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People Love Stories

An Introduction to The Story Consultancy‘Storytelling In A Business Context’By Paul StallardFounder & Chief Storyteller, The Story Consultancy ©2020

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Ingredients for Storytelling…

www.thestoryconsultancyuk.com

Telling Your Story

BRAND - Creating new stories to share about your current and future brands, products and services to drive commercial success for your company, brand or new product

TERRITORY - Providing a structure and process to articulate the story of your vision, strategy and opportunities and develop the overall strategy locally and globally

PEOPLE - Helping you to identify the talent, skills, capabilities and motivations of your people to enable you to deliver your corporate, ‘brand’/new product and territory stories

Storytelling In A Business Context

Surfaces the issues and generates options of how to deal with them

Joins The Dots Between Functions

Aligns People Around A Shared Purpose/Vision/Mission/Story!

Inspires Imagination

Attracts Investment

Engages People In A Fundamental Human Way

Creates New Ways Of Communicating

We help you to tell your stories in three keys areas: your Brand, your Territoryand your People. We deliver solutions to your issues, for example:

➢ We need our people to understand our story, what we represent, our values and where we are going as a business.

➢ I need my marketing team to perceive the world differently - they’re stuck in historical thinking.

➢ I want to know whether I have the team with the right talent to deliver our brand strategy.

➢ I want to help our future leaders tell their stories in more compelling ways.

➢ We need a common vision that our people can commit to.

➢ We need to make sure that our teams all know where we are going and how we are going to get there.

➢ We need to market our brands and new products by sharing our stories (not just the usual product ingredients, claims, features and benefits).

➢ We need to engage all our key stakeholders (company colleagues, retail trade customers, investors, suppliers, media and the consumer!) in new, surprising and more human ways.

➢ We want to treat our consumers as citizens not consumers!

Typical Storytelling Projects

Some Stories We Have Told

In 2013 we were contacted by one of the leading

food and drinks companies in the world who wanted

to develop one of their iconic beer brands in a more

‘journalistic’ way and tell its true story…

Mahou San Miguel➢ Mahou San Miguel wanted to tell the story of San Miguel in a more

‘journalistic way’.

Mahou San MiguelSolution

➢ We visited the Mahou San Miguel brewery and San Miguel visitor

centre in Ilerida (near Barcelona) to interview key personnel and

research the ‘archives’, watch key films and listen to their ‘stories’.

➢ We conducted stakeholder interviews with key management from the

Philippines, Spain and the UK markets.

Mahou San MiguelStakeholder Interviews, Brewery Visits, Building of The San Miguel Story,

Creative Stimulus, Script Development

Mahou San Miguel

Outcomes

➢ We worked with the client to develop the ‘story’ of the brand to work

in the new advertising campaign – celebrating the 125th anniversary of

the brand – ‘And The Best Is Yet To Come’.

Mahou San Miguel‘And The Best Is Yet To Come ‘

San Miguel Advertising Campaign launched in 2015

Inspired by our story we helped to build for

San Miguel

https://www.youtube.com/watch?v=xrL687NmkhI

Mahou San Miguel

https://www.youtube.com/watch?v=yDmOOYUGlvQ

Mahou San Miguel

https://www.youtube.com/watch?v=yDmOOYUGlvQ

Mahou San Miguel

Mahou San Miguel

Outcomes

➢ We then created a ‘Product Film’ highlighting the product ingredients

and what makes San Miguel a ‘Special’ Beer loved throughout the

world.

Mahou San Miguel

➢ Mahou San Miguel wanted to focus on the magic of

the San Miguel Product itself.

➢ We developed the idea, scripted and produced the

San Miguel Especial Product Film – launched in

Autumn 2016 on the Mahou San Miguel website and

social media during 2016

Mahou San Miguel

San Miguel Product Film – We developed the idea,

scripted and produced – launched in Autumn 2016

Mahou San Miguel

Mahou San Miguel have continued to build the San

Miguel brand in exciting ways such as the San Miguel

Rich List and San Miguel Food Explorers…

➢ all with the San Miguel Story at the heart of the

brand and the consumers who love the beer around

the world…

Mahou San Miguel

Mahou San Miguel

Mahou San Miguel

Mahou San Miguel➢ “We had the pleasure to work with Paul Stallard and Claire

Little of The Story Consultancy. Our mission was not easy

but they understood perfectly our briefing and developed

for us an excellent product video to explain to the world

our San Miguel beer story with brilliant and tasty images

and a very accurate script.

