leaders regularly have

– You want to build brand authority in a category which is becoming increasingly noisy and competitive

– You want to create meaningful conversations that last, long after the advertising dollars run out on a traditional marketing campaign

– You want to find a better way of attracting key talent to some of your exciting projects rather than traditional recruitment

– You are leading digital transformation and want to create conversations that matter with people who care

If that’s the case, you are in good company with today’s thought leaders.

Define: Digital Transformation of Communication

Digital Transformation of Communication – the evolution of traditional corporate communication “Pipelines” into communication “Platforms” using Digital channels like Podcasts.

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Traditional Communications is Changing

Communications is changing. Old = Loudspeaker. New = Telephone.

Define: Loudspeakers vs Telephones

But it’s not just about “doing digital”, we have to “be digital”. In Communications, this is the difference between digitalisation and digital transformation.

The future lies in Communications “Being Digital” meaning thinking and adopting the mindset of a digitally native organisation – empowering communications at all levels.

Take a look at the Management Category for Podcasts on iTunes. This isn’t occupied by consultancies with monolithic communications campaigns, but multiple decentralized conversations providing more granular relevance to their audience:

See these Podcast Case Studies for more data.

McKinsey has 8 podcast shows in iTunes, PWC 11, Deloitte 4, Accenture 3. Google 4. The days of 1 brand, 1 podcast are over. Increasingly podcasts aren’t representing monolithic brand narratives but diverse conversations across different teams and internal “tribes of purpose”.

And this diversity of narrative is vital to long term success of the central organizational narrative, especially today in the middle of an unforeseen crisis.

Podcasts: Get our Guide for Corporates

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The Pandemic is Forcing the Digital Transformation of Communication

We’ve seen major disruption to the Supply Chains of business wrought by the Pandemic.

We are experiencing a shift to Work From Home.

But what many fail to appreciate is that these aren’t operational challenges, these are communications challenges.

In response, we are experiencing the early stages of a macro Shift in how organisations communicate: from a traditional “Loudspeaker” model of communication to that of a modern “Telephone”, and this is what B2B Podcasts are about.

Define: Many to Many Communications

The modern business communication landscape is a many to many one, where unofficial storytelling vastly outweighs the official narrative. The key to thriving in this landscape is not to control communication through the traditional pipeline model but to curate it with a platform like a Podcast.many to many

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Building a Storytelling Organization is about how your Organization won’t just survive but Thrive in the next decade.

Normally, you’d have time. Such as Shift would take 10, 20 years or more. But the exogenous shocks to the system, the Black Swan events of Covid19 and Climate Change combined with more macro shifts to Virtual Teams, Diversity, The 4th Industrial Revolution and Digital Transformation are forcing Leaders to navigate this Shift in just 1 or 2 years.

In Microsoft’s latest earnings call, CEO Satya Nadella said,

“We saw 2 years of digital transformation in 2 months.”

It’s happening, and it’s happening fast.

Looking for Podcast Case Study Examples?

10 business podcast case studies

Podcasts: Get our Guide for Corporates

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About Author Graham Brown

Graham Brown is the founder of Pikkal & Co – performance communication agency responsible for producing Award Winning Podcasts for business brands. Clients including McKinsey, Julius Baer, IBM and the Singapore Government. Investors and Advisors from Netflix, Intel, Apple and iQiYi. He is a published Amazon author covering human communication technologies, marketing and branding. He has produced over 1,000 podcast episodes and webinar shows with notable shows including the Tony Fernandes Podcast. Graham is a graduate in Artificial Intelligence and is currently leading Pikkal & Co to use Machine Learning and Conversation Analytics to automate the heavy lifting of communication to elevate the human touch.
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