It is one of the greatest challenges our country is facing. Only 38 percent of German companies consider their employees adequately qualified for the changes brought about by digitization. This is the sobering conclusion of the study "Digital Transformation 2018" by etventure. At the same time, half of German companies expect a strong to very strong transformation in their industry. In plain terms, from one day to the next, the entire working world changes and very few are prepared for it. The result: there is a lack of acceptance across the board. Often, there are customer complaints, business partners react grumpily, and employees are demotivated. Accordingly, companies are heavily investing in training programs to provide employees with digital know-how and agile methods. To sustainably embed innovation and digitalization in the corporate culture, new, modern communication tools are required as part of an integrated change management.
People instead of facts
At the beginning of any change process are understanding, willingness, and motivation. To maintain this among employees, customers, and business partners, the right form of communication is needed. In a nutshell: it's not about WHAT I should change, but first WHY I should change myself and my perspective or behavior. Facts alone are not what move the world and lead to changing entrenched thought patterns. It is people who inspire, who convincingly go beyond the facts and trigger impulses. People like Martin Luther King or Steve Jobs were able to inspire and win over entire crowds with just their words. So what could they do that others can't?The Bible and Steve Jobs
A storyteller like Steve Jobs did not build his success with Apple solely out of a desire to tell anecdotes. In his speeches, he evoked specific feelings in people through the targeted use of stories and messages. His style: not bloated advertising campaigns with product presentations, but emotionally charged speeches where he addressed the "Why." Why does the world need an Apple smartphone? Emotions like love, pride, anger, compassion, or even hatred have been the strongest motivators for changing one's thinking and behavior since the beginning of humanity. The parables in the Bible are the best example of this. Because the advantage of a change is not always clear at first glance. On the contrary: sometimes a change may seem disadvantageous at first. However, a captivating story with the right message can trigger more than pure facts can. Effective storytelling promotes the long-term acceptance of new perspectives. Storytellers are not born or known for entertaining their fellow human beings with anecdotes from their lives. Storytellers are good listeners, have a clear core message, and strategically tailor their stories to the needs and problems of their audience. They are both analytical and visionary and manage to inspire their listeners with their words.Heroes convince skeptics
A practical example from home: Your partner now presents you with a cup of green tea every morning instead of coffee and says, "This tea is much healthier, darling!" As a creature of habit and a coffee lover, you may wonder: Who says coffee is unhealthy? And why should I now drink green tea? I don't like the taste. I want my coffee every morning again! Habits that have lasted for years or decades cannot be easily discarded by someone saying, "From tomorrow on, we will do things differently because I think it's better!" Your partner could now present you with a well-thought-out, coherent presentation over many weeks, backed by current studies and graphics, clearly demonstrating that green tea has excellent effects on the body and mind. Or your partner could convince you with an inspiring story about a convinced coffee drinker who was converted one day through a special experience and has since only been drinking green tea. The identification with the hero on his journey and his transformation in an authentic and non-fictional story is crucial for the persuasiveness of the message. The message itself "Green tea is healthier than coffee" is thus conveyed through the story without being explicitly stated. Companies that rely solely on communicating benefits will ultimately lose their employees, business partners, or customers in the long run.The power of a good story
Digital transformation is not easy. It requires significant rethinking and learning in all areas. And not everything can be effectively implemented right from the start. Entrenched, clear action structures and thought patterns are broken down and transformed into agile processes. Innovation does not arise from predefined structures but from people's attitudes. Strategic storytelling in communication can initiate profound change processes, generate understanding, and ultimately convince skeptics. Whether in content marketing, for internal and external processes, or in daily customer contact and recruiting: Change the mindset through the right message: convince instead of persuade! “The most powerful person in the world is the storyteller. He sets the vision, values, and agenda of an entire generation that is to come.” Steve Jobs-Susi Krauseneck, Communication and Media Trainer, Speakers Excellence
