This is the who we are story and it describes what it means to be us.
Examples: Marvel superheroes and Disney protagonists.
These stories give us a glimpse of the future we desire.
Examples: Science fiction and Star Trek.
These stories demonstrate how companies values show up in our organization.
Example: Zappos and how they create extraordinary customer experiences.
These are change and learning stories. This is generally the hardest story to tell but has the potential to build culture and loyalty.
Example: Brene Brown.
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