➢ This video will be very useful for us, not only in our main

market (Spain) but also in the UK, Germany, Italy and

probably in other countries. If I had the occasion to work

with The Story Consultancy again in the future it would be

a great pleasure for us. Thank you very much and hope to

meet you again! “

➢ Sonia Parera Buxeres

➢ Brand Manager Corporativo – Mahou San Miguel➢ Further Information San Miguel Story

➢ :

Global FMCG CompanyCommunicating the Vision / Strategy for a Global FMCG Company

Global FMCG CompanyThe Challenge

Enable a global FMCG function to articulate with clarity and

passion their strategy and vision going forward to engage all

levels of employee vertically and other functions horizontally.

So, the question was, how to tell their story in a way that

was engaging, made people sit up and think and offered new

possibilities for success for the organisation.

Background

Over the past 3 -5 years the function had successfully

overcome some historic quality and delivery issues but the

business still viewed them as a support function rather than

being critical to success. Now they have a vision that

embraces technology and innovation, inspires an amazing

consumer experience and reduces environmental impact.

Global FMCG CompanySolution

Research : to gather as much information as possible from current

documentation on the organisation, function and people. This included

vision and strategy documents, past presentations, pod casts, and

historically.

Stakeholder interviews: this gave us clarity on not only the vision of

the senior team and directors but also an understanding of the

different motivators in different populations. ‘Your ambition, needs

and wants’ of the different layers of the organisational hierarchy and

functions.

External perspective: what was the competition doing, what market

forces were at play, what did the consumer and customer want? With

this project we only had time to take an overview but we gained

valuable insight.

Global FMCG CompanySolution cont’d…

Creative Workshop: for senior global directors and managers. The

participants created their own version of their story through visuals

and storytelling activities. The words / emotions already existed but

the stakeholders just need to be given the air time to articulate it –

our job is to listen to what they are saying and how they are saying it.

We captured the key messages, power words and enthusiasm.

Story writing: the hard part! We distilled all the information we had

gathered, the vision, strategy, passion and energy and created the

story book for the business, - where they have come from, where they

are now and where they are going. This was shared and further

developed with the client. From the story book all other treatments

are created from the 30 second elevator pitch to the Board

presentation to the whole company podcast.

Global FMCG CompanyOutcomes

A portfolio of clear and inspiring messages created for 3

different audiences in different formats – story, presentation,

video, booklet, podcast (speech), elevator pitch. The client is

now using this portfolio to introduce the story of the vision

and strategy over the next 3 to 6 months.

The short term and biggest goal was to use the story and

framing documents to gain investment in the function by

imbuing trust based on historical performance and inspiring

with the story of future strategy.

This has been achieved.

Global FMCG CompanyTestimonial

“We commissioned The Story Consultancy to help us bring our new strategy

for Packaging to life. The Story Consultancy helped us celebrate our

pioneering beginnings, reminding us of how we developed to lead the field

in FMCG through the packaging of branded consumer goods, and to inspire

our teams with our vision of the future. It was important for us to tell this

story simply, succinctly but with impact to ensure our messages were clear,

and our talent is able to continue to innovate in the retail and digital

worlds in which we operate. Paul and Claire are a great team, creatively

and strategically, they are also personable, down to earth and were happy

to challenge our thinking in an open and honest way.”

VP Packaging R&D and Global Packaging Director, Operational Excellence

In 2015 this leading dairy company wanted to ‘join

the dots’ between functions and ensure they hit

their targets

Kerry FoodsKerry Foods commissioned The Story Consultancy to help with a

management workshop. Our role was to:

➢ Inspire the ‘Cross-Functional’ Management team – marketing, sales, R&D,

Production, NPD and Manufacturing Sites – to work together and ‘Join

The Dots’ between functions.

➢ Also our client wanted the team to be clearer and simpler in their

internal and external stories – to understand how ‘Storytelling In A

Business Context’ can help the business communicate internally and

externally to retail customers for example.

➢ The key objective was to help the team hit their Quarter Four Targets in

2015..

Kerry Foods

➢ We designed and delivered a compelling Storytelling Workshop on site

at their main factory in Hyde, UK

Kerry Foods➢ ‘I commissioned The Story Consultancy to help Kerry Foods agree

key actions for Quarter 4, 2015 and to empower all functions of

the business to think differently. The Story Consultancy delivered

a great storytelling workshop as part of our management meeting.

➢ We got to the right outcomes.

