The Narrative Void


These are my notes from reading Donald Miller's book on Building a StoryBrand. Chapter 13 goes through how a company feels like to internal staff when they have a proper narrative. It also goes through how you can bring everyone on the team back in line.

If you want to check out the other parts of this series, the links are below:

  1. Overview
  2. Identify the Character
  3. Create a Villain
  4. Introducing a Guide
  5. Give them a Plan
  6. Call them to Action
  7. Prevent Failure
  8. End with a Win
  9. Participate in Their Transformation
  10. Brandscript your Website
  11. The Narrative Void
  12. The Marketing Roadmap

All aboard

In many organisations, staff are not aligned to the same narrative

Most companies expect the mission statement to encapsulate the brand of the company but the day to day decisions of ordinary staff do not reflect this as their internal behaviour

Cost of Narrative Void

The difference between an engaged employee and a disengaged employee is where they put their discretionary effort.

Engaged employees take less sick days and are less likely to turnover.

Keeping the narrative improves engagement and keep the staff focused on mission

Living a Mission

The difference you see between working at a company that has a common narrative and working for one that does not is the energy and enthusiasm as soon as you come in for an interview.

You’ll notice that the other employees that interview you are excited about their role in helping the customer.

Back on Track

Size and growth can muddy up the mission.

Corporate tactics

Lots of info for companies to align their internal and external narratives to the same.

Doesn’t relate to me yet.

I’d like to build a business one day but these challenges and solutions are not something I will be needing at present.

Good to keep in mind though.