{"id":45,"date":"2016-04-11T14:56:48","date_gmt":"2016-04-11T13:56:48","guid":{"rendered":"http:\/\/blog.grippedcommunications.com\/?p=45"},"modified":"2016-04-11T15:07:54","modified_gmt":"2016-04-11T14:07:54","slug":"helping-leaders-talk-purpose","status":"publish","type":"post","link":"https:\/\/blog.grippedcommunications.com\/index.php\/2016\/04\/11\/helping-leaders-talk-purpose\/","title":{"rendered":"Helping Leaders Talk Purpose"},"content":{"rendered":"

With brands increasingly needing to be driven by an environmental and social purpose, short videos are helping leaders better promote their purpose and sustainable story.<\/p>\n

Beyond the filming process itself, (see our post\u00a0\u00a0How To Make Your Boss Look Great) \u00a0<\/em>what\u2019s the best way to create a great compelling story?<\/p>\n

Unilever CEO Paul Polman talks about the company’s purpose at every opportunity. It appears everywhere – we even made a 60 second film<\/a> about Purpose to launch the their Annual Report<\/p>\n

In a recent article on story telling, John Coleman outlines a narrative structure that leaders have used to inspire audiences to get behind their business.*<\/p>\n

Self, Us and Now!<\/u><\/strong><\/p>\n

    \n
  1. Start with the \u201cself\u201d. By sharing their own experiences and the values that these have informed, leaders can link their personal values to those of the business.<\/li>\n<\/ol>\n

    Steve Jobs\u2019s address to the Stanford graduation class in 2005 is cited as an example of\u00a0a great, real story of self. By sharing his personal history and how his experiences instilled within him a love of design, a desire to live passionately and authentically, graduates were able to understand more intimately his personal values and how these had guided his work at Apple.<\/p>\n

      \n
    1. \u201cUs\u201d then connects these personal values, experience and aspirations to those shared by employees, customers or wider stakeholders. In this way, common shared values for the oganisation are developed.<\/li>\n<\/ol>\n

      Burt\u2019s Bees \u2013 the America \u2018all natural\u2019 beauty products company – is cited a good example of how a business has applied this technique of story telling, where the story of Burt becomes the story of the company made into a compelling video<\/a> that they show on their home page.<\/p>\n

      \"Screen<\/p>\n

        \n
      1. \u201cNow\u201d refers to the close \u2013 a call to action for audiences to get behind the organisation\u2019s purpose be it donating to a charity, responding to a job vacancy or recruitment drive.<\/li>\n<\/ol>\n

        Coleman cites St Jude Children Research Hospital whose purpose is \u2018Finding Cures. Saving Children\u201d Using simple direct and compelling videos and material, the charity tells the emotive stories of the children they serve to encourage empathy and new donations.<\/p>\n

        At Gripped we understand that being easy to view and share, video lends itself to telling a brand\u2019s story. Also, with video increasingly taking the \u2018lions share\u2019 of all internet traffic, we help leading brands including Shell, Mars and Coca-Cola produce films that better connect their audiences with why they are in the business they are in and what they are trying to achieve.<\/p>\n

        To understand how we can help your leaders better tell their business story call Peter on 020 3285 8764 or email him peter@grippedcommunications.com<\/a><\/p>\n

        *Harvard Business Review November, 2015, Motivate People<\/p>\n","protected":false},"excerpt":{"rendered":"

        With brands increasingly needing to be driven by an environmental and social purpose, short videos are helping leaders better promote their purpose and sustainable story. Beyond the filming process itself, (see our post\u00a0\u00a0How To Make Your Boss Look Great) \u00a0what\u2019s the best way to create a great compelling story? Unilever CEO Paul Polman talks about … Continue reading Helping Leaders Talk Purpose<\/span> →<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[4,9,10,6,5,3,8,2],"class_list":["post-45","post","type-post","status-publish","format-standard","hentry","category-uncategorised","tag-communications","tag-corporate-comms","tag-corporate-communications","tag-engagement","tag-hr","tag-internal-comms","tag-purpose","tag-video"],"_links":{"self":[{"href":"https:\/\/blog.grippedcommunications.com\/index.php\/wp-json\/wp\/v2\/posts\/45","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.grippedcommunications.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.grippedcommunications.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.grippedcommunications.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.grippedcommunications.com\/index.php\/wp-json\/wp\/v2\/comments?post=45"}],"version-history":[{"count":5,"href":"https:\/\/blog.grippedcommunications.com\/index.php\/wp-json\/wp\/v2\/posts\/45\/revisions"}],"predecessor-version":[{"id":51,"href":"https:\/\/blog.grippedcommunications.com\/index.php\/wp-json\/wp\/v2\/posts\/45\/revisions\/51"}],"wp:attachment":[{"href":"https:\/\/blog.grippedcommunications.com\/index.php\/wp-json\/wp\/v2\/media?parent=45"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.grippedcommunications.com\/index.php\/wp-json\/wp\/v2\/categories?post=45"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.grippedcommunications.com\/index.php\/wp-json\/wp\/v2\/tags?post=45"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}