Client's story is the best advertising

Biomedical Engineering Medtronic USA, Inc. is a producer of medical equipment (devices) of professional manufacturers. GaryPrazac said he had been suffering from Parkinson's disease for many years, the disease afflicted him clumsy move by walking canes, rocking jitter endure enormous suffering, since the surgery his doctors to embed Medtronic deep brain stimulating device after a significant improvement in his condition, the deep brain stimulating device can be used at least 10 years, then it is a miracle. GaryPrazac said: Not long ago, I grove in front of the original units were met chat. He asked: "Before I saw the dog, but that was an old man on crutches with the dogs together, it is your father do?" "No, that's exactly what I own you!" Prazac finished his use of deep device to stimulate the brain's story, and finally said: "It is Medtronic's products gives me a second youthful glow." surprise and after a brief silence, each spectator with paper towels to dry his tears, at the same time, it firmly in mind the company's name.

Heroic deeds in order to promote

One day, the nation's chain stores handling the warehousing company, Texas, a branch sales staff noted that a customer is studying a combination of cabinets in the showroom. He knows the combination cabinets-on-demand customers will affect the cost calculations, he would take the initiative to help customers, economic and reasonable to calculate the number of customers at home in the end the need for appropriate combinations, which are very satisfied with the customer. Mall managers as a passion for customer service model for wide publicity. The company now regularly collected from all branches of typical stories of publicity, set the Typical, not only enrich the corporate culture, formed a cohesive force, but also to teach a marketing experience.

Later, the company found that: through the sales staff in their daily work, a positive and enthusiastic to help customers choose products that suit their needs, we can greatly enhance the sales. Therefore, often a core product sales slide, the heroic deeds on the promotions, sales will pick-up is really immediate, applied successfully.

Contact between the customer and the story is a bridge between the sales staff. March 2006, Microsoft also launched a story-telling such as the new carrier of enterprise culture. As a technology company, storytelling requires a new product combining the characteristics and role of new technologies and the inventor of the test and thought to tell the customer, the customer will naturally our interest in new products. General manager of Enterprise Marketing LynneStockstad said: "By telling stories, you can clearly express their own opinions (thoughts), as well as those new product features and role, and can better help customers realize their potential needs of customers to play working potential. as a result of the regular customers to the yard to understand the new Microsoft products, the company had invented the personal stories of applications introduced to the customers, so that there is a kindness. "

Glorification of the hero story

FEDEX Express Honolulu, HI, capital of the company's employees, in stormy weather, the packets are sent to a fast-track. A strong wind to the packet from his truck without tents blowing years, falling into the sea. Postman Jim? Bush did not hesitate to jump into the sea, picked up the parcel. After re-packaging, can not attend to their dripping wet clothes off, they rushed to the hands of packets sent to the customer.

FEDEX Express in the system of internal staff to vigorously publicize the story of a typical set, calling on them to learn he does not include personal safety, dedication to the noble act of customer service and excellent moral character. Such deeds of love and respect their jobs in the company's newspaper Web site and other media widely disseminated, received very good results.

The story of the historical heritage enterprises

Nike's use of traditional story of forces to ensure that their staff can understand the company's traditional culture and philosophy. Since its establishment, the company has gone through more than 40 years of trials and hardships, and still use a story to encourage all staff. That is one of the late co-founder, Bell? story: He was the life of the University of Oregon coach, one morning he was at home eating breakfast egg cake, he saw his wife are using the egg cake baking pan very hot, suddenly have a mind, the slurry is injected into the baking pan to prevent abuse in a hot, put into practice after good effect. He further play this creativity has led to the famous Nike running shoes soles of the birth of mortar. Ministry of Education, director of Nike, Inc. NelsonFarris said: This is our company inspired by the persons concerned by the invention-creation story, is our company culture performance. If we treat our own company's traditional culture and consumer linked lucky star will certainly come our company rather than the other company.

The first generation of International CEO David? to talk about ways to strengthen the traditional story of corporate culture management. Specific approach is: he has the idea of our company and employees the story, editing a book as a trade union education materials; He asked the candidates to bring back a read in order to facilitate the understanding of corporate culture, and then decide whether he is willing to work here . He employees of the moving column of stories posted on the ads, printed on the back wages check the envelope, drawing on walls; or by the employees themselves to play, vivid reproduction moving scenes on the spot video, CD or VCD carved staff presented to learn from each other . The results of the company are united as one in an overwhelming righteous deeds, and the working efficiency greatly increased.

American corporate culture new vector

In recent years, some U.S. companies have been using various media tools to the way of storytelling, propaganda entrepreneurial spirit, enhance cohesion.

