A to Z of Business Storytelling -25

Y — You

Unlike other stage performers, a business storyteller cannot just be contended with the applause from the audience at the end of the session. Most of the time, the task for the business storyteller in a corporate situation is to get things done from the stakeholders besides impressing upon the audience. For example a leader may talk about the current fiscal situation and ask the team members to cooperate with the organization’s cost cutting initiatives and other austerity measures. In yet another situation, the leader may tell the team members about the significance of upskilling and ask people to be prepared for the digital transformation. In all these situations, the audience constantly have one question in mind. i.e “What is in it for me?”. Hence the business storyteller during his/her session needs to frequently use term “You”.

Though it imperative for the leader to answer this question “What is in for me?”, it is not that easy to think from others shoes and change the perspective. Probably if we tweak the question a little i.e instead of addressing the question, “What is in it for me”? why not “What is in it for you?”. Now the task become little simpler. Let us use the acronym WIIFY for this phrase. By constantly seeking the WIIFY in any persuasive situation, the business storyteller can ensure that the story is focussed on what matters most.

For example, instead of saying, “We are marching towards digital transformation in a big way. Please upgrade yourself. Else we perish”, the leader can put forth his/her thoughts like this. “Hi everyone, here comes a wonderful opportunity for our company as well for yourselves. While we march through digital transformation, you may upskill with the emerging technologies. By doing this, you stay relevant wherever you go.”

During the launch of an IPO roadshow for potential investors, the CEO can tackle the WIIFY by saying, “If you invest in us, you’ll enjoy an excellent return on your investment.”

In a campus recruitment drive, more than showcasing the company’s credentials, the HR manager can say, “If you join us, you’ll be starting an incredible career with an attractive package. Also you have wonderful opportunities to face fascinating challenges.”

In one of my previous organizations, management was keen in inviting ideas and suggestions from the employees through an initiative called Idea Junction.

Unfortunately, there was poor response, despite huge efforts in promoting the initiative. When the line managers interacted with their associates, they come to know that they are yet to get a clear answer for their question, “What is in it for me?”. People were really not excited to participate in the Idea Junction as the prize money was really not attractive. The prize money were in just few thousands.

At this point of time, our team leader Sunil jumped into action. With the help of the HR, he called for a townhall meeting and addressed the associates.

“Friends. Recently we have launched the Idea Junction. We expected a lot from you in the form of your ideas. But we come to know that you have few concerns. Some of you feel that the award money is not so attractive. Today I am going to tell you some exciting story. Probably at the end of my session, some of you may change your mind and actively participate in the Idea Junction.

Before joining this IT world, I was with hardcore plant operations. Yes. I was working with a leading public sector petroleum refinery. In the industry, we constantly look for improvements in terms of increasing productivity, reducing expenses, improving working conditions etc. We launched a suggestion scheme to invite the best ideas from the employees. Like you, many of the employees were reluctant in participating in it. But we constantly persuaded employees to actively to share their ideas in the suggestion scheme. One day, Muthu one of our technicians entered the cabin of the supervisors and said,

“Sir, I have an idea to produce a new grade of product. But I don’t know how to put in words. Can one of you help me? I am also not sure if this a very good idea worth considering…”

On hearing Muthu, my fellow supervisors plunged into action. They paid attention to what Muthu said and helped him to draft the idea in the template. The suggestion committee took a month to process the applications. They could find Muthu’s suggestion a valuable one. The refinery could now think of a new product, which had a new market. He got the first prize of Rs.500 for sharing the best idea. All these were in eighties. Rs.500 was neither a big amount nor a small amount at that time. Muthu was not concerned about the prize money, but was keen in sharing his best idea. He was persistent in sharing his idea, in spite of his shortcoming.

Our Chairman and Managing Director (CMD) has the habit of randomly picking an employee every month and have a lunch with his/her family. Muthu got this wonderful opportunity. Muthu and his family became so popular in the company’s township. Within few months, for the same idea, Muthu also got an award from the President of India at New Delhi for the best ideas from Public Sector undertakings. Then after, Muthu’s resume starts with the heading, “President Award Winner”. Friends, when Muthu shared his idea, he never knew the potential of his idea. Another significant thing that happened was was 40% of the employees started contributing an idea every quarter. That way Muthu became an inspiration for several other employees.

By the way, I could see several Muthus in this organization too. Please share your best ideas, irrespective of its value. Who knows? One of you may become a celebrity. Your profile would become richer, when you add value to the company through your ideas. Are you all ready?

When Sunil changed the perspective from organization to the employees, when he addressed the pertinent question, “What is in for you?”, it made a huge impact. Associates started pouring with suggestions and ideas with a wide rage. They not only enhanced the monetary value for the organization, but brought in the participative culture.

Next time, when you indulge in storytelling in your organization, would you like to address the WIIFY?

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