Watch this video to see how one person’s passionate, inspired action can inspire others to move.
Stories are powerful enough to change lives and build movements.
A child’s confidence reimagined through speech therapy, a woman’s stamina returned because of her new self-care routine, a healthcare provider who can finally breathe because of a new monitoring app.
These are the stories that bring businesses to life – they connect to people’s hearts, they inspire action and create a sense of belonging. But how do you tell a story that drives transformation? Let me share a real-life example to show you how it’s done.
The Challenge: A Disconnected Team
I first fell in love with cultural transformation when I worked at an IT company. The organization was composed of a small in-person team and a larger remote workforce that carried the bulk of the workload for the company. While the culture in-office was vibrant, innovative and thriving – the remote workers felt isolated, disconnected and unappreciated. Without this connection, morale was low, turnover was high, and employees didn’t feel like they belonged.
It was important for the entire workforce to connect to the true vision, purpose and mission of the organization. So, we developed a transformative culture and communications campaign that highlighted the core values of the organization as we underwent a company-wide rebrand.
The Approach: Empathy at the Core
When I partnered with Intact, I started by listening. What were employees really feeling? What challenges did they face? I wanted their voices to lead the story. Through 1-on-1 interviews, I captured their unique experiences and perspectives. They shared their views on the company values, and how they hoped to embody those values in the work they did. They shared their passions, beyond their work – and how their work fueled their passions.
A bi-weekly newsletter brought their stories to life. Videos highlighted their contributions and celebrated their successes. All-hands meetings and company events became opportunities to build trust and connection.
We began conducting all-hands meetings, where we highlighted the work of these key individuals that were game-changers, but often unsung heroes. Their stories traveled across our email newsletter, social media and our in-person events. The culture was gradually elevated. Remote workers made more in-person visits to our office. By focusing on empathy, the campaign wasn’t just sharing information—it made employees feel seen, valued, and included.
The Impact: A Movement in the Making
The results were incredible. Within a year, the organization transformed its culture. Employees felt more connected to each other and to the company’s mission. The organization became so vibrant and inspiring that it earned a spot on The Washington Post’s Top 25 Places to Work in the IT Industry.
This wasn’t just about improving communication. It was about creating a movement—where every person felt like they mattered.
How You Can Spark Your Own Movement
Want to create stories that inspire and unite? Start with these steps:
- 1. Seek the Truth.
Ask questions, and really hear what people have to say. Their voices should be the heart of your story. Sometimes, there will be a truth that you don’t want to hear. However, in order for any organization to be healthy from the inside out – the truth must be sought out and addressed. One challenge that the organization faced, was that the people stopped believing in the leadership’s promises. The leadership of this organization had to acknowledge and repair broken promises. We had to collaborate with the HR team to produce real transformation.
The key is don’t just tell the story you want to tell. Share the story as it is. People relate to the raw, authentic versions of our brands, beyond the polished perfection we want to present. We can find redemption when we embrace our shadows, as well as our light.
- 2. Be the change you want to see.
If your organization truly wants to be healthy, you must walk the walk. I worked in an organization for years, but saw a major disconnect in the values they lived vs. what they projected. If you want customer engagement, if you want employee engagement, focus on building authentic connections with your community. Acknowledging missteps, building on your strengths, and bringing change in the areas where there are challenges. As you make a concerted effort towards transformation, and making a difference through your core values, your story will begin to spread to others who will champion and advocate your cause. Build your story around those shared values.
- 3. Make It Personal
People don’t connect with brands, they connect with people. They connect with authentic, human experiences. Highlight core values that are demonstrated through the unique contributions of your team or your customers. If you are a solopreneur or work with contractors primarily, build a brand story around your passion,. Share the stories that cause you to light up.
Develop your own private stage on social media, a podcast or on your website where you can share your message with the world.
- 4. Use Different Formats
Go beyond sharing the words on a page, ina journal or whiteboard. We live in a multimedia age, where your story can come alive in various ways. Engage with your audience in a manner that connects with them naturally, if they enjoy reading, they can indulge in a blog post. If they’re more of a video person, they can watch your story through reels or a long-form podcast or web video. What if you brought your story to life through an event? The sky is the limit as you begin to imagine the possibilities. It all starts with an idea.
- 5. Stay Consistent
To build community you must build relationships, and great relationships take time. Likewise, great storytelling takes time. Keep showing up with thoughtful messages that reinforce your values and mission.
Final Thoughts
At its core, storytelling is about connection. When you use stories to make people feel seen, heard, and valued, you’re doing more than sharing information. You’re building something bigger—a community, a culture, a movement.
Your story has the power to spark change. So, what story will you tell today?
Ready to start your storytelling journey? At CultureVate, we help entrepreneurs and organizations craft narratives that transform culture and build lasting impact. Let’s create your movement together.