Published by The Advocacy Committee of the
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How Storytelling Builds Next-Generation Leaders

MIT Sloan Management Review (Cambridge, MA) , Summer 2002


Storytelling has been an effective means of communicating important substantive and cultural messages for thousnads of years. Great stories create a rich visual imagery in our minds, and great storytellers invite us to walk the landscape that is created by this imagery.

For example, in the mid-1990s, Hubertus von Grunberg, the CEO of Continental AG, the world's fourth largest tire company, used story to change his company's self-reliant culture and transform itself into a global business.

Some key points:

  • Effective stories are context-specific.
  • Effective stories are level-appropriate.
  • Effective stories are told by respected role models.
  • Effective stories have drama.
  • Effective stories have high learning value.

Subjects Covered: business

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