➢ In particular, ownership of actions by function, good cross-

functional debate and thought provoking content on the principles

of storytelling in a business context. Paul and Claire offered a nice

balance in their different styles. We have now circulated the

output of the workshop throughout the business with a call to

action for the lead from each function.

➢ I would recommend The Story Consultancy to other global brand

owners as a means of surfacing the issues, joining the dots

between functions and agreeing and owning key actions to improve

business performance.’

➢ Further Information: Kerry Foods Story

Matt Tomlinson

Branded Sales Director

Kerry Foods

EthosBackground

Ethos are pioneering Hosted Telephony as a way of getting closer to customers with

what they want; forging stronger connections enabled by advances in technology.

Ethos are driving increased and enhanced customer service for their clients which

enables improved customer experience in diverse sectors.

The Challenge

The Story Consultancy were commissioned by Ethos to help them tell their story.

Tony Collard, Business Development Director at Ethos approached Paul Stallard ,

Founder & Chief Storyteller of The Story Consultancy as he needed to deliver two

key presentations to current and potential clients at two corporate hospitality

events they were hosting in Solihull and Weybridge UK in 2016.

EthosStory Engagement

An audience of CEOs, Finance Directors and CRM and IT Specialists were

present and it was important to ‘tell’ not ‘sell’.

Tony wanted to share engaging stories and not just the usual type of

corporate presentation.

The ‘story’ still had to deliver commercial data and business information

about Ethos and their ‘Hosted Telephony’ capabilities, experience and

service delivery but also had to engage emotionally on a human level.

EthosSolution

The Story Consultancy worked with Tony and Marketing Manager Lily Swain

in collaborative ways in three short workshops, coaching them on innovative

storytelling techniques, listening and filming them share their stories and

unearthing key anecdotes.

Content was created to reveal the magic of Ethos and how they have helped

many clients transform their businesses.

Ethos

“I have had the pleasure of working with Paul recently on a story to

support a major client presentation. I would heartily recommend

Paul's services. You have to move right outside of your comfort zone

and open your mind to work with Paul. At times, I won't lie, it feels

very uncomfortable. However, stay with it, hang on in there and the

results are well worthwhile. Take some time to contact him.”

Further Information:

Ethos Hosted Telephony StoryTony Collard

Business Development Director

Ethos

Ethos

Ethos at Wembley Story

Everyone who loves sport (or music) dreams of playing at Wembley.

So when Ethos asked The Story Consultancy to assist with their business stories for

their Multi-Net event at Wembley Stadium, in partnership with Gamma, we were

delighted to walk down Wembley Way to help.

Ethos "Paul Stallard of The Story Consultancy wrote and produced my

latest business presentation. Paul has worked with me on a few

business presentation scenarios for over a year and he always

delivers. This time we had an audience of current and prospective

customers at our event at Wembley Stadium on 23 March 2017. A

great venue of course.

Paul helped me present an engaging story explaining our partnership

with Gamma and the power of Multi-Net in business

telecommunications. He cleverly combined Multi-Net with the changes

in telecommunications and football and my love of Spurs! :-)

It's a complex IT story but Paul challenged my thinking and enabled

me to simplify the presentation in a memorable and powerful

multimedia format. Without dumbing down. We've secured a number

of new contracts as a result.

The magic of Paul is he truly listens and helps me deliver the story in

my style and my voice so it's authentic Storytelling In A Business

Context.“

Further Information: Ethos At Wembley Story

Tony Collard

Business Development Director

Ethos

In the summer of 2017 we were approached by a

leading global car brand (part of the biggest car

company in the world).

The company/brand has been in the public eye for

the last couple of years due to the ‘emissions

scandal’…

VolkswagenMichal Szaniecki, Marketing Director for Volkswagen Group Polska,

commissioned The Story Consultancy to help his marketing team and

creative agency understand the power of storytelling and how it

could help the Volkswagen Brand.

VolkswagenThe brief to The Story Consultancy was simply:

➢ To enable the marketing and creative teams to inspire others with

the stories of the Volkswagen Brand.

➢ To provide a structure and format for the Volkswagen Brand to be

able to tell stories effectively to different audiences.

➢ To engage, motivate and enthuse the marketing and creative teams

to improve on what they are already doing well.

➢ To think about how Storytelling can help with new car launches in

future.

➢ To have a memorable, engaging and inspiring experience.

VolkswagenThe Story Consultancy team produced a Storytelling Workshop held on

Friday 6th October 2017 in Krakow, Poland in a stunning and secret

location in the heart of the city.

➢ For reasons of client confidentiality, we cannot disclose too much

detail on the content of The Storytelling Workshop.

