The document discusses using narratives to gain clarity and alignment within an organization to avoid false starts. It provides examples of effective and ineffective narratives. Narratives are described as a powerful communication tool that can create clarity, build consensus around key messages, and align stakeholders. The benefits of using narratives include accelerating buy-in and action, allowing for more impactful communication, and helping to build and sustain momentum. The document suggests that crafting an effective narrative can help organizations avoid false starts by promoting shared understanding and alignment.

1. NOV 2-4, 2016
Avoiding False Starts
Using Narratives to Gain
Clarity and Alignment

2. NOV 2-4, 2016
Joe Cleveland
@cleve_from_chi

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A Tale of Complexity
and Confusion
NOV 2-4, 2016

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What’s Our Message?
NOV 2-4, 2016

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Is Everyone on the Same Page?
NOV 2-4, 2016

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Sound Familiar?
NOV 2-4, 2016

7. NOV 2-4, 2016NOV 2-4, 2016
The Danger of False Starts
§ Without alignment, you get false starts.
§ You need a blueprint for success.
§ How can you expect your audience to ‘get it’ if
your team is not in sync?

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Simple Clear Easy to
follow
Memorable
Key Ingredients

9. NOV 2-4, 2016
How’d They Get There?
A Narrative.

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What a Narrative IS
• A powerful form of communication we rely on
every day.
• A tool for creating clarity and building
consensus.
• A framework for key messages to be heard
and shared consistently.
NOV 2-4, 2016

11. NOV 2-4, 2016
“I like working at MB because we really believe in the businesses we
work with. They’ve got a lot on their plate, and all they really want in a
bank is an advocate. So we try to be someone that knows them well,
listens to what they need, and responds quickly. And now that we’ve
merged with Cole Taylor, we have even more to offer them: more
products, more experience, more focus. It’s exciting when we help
businesses solve some of these big problems. And of course, that
always means good things for us, too.”

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What a Narrative IS NOT
• A corporate script that’s forced on people
• Corporate buzzwords and complex jargon
• A silver bullet solution capable of producing
results on its own
NOV 2-4, 2016

13. NOV 2-4, 2016
“Our worldwide operations are aligned around a global strategy called
the Plan to Win, which center on an exceptional customer experience
– People, Products, Place, Price and Promotion. We are committed to
continuously improving our operations and enhancing our customers’
experience. Plan to Win provides a common framework that aligns our
global business and allows for local adaptation. We continue to focus
on our three global growth priorities of optimizing our menu,
modernizing the customer experience and broadening accessibility to
our brand within the framework of our Plan. We believe these priorities
align with our customers’ evolving needs, and – combined with our
competitive advantages of convenience, menu variety, geographic
diversification and system alignment – will drive long-term sustainable
growth.”

14. NOV 2-4, 2016
3 Benefits of Using Narratives

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1. Accelerate Buy-in
and Action
NOV 2-4, 2016

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2. Communicate
Impactfully
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17. cc: Hans Hamburger - https://www.flickr.com/photos/8334096@N07
3. Build and Sustain
Momentum
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18. NOV 2-4, 2016
Bringing a Brand Purpose to Life

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NOV 2-4, 2016

20. NOV 2-4, 2016
Avoiding False Starts
Using Narratives to Gain
Clarity and Alignment