Storytelling: Navigating the Business Landscape
In this unpredictable and disruptive environment, leaders are steering through uncharted waters by sharing stories. Business owners must take charge of their company’s message and chart a course that reflects their company’s purpose, uniqueness, and values. The International Relocation Associates (TIRA) believes in the importance of telling stories.
Art of storytelling
The art of storytelling is a way of sharing information through various media to engage, entertain, or educate an audience. It is a human-centered activity used in many cultures and situations to inspire action, from personal stories to professional narratives.
Sharing stories with positive outcomes can boost an organization’s reputation. On the other hand, negative stories can pose reputational risks. In any case, they influence perceptions and beliefs.
A key part of effective storytelling is building an emotional connection. In global mobility, storytelling helps our clients, transferees, and internal teams understand both the joys and challenges of the relocation process. Additionally, it shows how global mobility supports the worldwide demand for talent. Storytelling can also reduce employees’ pre-move worries and boost confidence that a service provider can deliver excellence.
McKinsey recently published an article, “The CEO’s role as chief storyteller” which outlines the essential steps for influencing perceptions. CEOs can strategically and intentionally share stories to shape or reshape reputations, build long-term trust, and ensure accountability. Storytelling sets the tone for an organization.
TIRA member Ammar Hussein, Co-Founder of Hussein – Immigration, Tax, Relocation, says, “For us, storytelling is about showing, not just telling, who we are. It is the daily commitment to our values, the relationships we nurture over decades, and the belief that every client’s journey is part of our own story.”
Articulating the organization’s culture and values
At the heart of TIRA is a dedication to collaboration, service excellence, and education. Each member functions as an independent business owner whose commitment to excellence, philanthropy, and sustainability is core to their values. Their company culture mirrors the principles of the global allied network — sharing ideas, developing innovative solutions, enhancing knowledge, and exchanging stories.
Sharon Michnay, TIRA member and President of Relo Network Asia, shares, “I think leaders get hung up on the idea that storytelling must be in a ‘Once upon a time’ format. To me, storytelling is more about using information or examples to engage stakeholders and give them a connection to or understanding of a particular subject. Storytelling is just as much about the audience as it is about the message. Stories must resonate with individual perspectives to be effective and address viewpoints. Sometimes, as leaders, we need to tell the same story in multiple ways and formats that can be heard and delivered effectively. The only thing that must be consistent is the core message of what we want to convey.”
Being the Champion and Culture Ambassador
The CEO or business owner sets the tone for the organization. As the ‘chief storyteller,’ they are the champion. Their team members serve as brand ambassadors for the company’s values and culture. By aligning storytelling with values, TIRA encourages a collaborative environment among its members. Together, they openly discuss challenges and develop innovative solutions.
Storytelling evokes an emotional response and brings a message to life in a way that truly connects with people. Facts and bullet points are quickly forgotten, but a well-told story can remain memorable for years.
In destination services, storytelling is impactful when engaging prospects or individuals unfamiliar with our industry. Genuine stories are both sincere and persuasive — and we have plenty of them.
We often walk alongside people from the moment they consider a job offer to months after they’ve settled in. Along the way, moments become memories, and those memories turn into the stories that shape the relocation journey,” said Robert Brezosky, TIRA member and Owner & CEO of Quest Relocation Group.
Acting as an Information Source
There are many benefits to storytelling. Storytelling can evoke emotions and create connections; it can also help reduce misinformation and disinformation. Knowing your audience should guide the format to focus on key facts that resonate with them.
TIRA members regularly share stories during monthly roundtables. These conversations often spark innovative ideas and creative local solutions to global problems. Additionally, the results of these discussions raise the standards of members and elevate industry standards overall.
Storytelling can be a powerful tool for sharing insights and trends, challenging assumptions, and clarifying a company’s values and purpose. This involves creating a strategic narrative—telling the right story at the right time.
Consider joining TIRA to share your stories with members. Reach out to us at TIRA.
Written by Susan Ginsberg, Principal of SRG Advisory, and a TIRA Ambassador