➢ However, what we can share is the tremendous impact of The

Storytelling Workshop on the Volkswagen Brand and Hand Made Agency

teams who took part.

Volkswagen➢ Hand Made, the agency of Volkswagen Group

Polska were inspired by the outcome of The Storytelling Workshop:

➢ “What Paul does best is makes as aware of how big amounts of creativity live in each of us. This leads to surprising and simple solutions to problems that at first seemed unmanageable. Thanks to his passion, The Storytelling Workshop was not only a pleasure, but also a great study of the beautiful stories that each of us carries within us, but are not always able to tell.”

➢ Marcin Janik, Account Manager, Hand Made Agency

Volkswagen➢ And finally, Volkswagen Group Polska were

delighted with the work of The Story Consultancy: Michal Szaniecki, summed up the effects and impact of the Storytelling Workshop:

➢ “It was a great pleasure & uplifting experience for our Marketing Team & Creative Agency to work with Paul & Claire on Storytelling Magic. Inspirational mix of pragmatic tips & tricks with engaging practice rooted in true business needs. I can recommend Paul & The Story Consultancy to small & large Groups in need of organizational mindset change – who believe in Story Power.”

➢ Michal Szaniecki

➢ Marketing Director, Volkswagen Group Polska

Further Information: Volkswagen Story

In 2015 we were asked if we could tell the time…

NPLNPL based in Teddington, UK wanted to tell its story to the local

community in Teddington.

➢ NPL is one of the world leading scientific institutions measuring

everything from light, to sound to time for example and even helping

in the invention of the internet – the world wide web.

➢ NPL is ‘The Home of Time’ in the UK, not Greenwich but many people

did not know this.

NPL

NPL’s ‘Atomic Clock’ - we helped to celebrate the

60th Anniversary of the invention of the original

Atomic Clock- picture here and its inventor NPL’s

Louis Essen in 1955…

https://en.wikipedia.org/wiki/Louis_Essen

https://www.youtube.com/watch?v=MGoVXLzUDsQ

NPL

Solution

➢ We conducted stakeholder interviews, facilitated a ‘Storytelling

Workshop’ and created ‘The ‘It’s Time’ campaign.

➢ The story was told in local schools, businesses and through social

media. Talks were held in local schools and a competition was

created around the SI-bots to encourage children to produce a film

about ‘what time means to them’.

➢ We also marketed workshops ‘Watch It Made; where children can

design and build their own watch. The workshops were sold out.

NPL

And we helped to highlight the new NPL’ ‘Atomic

Clock’ pictured here and that Teddington is The Home

of Time.

http://www.npl.co.uk/60-years-of-the-atomic-clock/

NPL

And we helped to highlight the new NPL’ ‘Atomic Clock’

pictured here and that Teddington is The Home of Time.

http://www.npl.co.uk/60-years-of-the-atomic-clock/

NPL

We created the NPL ‘It's Time’ Campaign in 2015

featuring the SI-Bots – which are characters

created to bring to life The SI (Système

International d'Unités). The SI is a globally agreed

system of units, with seven base units.

http://www.npl.co.uk/reference/measurement-

units/si-base-units/

We promoted the NPL ‘Watch It Made’ Events for

local Teddington children, where they could make

their own watch with guidance from NPL and

facilitated Open House at Bushy House, NPL HQ

NPL

NPL

We created the NPL ‘Home of Time’ Film Competition idea

for local schoolchildren…promoted via local and social media

in the UK.

NPL

NPL

NPL➢ “NPL commissioned The Story Consultancy to help us tell

our story about the 60th anniversary of the atomic clock. Paul and Claire have an informal, friendly and professional style which enabled my team to feel comfortable working with them.

➢ The Story Consultancy facilitated an ideation workshop for NPL’s communications team to build a story to engage the local community of Teddington, Middlesex where NPL are based. NPL are the ‘Home of Time’ but many local people in Teddington did not know that. So a key objective was to share simple messages underlining all the great work we do at NPL.

➢ The Story Consultancy helped bring the story to life and share with the people who live in Teddington, specifically local schools. NPL are passionate about inspiring the next generation of scientists and physicists and The Story Consultancy shared in this passion! They ensured our knowledge and enthusiasm was communicated to our key audiences.

➢ The Story Consultancy helped us manage an Open House Event at Bushy House, produce marketing material, conduct a door to door marketing campaign, manage some of our outreach work in local schools and worked with us to produce a digital campaign, including a film competition for schoolchildren to enter. I would recommend The Story Consultancy to help any organisation understand its unique stories, develop ideas and reach out to key stakeholders internally and externally.”

