Storywork: Facilitating the Transformational Power of Story in Brand and Organizational Development

Abstract

Storytelling, understood classically, refers to a one-way communication. Storywork, in contrast, is meant to be a dialogue between a teller and listener. As a dialogue storywork can become a vehicle for awareness, transformation and relationship work. Storywork integrates sensitive listening, impactful authentic telling and cocreating.

This article illustrates how story and process may interact. A story created through such interaction can impact charismatic branding and at the same time be a solid and healthy base for an organizational process of growth and transformation.

Major foci rest:

• On the iterative storywork cycle of listening (narrative research), cocreating (transformative experience) and telling (narrative strategy building)

• On archetyping to explore the organizational myth and support its expression

• On a processwork attitude and methodology to facilitate cocreative strategy building

To make theory more tangible, the article ends with cases illustrating the work on organizational lead, change and brand stories.