Organizational change programs bring your story to life.

In Ty Montague’s book, “True Story: How to Combine Story and Action to Transform Your Business” (2013 Harvard Business Press), he argues that “the best-run and most successful companies convey one clear, understandable story through every action they take, not solely through their marketing.”

When there is true alignment between the vision, mission, values and corporate messaging, companies are able to deliver a compelling and consistent customer experience.

Montague’s advice?

“Make understanding and telling your company’s story both a shared responsibility across the whole organization and a core value of the company. If you do this, you — and your shareholders — will reap the rewards.”

With increasing levels of competition and the increasing velocity of change, there has been a recent surge in interest in organizational change programs and >internal marketing campaigns that link “what’s on the inside” (i.e., vision, mission, values) and “what customers experience on the outside” (i.e., messaging that validates the vision, mission, values and informs external marketing and communication efforts).

Because the leadership team, in partnership with human resources, typically owns the creation of the vision, mission and values, employees often experience a disconnection between the corporate values and the corporate messaging. Yet employees must have buy-in to internalize them emotionally and intellectually — heart and head. The stronger the connection and consistency between these components, the stronger and more positive the customer experience will be.

When employees fully embrace the corporate vision, mission and values, it positively influences behavior. They are able to be a part of something bigger than their specific role within the organization and make decisions that are consistent with organizational goals and objectives.

Creating a comprehensive strategy that internally aligns your vision, mission,values and corporate messaging will focus and align your employees, maximizing their potential to deliver the highest return with each customer interaction and creating consistent customer conversations that deliver profitability and growth.

Activate the powerful marketing channel that resides within your organization.

Discover how organizational change programs can activate your corporate message in the marketplace.


By | 2016-11-14T15:19:53+00:00 May 27, 2015|Categories: Organization Change|Tags: |

About the Author:

With more than 25 years experience building collaborative relationships with executive teams, Jim brings a wealth of knowledge to every client engagement. O’Gara has spent thousands of hours formulating winning go-to-market strategies and stories for dozens of Fortune 100 companies and hundreds of high-growth businesses. O’Gara’s expertise in go-to-market strategy development, customer research, corporate messaging and positioning, customer experience management as well as customer-centric culture development has earned him the respect of executives around the world. Over the years, his ability to breakdown business, marketing and customer experience challenges in complex industries (such as healthcare, technology and professional services) has been invaluable to CEOs and CMOs at a number of leading companies. Jim is an active member of the Forbes Communications Council and his thought leadership often appears on