Shrewd entrepreneurs employee's spiritual world is very clear: In addition to employees of enterprises operating terms, the noble sense of mission, but also need to have a powerful spiritual pillar. In order to enable employees to better understand and appreciate the companies adhere to corporate culture and beliefs, it is necessary to allow them as much as possible about the process of enterprise development at all stages of the key enterprises in the formation of values and its history. To this end, a number of entrepreneurs through story-telling way, to organize regular activities to famous enterprises with the memories and cultural traditions together to exchange experience and ideas, learning the hero, see action, many moving stories, inspiring generation after generation of the company Later people. As happened in the story of everyone around them than those stereotypical boring facts and figures more easily moved by people.

"Harvard Business Review," the senior editor BronwynFryer said, There are two ways to persuade people: First, corporate management training were used approach. Now use the old-fashioned sub-Clearly not come true, because alone it is difficult to convince people of preaching. Another option is to use vivid and concise story touched people, the story is like glue, like employees and corporate culture can bond together. Some social scientists say: the story of the spread of human beings are machines, human history is to rely on the many legends passed from generation to generation forever.

U.S. Doctor of Philosophy, Folklore home KarenDietz said: in the tribal era, story-telling people about the history of recording and transmission plays a key role. About the person's responsibility is to retain a vivid story of tribal development, it is the succession of traditional cultural heritage of the core and soul. These legends of established tribal culture in the world cultural heritage status, role and prospects for development. About the person's mission is to make every member they can understand the succession of the tribal tradition of survival importance.

Similarly, the enterprise's survival and development of its members have to rely on the legends, the development process to understand its key people and things, so that they naturally into the same atmosphere of corporate culture, and naturally the formation of corporate cohesion. Therefore, to allow the staff to accept legends and stories of corporate culture is an art of leadership executives. Therefore, a professor at Harvard HowardGardner said: "Storytelling is the simplest tool for the most cohesive."

"Today over how?", "The company's new products have any new feedback?", "How do you project it?" The workplace in general is that these day-to-day problems, whether you realize that you story-telling in these day-to-day answers to the questions is often the form of story-telling shown. However, we as enterprise managers must be aware of: story-telling is merely a carrier of enterprise culture, we must see through the appearance to the essence of cool to think about their meaning and substance: talking about the story? When speaking? Tell who is listening? The most important thing is why do you say these things?

Below we look at well-known U.S. companies use story-telling form, what kind of transmission of information, resulting in what kind of effect.

Corporate culture management

Building of enterprise culture is a long-term process, regardless of the need to deny its existence, or not suitable for blind pursuit of their own cultural construction of enterprise development, are counterproductive. Building of enterprise culture is not just external slogans, banners or number of management tools and models. Few words and blindly pursue the "one-sided truth", instead of combining the company's actual situation, and ultimately to the company can only be brought about by the disaster.

Corporate culture, this seemingly vague things, how can we better building?

Enterprise culture is an essential part of enterprise management, but also the needs of business leadership and meticulous care staff. First of all, the enterprise must give themselves to have a precise positioning: at what stages of the enterprise? Enterprises the main problems which? Their counterparts in the advantages and disadvantages? In the next period of time, how can we maintain our own advantages in order to maintain their survival or development? Corporate vision and goal?

Generally, these needs were met by high-level discussions, the company represents the high-level thinking of the company's mainstream culture, the whole corporate culture of the base pad, thinking after all these problems, enterprises must accordingly extracted from one or a few (less than 5) Strategic ideological or corporate values, such as the initial stage at the start-up enterprises, cost control, brand awareness can be used as guidelines; to be followed by the convening of middle and primary managers Publicizing meetings.

Middle and grass-roots enterprises, managers are focused on the management of corporate culture, and only allow them to more deeply understand and comprehend the idea of business in order to allow in the day-to-day management will be the departmental culture and corporate culture in line. Followed by the formulation or revision of the related systems and processes to serve as the basis for changes to allow all employees to know what companies to promote the need for what kind of behavior and methods.

For example, IT industry, the company stressed the importance of free, flexible and innovative, which will require a number of rigid regulations, such as attendance weakening provisions to simplify the level of concepts, to encourage new staff and new ideas, creativity and so on. Conditions permit may be appropriate to introduce the current development for enterprise management tools and models to curing and optimize the entire system, such as ERP systems, BSC and other management tools, if necessary, can be added so that the location of some eye-catching banners, signs, etc. to exert an imperceptible influence on the formation of an external in the environment, but the slogan should be clear and concise as possible and have some guidance.

If a business is doing publicity corporate culture, the simplistic view that corporate culture is putting up posters and shouting slogans, the entire company's plant covered with advertising companies exquisitely made placard, mighty, very spectacular. And workers do not have to be clear from the concept of guidance and the guidance of behavior, the company still has not changed.

Management in the corporate culture it is important to know that there is a particularity of culture, because people have a certain degree of nationalism, regional and complex nature, they form a corporate culture can not be sexual reproduction. Benchmarking with industry enterprises can become a learning object, but its inherent value system that is not entirely with the essence of culture can be simulated, and you can learn from their management methods, management mode or in the employment of their senior management staff in service-oriented enterprises, but by no means possible to replicate a similar business, as China may only have a TCL, a Haier or a Huawei.