Fiona Auty,

Director of Communications,

National Physical Laboratory

Further Information: NPL Story

MAA "We are delighted with the work that The Story

Consultancy delivered for our business. We are far too close to our work to write about and sell our services. Paul held a couple of workshop sessions which got us out of our comfort zones and distilled the uniqueness of our offer. He was then able to put this into words in a succinct and user friendly manner. I wouldn’t hesitate to recommend The Story Consultancy.”

Further Information: MAA StoryMatt Allchurch

Partner

MAA

Goldhay Arts “Our session on Tuesday was great, the time just flew by. I

have taken a lot away from the day, it has given me the

guidance I needed to enable me to portray our story in a

more meaningful and heartfelt way. It was a genuine

pleasure watching you work, it was clear how much you

enjoy what you do and I look forward to the day when I am

able to present / tell our story as confidently as both you and

Tony.”

Further Information:

Goldhay Arts Story

Goldhay Arts Story Investment

Annecka Amos

Service Manager

Goldhay Arts

Gracie Wright “The Story Consultancy made me a priority and listened

thoughtfully to my journey to capture the importance of

what my life journey embodied. I’m very grateful for the

friendly and professional time they gave me, to help

capture the fragrance of a journey that is so dear to me

and turn it into a story that others would understand. I

would highly recommend Paul and Krissie at The Story

Consultancy to help share your story.”

Further Information:

Gracie Wright Story

Gracie Wright

Children’s Author

Paul Stallard is Crew and Lifeboat Press Officer (LPO) for Teddington RNLI

Lifeboat Station on the River Thames, UK. Here are some stories so far…

https://rnli.org/news-and-media/2018/march/23/three-thames-shouts-and-training-test-for-teddington-rnli-this-week

https://rnli.org/news-and-media/2018/march/08/the-women-making-waves-at-teddington-rnli-tell-their-story

https://rnli.org/news-and-media/2018/february/12/teddington-rnli-rescue-injured-woman-from-stricken-boat-on-weir

In Autumn 2013 we thought it would be a great idea

to share wisdom between Teddington and Kenya and

see what we could learn from each other…

The Story Consultancy CSR…Maasai in Teddington

The Story Consultancy CSR…Maasai in Teddington

The Story Consultancy CSR…Maasai in Teddington

The Story Consultancy CSR…Maasai in Teddington

Through this Maasai visit we helped to build a borehole for water in Kenya…

Maasai Water Supply➢ “Dear Paul

It is a long time since I wrote to you and I am sorry I have not updated you before now.

Last month, Chris Howe our long – term friend from the UK, we call him Saruni, came to visit us and brought another friend with him who is now known as Olomunyak in our community.

They spend a lot of time visiting the various families of our community and meeting many of the school children who have been sponsored by friends from the UK and China.

➢ God willing it will then only be a short time before we have a gift of water from our own, community managed borehole.

I am so looking forward to sending you pictures of the construction work and the finished borehole.

Once again the whole community thanks you and your family for your incredible generosity and you would be most welcome should you ever wish to come and visit us.

With very best wishes.”

Emmanuel ole Mankura.(10th May 2014)

Maasai Water Supply➢ “Dear Paul,

➢ You will remember hosting Emmanuel a couple of years ago, and several people that you introduced to Emmanuel were very generous indeed. One person donated £5,000 to the community which was used as part of the funding for the borehole.

➢ I am delighted to say that on the 30th November 2016 we were finally able to commission the borehole, bringing fresh water for the very first time to the community. We had to drill to a depth of 260m so the water is very pure and does not need treatment, in fact it is better than any bottled water than you can buy in Kenya.

➢ I have a great deal of video from the commissioning ceremony and sometime soon when I have the time I will edit it and send you a link.So thank you very much to you and everyone who helped. With very best wishes.”

➢ Chris Howe (12th Dec 2016)

The gift of water…

The gift of water…

The gift of water…

Maasai StoriesFurther Information:

Maasai Event Story

Maasai Water Story

What Are Your Stories?

www.thestoryconsultancyuk.com

Thank you…

www.thestoryconsultancyuk.com What’s Your Story?

Paul Stallard, Founder & Chief Storyteller

The Story Consultancy

paulstallard@thestoryconsultancy.com

+44(0)7879 810 817 (m)

Skype: paul_stallard

www.thestoryconsultancyuk.com