Haier companies every year to visit companies to learn more than 1000, but Haier's experience is still unique; when Li Dongsheng on "Eagle's rebirth," when, TCL's corporate culture began to experience a new round of innovation and transformation; Huawei's "wolf culture ", to emphasize a sense of crisis may not be able to wake up other businesses," wolf "of ... ... the brand the success of the enterprise there are many objective and subjective factors, such as TCL's success is a certain background: The enterprise founder Li Dongsheng excellent leadership and strong national responsibility, Cantonese has a sense of market competition and performance-oriented culture is supported by the electronics industry in which the rapid market changes and growth, but also to the success of TCL provides an opportunity.

Therefore, in the management of the corporate culture when we must effectively identify the enterprise's unique temperament, make full use of all resources, the formation of core values, corporate executives must be an example of the power to bring the whole management to maintain a consistent pace, pay attention to the unique culture management style and ways of thinking. Regular work of the staff to correct behavior and manner.

Many people are very familiar with the Haier "hit Fridge" event, Imagine, when employees were in tears watching President Zhang personally take the lead in 76 defective refrigerators after smashing their hearts by the shock can well be imagined, people "defective product is not up to standard products," With deep understanding and memory of "brand" and "rice bowls" have a better relationship between the personal experience of this.

Leading example of the power in each period have a great persuasiveness and appeal, corporate culture is not the culture of the individual business owners, it should also all staff must become common knowledge, therefore, in the management of enterprise culture in the process of system to build and strict monitoring and management must "grasp with both hands." Only in this way can we truly become a corporate culture of an enterprise of intangible assets, and ultimately the key to deciding the success or failure of the key.

Who is the cultural

Hong Kong director Tsui Hark film version of "Laughing In The Wind", the classic lines saying: "Some people have grievances, there are scores alone Jianghu, who is the political arena." The same is true of corporate culture: "It was only business, enterprise, there culture, who is the culture."

After all, corporate culture is the life of the article. This is not a tease, then, whether large or small and medium-sized enterprises, corporate culture is not you like to, but have long been implanted in the individual enterprise. Different people have different cultures; different business leaders, will have different ideas and business philosophy, they will be led by business to create a different corporate culture.

In the enterprise in its early days, more business owners rely on the courage, energy and keen awareness of the market for enterprise start-up and lead the way. Therefore, the business owners to some extent, temperament laid a corporate culture of the keynote, enterprise internal management operations, staff work with business owners all infiltration style. This time the corporate culture is based on the individual, family and emotional behavior. Therefore, the enterprise culture is the early stage in the enterprise has to take shape, and with the expanding scale and increasingly curable. Corporate culture does not exist and should not have problems, only the difference between superiority and inferiority.

Cultural or joke

Good corporate culture can encourage enterprises to a more healthy and sustainable development, but in the absence of good understanding and analysis of the advanced management concepts and cultural essence of the premise, not suitable for blindly pursuing their own business management system and corporate culture, not only can not help enterprises to upgrade, it is likely to damage the fine tradition of the original, damaged the interests of business, and finally become a joke.

Some enterprises or listed in the choice of v. their own corporate culture, the highly epitomize Chinese vocabulary, such as: "the sea takes in hundreds of rivers, greatness lies in the capacity", "tenet" and so on. It sounds exciting, sigh China so rich vocabulary, but otherwise have no meaning, employees do not know where the operational objectives, the company advocate what kind of work style, and even the most basic acts are not clear-oriented , enterprise culture can only be "Little Red Flowers."

Some other "pragmatic" business, they will be more focus on the overall well-known enterprises at home and abroad to learn the management model and management tools of the upsurge of their worship, love, is Brief Encounter. Thus high-level mobilization, will work closely together, full participation, management consulting firms to assist the whole plant to carry out vigorous "Rectification Movement." Months have passed, and money has been spent spent force, passion receded, energy lost, but lower efficiency. So, everyone has returned to the starting point, everything is unchanged, the only change is that after a toss, we firmly believe that the present is the best. The monks are not necessarily alien is good, the building of enterprise culture has become a joke.

Corporate culture also need to manage

Building of enterprise culture in the present evolution of the two extremes, a number of small enterprises or newly established enterprises, business owners because of their limited vision and thinking that the corporate culture of large enterprises who need to be considered, we are mainly survival , enterprise cultural construction that is to worry about future problems; On the other hand, those with the so-called at home and abroad advanced management concepts, management tools onto the enterprise, the details of achievements in the success or failure of yesterday, today, pay close attention to the implementation of power, just the introduction of six West Grid Code, but also preparations for ERP. During a full day's fatigue life in a variety of seemingly far-sighted, but in reality empty nothingness of management innovation and cultural construction. People can not help but sigh: corporate culture, would like to love you is not easy.